Marketing Analytics

Marketing analytics provide comprehensive insights into YeboLearn's marketing effectiveness, channel performance, and customer acquisition efficiency. This data drives marketing strategy, budget allocation, and campaign optimization.

Marketing Performance Overview

Current Performance Snapshot

November 2025 Summary:

Metric	Current	Target	Status	Variance
Monthly Leads	348	400+	🟡	-13%
MQLs (Qualified)	125	140+	🟡	-11%
MQL Rate	36%	35%+	🟢	+3%
Cost per Lead	$28	<$35	🟢	+20% better
Cost per MQL	$78	<$95	🟢	+18% better
MQL → Customer	14%	12%+	🟢	+17%
CAC (Marketing)	$550	<$650	🟢	+15% better
Marketing ROI	6.2:1	>5:1	🟢	+24%

Overall Assessment: Strong efficiency metrics, need to scale volume while maintaining quality

Marketing Team

Team Composition:

CMO: 1 person (fractional, 50%)
Content Marketing: 1 full-time
Digital Marketing: 1 full-time
Marketing Operations: 0.5 FTE (contractor)
Total Team: 3.5 FTE

Monthly Marketing Budget: $33,000

Paid advertising: $18,000 (55%)
Tools & software: $8,000 (24%)
Content production: $5,000 (15%)
Events & sponsorships: $2,000 (6%)

Marketing Funnel Analysis

Full Funnel Overview

November 2025 Marketing Funnel:

Stage                    Volume    Conversion    Cost        Cumulative
──────────────────────────────────────────────────────────────────────
Website Visitors         12,450    -             $18,000     -
  ↓ 8.5% engage
Content Engaged          1,058     8.5%          -           -
  ↓ 33% convert
Leads Generated          348       33%           $28/lead    $9,744
  ↓ 36% qualify
Marketing Qualified      125       36%           $78/MQL     $9,750
  ↓ 50% accept
Sales Accepted           63        50%           $155/SAL    $9,765
  ↓ 29% close
Customers Won            18        29%           $550/cust   $9,900

Visitor → Customer: 0.14%
Lead → Customer: 5.2%
MQL → Customer: 14.4%

Funnel Performance:

✅ Visitor → Lead: 8.5% (strong content engagement)
✅ Lead → MQL: 36% (good lead quality)
✅ MQL → SAL: 50% (sales accepts half)
⚠️ SAL → Customer: 29% (sales conversion opportunity)

Funnel Optimization Focus: Improve sales follow-up on MQLs

Funnel Velocity

Time Through Funnel:

Stage	Avg Days	Target	Status
Visitor → Lead	<1 day	Instant	✅
Lead → MQL	14 days	7-14 days	✅
MQL → SAL	3 days	<5 days	✅
SAL → Customer	38 days	30-45 days	✅
Total (MQL → Customer)	41 days	40-50 days	✅

Lead Nurture Program:

12-email sequence over 30 days
42% open rate (above industry avg)
8% click rate
18% convert to MQL within 30 days

Channel Performance

Channel Overview

Channel Mix (November 2025):

Channel	Spend	Leads	CPL	MQLs	CPM	Customers	CPA	ROI
LinkedIn Ads	$4,200	85	$49	32	$131	6	$700	5.8:1
Email Campaigns	$1,500	112	$13	42	$36	5	$300	13.5:1
WhatsApp Marketing	$800	48	$17	18	$44	2	$400	10.1:1
Events/Webinars	$2,200	38	$58	18	$122	3	$733	5.5:1
Content/SEO	$1,200	65	$18	15	$80	2	$600	6.8:1
Total	$9,900	348	$28	125	$79	18	$550	7.4:1

Best Performing Channels:

Email: 13.5:1 ROI, lowest CPA
WhatsApp: 10.1:1 ROI, good engagement
LinkedIn: 5.8:1 ROI, highest volume

Channel Strategy:

Scale: Email and WhatsApp (proven high ROI)
Optimize: LinkedIn (reduce CPL while maintaining volume)
Maintain: Events and content (supporting channels)

LinkedIn Advertising

LinkedIn Campaign Performance:

Campaign	Spend	Impressions	CTR	Leads	CPL	MQLs	ROI
Teacher Pain Points	$1,800	285,000	1.2%	42	$43	18	8.2:1
AI in Education	$1,200	195,000	0.9%	22	$55	8	4.5:1
Product Features	$800	145,000	0.7%	12	$67	4	3.2:1
Retargeting	$400	58,000	2.1%	9	$44	2	2.8:1

LinkedIn Insights:

Best Performing: "Teacher Pain Points" (problem-aware messaging)
Worst Performing: "Product Features" (too feature-focused)
Opportunity: Scale "Teacher Pain Points" campaign

LinkedIn Targeting:

Job titles: Teachers, Principals, School Administrators
Locations: South Africa (Gauteng, Western Cape priority)
School types: Private schools, Independent schools
Interests: Education technology, AI in education

LinkedIn Ad Creative:

Video ads: 1.5% CTR, $38 CPL (best performing)
Image ads: 0.9% CTR, $52 CPL
Carousel ads: 1.2% CTR, $45 CPL
Text ads: 0.4% CTR, $68 CPL

Optimization Plan:

Shift budget to video and carousel ads
Create more problem-focused creative
Test new targeting (education groups, event attendees)

Email Marketing

Email Program Performance:

Campaign Type	Emails Sent	Open Rate	Click Rate	MQLs	Conversion
Newsletter (bi-weekly)	8,400	38%	6%	12	2.4%
Nurture Sequence	2,850	45%	11%	22	7.7%
Product Updates	3,200	41%	8%	5	1.6%
Event Invitations	1,850	52%	15%	8	4.3%

Email List Growth:

Total subscribers: 4,850
Monthly growth: 285 (6.2% growth rate)
Unsubscribe rate: 0.8% (healthy)
Bounce rate: 1.2% (good list hygiene)

Best Email Campaigns (Last 90 Days):

"5 Ways AI Saves Teachers 10 Hours/Week" - 62% open, 18% click
"Teacher Success Stories" - 58% open, 15% click
"Webinar: Auto-Grading Demo" - 54% open, 22% click (event)

Email Segmentation:

By role: Teachers (62%), Admins (28%), Unknown (10%)
By engagement: Highly engaged (35%), Moderately (45%), Cold (20%)
By funnel stage: Subscribers (70%), Leads (22%), MQLs (8%)

Personalization Strategy:

Role-based content (teacher vs admin messaging)
Behavior-triggered sequences (content downloads, webinar attendance)
Engagement-based frequency (engaged get weekly, cold get monthly)

WhatsApp Marketing

WhatsApp Channel Performance:

Campaign Type	Messages	Open Rate	Response Rate	MQLs	Conversion
District Coordinator Outreach	420	92%	28%	12	10.2%
Event Follow-up	180	88%	22%	4	7.4%
Content Distribution	650	85%	8%	2	1.2%

WhatsApp Insights:

High Open Rates: 85-92% (vs 40% email)
Personal Touch: Better for relationship building
Best Use Cases: Direct outreach, event follow-ups
Limitations: Doesn't scale well, manual effort

WhatsApp Strategy:

Focus on high-value prospects (Enterprise potential)
Use for nurturing warm leads (post-demo follow-up)
Combine with LinkedIn for initial outreach

Content Marketing & SEO

Content Production (Monthly):

Blog posts: 8 articles/month
Case studies: 1-2/quarter
Webinars: 2/month
Video content: 4 short videos/month
Social media: 20 posts/month

Top Performing Content (Last 90 Days):

Content	Page Views	Leads	Conversion	Topic
"AI Lesson Planning Guide"	2,450	85	3.5%	How-to
"Teacher Time-Saving Tips"	1,890	42	2.2%	Listicle
"Auto-Grading Case Study"	1,280	38	3.0%	Social proof
"EdTech Trends 2026"	980	18	1.8%	Thought leadership

SEO Performance:

Organic traffic: 3,850/month
Keyword rankings: 42 keywords in top 10
Domain authority: 32 (growing from 28 last quarter)
Backlinks: 185 (quality focus)

Top Ranking Keywords:

"AI lesson planner South Africa" - Position 2
"teacher productivity tools" - Position 4
"auto-grading software" - Position 5
"education AI" - Position 8

Content Strategy:

Focus on bottom-funnel content (comparison, how-to)
Create more case studies (high conversion)
Optimize for regional keywords (South Africa-specific)
Build pillar content for core topics

Events & Webinars

Event Performance (Last Quarter):

Event Type	Attendees	MQLs	Conversions	Cost	ROI
Product Demo Webinar	85	32	4	$400	8.5:1
Education Conference (booth)	420	18	3	$2,500	1.9:1
Teacher Workshop (hosted)	28	12	2	$600	5.2:1
Partner Event (co-hosted)	65	8	1	$800	1.8:1

Webinar Program:

Frequency: 2x/month
Average attendance: 60-80 (from 150-200 registered)
Show-up rate: 42%
Conversion to MQL: 38%
Conversion to customer: 5%

Best Webinar Topics:

"AI Lesson Planning Live Demo" - 85 attendees, 38% MQL rate
"Auto-Grading Masterclass" - 72 attendees, 32% MQL rate
"Curriculum Alignment Workshop" - 58 attendees, 28% MQL rate

Event Strategy:

Scale webinar program (add 1 more per month)
Selective conference participation (ROI >3:1 only)
Host regional teacher workshops (high engagement)

Cost Analysis

Cost per Acquisition

CAC Breakdown by Channel:

Channel	Marketing Spend	Sales Allocated	Total CAC	Customers	CPA
LinkedIn	$4,200	$4,200	$8,400	6	$1,400
Email	$1,500	$3,750	$5,250	5	$1,050
WhatsApp	$800	$1,200	$2,000	2	$1,000
Events	$2,200	$2,475	$4,675	3	$1,558
Content/SEO	$1,200	$1,200	$2,400	2	$1,200
Total	$9,900	$12,825	$22,725	18	$1,263

Note: Total CAC includes allocated sales cost (~57% of marketing cost)

Fully-Loaded CAC: $2,850 (includes full sales team salaries)

CAC Trends (Last 6 Months):

Month	Marketing CAC	Fully-Loaded CAC	Trend
Jun	$680	$3,200	-
Jul	$620	$2,950	↘ Improving
Aug	$590	$2,900	↘ Improving
Sep	$560	$2,850	↘ Improving
Oct	$550	$2,850	→ Stable
Nov	$550	$2,850	→ Stable

CAC Improvement Drivers:

Better targeting (improved MQL quality)
Channel optimization (shift to higher ROI channels)
Referral program growth (zero-cost acquisition)

Return on Marketing Investment

Marketing ROI Calculation:

Customer Lifetime Value (LTV): $42,500
Marketing CAC: $550
LTV:CAC Ratio: 77:1 (marketing only)

Annual Revenue from Marketing: $388,800 (18 customers/mo × $1,800 ARPU × 12)
Annual Marketing Spend: $118,800 ($9,900/mo × 12)
Marketing ROI: 3.3:1 (first-year revenue only)

Lifetime Marketing ROI: 77:1 (LTV basis)

ROI by Channel (Lifetime Basis):

Channel	LTV:CAC	First-Year ROI	Assessment
Email	141:1	13.5:1	Excellent - scale
WhatsApp	106:1	10.1:1	Excellent - scale
LinkedIn	61:1	5.8:1	Good - optimize
Content/SEO	71:1	6.8:1	Good - maintain
Events	58:1	5.5:1	Acceptable - selective

Target ROI: >50:1 lifetime, >5:1 first-year

Attribution Modeling

Attribution Methodology

Current Model: Multi-Touch Attribution (W-shaped)

First touch: 30% credit
Middle touches: 20% credit (distributed)
Last touch: 30% credit
Opportunity creation: 20% credit

Example Attribution:

Customer Journey:
1. Google search → Blog post (First touch: 30%)
2. LinkedIn ad → Webinar registration (Middle: 10%)
3. Email nurture → Content download (Middle: 10%)
4. WhatsApp outreach → Demo request (Opportunity: 20%)
5. Follow-up email → Closed won (Last: 30%)

Attribution:
  Content/SEO: 40% (30% first + 10% middle)
  LinkedIn: 10%
  Email: 40% (10% middle + 30% last)
  WhatsApp: 20%

Multi-Touch Attribution Results

Channel Attribution (Last 90 Days, 54 customers):

Channel	First Touch	Middle Touch	Last Touch	Total Credit	Attributed Revenue
Content/SEO	18	28	8	32.4	$706,320
LinkedIn	22	35	12	38.2	$833,040
Email	8	42	25	38.8	$846,240
WhatsApp	4	18	6	12.6	$274,860
Events	2	12	3	8.0	$174,540

Insights:

Email: Strong closer (high last-touch)
LinkedIn: Good awareness driver (high first-touch)
Content: Important for early engagement
WhatsApp: Effective for opportunity creation

Channel Interactions

Common Channel Paths to Conversion:

Path	Frequency	Avg Deal Size	Conversion Time
LinkedIn → Email → WhatsApp → Close	15	$2,200/mo	35 days
Content → LinkedIn → Email → Close	12	$1,800/mo	42 days
Email → Webinar → Email → Close	10	$1,650/mo	28 days
LinkedIn → Webinar → WhatsApp → Close	8	$2,400/mo	38 days
Referral → Email → Close	6	$1,900/mo	22 days

Channel Synergies:

LinkedIn + Email: 68% of customers touch both
Webinar + WhatsApp: 45% higher close rate when combined
Content + LinkedIn: 52% better MQL quality

Marketing Campaign Analysis

Recent Campaign Performance

Q4 2025 Campaigns:

Campaign 1: "AI Teacher Tools" (LinkedIn + Email)

Duration: Oct 1 - Nov 30
Budget: $6,500
Leads: 142
MQLs: 52
Customers: 7
ROI: 6.8:1

Performance: Strong
Key Learning: Problem-focused messaging outperforms feature lists

Campaign 2: "Year-End Teacher Appreciation" (Email)

Duration: Nov 15 - Dec 15
Budget: $1,200
Leads: 85
MQLs: 28
Customers: 3 (ongoing)
ROI: TBD (campaign in progress)

Performance: Good open rates (48%), strong engagement
Key Learning: Seasonal themes resonate with teachers

Campaign 3: "EdTech Webinar Series" (Events)

Duration: Sep - Nov (3 webinars)
Budget: $3,200
Attendees: 215
MQLs: 68
Customers: 8
ROI: 7.2:1

Performance: Excellent
Key Learning: Live demos convert better than recorded

Campaign Optimization

A/B Testing Results (Last Quarter):

Test	Variant A	Variant B	Winner	Improvement
Email Subject	"Save Time"	"AI Lesson Plans"	B	+18% open rate
Landing Page	Form top	Form bottom	A	+22% conversion
LinkedIn Ad	Image	Video	B	+34% CTR
CTA Button	"Learn More"	"See Demo"	B	+15% clicks
Webinar Time	3pm	5pm	B	+28% attendance

Key Learnings:

Specific benefits outperform generic promises
Early conversion opportunities perform better
Video content drives higher engagement
Action-oriented CTAs convert better
After-school hours work best for teachers

Marketing Forecasting

Lead Generation Forecast

December 2025 Forecast:

Channel	Projected Spend	Projected Leads	Projected MQLs
LinkedIn	$4,000	75	28
Email	$1,800	95	38
WhatsApp	$1,000	42	16
Events	$1,500	28	12
Content	$1,200	55	12
Total	$9,500	295	106

Note: Lower forecast due to holiday seasonality

Q1 2026 Forecast:

Month	Budget	Leads	MQLs	Customers	CAC
Jan	$12,000	420	155	22	$545
Feb	$14,000	485	180	24	$583
Mar	$13,000	450	165	21	$619
Q1	$39,000	1,355	500	67	$582

Growth Drivers:

Increased budget (Q1 budget release)
New year momentum (teacher planning)
Campaign expansion (more channels)