RELYCOMPLY · LIFECYCLE JOURNEY · WEEK ENDING 2026.05.19

The user journey, end to end.

From paid impression to Sales Qualified Opportunity. Where the funnel works, where it leaks, and what the lifecycle data is asking us to change.

HubSpot · 6mo lifecycle data
GA4 + Google Ads · 90d traffic
1,457 contacts analysed

Loading live data…

⚠

DATA COVERAGE NOTE — READ BEFORE INTERPRETING

LinkedIn paid ads are not connected via Porter — only the LinkedIn Pages (organic) connector is available. Any LinkedIn paid spend, impressions, and attributed conversions are absent from the channel-quality analysis below. Estimated impact: paid social may be undercounted by 50%+ depending on LinkedIn ad spend levels.

OFFLINE-sourced contacts (~7,700) are excluded from the marketing-attributable channel analysis. These are SDR prospecting and integration-sourced contacts (Simon, Ollie via Sales Navigator) — they're the subject of Shim's separate RevOps work and would distort marketing channel attribution if included.

§ 01

The lifecycle picture

What the data says before we drill in.

Marketing contacts (6mo)

1,457

web-attributable

MQL or higher

347

23.8% of marketing contacts

SQO or higher

3.1% — true marketing pipeline

AI Referrals

emerging channel, 56% MQL rate

⚠ SIGNAL

70% of marketing-attributable contacts are stuck at Subscriber. That's 1,024 of 1,457 contacts who entered the funnel but never progressed. The driver is almost entirely PMax / website retargeting display campaigns delivering Gmail-address junk traffic — the same issue Q2 surfaced, now visible at the lifecycle-contact level. The good news: you've already paused PMax. The next 90 days of data will show whether the Subscriber stagnation clears.

✦ EMERGING

AI Referrals is the most interesting channel signal in the data. 9 contacts from ChatGPT, Gemini, and similar AI-search platforms — small volume, but 5 of them progressed to MQL (55.6% rate, the highest of any channel). The buyers using AI search to find compliance vendors arrive more qualified than any paid channel. Your GEO/AI-search investment is showing first proof points.

§ 02

The lifecycle funnel

Population at each stage, and what each stage actually means at RelyComply.

NOTE

RelyComply's lifecycle is sophisticated. "Engaged ICP" is the SQL stage (renamed). "SQO" is a custom stage between SQL and Opportunity. Post-sale, there are 4 customer stages: Implementation → Onboarding → Retention → Expansion (plus Churned). This dashboard focuses on pre-customer progression because that's where marketing's contribution shows up; the post-sale stages are CS-owned and warrant their own quarterly view.

§ 03

Stage transitions

How contacts move through the funnel — rate, speed, and the points where they stall.

From	To	Count	Transition rate	Avg time	Read

✓ INSIGHT

The two transitions worth obsessing over: MQL → Engaged ICP runs at 59% in just over a day — SDR follow-up is genuinely working. Engaged ICP → SQO drops to 18.5% but takes ~4 days; this is where most marketing-influenced contacts get stuck. The lever here is not more volume; it's better content during the consideration window between SDR engagement and sales qualification. The whitepaper download mid-funnel is the obvious play.

§ 04

Channel quality, lifecycle-weighted

Not volume — quality. Which channels deliver contacts that actually progress.

Channel	Volume	MQL+ rate	Avg pages pre-MQL	Stuck at Subscriber	Read

✓ INSIGHT

Volume and quality are inversely related across the channel set. Paid Search delivers 1,024 contacts at 6.5% MQL rate (low quality, mostly junk from PMax/retargeting). Organic Search delivers 89 contacts at 28% MQL rate. Referrals delivers 18 contacts at 39%. AI Referrals delivers 9 at 56%. The pattern is consistent: high-intent, considered-search channels deliver smaller volumes of much better contacts. Budget reallocation away from PMax-style spend and toward SEO + AI-search visibility + referral programmes is the strategic move.

§ 05

Source mix at each lifecycle stage

Channels behave differently across the funnel. Where does each shine?

% OF EACH STAGE BY ORIGINAL SOURCE

✓ INSIGHT

Source mix evolves through the funnel. Subscribers are dominated by Paid Search (71% — PMax junk). By MQL, Direct Traffic and Organic Search together represent 49% of contacts. By SQO, Direct Traffic and Organic Search dominate (57%), and AI Referrals shows up at 4% despite making up only 0.6% of total contacts. The signal: the higher you go in the funnel, the more channels like Organic Search and AI Referrals over-index relative to their volume share. These are the channels delivering future SQOs, not raw contact volume.

§ 06

Pages that signal progression

Entry pages correlated with MQL conversion. Where to send your best traffic.

✓ INSIGHT

Three pages do disproportionate conversion work. /arrange-a-demo (43% to MQL), the whitepaper landing (31%), and /contact-us (36%). These three should be the destination URLs for every paid campaign, every SEO article, every nurture email. Send the right traffic to them and lifecycle progression follows. Conversely, /careers shows up as a wrong-audience trap (6.4% of entries, 0.8% to MQL) — paid traffic landing here is wasted spend.

→ RECOMMENDATION

Three immediate page-level actions: (1) Block /careers as a paid-traffic landing destination. (2) Add internal links from /how-criminals-exploit-kyc-vulnerabilities and other high-bounce blog content to the whitepaper. (3) Audit paid campaigns to confirm 100% of paid traffic lands on /arrange-a-demo, /contact-us, or product pages — not the homepage.

§ 07

What to do with this

Prioritised by lifecycle impact, not channel volume.

STRATEGIC — Q3 SPRINT

Connect LinkedIn Ads to Porter — the coverage gap means we can't read paid social honestly. This is a 1-day connector setup, not a project.
Shim's OFFLINE attribution work is now even more important. The HubSpot data shows ~7,700 OFFLINE-sourced contacts vs 1,457 marketing-attributable. Without contact-level pageview tracking, marketing's contribution to the OFFLINE 80% remains invisible.
Re-test PMax once the forms work is live. Cloudflare Turnstile + the new form pattern should reduce the junk-traffic problem. Switch one PMax campaign back on with the new infrastructure and re-measure MQL rate.
Define "Marketing-influenced SQO" as a new HubSpot KPI — the metric this dashboard is trying to measure but can't yet, because pageview tracking isn't site-wide.

TACTICAL — THIS MONTH

Block /careers as a paid landing page. Wrong audience, wasted spend.
Send 100% of paid traffic to /arrange-a-demo, /contact-us, or product pages. Not the homepage — homepage MQL rate is 7%.
Double down on AI search visibility. AI Referrals at 56% MQL rate is the strongest channel signal in the data. Brief Roundseed on GEO-specific content structure (FAQs, structured data, comprehensive answers) for the SEO articles already in flight.
Brief the SDR team on MQL → Engaged ICP conversion. 59% conversion is strong; the question is whether Simon and Ollie have capacity to scale this if marketing volume increases.

NOTE

What this dashboard can't yet tell us. We still can't see individual user journeys deterministically — we see cohort patterns and stage transitions, but we don't know "this specific person visited 5 pages, downloaded the whitepaper, came back 12 days later, and converted." That visibility is what Shim's OFFLINE attribution project unlocks. Once that ships, the next iteration of this dashboard will be able to answer "of the 124 contacts at Engaged ICP, how many had a marketing-influenced touch in the 30 days before they became Engaged" — which is the question Brad cares about, and the metric that justifies marketing's full strategic investment.