The goal of a GitLab integrated campaign 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. Activation of the campaigns takes place in a number of marketing channels include digital ads, social, paid social, SEO, PR, email, and more.
Campaign Managers are responsible for the strategizing of integrated campaigns and organizing timelines and DRIs for deliverables to execute on the campaigns.
Questions? Please feel free to ask in the #marketing-campaigns slack channel or ask in the #marketing slack channel and tag @marketing-campaigns.
Below is a visual of the integrated campaigns (live, in progress, and scheduled) and how they connect to activation in regions and across segments. See the full visual here - GitLab Team Members Only
An integrated campaign is aligned to key go-to-market motions, decided in collaboration between marketing and sales, and built out by a campaign core team. A campaign manager will lead the effort, working closely with the campaign core team, to develop a campaign bundle that is then used by all teams in marketing for activation across channels and tactics, and integrated with revenue programs for a cohesive end-to-end experience for the prospective customer.
Think of a campaign bundle as the foundational pieces of an integrated campaign. They are used by all teams in marketing and sales to maintain a cohesive message and branding across all tactics and activities aligned to the topical campaign.
_The list below includes recommended items included in a Campaign Bundle, which is developed by the Campaign Core Team consisting of Campaigns, Product Marketing, Technical Marketing, Content Marketing, and Digital Marketing.
To see a visual of campaign bundles, which are then leveraged in activation plans, please see this MURAL.
What is included in a Campaign Bundle?
Campaign bundles are leveraged by all teams in marketing and sales to drive a cohesive full-funnel approach with aligned personas, positioning, messaging, and branding across all touchpoints and conversations.
Activation activites include:
Activation channels include:
A Campaign Core Team is led by a Marketing Campaign Manager and is comprised of functional DRIs across marketing and revenue programs.
Campaign core team members:
About Campaign Core Teams:
DACI for Public Sector
| Item | Driver | Approver | Contributor | Informed | Note |
|---|---|---|---|---|---|
| Messaging or Message house | Product Marketing | Â | Federal CTO or Content | PubSec sales or marketing | Â |
| Personas | Product Marketing | Â | Federal CTO | PubSec sales or marketing | Â |
| Awareness/Consideration/Purchase Content | Product Marketing | Â | Federal CTO | PubSec sales or marketing | Â |
| Content Strategy | Product Marketing | Â | Content | PubSec sales or marketing | Â |
| Page/Keyword Rank/Research, SEO | Search | Â | Â | PubSec marketing | Â |
| Buyer's Journey | Product Marketing | Â | Federal CTO | PubSec sales or marketing | Â |
| Campaign epic/issue creation | Campaigns | Â | Â | Multiple teams/individuals | Â |
| Internal content activation epic/issue creation | Campaigns | Various individuals/teams, Legal (if applicable) | Product Marketing, Various | Multiple teams/individuals | Includes non-paid digital (organic/social), Paid digital |
| External content activation epic/issue creation | Content | Various individuals/teams, Legal (if applicable) | Various individuals/teams | Â | Example: Analyst reports |
| Campaign Development | Campaigns | Â | Product Marketing, Various individuals/teams | Â | Examples: Strategy. Tactics such as email, webcasts, paid digital, organic social, content syndication |
| Legal approval | Product Marketing | Â | Â | Â | Campaigns team creates issue and assigns to legal/product marketing |
| Setting targets | Campaigns or Digital | Â | Â | PubSec Sales/PubSec Marketing | Targets are set by campaigns for programs they drive end-to-end, such as webcasts. Digital team sets targets for programs driven primarily by their team, such as display. |
Because of the global nature of the GitLab team, schedules can be difficult to manage to ensure everyone can attend. For the Kickoff Call, the following team members are to be prioritized for attendance (because they are key contributors to the initial deliverables that are dependencies for other teams).
We leverage multi-touch attribution reporting in Sisense to help us understand which campaigns, activities, and channels drive the best results, with a goal of SAO and Pipeline. We review these metrics at a segment/region breakout level, as well as reviewing overall campaign metrics with the campaign core teams to identify optimization opportunities to maximize results.
Our dashboards are owned and managed by the Marketing Strategy and Performance team. Learn more in the Bizible Handbook »
Campaign Manager DRI: Eirini Pan
Launch date: FY23Q3 (TBC)
Campaign Manager DRI: Shari Rances
Launch date: August 2022
The below global integrated campaigns are continally optimized by the Marketing Campaigns team, in collaboration wit Digtial Marketing, Technical Marketing, Product Marketing, and beyond. These campaign bundles are leveraged by all teams in Marketing to apply cohesive and consistent messaging and approach across all marketing channels and tactics.
Campaign Manager DRI : Agnes Oetama (interim until Jenny T backfill hired)
Launched: 2020-04-27 and continually optimized
singleappciCampaign Manager DRI: Indre Kryzeviciene
Launched: 2020-04-28 and continually optimized
devopsgtmCampaign Manager DRI: Eirini Pan
Launched: 2020-04-29 and continually optimized
devsecopsusecaseCampaign Manager DRI: Eirini Pan
Launched: 2020-06-22 and continually optimized
iacgitopsCampaign Manager DRI: Agnes Oetama
Launched: 2021-10-28 and continually optimized
20211202_GitHubCompetitiveThe below were campaigns run historically, and aligned to overall GTM. They have since been retired in order to run new global campaigns aigned to updated GTM strategies between Sales and Marketing.
Campaign Manager DRI: Eirini Pan
Launched: 2020-05-15
Campaign Manager DRI: Indre Kryzeviciene
Launched: 2020-04-29
Campaign Manager DRI: Jenny Tiemann
Launched: 2020-06-09 and continually optimized
Campaign Manager DRI: Agnes Oetama
Launched (Original): 2020-11-16 and continually optimized
Campaign Manager: Jenny Tiemann
Launched: 2019-08-23
Campaign Manager: Zac Badgley
Launched: 2019-08-23
Campaign Manager: Originally Jackie Gragnola, transitioned to Megan Mitchell
Launched: 2019-08-23
Campaign Manager: Nout Boctor-Smith
Launched: 2019-09-22
Campaign Manager: Jackie Gragnola
Launched: 2019-10-31
Campaign Manager: Agnes Oetama
Launched: 2019-08-23
Campaign Manager: Agnes Oetama
Launched (Original): 2019-04-02
Campaign Manager: Jackie Gragnola
Launched: 2019-02-18
There will be an epic for every campaign - created by the Campaign Manager managing the campaign.
Ideally, campaigns will be agreed at least a quarter in advance to allow for ample planning and execution, prep time with agencies, creative concepting, and communication internally. This is a collaborative effort to deliver a cohesive program.
See more in Core Team Communication section »
The Campaign Manager of the integrated campaign will create the epic with the following structure - details and links to be added up on creation of documents and timeline defined.
<!-- Name this epic: Name of Campaign [Integrated Campaign] (i.e. Automated Software Delivery [Integrated Campaign])
#### :calendar: [Campaign Execution Timeline >>]() - `to be added once created by Campaign Manager`
#### :mega: [Slack Channel >>]() `to be added once created by Campaign Manager`
## :busts_in_silhouette: Campaign Core Team
| Primary Stakeholder | Name | Contact |
| ------ | ------ | ------ |
| Campaigns (DRI) | ? | @? |
| Product Marketing | ? | @? |
| Technical Marketing | ? | @? |
| Content Marketing | ? | @? |
| Revenue Programs | ? | @? |
| Brand | ? | @? |
| Partner Marketing (Partner) | ? | @? |
| Partner Marketing (Alliance) | ? | @? |
| Secondary Stakeholder | Name | Contact |
| ------ | ------ | ------ |
| Digital Marketing | ? | @? |
| SDR Leadership | ? | @? |
| SDR Enablement | ? | @? |
| Corporate Marketing (Liaison) | ? | @? |
| Field Marketing (Liaison) | ? | @? |
## :memo: Campaign Brief
### Campaign Focus Reasoning
`to be added`
### Business Objectives
`to be added`
### KPIs & Goals
`to be added`
### Target audience and persona
* **Level:** `to be added`
* **Function:** `to be added`
Optional: [Link to detailed persona & positioning doc>>]() - `to be added once created by PMM`| Example: https://tinyurl.com/444k8524
### Marketing message
* Overall: `to be added`
* Key Messages:
- `to be added`
- `to be added`
### New Planned Content & Events
* `To be added`
* `To be added`
### Existing Content & Videos/Recordings
* Needs to be added
### Marketing Channel Mix
`to be added upon discussion with activation teams (digital marketing, lifecycle marketing, ABM, SDR, etc.)`
Note that regional and global activation can ebb and flow in these always-on campaigns. The campaigns team and digital marketing continually review campaign performance to invest $$ (aligned to regional pipeline goals) based on campaigns and channels that are performing.
Organic:
* [ ] Email
* [ ] Organic Social (LinkedIn, Facebook, Twitter)
* [ ] Site Merchandising
* [ ] Podcast (audio)
* [ ] YouTube (video)
* [ ] Outreach Emails
Paid Media:
* [ ] Paid Social (LinkedIn, Facebook, Twitter) _any other channels to consider? where is our audience hanging out?_
* [ ] Paid Search (Google Ads)
* [ ] Demandbase (Key Accounts)
/label ~"dg-campaigns" ~"mktg-demandgen" ~"Content Marketing" ~"Digital Marketing Programs" ~"Product Marketing" ~mktg-website ~design ~"Social Media" ~"Portfolio Marketing" ~"mktg-status::wip"
Below is a V1 visual in Mural of the sales lead funnel (pre-opportunity) on the left and the all-remote funnel on the right. Discussion of how and when to "bridge the gap" between the funnels - potentially sharing GitLab audience-targeted offers within All-Remote communications - is included in this issue.
You will be able to edit this mural.
