The Organic Engagement Dashboard measures how non-paid marketing touchpoints—like social posts, search, email, and joint campaigns—drive account-level engagement, pipeline generation, and ROI across the funnel. It empowers content, demand generation, and executive teams to optimize organic strategy through attribution, lift testing, and channel contribution visibility.
Purpose
To quantify how organic (non-paid) marketing—like social posts, search, email, and co-marketing efforts—drives account engagement, pipeline progression, and ROI across the funnel.
Audience
Content & Social Managers → Evaluate which organic activities truly influence account movement.
Demand Gen / ABM Leads → Monitor organic touches across accounts and adjust nurture tactics.
Marketing Leadership & Execs → Align organic efforts with revenue impact and channel strategy.
Key Benefits
Content Effectiveness → Identifies organic assets and channels generating tangible pipeline and bookings.
Attribution Clarity → Uses touch-based & lift analysis to attribute engagement shifts to organic campaigns.
Purpose: Track campaign-level organic content influence on pipeline and bookings.
Widgets by Breakdown:
Organic Engagement Table (Demand Generation Effectiveness) Displays campaign types/names with influenced account volume, spend (if any), generated pipeline/bookings volume & value, and ROI under linear touch attribution.
LinkedIn Engagement Table (Demand Generation Effectiveness) Similar metrics focused on LinkedIn (organic posts & sponsored updates) including impressions—key for deciding organic vs paid post strategy.
Reference:
Tab: Account First Touch Organic
Purpose: Surface how organic first-touch campaigns initiate engagement and funnel conversion.
Marketing Influence Scorecards Visual counters across stages (Lead, MQL, Meeting Booked) showing “Touched” vs “Non-Touched” account percentages.
Funnel Conversion Attribution Matrix This matrix reveals channel‑ and campaign‑level conversion performance across funnel stages (Lead → MQL → Meeting → Pipeline → Closed‑Won), enabling marketers to pinpoint which tactics truly advance funnel movement and make informed optimization decisions.
Reference:
Tab: BSA and CoDrop
Purpose: Compare organic-focused campaigns and co-marketing performance in generating impact.
Widgets:
BSA Table (Demand Generation Effectiveness) Presents campaign types (e.g., Email, Social Media, Sponsored In-mails) alongside pipeline/booking metrics and ROI.
BSA + CoDrop Table (Demand Generation Effectiveness) Includes co-drop (shared) campaigns to evaluate joint content or partner campaign effectiveness on pipeline and bookings. Context: Co-op or co-drop marketing strategically amplifies reach and impact across partners
Reference:
Tab: Journey
Purpose: Understand which touchpoints and sequences most frequently engage leads.
Widget:
Journeys + Touchpoints Table Shows touch types (e.g., Paid Social, Email) with metrics: average touches per lead, number of leads touched, unique journeys touched, total touches, and percent of leads touched. Helps refine content and channel strategy toward high-touch areas.
Reference:
Tab: Lift Test
Purpose: Measure the incremental conversion impact of campaigns vs. control.
Widgets:
Campaign Lift Analysis – Across Campaigns Displays Lift % (incremental gain over control), Conversion % (stage-to-stage progression rate), and p-value for each channel across funnel stages—reveals which channels meaningfully drove movement from one stage to another.
Campaign Lift Analysis – Individual Campaigns Provides Lift % (causal uplift relative to control) and Conversion % (percentage of prospects advancing) at the individual campaign level—enabling precise evaluation of each campaign’s true funnel impact.
Reference:
Tab: Marketing Mix
Purpose: Track how organic vs. other channels contribute to the pipeline and revenue over time.
Widgets:
Contribution By Channel Stacked bars display each channel’s share of pipeline and closed-won value across quarters, revealing which channels drive the most impact over time—enabling teams to optimize channel mix and investment prioritization effectively.
Channel Performance Comparison & Trends Time-series visuals compare channel performance over periods, helping identify shifts, sustained momentum, or underperformance—providing actionable insights on channel efficiency, trend direction, and strategic optimization.
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