Devin Reed's TOFU to Revenue Dashboard

What does this dashboard include?

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The following dashboard for Devin Reed, Founder at The Reeder (and former Head of Content at Gong & Clari), measures and reports on:

• TOFU and dark social metrics that gauge brand health like:
  • LinkedIn impressions and podcast downloads
  • Branded search
  • Website traffic
  • LinkedIn followers and newsletter subscribers
• Critical pipeline metrics to see how TOFU activity is connecting to revenue like:
  • Inbound demos (Stage 0)
  • S0 to S1 conversion rate
  • Pipeline sourced
  • Closed-won revenue

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What insights can I surface from this dashboard?

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This dashboard helps founders, marketers, and content strategists such as Devin track engagement and potential leads across critical channels and prove the value of investing in social, podcasts, newsletters, and search. You’ll be able to answer questions like:

• Is my LinkedIn reach growing over time, and when does it experience the most activity?
• How many LinkedIn impressions are converting to followers or subscriptions in other areas?
• How does my website generate the most traffic?
• How many people are engaging with newsletters and podcasts each quarter, and when is that content most effective?
• Are my top-of-funnel efforts leading to demos, pipeline, and closed-won revenue, and which channels are the biggest contributors?
• What are my most revenue-heavy quarters or periods where conversion rate is highest, and why might that be the case?

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Note: podcast downloads and LinkedIn followers require an import of data into HockeyStack to visualize. But everything else is plug-and-playable!

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Devin Reed’s TOFU to revenue dashboard breakdown

How would Devin leverage this data to better allocate resources and ensure he’s gaining the most ROI from his marketing investments? Let’s find out!

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LinkedIn impressions and podcast downloads

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LinkedIn and podcasts are two powerful ways to connect with potential clients, provide real value and advice, and boost brand awareness. Devin collects impressions and downloads for these channels to understand whether the content and his approach are working, or in need of a pivot. If LinkedIn impressions decrease over time, for example, that could indicate he has stopped posting frequently, or that the stuff he is posting is no longer resonating with his ideal audience.

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Branded search

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How many people Google “The Reeder” because they already know the name of his brand? Is his website the first place many people come to in their journey? This graph can answer these questions for Devin and more to keep his branded search in check.  Capturing both direct traffic and paid brand keywords combines traffic from anyone who is already well aware of the value The Reeder provides.  Seeing this rise over time is a strong indicator of brand awareness growth and strength.

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Website traffic by source

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Digging further into website traffic helps Devin figure out which sources can drive the most visits, and which are ineffective. The following chart gives a clear visual of how (and how many) people find his website — and all its attractive content and offerings. With this information, he can then invest more in say, a referral strategy, and less time and money in efforts that don’t bring in many users, such as paid social or email.

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Quarterly LinkedIn followers and newsletter signups

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People who follow or sign up for more content are promising prospects because they’ve shown dedicated or persistent interest in the brand, and thus may want to make a purchase down the line with the right push. By measuring these stats on LinkedIn and via his newsletter, Devin can refine and/or overhaul his strategy over time. He can also use this data to prove the strength of his network and brand to potential partners or customers.

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Pipeline and revenue to goal

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TOFU metrics are only helpful if paired with actual numbers around deals. Devin can keep a close eye on inbound leads, pipeline sourced, and close-won revenue in relation to other metrics with these simple charts, which also explain how far along his KPIs he is this quarter or year.

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Demo to closed-won revenue by quarter

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This chart describes in more detail his success rate for converting demos or first-touch interactions into sales. A slow quarter could motivate him to try new approaches, while a strong period could boost morale and prove he’s on the right path when it comes to marketing.

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Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by playing with the interactive demo or booking a demo with our team.

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Full dashboard