Marketing Dashboard

Overall Business Outcome MetricsFive business outcomes with associated key metrics. Goals based on numbers included in the Quarterly Marketing Plan.

Outcomes from all marketing outbound channelsFive business outcomes · click an outcome to open it.

Open →

Secure / retain commitment

Memberships

12 / 20 new

Pipeline $2.4M / $3.0M · 5 Platinum goal: 2

BEHIND · 60% TO GOAL

Open →

Fill the seats

Events

11.2K / 15K flagship

Attendance 75% goal · sponsorships $11.9M / $12.5M

75% · PACING −8%

Open →

Skill the ecosystem

Education

31K / 40K enrollments

Free enrollments · 4.1K / 6K exams delivered

ON TRACK · 78%

Open →

Grow the audience

Audience

41K / 50K engaged

Net new contacts 612K / 1M · reach 486K ▲ 3.1%

ON TRACK · 82%

Open →

Drive adoption

Adoption

34 / 50 new ambassadors

Contributors 9.4K ▲ 6% · maintainers 1,120

68% · Q3 CLOSES IN 9 DAYS

Needs attention

AI summary · the three decisions where marketing can move a goal before quarter close

Insights Agent · today 06:40

GOAL AT RISKNavCon NA is 75% to its 15K-attendee goal and pacing 8% behind last year

Email invites and paid retargeting are the fastest levers · $40K reallocation proposal waiting in Budget

RENEWAL RISK3 Platinum members have zero marketing touchpoints in 90 days

Combined renewal value $360K · Member Health section in Memberships shows the touchpoint history

OPPORTUNITYAmbassador goal (50 new) is at 34 — the nomination landing page converts at 9.2%, twice the site average

A social push to the nomination page from 5 high-reach ambassadors is estimated at +12 nominations

Marketing contribution to outcomes DECISION

Share of each outcome's result that marketing sourced or influenced · linear model

Detail →

Outcome	Result	Mktg-sourced	Mktg-influenced
Memberships pipeline	$2.4M	38%	74%
Events registrations	14.2K	61%	88%
Education enrollments	31K	44%	69%
Audience net new contacts	612K	82%	95%
Adoption new ambassadors	34	29%	56%

Sourced = marketing was the first touch. Influenced = at least one marketing touch anywhere in the journey. Both are tracked; influenced runs 2–3× larger by design.

Inbound by medium SIGNAL

Where this quarter's sales-ready contacts came from · all outcomes

Mediums →

Paid · 402 SRC (31%) Social · 246 (19%) Web · 350 (27%) Direct · 298 (23%)

Medium	Reach	Engaged	Sales-ready	Cost / SRC	Trend
Paid	4.1M impr.	38.2K clicks	402	$1,050	▲ 6%
Social	2.9M impr.	61K eng.	246	$310	▲ 9%
Web	412K sessions	9.8K CTA clicks	350	$140	▲ 4%
Direct	1.2M sends	71K clicks	298	$95	▼ 2%

Goal progress · Q3 plan

Every goal in the quarterly plan carries a KPI, budget, timeline and owner · click a goal

Defined Campaigns →

Goal	Outcome	KPI	Progress	Budget	Status
75% of 15K NavCon attendees registered	Events	11.2K / 15K	75%	$180K	PACING −8%
5 new Platinum members	Memberships	2 / 5	40%	$120K	AT RISK
1M net new contacts	Audience	612K / 1M	61%	$240K	ON TRACK · FY GOAL
50 signed new ambassadors	Adoption	34 / 50	68%	$40K	BEHIND
40K free course enrollments	Education	31K / 40K	78%	$60K	ON TRACK
$12.5M event sponsorship	Events	$11.9M	95%	$30K	ON TRACK

Goals, campaigns and tactics — with the KPI at every levelGoals with KPI, budget and timeline from the Quarterly Marketing Plan · campaigns and tactics (activities per Medium : Source) from the Quarterly Campaign Plan · click a row to open it

How to read this table: a Goal row (dark) is a business outcome commitment from the Marketing Plan. Under it, each Campaign row (blue) is a CFT-defined campaign with its own KPI, leader and budget. Under each campaign, the Tactic rows are the activities scheduled against one Medium : Source, each with its own KPI. Campaigns can be 1:1, 1:many or many:1 to goals.

Defined campaigns · Q3 2026

6 goals · 11 campaigns · 34 tactics

All mediumsPaidSocialWebDirect

Goal › Campaign › Tactic	Medium : Source	KPI	Result	Budget / spent	Timeline	Owner	Status
GOAL · 75% of 15K NavCon NA attendees registered	—	11,250 registered	11,240 · 75%	$180K / $162K	Jul 1 – Nov 9	Kristin · Events	PACING −8%
↳ Campaign · Grow contacts — "Where AI runs" at NavCon	3 mediums	+5,000 net new contacts	4,120 · 82%	$90K / $84K	Jul 14 – Nov 9	Demand Gen	ON TRACK
· Tactic · LinkedIn video ads, 2 variants (inference / llm-d)	Paid : Paid social	1M impressions / mo · CTR ≥ 0.9%	920K · 0.88%	$58K / $54K	Jul 14 – Nov 9	Demand Gen	ON TRACK
· Tactic · Search ads on 12 event + inference keywords	Paid : Search ads	2K clicks / mo · CPC ≤ $12	2.2K · $11.8	$26K / $24K	Aug 1 – Nov 9	Demand Gen	ON TRACK
· Tactic · Publish 2 LinkedIn posts / wk (speaker reveals)	Social : LinkedIn	2 posts / wk · avg 1,000 impressions / wk	2.1 / wk · 24K impr.	$—	Jul 14 – Nov 9	Social team	ON TRACK
· Tactic · 1 short video / wk to X, Bluesky, YouTube	Social : X · Bluesky · YouTube	1 video / wk · eng. rate ≥ 5%	0.9 / wk · 6.1%	$—	Jul 21 – Nov 9	Social team	CADENCE
· Tactic · Landing page /navcon/where-ai-runs	Web : Landing page	10K sessions · conv. ≥ 6%	14.1K · 7.1%	$4K / $4K	Jul 14 –	Web team	AHEAD
· Tactic · 4 blog posts on the inference narrative	Web : Blogs	4 posts · 20K sessions	3 posts · 21.4K	$2K / $1.5K	Jul – Oct	Content	ON TRACK
↳ Campaign · Nurture — agenda & speaker reveals	2 mediums	4,500 registrations from nurtured contacts	3,960 · 88%	$40K / $38K	Aug 4 – Nov 9	Events Mktg	ON TRACK
· Tactic · Bi-weekly agenda email to 184K past attendees	Direct : Email · invites	6 sends · CTR ≥ 5% · 3K regs	5 sends · 5.4% · 2,640	$—	Aug 4 – Nov 2	Marketing Ops	ON TRACK
· Tactic · Weekly newsletter events block	Direct : Email · newsletter	12 issues · 1,200 regs	11 issues · 1,120	$—	Aug – Nov	LF Media	ON TRACK
· Tactic · Ambassador amplification kit (20 ambassadors)	Social : Ambassador posts	20 ambassadors · 200 posts	14 · 160 posts	$—	Aug 18 – Nov 9	Community	70%
↳ Campaign · Qualify — last-chance & retargeting	2 mediums	2,500 registrations in final 6 weeks	1,600 · 64%	$50K / $40K	Sep 22 – Nov 9	Demand Gen	RAMPING
· Tactic · Retarget event-page visitors (LinkedIn, Reddit)	Paid : Retargeting	600 regs · cost / reg ≤ $80	420 · $71	$44K / $30K	Sep 22 – Nov 9	Demand Gen	ON TRACK
· Tactic · "Last chance" 3-email sequence	Direct : Email · reminders	3 sends · 1,800 regs	1 send · 1,180	$—	Oct 6 – Nov 6	Marketing Ops	ON TRACK
· Tactic · Event-day SMS check-in reminders	Direct : SMS	82% attendance rate	—	$6K / $0	Nov 8 – 9	Events Ops	PLANNED
GOAL · $12.5M event sponsorship	—	$12.5M sold	$11.9M · 95%	$30K / $22K	Jul 1 – Nov 9	Sponsorship Sales	ON TRACK
↳ Campaign · Sponsor prospectus & ABM outreach	2 mediums	8 net new sponsors	4 · 50%	$30K / $22K	Jul 1 – Oct 15	Sponsorship Sales	BEHIND
· Tactic · Sales Navigator outreach to 120 target accounts	Direct : Social DM	120 accounts · 20% reply	98 · 15%	$—	Jul – Oct	Sponsorship Sales	WATCH
· Tactic · Prospectus landing page + download CTA	Web : Landing page · CTA	400 downloads	310	$3K / $3K	Jul 1 –	Web team	ON TRACK
GOAL · 5 new Platinum members	—	5 closed	2 · 40%	$120K / $108K	Jul 1 – Sep 30	Membership Sales	AT RISK
↳ Campaign · Membership Drive Q3 — Enterprise AI	3 mediums	120 sales-ready contacts	96 · 80%	$120K / $108K	Jul 1 – Sep 30	Demand Gen	80%
· Tactic · LinkedIn ABM ads to 400 target accounts	Paid : Paid social	60 SRC · cost / SRC ≤ $1,500	61 · $1,310	$78K / $72K	Jul 1 – Sep 30	Demand Gen	ON TRACK
· Tactic · Member benefits guide (gated download)	Web : Landing page	800 downloads · 30 SRC	610 · 29	$6K / $6K	Jul 14 –	Content	ON TRACK
· Tactic · Enterprise AI outreach sequence (Sales Navigator)	Direct : Social DM	1,200 sent · 40 meetings	1,240 · 36	$—	Jul – Sep	Membership Sales	ON TRACK
↳ Campaign · Member Benefits Nurture	1 medium	2% conversion to inquiry	1.2%	$60K / $41K	Jul 1 – Sep 30	Member Success	UNSUB 2× AVG
· Tactic · 6-step nurture sequence to 18K warm contacts	Direct : Email · nurture	6 steps · unsub ≤ 0.25%	4 steps · 0.44%	$—	Jul 8 – Sep 30	Marketing Ops	FIX MESSAGE
GOAL · 40K free course enrollments	—	40,000 enrollments (FY)	31K · 78%	$60K / $48K	Jan 1 – Dec 31	Mary · Education	ON TRACK
↳ Campaign · Certification promo Q3	2 mediums	5,000 enrollments in Q3	4,400 · 88%	$48K / $44K	Jul 1 – Sep 30	Education Mktg	ON TRACK
· Tactic · Search ads on certification keywords	Paid : Search ads	1,500 enrollments · ≤ $25 each	1,620 · $19	$34K / $31K	Jul 1 – Sep 30	Demand Gen	AHEAD
· Tactic · Monthly education promo email	Direct : Email · promo	3 sends · conv. ≥ 4%	3 · 4.8%	$—	Jul – Sep	Marketing Ops	ON TRACK
↳ Campaign · Learn-in-public series	1 medium	2,000 enrollments from video	1,940 · 97%	$12K / $9K	Jul 1 – Dec 31	LF Media	ON TRACK
· Tactic · 2 course-preview videos / mo on YouTube	Social : YouTube	2 / mo · 30K views each	2 / mo · 28K	$12K / $9K	Jul – Dec	LF Media	ON TRACK
GOAL · 1M net new contacts	—	1,000,000 (FY)	612K · 61%	$240K / $196K	Jan 1 – Dec 31	Marketing Lead	ON TRACK
↳ Campaign · Narrative Hub — "Where AI runs"	3 mediums	30% share of voice	27% · 90%	$90K / $74K	Jun 1 – Dec 31	Comms	ON TRACK
· Tactic · 2 narrative blog posts / mo (tagged inference / llm-d)	Web : Blogs	2 / mo · 60K sessions / qtr	2 / mo · 61K	$6K / $5K	Jun – Dec	Content	ON TRACK
· Tactic · 3 posts / wk across LinkedIn, X, Bluesky	Social : LinkedIn · X · Bluesky	3 / wk · +2K followers / wk	3.1 / wk · +2.4K	$—	Jun – Dec	Social team	ON TRACK
· Tactic · Narrative video promotion (paid social)	Paid : Paid social	5K new contacts · ≤ $10 each	4,910 · $13	$64K / $58K	Jul – Sep	Demand Gen	COST OVER
↳ Campaign · Inference narrative spike (HOT)	2 mediums	ROAS ≥ 3× on $38K	6.1×	$38K / $38K	Jul 8 – Jul 22	Comms	COMPLETE
· Tactic · Boost 4 spike posts (X, LinkedIn)	Paid : Paid social	1M impressions in 2 wks	1.4M	$38K / $38K	Jul 8 – 22	Demand Gen	COMPLETE
· Tactic · Maintainer AMA + 6 reaction posts	Social : Bluesky · Reddit	6 posts · 50K impressions	6 · 96K	$—	Jul 9 – 16	Community	COMPLETE
GOAL · 50 signed new ambassadors	—	50 signed	34 · 68%	$40K / $31K	Jul 1 – Sep 30	Community Lead	BEHIND
↳ Campaign · Ambassador Incentive Program	3 mediums	80 nominations	61 · 76%	$40K / $31K	Jul 1 – Sep 30	Community	BEHIND
· Tactic · Nomination landing page	Web : Landing page	conv. ≥ 8%	9.2%	$2K / $2K	Jul 1 –	Web team	AHEAD
· Tactic · 1 ambassador spotlight post / wk	Social : LinkedIn	12 posts · 14 nominations	11 · 14	$—	Jul – Sep	Community	ON TRACK
· Tactic · Nomination push ads (Reddit, LinkedIn)	Paid : Paid social	40 nominations · ≤ $400 each	41 · $488	$20K / $20K	Aug 1 – Sep 15	Demand Gen	COST OVER
· Tactic · Slack / Discord nomination announcements	Direct : Slack · Discord	4 posts · 20 nominations	4 · 6	$—	Jul – Sep	Community	LOW

Goal rows come from the Quarterly Marketing Plan (KPI, budget, timeline, owner). Campaign and tactic rows come from the Quarterly Campaign Plan (RACI, mediums and sources, KPI per tactic). Results come from the medium pages. Implementation note for Misha: the join keys are the plan goal id, the HubSpot campaign id and the UTM campaign / source values.

Paid placement across standard sources.Medium: Paid · standard metrics per source: spend, impressions, clicks, CTR, CPC, conversions, cost / conversion, ROAS

Budget →

Spend (Q3)

$422K

of $480K planned · 88%

Impressions

4.1M

▲ 12% vs Q2

Blended CTR SIGNAL

0.93%

▲ 0.08pt

Blended CPC

$11.05

▲ 4% (worse)

Cost / conversion DECISION

$1,050

▼ 9% vs Q2

ROAS DECISION

3.8×

floor 2.0× · 1 source paused

Sources · standard metrics

Every paid source reports the same nine numbers · click a source to open it

Source	Spend	Impressions	Clicks	CTR	CPC	Conv.	Cost / conv.	ROAS	Status
Paid social · LinkedIn, X, Reddit, Meta	$186K	2.2M	19.8K	0.90%	$9.39	178	$1,045	4.1×	ON TRACK
Search ads · Google, Bing	$118K	640K	11.4K	1.78%	$10.35	131	$901	4.6×	ON TRACK
Retargeting	$44K	890K	4.9K	0.55%	$8.98	61	$721	5.2×	ON TRACK
3rd-party ads · display, podcasts	$38K	310K	1.3K	0.42%	$29.2	14	$2,714	1.6×	PAUSED · ROAS FLOOR
3rd-party newsletters	$26K	92K	720	0.78%	$36.1	15	$1,733	2.4×	WATCH
Affiliate · training partners	$10K	—	—	—	—	3	$3,333	2.1×	WATCH

Sources follow the UTM medium/source registry (slide 9). Impressions and reach are not reported for affiliate placements — implementation note for Misha.

Cost per conversion by business outcome DECISION

Each outcome has its own benchmark — never compare event promo against membership awareness

Business outcome	Spend	Clicks	CPC	Conversions	Conversion =	Cost / conv.	Benchmark
Events · NavCon registration push	$168K	16.1K	$10.4	1,340	Registration	$125	$140	UNDER
Memberships · Enterprise AI drive	$122K	7.2K	$16.9	96	Sales-ready contact	$1,270	$1,500	UNDER
Education · certification promo	$48K	8.9K	$5.4	2,180	Free enrollment	$22	$25	UNDER
Audience · "Where AI runs" narrative	$64K	5.4K	$11.9	4,910	Net new contact	$13	$10	OVER
Adoption · ambassador nominations	$20K	640	$31.3	41	Nomination	$488	$400	OVER

Ad variant test · CTR by message DECISION

The real-time messaging test · variants tagged with their primary message

Variant · message tag	Impr.	CTR	Conv. rate
"Inference runs here" · inference	720K	1.31%	2.8%
"Ship llm-d on Kubernetes" · llm-d	610K	1.12%	2.4%
"Observe everything" · OTel	540K	0.84%	1.9%
"Cloud-native AI platform" · generic	690K	0.61%	1.1%

"Inference" beats "cloud-native AI" 2:1 — a signal for keynote talking points, not just ad copy. Requires a message-tag attribute on every ad (implementation note).

Top converting keywords & terms DECISION

Search ads · feed directly into what the team repeats

Keyword / term	Clicks	Conv.	Conv. rate	CPC
llm-d inference	1,840	61	3.3%	$8.20
kubernetes certification	3,120	88	2.8%	$4.90
ai inference infrastructure	960	24	2.5%	$14.10
opentelemetry training	1,410	29	2.1%	$6.30
cloud native conference 2026	2,260	31	1.4%	$9.80

Impressions & reach by audience segment SIGNAL

Are we reaching new profiles or re-hitting the existing community?

Audience segment	Impressions	Reach	Share	CTR
Platform / infra engineers	1.6M	410K	39%	1.02%
Existing community (retarget)	1.2M	180K	29%	0.71%
CTO / VP engineering	720K	96K	18%	0.88%
ML / AI engineers (new)	580K	142K	14%	1.24%

Segments come from ad-platform audience definitions (LinkedIn job function, Google in-market) and are mapped to ICP personas — implementation note.

12-week trend · blended CTR and cost / conversion

Weekly · both moving the right way since the variant swap in week 5

CTR 0.71% → 0.93%Cost / conversion $1,310 → $1,050

Biggest mover this week: Retargeting ROAS 5.2× (▲ 0.6) after event-page audience refresh.

All current marketing spendPaid ads by medium type with results, plus the other marketing spend tracked by the Executive Director and Marketing Lead · budget set per goal in the quarterly plan · reallocations are human-gated

Q3 marketing budget

$1.2M

approved at Q2 review

Spent to date

$1.05M

88% · week 12 of 13

Pacing vs plan SIGNAL

−3%

within tolerance

Paid media share

$422K

35% of total · 88% spent

Blended ROAS SIGNAL

3.8×

floor 2.0×

HOT reserve left DECISION

$62K

of $100K

Budget by business outcome DECISION

Where the money goes vs where results come from · all mediums

Outcome	Goal budget	Spent		of which Paid	ROAS	Goal progress	Status
Memberships	$420K	$362K	86%	$122K	4.2×	60%	SPEND AHEAD OF RESULT
Events	$360K	$318K	88%	$168K	3.1×	75%	WATCH
Education	$100K	$81K	81%	$48K	4.9×	78%	ON TRACK
Audience	$240K	$196K	82%	$64K	5.0×	82%	ON TRACK
Adoption	$80K	$61K	76%	$20K	—	68%	BEHIND

Memberships has spent 86% of budget for 60% of goal — the only outcome where spend is running ahead of result. Splits were set in the quarterly plan; changes go through the QBR.

Planned vs opportunistic (HOT)

Discretionary reserve for in-quarter opportunities

Planned campaigns · $1.1MHOT used · $38KHOT remaining · $62K

HOT spend to date: "Inference narrative spike — July" ($38K, ROAS 6.1×). Opportunistic campaigns are reported separately in the QBR.

Agent recommendation

From Campaign Performance Agent · today 06:40

REALLOCATIONMove $40K from 3rd-party ads (paused, 1.6×) to NavCon retargeting (5.2×)

NavCon is 75% to its 15K goal · retargeting is its cheapest registration at $71 · est. +560 registrations

Requires PL approval — budget moves are always human-gated.

Paid ads · spend and results by medium type DECISION

Planned vs. actual per paid source, with what the spend bought · Q3

Paid detail →

Paid medium type	Planned	Spent		Impressions	Clicks	Conversions	Cost / conv.	ROAS	Status
Paid social · LinkedIn, X, Reddit, Meta	$200K	$186K	93%	2.2M	19.8K	178	$1,045	4.1×	ON PLAN
Search ads · Google, Bing	$130K	$118K	91%	640K	11.4K	131	$901	4.6×	ON PLAN
Retargeting	$50K	$44K	88%	890K	4.9K	61	$721	5.2×	ON PLAN
3rd-party ads · display, podcasts	$60K	$38K	63%	310K	1.3K	14	$2,714	1.6×	PAUSED
3rd-party newsletters	$30K	$26K	87%	92K	720	15	$1,733	2.4×	WATCH
Affiliate · training partners	$10K	$10K	100%	—	—	3	$3,333	2.1×	WATCH
Paid ads total	$480K	$422K	88%	4.1M	38.2K	402	$1,050	3.8×

Other marketing spend SIGNAL

Tracked by the Executive Director and Marketing Lead · non-ads spend against the same goals · Q3

Spend category	Planned	Spent		Supports	What it bought	Owner	Status
Event production & promotion · NavCon NA, regional events	$210K	$188K	90%	Events	Creative, signage, video capture, speaker travel	Events	ON PLAN
Content & creative · blogs, video, design	$120K	$102K	85%	Audience · Events · Education	84 blog posts, 64 short videos, 4 landing pages	Creative & Web	ON PLAN
Agency, PR & analyst relations	$90K	$84K	93%	Audience	Narrative launch, 3 briefings, 61 external pickups	Comms	ON PLAN
Community programs · KCD support, ambassador incentives	$120K	$92K	77%	Adoption · Events	19 Community Days supported, 34 ambassador kits	Community	KCD SEASON Q4
Membership & sponsorship sales enablement	$60K	$52K	87%	Memberships · Events	Prospectus, benefits guide, ABM lists, Sales Navigator seats	Membership Sales	ON PLAN
Education promotion · scholarships, partner co-marketing	$40K	$33K	83%	Education	200 scholarships, 3 partner campaigns	Education	ON PLAN
Martech & tools · HubSpot, Sprout, listening, analytics	$80K	$80K	100%	All	Shared LF platforms, allocated share	Marketing Ops	FIXED
Other marketing spend total	$720K	$631K	88%
All marketing spend (paid ads + other)	$1.2M	$1.05M	88%		Planned $1.1M + HOT reserve $100K

Categories follow the LF services breakdown in the quarterly plan (Content, Events, Member Sales, Education, Comms & PR, Advertising, Creative / Web). Implementation note for Misha: paid ads from the ads platforms; other spend from the plan's budget tracker or finance export — no connector today.

Social outbound across standard sources.Medium: Social (organic) · standard metrics per source: followers, net new / wk, posts, impressions, engagements, engagement rate, link clicks, site sessions

Followers

312K

all accounts

Follower growth rate WATCH

+0.8%/wk

▲ from 0.5% · net new 2.4K/wk

Impressions

2.9M

▲ 9% vs Q2

Engagement rate DECISION

4.2%

▲ 0.6pt · video-first

Link clicks SIGNAL

48.6K

▲ 14%

Sessions driven to site SIGNAL

31.2K

7.6% of all sessions

Sources · standard metrics

Grouped per the UTM source registry · click a source to open it

Source	Followers	Net new / wk	Posts	Impressions	Engagements	Eng. rate	Link clicks	Sessions	Trend
LinkedIn	148K	+1.4K	96	1.4M	61K	4.4%	24.1K	16.8K	▲ 11%
X	98K	+310	142	720K	19K	2.6%	9.4K	5.9K	▼ 3%
Bluesky · Mastodon	21K	+420	88	140K	8.1K	5.8%	3.2K	2.4K	▲ 22%
Meta · WeChat	14K	+60	24	96K	2.2K	2.3%	900	610	—
Reddit	—	—	18	210K	6.4K	3.0%	4.1K	2.9K	▲ 8%
YouTube · Medium · Stack Overflow	31K	+240	31	340K	12.6K	3.7%	6.9K	2.6K	▲ 16%
Slack · Discord (community)	86K members	+510	—	—	14.2K reactions	—	—	—	▲ 5%

Reddit and community chat report a subset of the standard set — impressions from Reddit ads pixel only; Slack/Discord from LFX Insights. Implementation note for Misha.

Engagement rate by content type DECISION

Is video-first paying off? Compare like-for-like (same message tag)

Content type	Posts	Eng. rate	Link CTR
Short video	64	6.8%	1.9%
Carousel / static image	142	3.9%	1.4%
Text only	118	2.4%	1.1%
Link share	75	1.8%	2.6%

Like-for-like on "llm-d": video 7.1% vs text 2.2%. Video wins engagement; link shares win clicks — use both in sequence.

Message tag	Posts	Avg eng. rate	Top post
inference	58	5.9%	"Where AI systems run" keynote clip · 42K impr.
llm-d	41	5.1%	llm-d 1.0 release thread · 31K impr.
OTel	36	3.8%	OTel collector demo video · 18K
tokenomics	19	3.1%	Cost-per-token explainer · 9K
community	92	4.6%	Community Day Bengaluru recap · 27K

Event social lift · pre / during / post SIGNAL

Event weeks vs the non-event baseline (4.2% eng., 240K impr./wk)

Event	Pre (2 wks)	During	Post (2 wks)	Lift vs baseline
NavCon India · Aug	1.6× impr.	4.1× impr. · 7.2% eng.	1.9×	▲ 3.0pt eng.
Observability Summit · Sep	1.2×	2.3× · 5.4%	1.3×	▲ 1.2pt
Community Days (8 in Q3)	1.1×	1.6× · 5.0%	1.1×	▲ 0.8pt

The India push proves the regional social strategy — 4.1× impressions with a 7.2% engagement rate. Event weeks are tagged by campaign name in the social scheduler.

12-week trend · engagement rate and net new followers

Weekly · shaded bar = NavCon India week

Eng. rate 3.6% → 4.2%Net new followers 1.6K → 2.4K / wk

Biggest mover this week: Bluesky/Mastodon +22% impressions after the maintainer AMA.

Owned web placements and standard sources.Medium: Web · standard metrics per source: sessions, unique visitors, page views, pages / session, time on page, scroll depth, conversions, conversion rate

Sessions

412K

▲ 4% vs Q2

Unique visitors

286K

▲ 6%

Organic search share SIGNAL

54%

▲ 3pt

Avg time on page SIGNAL

2:48

▲ 0:19

Scroll depth (median)

61%

blogs 68% · pages 52%

CTA conversion rate DECISION

2.4%

▲ 0.3pt · 9.8K conversions

Sources · standard metrics

Pages, blogs, landing pages, CTAs, banners · click a source to open it

Source	Sessions	Uniques	Page views	Pages / sess.	Time on page	Scroll	Conv.	Conv. rate	Trend
Blogs · cncf.io/blog	168K	131K	241K	1.4	3:41	68%	2,910	1.7%	▲ 9%
Pages · project, about, membership	142K	104K	318K	2.2	2:12	52%	2,480	1.7%	▲ 2%
Landing pages · campaign LPs	61K	54K	72K	1.2	1:54	71%	3,620	5.9%	▲ 14%
CTAs · in-page hand-raise	—	—	96K views	—	—	—	1,880 clicks	2.0%	▲ 5%
Banners · site + LF network	—	—	1.1M impr.	—	—	—	4.6K clicks	0.42%	▼ 6%

Conversion = the page's assigned CTA (registration, enrollment, membership inquiry, nomination, subscribe). Scroll depth needs the GA4 enhanced-measurement event — implementation note.

Traffic by narrative tag DECISION

Content tagged by narrative · which topics drive organic discovery

Narrative tag	Sessions	Organic share	Time on page	Conv. rate
inference	61K	62%	4:02	2.4%
llm-d	48K	71%	3:48	2.1%
OTel	39K	66%	3:12	1.6%
tokenomics	12K	44%	2:36	1.2%
community	54K	38%	2:20	3.1%

"inference" and "llm-d" earn the highest organic share — write more of these. Tagging lives in the CMS (WordPress taxonomy) — implementation note.

Organic search traffic by keyword SIGNAL

Is the AI narrative cutting through beyond owned channels?

Keyword	Clicks	Impressions	Avg position	QoQ
ai inference infrastructure	4,810	96K	3.2	▲ 48%
llm-d kubernetes	3,960	41K	1.4	▲ 112%
kubernetes certification	12,400	410K	2.1	▲ 6%
cloud native landscape	9,100	180K	1.1	▼ 2%
opentelemetry tutorial	5,200	120K	4.6	▲ 14%

Top landing pages SIGNAL

Where people enter

Page	Entrances	Bounce	Conv. rate
/blog/where-ai-systems-run	21.4K	41%	2.8%
/events/navcon-na-2026	18.9K	34%	7.1%
/training/certifications	16.2K	38%	6.4%
/projects	14.8K	52%	0.6%
/membership	6.1K	47%	1.9%

Top exit pages SIGNAL

Where journeys break — exits before the CTA

Page	Exits	Exit rate	Journey
/membership/join (form step 2)	3,140	64%	Membership inquiry — broken
/events/navcon-na-2026/register	4,820	28%	Registration — healthy
/projects	7,700	52%	Discovery — expected
/training/certifications/pricing	2,900	39%	Enrollment — watch

The membership form drops 64% at step 2 (company details) — a fix here is worth more than any paid dollar this quarter.

Direct messaging to enriched and known contacts.Medium: Direct · standard metrics per source: audience, sends, delivered, open rate, CTR, conversions, conversion rate, unsubscribe rate, active vs dormant

Sends (Q3)

1.2M

186 campaigns

Open rate DECISION

31.4%

▲ 1.2pt

Click-through rate

5.9%

▲ 0.4pt

Campaign conversion rate DECISION

1.8%

of delivered · one goal per send

Unsubscribe rate WATCH

0.21%

▼ 0.03pt

List health · active WATCH

68%

of 248K · 32% dormant (no open 90d)

Sources · standard metrics

Email types, social DM, community chat, SMS · click a source to open it

Source	Audience	Sends	Open rate	CTR	Conv.	Conv. rate	Unsub.	Active	Trend
Email · newsletter (weekly)	62K	744K	34.2%	6.8%	4,210	0.6%	0.12%	74%	▲ 3%
Email · invites & reminders	184K	312K	29.1%	5.4%	6,840	2.2%	0.31%	61%	▲ 8%
Email · nurture sequences	18K	96K	27.8%	4.1%	1,120	1.2%	0.44%	66%	▼ 4%
Email · surveys	41K	48K	22.6%	3.9%	1,410 responses	2.9%	0.18%	—	—
Social DM · LinkedIn / Sales Navigator	1,240 targets	1,240	—	—	186 replies	15%	—	—	▲ 2pt
Slack · Discord announcements	86K	42 posts	—	—	2,960 clicks	—	—	—	▲ 6%
SMS · voicemail (event day)	6.2K	6.2K	—	18%	410 check-ins	6.6%	0.9%	—	—

Open rate is directional (Apple MPP inflates it); CTR and conversion are the decision metrics. Dormant = no open or click in 90 days (definition to confirm with Marketing Ops).

Open rate & CTR by audience segment DECISION

Members, community and prospects tracked separately

Segment	Contacts	Open rate	CTR	Conv. rate
Members (key contacts)	4.8K	46.2%	9.1%	3.4%
Community (contributors, attendees)	171K	32.8%	6.2%	1.9%
Prospects (ICP fit, no engagement)	72K	21.4%	2.8%	0.6%

A 21% open rate on prospects is healthy; 21% on members would be an alarm. Segment is attached at send time from the HubSpot list — implementation note.

Conversion & unsubscribe by campaign type WATCH

Every email has one goal · did it accomplish it?

Campaign type	Goal	Sends	Conv. rate	Unsub. rate
Event invite	Registration	312K	2.2%	0.31%
Newsletter	Blog / project visit	744K	0.6%	0.12%
Membership nurture	Membership inquiry	96K	1.2%	0.44%
Education promo	Enrollment	58K	4.8%	0.22%
Survey	Response	48K	2.9%	0.18%

Membership nurture unsubscribes are 2× the average — message or frequency isn't landing. Flagged to the campaign owner.

List health · active vs dormant WATCH

Month over month · deliverability risk

Active · 169K (68%)Dormant · 79K (32%)

List	Size	Active %	MoM
Newsletter	62K	74%	▲ 1pt
Event attendees (all)	184K	61%	▼ 2pt
Member key contacts	4.8K	91%	—

Re-engagement sequence for 79K dormant contacts is queued for October — sunset policy after 2 attempts.

12-week trend · CTR and conversion rate

Weekly · all email sources

CTR 5.2% → 5.9%Conversion 1.5% → 1.8%

Biggest mover this week: NavCon "last chance" invite — 3.9% conversion, 1,180 registrations.

Identifying, nurturing, and protecting member commitmentBusiness outcome: Targeted Accounts, Enriched Contacts, Cross Sale, Renewal

Goal · Platinum

5 new Platinum members

2 closed · 3 in late stage · $120K budget

40% · AT RISK

Goal · Gold + Silver

15 new Gold / Silver members

10 closed · pipeline healthy

67%

Goal · Retention

95% renewal rate

94% trailing 12 mo · 3 Platinum at risk

WATCH

Goal · Pipeline

$3.0M qualified pipeline

$2.4M open · velocity 5.8 mo

80%

Membership pipeline DECISION

HubSpot leads joined to Salesforce closed members — the funnel is the join

Leads in pipeline (HubSpot)

640

warm + hot member leads

Closed members (Salesforce)

12 / 20

▼ 2 vs plan

Mktg-sourced DECISION

38%

▲ 5pt · sales-sourced 62%

Mktg-influenced DECISION

74%

▲ 3pt · multi-touch

Pipeline velocity SIGNAL

5.8 mo

first touch → close · H2 seeds 2027

Outreach response rate SIGNAL

15%

Sales Navigator · by profile below

Inbound marketing · member journey funnel

Contacts by stage · Fit × Warmth scoring · this quarter

120K

Aware

—

18.4K

Engaged

15%

2,150

Viable

12%

640

Warm

30%

210

Hot (SRC)

33%

Closed

18 hand-raisers this month (membership application, "talk to sales", prospectus download) — auto-promoted to Hot.

Outreach response by target profile SIGNAL

Direct › Social DM (Sales Navigator) · is the message or the profile the problem?

Target profile	Sent	Replies	Rate	Meetings
CTO · AI-native startups	310	68	22%	14
VP Platform · enterprise	420	61	15%	11
Head of OSPO	280	44	16%	9
Cloud provider partnerships	230	13	6%	2

Cloud-provider partnerships respond at 6% — rework the message before adding more targets.

Inbound by medium and source · Memberships

Standard metrics for every source, filtered to this outcome · conversion = sales-ready contact

AllPaidSocialWebDirect

Medium	Source	Reach	Engaged	SRC	Conv. rate	Cost / SRC	Campaign
Paid	Paid social · LinkedIn	1.1M impr.	5.9K clicks	61	1.0%	$1,310	Membership Drive Q3 — Enterprise AI
Paid	Search ads	120K	1.3K	35	2.7%	$1,180	Membership Drive Q3 — Enterprise AI
Social	LinkedIn organic	380K	14K eng.	22	0.2%	$—	Member spotlight series
Web	Pages · /membership	6.1K sessions	1.2K CTA views	48	0.8%	$—	Evergreen
Web	Landing page · benefits guide	4.2K	610 downloads	29	4.8%	$—	Membership Drive Q3 — Enterprise AI
Direct	Email · nurture sequence	18K	740 clicks	31	1.2%	$—	Member Benefits Nurture
Direct	Social DM · Sales Navigator	1,240	186 replies	36	15%	$—	Enterprise AI outreach

Events (owned) sourced a further $410K of pipeline — shown under Events. Rows link to the campaign that owns the source.

Members by tier · new, renewing, at risk DECISION

An at-risk Platinum is a bigger problem than an at-risk Silver

Tier	Members	New YTD	Renewing Q4	At risk	Benefit use	Engaged 90d
Platinum	28	2	6	3	72%	89%
Gold	64	4	14	5	54%	81%
Silver	310	6	71	17	41%	74%

Benefit utilization by tier: blog slots 68% used, webinar slots 41%, event passes 88%, case studies 22% — promote webinars, retire nothing yet.

Member health · touchpoints & amplification DECISION

Zero touchpoints in 90 days is a churn risk regardless of contract

Signal	Value	Trend
Members with zero touchpoints (90d)	25 · 3 Platinum	▲ 4
Avg touchpoints per member (90d) · events, committee meetings, content, downloads	6.4	▲ 0.8
Amplification kit uptake · members using UTM-tagged assets	38 members · 12.4K visits driven	▲ 9
Message pull-through · members using "where AI runs" / "inference"	14 members · 41 posts	▲ 6

Touchpoint history joins LFX committee attendance, Cvent, HubSpot and UTM data per member org — implementation note for Misha. Pull-through comes from social listening.

Fill the seats and sell the sponsorshipsBusiness outcome: event attendance growth, sponsorship growth across owned and supported community events

Goal · Attendance

75% of 15K NavCon NA registered

11.2K registered · Nov 9 · $180K budget

75% · PACING −8% YOY

Goal · Sponsorships

$12.5M event sponsorship

$11.9M sold · 4 net new sponsors

95%

Goal · Attendance rate

82% of registrants attend

79% trailing · reminders + SMS lift

79%

Goal · Regional

24 Community Days (KCD)

19 held · 5 scheduled Q4

ON TRACK

Event ROI

Registrations, cost and what events pay back · YTD

Registrations YTD

14.2K

17 events · ▲ 6% YoY (normalized per event)

Attendance rate

79%

of registered attended

Sponsorship revenue

$11.9M

▲ 12% YoY

Cost / registration SIGNAL

$38

▼ 11% · by medium below

Post-event pipeline (90d) DECISION

$310K

42 attendees → leads · 3 → members

Net new contacts · 3rd-party events SIGNAL

2,140

6 events · tracked separately

Inbound by medium and source · Events

Registration volume and cost per registration by medium · conversion = registration

AllPaidSocialWebDirect

Medium	Source	Reach	Engaged	Registrations	Conv. rate	Cost / reg	Share
Paid	Paid social · LinkedIn, X, Reddit	1.3M impr.	11.2K clicks	840	7.5%	$142	22%
Paid	Retargeting	620K	3.4K	420	12.4%	$71	11%
Paid	Search ads	210K	2.9K	180	6.2%	$210	5%
Social	LinkedIn · X · Bluesky (organic)	960K	9.1K link clicks	610	6.7%	$—	16%
Web	Event pages · organic / direct	18.9K sessions	4.8K reg. starts	1,340	7.1%	$—	35%
Web	Banners · LF network	480K impr.	2.1K	120	5.7%	$—	3%
Direct	Email · invites & reminders	184K	9.9K clicks	1,180	11.9%	$—	31%
Direct	Slack · Discord · SMS	92K	1.4K	96	6.9%	$—	3%

Owned-channel share of registrations: 68% (goal 50% → 70% by 2028). Retargeting is the cheapest paid registration at $71.

2026 events · attendance and sponsorship vs goal

Owned and third-party · sortable · click an event

Event	Type	Date	Region	Registered / goal	Attended	Sponsors / goal	Net new contacts	Status
NavCon NA (flagship)	Owned	Nov 9	N. America	11.2K / 15K	—	$8.9M / $9.2M	4,120	75%
NavCon India	Owned	Aug 6	India	3.1K / 2.5K	2.6K · 84%	$1.4M / $1.2M	1,980	124%
Observability Summit	Owned	Oct 6	Europe	230 / 250	—	$180K / $200K	140	92%
AI Infra Summit (booth)	3rd-party	Sep 10	N. America	—	—	$40K spend	620	NET NEW
Open Source Summit EU (track)	3rd-party	Aug 25	Europe	—	—	$25K spend	410	NET NEW

Third-party events are measured on net new contacts, not registrations or pipeline. YoY growth is normalized per event (previous-year total ÷ previous-year event count).

Community Days (KCD) · by region and format DECISION

The leading indicator for flagship-city viability

Region	KCDs YTD	In-person / hybrid	Total regs	Avg regs / KCD	Growth YoY
India	6	5 / 1	4,820	803	▲ 62%
Europe	7	6 / 1	3,910	559	▲ 14%
N. America	3	3 / 0	1,640	547	▲ 4%
LATAM	2	1 / 1	720	360	▼ 9%
APAC (ex-India)	1	1 / 0	380	380	new

India: consistent in-person KCDs, 62% registration growth — the business case for a 2027 flagship candidacy.

Post-event payback · 90-day window DECISION

Did attendees become leads or members within 90 days?

Event	Attendees	→ HubSpot leads	→ SRC	→ Members	Pipeline
NavCon EU · Apr	8.4K	1,120	96	3	$310K
NavCon India · Aug	2.6K	410	22	— (in window)	$60K
Community Days · Q2	4.1K	380	9	0	$18K

Event social lift (pre / during / post) is under Social. Attendee-to-lead join uses Cvent → HubSpot contact match — implementation note.

Fill the courses and grow certificationsBusiness outcome: Course attendance and growing certifications across channels.

Goal · B2C

40K free course enrollments

31K YTD · $60K budget

78% · ON TRACK

Goal · Certification

6K certification exams delivered

4.1K YTD · ▲ 9% YoY

68%

Goal · B2B

25 team-training deals

14 closed · 9 in pipeline

56%

Goal · Conversion

12% free → paid conversion

10.4% trailing 90d

WATCH

Free enrollments YTD

31K

▲ 18% vs prior YTD

Exams delivered

4.1K

▲ 9%

Newly certified

2.9K

71% pass rate

Free → paid DECISION

10.4%

goal 12%

Cost / enrollment SIGNAL

$22

benchmark $25

B2B training deals

14 / 25

$620K revenue

Inbound by medium and source · Education

Conversion = free enrollment (B2C) or training inquiry (B2B)

AllPaidSocialWebDirect

Medium	Source	Reach	Engaged	Enrollments	Conv. rate	Cost / enroll.	Campaign
Paid	Search ads · "kubernetes certification"	410K impr.	6.4K clicks	1,620	25%	$19	Certification promo Q3
Paid	Affiliate · training partners	—	—	560	—	$18	Partner program
Social	YouTube · course previews	340K	6.9K clicks	1,940	28%	$—	Learn-in-public series
Web	Pages · /training	16.2K sessions	4.1K	4,830	30%	$—	Evergreen
Web	Blogs · tutorials	39K	2.2K CTA clicks	1,210	3.1%	$—	OTel narrative
Direct	Email · education promo	58K	3.1K clicks	2,780	4.8%	$—	Certification promo Q3

Courses · enrollments and conversion

Top 5 by enrollments · YTD

Course	Enrollments	Completion	→ Exam	YoY
Intro to Kubernetes (free)	12.4K	38%	9%	▲ 12%
Intro to llm-d (free · new)	5.1K	44%	—	new
OpenTelemetry Fundamentals (free)	4.8K	41%	14%	▲ 31%
Certified Kubernetes Admin (exam)	2.1K	—	—	▲ 6%
Platform Engineering (paid)	1.6K	52%	18%	▲ 40%

Enrollments by month

2026 · free (B2C) · shaded = certification promo launch

Jan → Sep · 2.6K → 4.9K per month

Education is the lowest-cost inbound in the portfolio ($22 / enrollment) and feeds Audience — 38% of new learners were unknown contacts.

Grow the audience and ensure industry is carrying key messagingBusiness Outcome: Audience · net new contacts · engaged contacts · reach · share of voice.

Goal · Contacts

1M net new contacts (FY)

612K YTD · 61% · $240K budget

ON TRACK · FY

Goal · Engagement

50K engaged contacts

41K · up from 24K in Dec

82%

Goal · Share of voice

30% in AI-infrastructure conversation

27% · ▲ 4pt vs Q2

90%

Goal · Owned reach

75K newsletter subscribers

62K · ▲ 3% MoM

83%

Net new contacts YTD

612K

of 1M · 82% marketing-sourced

Engaged contacts

41K

▲ 71% since Dec

Total reach

486K

▲ 3.1% MoM · all mediums

Share of voice DECISION

27%

▲ 4pt vs Q2

Narrative pull-through WATCH

external uses of "where AI runs" · ▲ 22

Sentiment

72% positive

4% negative · 24K mentions / 30d

Inbound by medium and source · Audience

Conversion = net new contact (first-visit enrichment, subscribe, RSVP, follow)

AllPaidSocialWebDirect

Medium	Source	Reach	Engaged	Net new contacts	Conv. rate	Cost / contact	Campaign
Paid	Paid social · narrative video	1.4M impr.	5.4K clicks	4,910	—	$13	Narrative Hub — "Where AI runs"
Social	LinkedIn · X · Bluesky (organic)	2.3M	61K eng.	11.2K followers	—	$—	Always-on
Social	YouTube · Medium	340K	12.6K	2,180 subs	—	$—	Learn-in-public series
Web	Blogs · narrative hub	168K sessions	131K uniques	38.4K identified	29%	$—	Narrative Hub — "Where AI runs"
Web	CTAs · newsletter subscribe	96K views	1.9K clicks	1,640 subs	1.7%	$—	Evergreen
Direct	Email · newsletter (forward / referral)	744K sends	50K clicks	2,210 subs	0.3%	$—	Weekly newsletter
Direct	Slack · Discord joins	—	—	6,120 members	—	$—	Community

Audience mix · where the audience lives

Month over month · owned channels growing fastest

Channel	Audience	MoM
Social followers	312K	▲ 0.8% / wk
Newsletter subscribers	62K	▲ 3.0%
Community members (chat + groups)	86K	▲ 4.1%
Monthly web visitors	140K	▲ 2.2%
Learners (education)	31K	▲ 5.4%

Narrative & message pull-through WATCH

Social listening · is the narrative spreading beyond our channels?

Message	External mentions (30d)	By members	By creators 10K+	Trend
"where AI systems run"	61	41	9	▲ 22
"inference" (+ CNCF)	1,240	96	38	▲ 31%
"llm-d"	2,910	120	54	▲ 88%
"tokenomics"	180	4	6	flat

Share of voice 27% vs 4 adjacent foundations. Full report in Social Listening; message tags maintained in the listening keyword set — implementation note.

Grow use, contributions, champions.Business outcome: Adoption · users / downloads / stars · ambassadors · contributors · maintainers · community groups.

Goal · Ambassadors

50 signed new ambassadors

34 signed · 61 nominations · $40K

68% · 9 DAYS LEFT

Goal · Contributors

+10% active contributors

9.4K · ▲ 6% QoQ

60%

Goal · Users

2M monthly downloads · graduated projects

1.86M · stars ▲ 9%

93%

Goal · Community

140 active community groups

128 active · 22 stagnant

91%

Monthly downloads

1.86M

▲ 7% QoQ · graduated projects

Project stars

412K

▲ 9%

Active contributors

9.4K

▲ 6% QoQ

Maintainers

1,120

▲ 38 net · 12 orgs

Active ambassadors DECISION

58%

176 of 304 submitted activity

Community RSVPs / mo

8.9K

▲ 12% MoM

Inbound by medium and source · Adoption

Conversion = nomination, first contribution, RSVP or download from a marketing touch

AllPaidSocialWebDirect

Medium	Source	Reach	Engaged	Conversions	Conv. rate	Cost	Campaign
Paid	Paid social · nomination push	180K impr.	640 clicks	41 nominations	6.4%	$488 each	Ambassador Incentive Program
Social	Ambassador posts (organic)	1.1M	38K eng.	14 nominations · 2.1K RSVPs	—	$—	Ambassador Incentive Program
Social	Reddit · Stack Overflow	210K	6.4K	1,840 downloads	—	$—	Always-on
Web	Landing page · /ambassadors/nominate	1.9K sessions	—	61 nominations	9.2%	$—	Ambassador Incentive Program
Web	Pages · /projects, getting-started	14.8K	3.1K	2,960 first contributions	—	$—	Evergreen
Direct	Slack · Discord · group announcements	86K	2.9K clicks	4.6K RSVPs	—	$—	Community
Direct	Email · contributor newsletter	24K	1.8K	310 first contributions	1.3%	$—	Contributor spotlight

Community groups · active vs stagnant by region DECISION

Active groups are the business signal; total groups is a vanity number

Region	Active	Stagnant	RSVPs / mo	MoM	Technical / general
North America	41	6	2,640	▲ 6%	62% / 38%
Europe	38	5	2,410	▲ 9%	58% / 42%
India	27	2	2,180	▲ 31%	71% / 29%
LATAM	12	6	720	▼ 4%	40% / 60%
APAC (ex-India)	10	3	950	▲ 8%	55% / 45%

Stagnant = no event in 90 days. India's technical-skewed RSVP growth is the strongest regional investment signal.

Community events tied to a campaign DECISION

Proves community is a marketing channel, not just a program

Campaign	Groups participating	Events	RSVPs	Attended
llm-d 1.0 launch · Aug	19	22	4,210	2,860
Certification month · Sep	11	12	1,940	1,310
NavCon NA road-to · Oct (planned)	14 committed	14	—	—

Without this table, community's contribution to a launch is invisible. Community RSVPs are how people enter our data — every RSVP is a future contact.

Ambassador program DECISION

Active per quarter · CNCF-specific vs general activity

Quarter	Enrolled	Submitted activity	Active %	CNCF-specific	General
Q3 2026 (to date)	304	176	58%	41%	59%
Q2 2026	298	184	62%	37%	63%
Q1 2026	290	171	59%	34%	66%

CNCF-specific = blog on cncf.io, CNCF project talk, CNCF event participation. A 304-ambassador program with 176 active is the real baseline — re-engage or trim decision is on the QBR agenda.

Ambassador activity by contribution type WATCH

Is ambassador energy aligned with what CNCF needs in H2?

Contribution type	Count (Q3)	Share
Personal YouTube / blog	412	46%
Community Day / meetup talk	186	21%
Social amplification (tagged)	160	18%
cncf.io blog post	71	8%
Mentoring / office hours	62	7%

8% into cncf.io blogs vs 46% personal content — the incentive program should reward owned-property contributions. Counts from ambassador activity submissions + social listening.

← Back to Events

Goal · 75% of 15K NavCon NA attendees registered

Defined by the project and marketing leads at the Q3 review · owner: Kristin (Events) · timeline Jul 1 – Nov 9

75% · PACING −8% YOY

KPI

11,240

of 11,250 goal (75% of 15K) · 49 days left

Pacing vs 2025

−8%

same point last year: 12.2K

Budget

$180K

$162K spent · 90%

Cost / registration

$38

▼ 11% vs 2025

Owned-channel share

68%

goal 50% → 70%

Risk

Late registration

Q4 peak assumed · hotel block closes Oct 10

Campaigns supporting this goal

CFT-defined · each campaign carries one primary KPI · campaigns can be 1:1, 1:many or many:1 to goals

Campaign	Stage	Leader	Mediums	Primary KPI	Result	Budget / spent	Status
Grow contacts — "Where AI runs" at NavCon	Contact	Demand Gen	Paid Social Web	Net new contacts	4,120	$90K / $84K	ON TRACK
Nurture — agenda & speaker reveals	Engage	Events Mktg	Direct Social	Registrations	3,960	$40K / $38K	ON TRACK
Qualify — last-chance & retargeting	Qualify	Demand Gen	Paid Direct	Registrations	1,600	$50K / $40K	RAMPING

Registrations by week vs 2025

Shaded = this week · gap opened in weeks 6–8 (summer)

Week 12 · 1,180 registrations (best week YTD · "last chance" invite)

At the current 7-day pace the goal closes Oct 28 — 12 days before the event. Approving the $40K retargeting move pulls that to Oct 14.

Agent recommendation

Campaign Performance Agent · today

REALLOCATIONMove $40K from paused 3rd-party ads to NavCon retargeting

Retargeting registers at $71 vs $142 paid-social · est. +560 registrations · closes the gap 2 weeks earlier

Also see Budget for the full reallocation context.

← Back to goal

Grow contacts — "Where AI runs" at NavCon

Outcome: Events · Goal: 75% of 15K registered · Stage: Contact · Leader: Demand Gen · Jul 14 – Nov 9 · ICP: platform engineers, ML engineers

ON TRACK

Primary KPI · net new contacts

4,120

goal 5,000 · 82%

Budget / spent

$90K / $84K

93%

Registrations attributed

1,940

linear · 17% of goal total

Cost / contact

$20

benchmark $25

Messages

inference · llm-d

2 variants live

Alerts

None

threshold: CPC > $15

Mediums and sources in this campaign

Standard metrics per source · UTM campaign = navcon-na-26-grow

Medium	Source	Reach	Engaged	Contacts	Registrations	Cost	CTA
Paid	Paid social · LinkedIn video	920K impr.	8.1K clicks	1,860	610	$58K	Watch keynote preview → register
Paid	Search ads	140K	2.2K	410	180	$26K	Register
Social	LinkedIn · X · Bluesky organic	610K	6.4K clicks	980	520	$—	Speaker reveal → agenda
Web	Landing page · /navcon/where-ai-runs	14.1K sessions	3.4K CTA clicks	870	630	$—	Register · 7.1% conv.

Campaign funnel

Reach → engaged → contact → registration

1.7M

Reached

—

20.1K

Engaged

1.2%

4,120

Contacts

20%

1,940

Registered

47%

Campaign definition

From the Quarterly Campaign Brief

RACI · R: Demand Gen · A: Events Mktg lead · C: Comms, Creative · I: ED
Contact lists · ICP prospects (72K) · 2025 attendees (8.4K) excluded
Lead sources · LP, keynote preview video, agenda page
Content · 2 videos, 6 carousels, 1 LP, 4 ad variants
Workflow · new contact → enrich → Fit/Warmth score → nurture sequence
Previous result · 2025 equivalent: 3,400 contacts at $27 each

← Back to Paid

Paid social · LinkedIn, X, Reddit, Meta

Source detail · standard metrics · Q3 2026

ON TRACK · 4.1×

Spend

$186K

of $200K

Impressions

2.2M

▲ 14%

CTR

0.90%

▲ 0.1pt

CPC

$9.39

LinkedIn $12.1 · Reddit $4.2

Cost / conversion

$1,045

▼ 8%

ROAS

4.1×

floor 2.0×

By platform and business outcome

Same source, different jobs — each outcome has its own conversion and benchmark

Platform	Outcome	Spend	Impr.	CTR	CPC	Conv.	Cost / conv.	Campaign
LinkedIn	Events	$58K	920K	0.88%	$7.2	610 regs	$95	Grow contacts at NavCon
LinkedIn	Memberships	$78K	640K	0.92%	$13.2	61 SRC	$1,310	Membership Drive Q3
X · Reddit	Audience	$34K	520K	1.10%	$5.9	2,910 contacts	$12	Narrative Hub
Reddit	Adoption	$16K	120K	0.53%	$25	41 nominations	$390	Ambassador Incentive Program

This is the horizontal read of the campaign-type × channel matrix (slide 79): one source across all outcomes. Each outcome page gives the vertical read.

← Back to Social

LinkedIn (organic)

Source detail · standard metrics · Q3 2026

▲ 11%

Followers

148K

+1.4K / wk · 0.95%

Posts

38 video · 41 carousel · 17 text

Impressions

1.4M

▲ 11%

Engagement rate

4.4%

video 7.0%

Link clicks

24.1K

▲ 16%

Sessions driven

16.8K

→ 610 regs · 22 SRC · 1.1K subs

By business outcome

What LinkedIn organic did for each outcome this quarter

Outcome	Posts	Impr.	Eng. rate	Link clicks	Conversion	Top post
Events	31	520K	4.8%	9.1K	610 registrations	Keynote speaker reveal (video)
Audience	28	480K	5.2%	7.8K	4.1K followers · 1.1K subs	"Where AI systems run" clip
Adoption	19	240K	4.1%	3.9K	14 nominations · 1.2K RSVPs	Community Day Bengaluru recap
Memberships	12	120K	3.1%	2.1K	22 SRC	Member spotlight · Platinum
Education	6	60K	3.6%	1.2K	380 enrollments	Certification scholarship

← Back to Web

Blogs · cncf.io/blog

Source detail · standard metrics · Q3 2026

▲ 9%

Sessions

168K

▲ 9%

Unique visitors

131K

62% organic search

Time on page

3:41

▲ 0:22

Scroll depth

68%

median

Posts published

31 member · 22 ambassador · 31 staff

CTA conversions

2,910

1.7% · subscribe, register, enroll

Post	Tag	Outcome	Sessions	Time	Scroll	Conv.
Where AI systems run: the inference layer	inference	Audience	21.4K	4:40	74%	610 subs
llm-d 1.0: what changed	llm-d	Adoption	18.2K	5:02	79%	1,840 downloads
NavCon NA agenda is live	community	Events	9.8K	2:10	61%	420 regs
OTel collector: a hands-on tutorial	OTel	Education	8.1K	6:12	82%	310 enrollments
Member spotlight: running inference at scale	inference	Memberships	4.2K	3:20	66%	9 SRC

Email · weekly newsletter

Source detail · standard metrics · Q3 2026 · 12 sends

▲ 3%

Subscribers

62K

▲ 3.0% MoM · 74% active

Sends

744K

12 issues

Open rate

34.2%

▲ 1.4pt

CTR

6.8%

▲ 0.5pt

Conversions

4,210

0.6% · blog / project visits

Unsubscribe

0.12%

lowest of all sources

By segment and business outcome

Which sections of the newsletter drove which outcome

Section	Outcome	Clicks	CTR (of opens)	Conversion
Feature story · narrative	Audience	18.4K	7.2%	2,210 forwards / subs
Events block	Events	14.1K	5.5%	1,120 registrations
Project releases	Adoption	11.6K	4.6%	1,840 downloads
Training corner	Education	4.8K	1.9%	640 enrollments
Member news	Memberships	1.9K	0.7%	6 SRC

Open rate by segment: members 46% · community 33% · prospects 21% — see Direct.

Needs attention

Marketing contribution to outcomes DECISION

Inbound by medium SIGNAL

Goal progress · Q3 plan

Defined campaigns · Q3 2026

Sources · standard metrics

Cost per conversion by business outcome DECISION

Ad variant test · CTR by message DECISION

Top converting keywords & terms DECISION

Impressions & reach by audience segment SIGNAL

12-week trend · blended CTR and cost / conversion

Budget by business outcome DECISION

Planned vs opportunistic (HOT)

Agent recommendation

Paid ads · spend and results by medium type DECISION

Other marketing spend SIGNAL

Sources · standard metrics

Engagement rate by content type DECISION

Top posts by message tag DECISION

Event social lift · pre / during / post SIGNAL

12-week trend · engagement rate and net new followers

Sources · standard metrics

Traffic by narrative tag DECISION

Organic search traffic by keyword SIGNAL

Top landing pages SIGNAL

Top exit pages SIGNAL

Sources · standard metrics

Open rate & CTR by audience segment DECISION

Conversion & unsubscribe by campaign type WATCH

List health · active vs dormant WATCH

12-week trend · CTR and conversion rate

Membership pipeline DECISION

Inbound marketing · member journey funnel

Outreach response by target profile SIGNAL

Inbound by medium and source · Memberships

Members by tier · new, renewing, at risk DECISION

Member health · touchpoints & amplification DECISION

Event ROI

Inbound by medium and source · Events

2026 events · attendance and sponsorship vs goal

Community Days (KCD) · by region and format DECISION

Post-event payback · 90-day window DECISION

Inbound by medium and source · Education

Courses · enrollments and conversion

Enrollments by month

Inbound by medium and source · Audience

Audience mix · where the audience lives

Narrative & message pull-through WATCH

Inbound by medium and source · Adoption

Community groups · active vs stagnant by region DECISION

Community events tied to a campaign DECISION

Ambassador program DECISION

Ambassador activity by contribution type WATCH

Goal · 75% of 15K NavCon NA attendees registered

Campaigns supporting this goal

Registrations by week vs 2025

Agent recommendation

Grow contacts — "Where AI runs" at NavCon

Mediums and sources in this campaign

Campaign funnel

Campaign definition

Paid social · LinkedIn, X, Reddit, Meta

By platform and business outcome

LinkedIn (organic)

By business outcome

Blogs · cncf.io/blog

Top posts · by narrative tag and outcome

Email · weekly newsletter

By segment and business outcome