Demand Gen & Pipeline Attribution

Last 90 Days
Paid Search
Paid Social
Organic
Events
ABM
Email
W-Shaped
Linear
First-Touch
SMB
Mid-Market
Enterprise
Mktg-Sourced Pipeline
$4.2M
+18%
MQL Volume
1,847
+9%
MQL→SQL Rate
23.4%
-2.1pp
Pipeline Velocity
42 d
-6 days
Cost/Pipeline $
$14.20
-$2.10
Influenced Closed-Won ARR
$1.1M
+31%

Pipeline Influence by Channel (W-Shaped Attribution)

MQL→SQL→Opp Funnel

Pipeline Velocity by Channel

Cost-Per-Pipeline-Dollar by Channel

Marketing-Sourced vs Influenced ARR

Campaign Performance

Campaign Cluster Spend MQLs MQL→SQL% Pipeline $ CPP$ Status
LinkedIn ABM - Enterprise Q4 ABM $48,200 187 28.3% $542K $8.89 Active
HR Automation Summit Webinar Events $12,400 340 19.4% $720K $1.72 Completed
Paid Search - Brand + Intent Paid $64,100 412 26.2% $980K $6.54 Active
Organic SEO Content Hub Organic $18,900 289 31.1% $305K $6.20 Active
Email Nurture - MQL Warm Email $8,200 124 22.6% $187K $4.39 Active
Programmatic Display - Retarget Paid $22,700 98 12.2% $72K $31.40 Paused
LinkedIn Sponsored Content Paid Social $41,300 267 24.0% $854K $4.84 Active
G2 Review Campaign Organic $5,100 76 35.5% $143K $3.57 Active
Total $220,900 1,847 23.4% $4.2M $14.20

Account Engagement Score Trend (6sense ABM)

Time-to-MQL by Source

Content Asset Influence by Stage

Asset Prospect Qualified Proposal Closed
HR Automation Guide 34 18 8 3
ROI Calculator 12 41 52 21
Product Demo Video 22 48 39 19
Case Study: Acme Corp 5 14 44 28
Whitepaper: Future of HR 38 25 11 4
Pricing Page 9 27 56 32
Webinar Recording 29 16 7 2
Integration Docs 3 11 23 14

Paid Efficiency — Pipeline per $1K Spent

Stage Dropout Cohort Analysis

Cohort MQLs % to SAL % to SQL % to Opp % to Won Avg Days ARR
Oct 2024 642 34.1% 25.5% 16.2% 5.1% 38 $412K
Nov 2024 718 32.7% 24.8% 15.8% 4.8% 41 $387K
Dec 2024 487 33.5% 23.1% 11.3% 4.5% 44 $298K
Jan 2025 1,847 33.1% 23.4% 15.5% 4.8% 42 $1.1M