The goal of GitLab marketing campaigns is to strategically land a cohesive message to a target audience across a variety of channels and offers dependent on the goals of the campaign. Content types include a combination of blog posts, webinars, whitepapers, reports, videos, case studies, and more.
Marketing Program Managers are responsible for the strategizing of campaigns and organizing timelines and DRIs for deliverables to execute on the campaigns. In Salesforce, marketing campaigns are set up with the same name as the campaign tags determined in the original finance issue, noted in the 4Q rolling budget documents, and used in other systems - notably NetSuite and Expensify. This allows us to have a unique name (limited to 31 characters) that can be used for budget to actual reconciliations. These Salesforce campaigns are currently organized as a parent campaign and campaign tactics are tracked as child campaigns. A campaign tactic will have a Type and Type Detail to identify the category of effort for the purpose of identifying what types of marketing investment are most efficient in terms of the ratio between customer acquisition cost (CAC) and customer lifetime value (LTV).
We begin by asking: "Who is the target? What is the desired outcome? How does this drive results for GitLab?"
If you have a good idea of who the campaign is for and why it would benefit them and us, create an issue in the Digital Marketing Programs repo using the template named campaign-suggestion detailing the campaign concept.
Ideas for events
We are constantly on the look out for high value events, both large and small, to attend or sponsor, in order to engage with our target audiences.
Depending on the number and type of attendees at an event, it may be owned by Corporate Marketing, Field Marketing, or Community Relations. Please review our events decision tree to ensure you are directing your event inquiry to the appropriate team.
Direct your request to the appropriate team by creating an issue in the marketing repo and tagging someone from the proper team. For example: If your event qualifies as a Field Marketing event, create an issue in the marketing repo describing the event and rationale to attend/sponsor, and tag the field marketing manager.
Both teams reserve the right to decline, but we love hearing your ideas! Understand that we need to fit every request into a program we’re running to meet our OKRs, as well as balance the needs of our community and our business.
If it’s an item you can execute without much help, you’re more likely to be given a green light (e.g., a wallpaper that the design team can easily create).
Note: The Marketing Team owns content on marketing pages; do not change content or design of these pages without consulting the Manager, Digital Marketing Programs. Marketing will request help from product/UX when we need it, and work with them to ensure the timeline is reasonable.