Monthly Performance Report
Primo Designs · May 2026
Healthcare branded apparel & managed programs — marketing performance, lead review, paid media, and program retrospective.
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Primo DesignsMay 2026Monthly Report
May 2026 · Monthly Performance Meeting
Today's Agenda
- 01 Discussion Items →
- 02 Marketing Status & Priorities →
- 03 Attribution →
- 04 Lead Review & Highlights →
- 05 Paid Media →
- 06 Email & Content →
- 07 Retrospective →
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Primo DesignsDiscussion Items
Before we dive in
Items to discuss today
- 1 Sales hire update — Brandon is recruiting a Sales VP and Account Executive. What's the current timeline, and are there candidates in process we should align on from a lead-handoff perspective?
- 2 HubSpot ↔ Insight Engine sync — LinkedIn lead gen Zap is live. Are leads flowing into HubSpot as expected? Is TJ ready to begin weekly IE lead marking from HubSpot, or is there a blocker?
- 3 Dream 100 campaign integration — Are we ready to layer the Dream 100 healthcare target list into LinkedIn and paid campaigns this month? Who needs to approve the list before it goes live?
- 4 Google Ads restructure performance — New five-ad-group structure launched May 9. Now that we have 3 weeks of data, which groups are performing well and are there any to pause (Gildan branded search was flagged)?
- 5 Christopher Berner (Blythedale Children's Hospital, VP HR) — Len flagged this lead as an "ideal person for our marketing." Has anyone followed up? What's the current status?
💡
Attribution check
Are there active deals or pipeline conversations we should cross-reference against Insight Engine this month — beyond Christopher Berner? With the Northwoods 90-day stabilization underway, now is a good time to establish this as a standing monthly practice.
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Primo DesignsMarketing Status & Priorities
As of May 29, 2026
What's in motion
Completed since last meeting
Article
Published May 18. Len called it "really well done." Completes five-article service positioning series.
Email
May 2026 Newsletter
Sent May 26 · 10:30 AM ET · 1,316 delivered. Featured pickleball set, golf umbrella, trucker hat + ROI metrics article.
Paid
PRI-023 & PRI-024 Launched
LinkedIn (Automation Checklist) + Google Ads new five-group structure live May 9. Both campaigns approved and live.
Integration
LinkedIn → HubSpot Zapier Integration
Approved May 14 and implemented. LinkedIn leads now flowing into HubSpot with LinkedIn as source.
Brand
Approved May 14. Brand voice (Straightforward, Enthusiastic, Trustworthy), lexicon, formatting rules, terms to avoid.
Awaiting client action
Interview
022 — Hidden Quality Checks Interview
Interview completed May 27 with Len. Copy & Strategy Review due June 3. Awaiting any additional detail from Len post-interview.
Email
June 2026 Newsletter
Content finalized May 27 (Port A902 Apron, Solgaard luggage, retractable banner). Copywriting begins now — no action needed.
Paid
Google Ads — Gildan Branded Search
Flagged for potential pause if CTR remains low. Decision needed: pause or keep?
Sales
Northwoods — Sales VP & AE Recruiting
Brandon is recruiting. Update requested: timeline and how Newfangled can support lead-handoff prep.
In development — Newfangled
Article
022 — Hidden Quality Checks Most Merch Vendors Miss
Copy & Strategy Review Jun 3 · Design Jun 3 · Design Review Jun 5 · Pub target Jun 11.
Email
026 — June 2026 Newsletter
Copywriting in progress. Features Solgaard partnership product. Links to "From One-Off Orders" article. Due Jun 9.
Paid
Google Ads Optimization Review
Weekly optimization review for new five-group structure. First full month of data available for June meeting.
Attribution
IE Data Visualization by Source
First-pass Insight Engine visualization of lead data by source and marketing touchpoint (Northwoods requirement) in development.
📝
Content milestone: Service positioning series complete
All five service-positioning articles are now published or in final production — covering manual order management costs, automation, ROI measurement, managed programs, and quality checks. This completes the awareness/engagement layer for HR and Marketing audiences. A sales executive candidate cited this content as a reason for their interest in the role — an early proof point of thought leadership working beyond lead gen.
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Primo DesignsAttribution
Marketing touchpoints · May 2026
Attribution spotlight
LinkedIn → IE Session 28250115
Christopher Berner
VP & Chief Human Resources Officer · Blythedale Children's Hospital
1
Page
1
Conversion
SQL
Stage
Source: LinkedIn · Healthcare Calendar campaign
Executive Validation
"This looks like the ideal person for our marketing. Now it's up to us to convert." — Len, May 27
✓ CONFIRMED ATTRIBUTION
LinkedIn → IE → SQL
LinkedIn → IE Session 28222378
K. Reeves
Director of Talent Acquisition & Social Media · ML Healthcare
1
Page
1
Conversion
SQL
Stage
Source: LinkedIn · Healthcare awareness
HR leadership persona match at a multi-location healthcare group. "Talent Acquisition & Social Media" title signals both audience pillars — employee engagement and employer brand.
LinkedIn → IE → SQL
SQL · Google Organic
Shanon Radford, MA PMP
Program Manager – Surgical Research · Seattle Children's Hospital
1 page · 1 conversion · IE session 28086990
SQL · Google Organic
Michael Saccone
Director of Marketing, South Brooklyn Health · NYC Health + Hospitals
1 page · 1 conversion · IE session 28072150 · LinkedIn
SQL · Google Organic
David Nguyen
University of Illinois System
9 pages · 1 conversion · IE session 28015679
📊
Attribution summary — May 2026 (MTD · May 1–29)
Of 20 new SQLs in May, at least 4 carry confirmed or likely marketing attribution — 2 from LinkedIn (Healthcare Calendar campaign), 2 from Google organic search. The Blythedale lead is the month's clearest proof point: LinkedIn → IE → executive validation in one journey. Note: with HubSpot ↔ IE sync newly live, attribution completeness will improve in June as TJ begins weekly lead marking.
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Primo DesignsLead Review · MTD May 1–29
Insight Engine · Jan–May 2026
Lead funnel, year to date
| Month | New Leads | New MQLs | New SQLs |
|---|---|---|---|
| January | 107 | 25 | 2 |
| February | 114 | 19 | 4 |
| March | 90 | 2 | 0 |
| April | 85 | 21 | 12 |
| May (MTD) | 109 | 66 | 20 |
| YTD TOTAL | 505 | 133 | 38 |
📈
May is the best month yet
109 new leads and 20 SQLs MTD through May 29 — both are the highest monthly totals of the year. The MQL spike to 66 (vs. 21 in April) reflects Meta lead gen campaign volume; many are lower-quality B2C profiles that TJ is working through. SQLs at 20 outpace every prior month.
⚠️
March dip: context matters
March showed just 2 MQLs and 0 SQLs — likely reflecting the mid-month website launch and transition period, plus TJ's new approach of letting leads go through multiple touches before marking. This created a backlog that's now clearing through April and May.
🔍
Traffic context — May vs. April
May: 1,730 sessions (Apr: 1,797). Organic search is the top driver (802 sessions, 46%). Bing is punching above its weight — 96 organic sessions with a 37.5% conversion rate. LinkedIn organic: 13 sessions (small but high-intent). Email traffic: 3 sessions but 66.7% CVR when it lands.
🤖
AI referral traffic emerging
2 sessions from chatgpt.com and 1 from gemini.google.com in May (also: 2 from claude.ai and 1 from chatgpt.com in April). Small numbers — but the pattern is consistent. As thought leadership content indexes, AI-driven discovery will grow. Worth noting in context of Len's content quality feedback.
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Primo DesignsRecent Featured Leads
Insight Engine · May 2026
Recent featured leads
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Christopher Berner
VP & Chief Human Resources Officer · Blythedale Children's Hospital
SQL
1
Page
1
Conversion
LinkedIn → Healthcare Holiday Calendar download
The month's standout lead — a VP-level CHRO at a children's hospital, squarely in Primo's target ICP. Len's exact words: "This looks like the ideal person for our marketing. Now it's up to us to convert." First documented executive confirmation that targeting is reaching the right audience profile.
View in Insight Engine ↗
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K. Reeves
Director of Talent Acquisition & Social Media · ML Healthcare
SQL
1
Page
1
Conversion
LinkedIn → Healthcare awareness campaign
Perfect persona double-header: "Talent Acquisition & Social Media" spans both HR Leadership (employee retention, recognition) and Marketing & Comms (employer brand, LinkedIn presence). Multi-location healthcare company — potential for a managed web store program.
View in Insight Engine ↗
SR
Shanon Radford, MA PMP
Program Manager, Surgical Research · Seattle Children's Hospital
SQL
1
Page
1
Conversion
Google organic search
PMP-certified program manager at a major children's hospital. Hospital program managers often coordinate team apparel and recognition programs across departments — a natural fit for Primo's program ownership model. Google organic source validates content visibility in search.
View in Insight Engine ↗
RA
Renee Andrus
Foundation/Volunteer Manager · AdventHealth
MQL
1
Page
1
Conversion
LinkedIn → Healthcare awareness
AdventHealth is a large, multi-state healthcare system — exactly the kind of 500–5,000 employee target Primo is pursuing. Foundation/Volunteer Manager roles frequently coordinate branded merchandise for events, donor recognition, and volunteer appreciation. LinkedIn targeting working at the enterprise health system level.
View in Insight Engine ↗
📋
Meta MQL note: volume vs. quality
66 new MQLs in May is the highest monthly total — but much of this volume is Meta-driven, with many leads showing consumer/small business profiles (retired, self-employed, personal Gmail). These inflate the MQL count but are unlikely conversion candidates. TJ's multi-touch review approach will help separate signal from noise. The 20 SQLs are the more meaningful indicator and are the highest of the year.
🏛️
Notable: government and institutional SQLs
Caleb Hickey (Illinois.gov, 16 pages, 2 conversions via Bing) and James Matthew (Illinois Health Connect, Google) both converted — government adjacent. David Nguyen (University of Illinois System, 9 pages, Google) also in the mix. These fall outside the healthcare-exclusive Dream 100 focus but suggest institutional reach is working organically.
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Primo DesignsPaid Media · Insights
Google Ads · Meta Ads · LinkedIn Ads
What the paid data is telling us
Google Ads
High CTR, validated structure
Google Ads is performing at 10%+ CTR — the highest efficiency in the mix. The new five-group structure launched May 9 is validating the healthcare-first keyword strategy. Non-brand clicks driving qualified conversions through organic search intent.
Meta Ads
Volume driver, audience needs tightening
Meta is generating the most clicks (728 in the current period) at just $1.31 CPC — efficient by spend. However, lead quality skews consumer. The Healthcare Holiday Calendar campaign paused; "Health and Medical Services" audience running. Monitor lead quality vs. volume tradeoff as Northwoods stabilization continues.
LinkedIn Ads
Quality beats quantity
LinkedIn's $21.10 CPC looks high — but the two featured SQLs (Blythedale CHRO, ML Healthcare Director) both came from LinkedIn. The Healthcare Calendar document ad is the top performer at $21.76 CPC and already validated a 6-figure annual spend ICP match. ROI case is building.
Google is capturing intent.
LinkedIn is capturing the right people.
👁️
Watch item: Google impression share at 9.99%
The paid connector flagged impression share below 10% — meaning Google's search presence could be 10x larger with more budget. Given the quality of Google-driven SQLs (Shanon Radford at Seattle Children's Hospital, David Nguyen at U of I), this is the strongest case for incremental ad spend investment if budget becomes available.
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Primo DesignsPaid Media · Full Month April 1–30, 2026
Full month · April 1–30, 2026
April at a glance
Total Spend
$2,525
3 platforms
Impressions
43,457
All platforms
Clicks
377
All platforms
Blended CPC
$6.70
0.87% blended CTR
Google Ads
$558
CTR 11% · CPC $3.96
Meta Ads
$630
CTR 0.65% · CPC $4.38
LinkedIn Ads
$1,336
CTR 0.46% · CPC $14.52
Platform Split
53% LI
25% Meta · 22% Google
LinkedIn — strong ICP reach in April
LinkedIn's $1,336 (53% of spend) generated 92 clicks at $14.52 CPC. Expensive on paper — but the Healthcare Calendar campaign was the source of both Blythedale and ML Healthcare SQLs. This is the platform delivering Primo's ideal clients.
Google — high efficiency, room to scale
$558 at 11% CTR and $3.96 CPC is excellent. Pre-restructure April data serves as the baseline; May's new five-group structure is expected to improve targeting further. Google remains the most cost-efficient platform by click quality.
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Primo DesignsPaid Media · Apr 27 – May 26, 2026
Rolling period · Apr 27 – May 26, 2026
Current period at a glance
Total Spend
$3,243
↑ +28% vs. April
Impressions
100,900
↑ +132% vs. April
Clicks
1,003
↑ +166% vs. April
Blended CPC
$3.23
↓ from $6.70 · improving
Google Ads
$758
CTR 10% · CPC $3.91
Meta Ads
$966
CTR 0.91% · CPC $1.31
LinkedIn Ads
$1,519
CTR 0.40% · CPC $21.10
Active Campaigns
6
3 platforms
| Campaign | Platform | Spend | Impressions | Clicks | CTR | CPC |
|---|---|---|---|---|---|---|
| Healthcare Holiday Calendar — Document Ad | $1,305 | 16,265 | 60 | 0.37% | $21.76 | |
| Health and Medical Services | Meta | $893 | 78,748 | 728 | 0.92% | $1.23 |
| Primo | Healthcare | Non-Brand | $707 | 1,637 | 167 | 10.2% | $4.23 | |
| Lead Gen — Automation Checklist | $214 | 1,863 | 12 | 0.64% | $17.82 | |
| 2026 Healthcare Holiday Calendar | Meta | $73 | 2,078 | 9 | 0.43% | $8.14 |
| Branded Campaign | $52 | 309 | 27 | 8.74% | $1.91 |
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Primo DesignsEmail & Content · Apr–May 2026
Act-On · Google Analytics 4 · Calendar month
Email performance & site traffic
| Campaign | Send Date | Delivered | Open Rate | CTR | CTOR |
|---|---|---|---|---|---|
| April Newsletter — Hidden Expenses in Manual Ordering | Apr 15 | 1,167 | 29.0% | 0.60% | 2.07% |
| May Newsletter — ROI Metrics + Summer Promos | May 26 | 1,316 | 22.6% | 0.84% | 3.69% |
📧
April open rate outperforms benchmark
April's 28.96% open rate is above the 20–25% newsletter benchmark — the "hidden expenses" angle drove strong curiosity opens. May's 22.6% is in-range. May's CTOR (3.69%) outperforms April (2.07%), suggesting the summer promo mix drove more click-through from openers. List grew from 1,167 to 1,316 delivered — +149 over one month.
📊
Email traffic converts at 66.7%
Only 3 Act-On sessions hit the site in May — but 2 of 3 converted (66.7% CVR). Email is the highest-converting channel by rate when it lands, validating the nurture investment. As the list grows and sequence automation matures, this channel has the highest conversion floor of any source.
Site traffic by channel — May 2026 (MTD)
| Channel | Sessions | Conversions | CVR | vs. April |
|---|---|---|---|---|
| Organic Search | 802 | 207 | 25.8% | Apr: 815 sessions |
| Direct | 657 | 72 | 11.0% | Apr: 725 sessions |
| Paid Search (Google Ads) | 164 | 9 | 5.5% | Apr: 149 sessions ↑ |
| Organic Social | 76 | 7 | 9.2% | Apr: 60 sessions ↑ |
| Referral | 18 | 4 | 22.2% | Includes: chatgpt.com, gemini.google.com |
| Email (Act-On) | 3 | 2 | 66.7% | Apr: 15 sessions (0% CVR) |
💡 AI referrals: chatgpt.com (2 sessions), gemini.google.com (1 session) — consistent with April (claude.ai: 2 sessions, chatgpt.com: 1 session). Small but growing. Organic search remains the primary driver at 25.8% CVR.
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Primo DesignsRetrospective · May 2026
Where we are
The program is proving itself
May closes the foundation phase — the website is live, Google Ads are restructured, the five-article service positioning series is complete, and the Style Guide is operationalized. The content is generating executive-validated leads (Len's Blythedale confirmation), the paid funnel is delivering the right personas, and a fractional CRO and sales infrastructure are being built around the marketing Newfangled has put in place. The program is transitioning from "build the machine" to "run the machine."
What's working
- ↑Lead volume: 109 new leads and 20 SQLs in May — highest of the year. Funnel is filling.
- ↑LinkedIn ICP accuracy: two executive-level healthcare SQLs came directly from LinkedIn — Blythedale CHRO and ML Healthcare Director of Talent. Len's validation confirms the right audience is being reached.
- ↑Google Ads restructure working: 10%+ CTR post-restructure, $3.91 CPC, high-intent healthcare searchers converting to SQLs.
- ↑Thought leadership credibility: Len reported a sales candidate was "impressed by the quality of the thought leadership on Primo's site" during the hiring process.
- ↑AI referral traffic emerging: 3 sessions from ChatGPT and Gemini in May alone — content is surfacing in AI discovery tools.
What's next
- →Article 022 (Hidden Quality Checks) publishes June 11 — completing the full service positioning content arc.
- →June newsletter send ~June 9 — Solgaard partnership product featured, fall holiday planning reminder included.
- →HubSpot ↔ IE weekly sync: TJ to begin pulling lead stage updates from HubSpot into Insight Engine, sharpening attribution accuracy for June report.
- →Dream 100 integration into paid campaigns: healthcare-exclusive target list to be layered into LinkedIn and Google Ads per Northwoods direction.
- →Sales VP hire close: once onboarded, coordinate Newfangled lead handoff workflow and sales enablement collateral prioritization.
The information contained in this presentation is privileged and confidential.
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