The Corporate Marketing team includes Content Marketing, Corporate Events, PR (Public Relations), All-Remote Marketing, and Design. Corporate Marketing is responsible for the stewardship of the GitLab brand and the company's messaging/positioning. The team is the owner of the Marketing website and oversees the website strategy. Corporate Marketing develops a global, integrated communication strategy, executes globally, and enables field marketing to adapt and apply global strategy regionally by localizing and verticalizing campaigns for in-region execution. Corporate marketing also ensures product marketing, outreach, and marketing & sales development are conducted in a way that amplifies our global brand.
There is an initiative underway to simplify Project Management across all of Marketing.
In the meantime, we have implemented a few practices to help us get organized:
Fri: Apr 17, 2020)
backlogmilestone if they're no longer planned
GitLab's brand has a personality that is reflected in everything we do. It doesn't matter if we are hosting a fancy dinner with fortune 500 CIOs, at a hackathon, or telling our story on about.gitlab.com…across all our communication methods, and all our audiences, GitLab has a personality that shows up in how we communicate.
Our personality is built around four main characteristics.
These four characteristics work together to form a personality that is authentic to GitLab team-members, community, and relatable to our audience. If we were
quirky without being
human we could come across as eccentric. If we were
competent without being
humble we could come across as arrogant.
GitLab has a higher purpose. We want to inspire a sense of adventure in those around us so that they join us in contributing to making that mission a reality.
The following guide outlines the set of standards used for all written company communications to ensure consistency in voice, style, and personality, across all of GitLab's public communications.
See the Blog Editorial Style Guide for more.
GitLab is an open source project with a large community of contributors. Over 3,000 people worldwide have contributed to GitLab's source code.
GitLab Inc. is a company based on the GitLab open source project. GitLab Inc. is an active participant in our community (see our stewardship of GitLab CE for more information), as well as offering GitLab, a product (see below).
GitLab is a complete DevOps platform, delivered as a single application. See the product elevator pitch for additional messaging.
The tone of voice we use when speaking as GitLab should always be informed by our mission & vision. Most importantly, we see our audience as co-conspirators, working together to define and create the next generation of software development practices. The below table should help to clarify further:
|We are:||We aren't:|
|Equals in our community||Superior|
We explain things in the simplest way possible, using plain, accessible language.
We keep a sense of humor about things, but don't make light of serious issues or problems our users or customers face.
We use colloquialisms and slang, but sparingly (don't look like you're trying too hard!).
pressand click on the
--- layout: markdown_page title: "Title of press release" description: "short sentence overview of press release' twitter_image: "/location/of/image.png" twitter_creator: "@gitlab" twitter_site: "@gitlab" twitter_image_alt: "Celebrating GitLab's press release about xx with fun emojis" ---
twitter_image_alt would be the three, net-new tags needed to be custom to every single release.
twitter_site would be static with the value "@gitlab".
twitter_image:section above and to merge the release. If the team has previously discussed the work, the social team may have already created a sharing image. If not, they will need to create it from this mention. The social team will add the data necessary to the MR for social sharing and merge the press release.
When you have added a press release, be sure to update the index page too so that it is linked to from /press/#press-releases.
datathen to the
press_releases:, then scroll to the most recent dated press release.
Recent Newssection with the most recent listed at the top. Display 10 articles at a time. To avoid formatting mistakes, copy and paste a previous entry on the page, and edit with the details of the new coverage. You may need to search online for a thumbnail to upload to
images/press, if coverage from that publication is not already listed on the page. If you upload a new image, make sure to change the path listed next to
Read more about our brand guidelines in the Brand and Digital Handbook.
GitLab Tech Talksplaylist on GitLab Unfiltered.
Below are some tips on being a better presenter. For an in-depth book that covers the entire speaking process, from submitting an abstract through preparing a structured talk to practicing and delivering read Demystifying Public Speaking.
In an effort to grow our engagement and connectivity with our community, we're pleased to offer a SPIFF incentive for our Sales (Sal's, TAM's, SA's, Professional Services), and Support Teams to get customers involved in speaking.
For event execution instructions, please see the Marketing Events page for detail instruction and the criteria used to determine what type of events are supported.
All swag requests, creation and vendor selection is handled by the Corporate Marketing team.
If you would like to get some GitLab swag for your team or event, email your request to
firstname.lastname@example.org (managed by the community advocacy team).
In your request include:
The swag we have available can be found on our online store. Note: It is recommended submit your request for swag at least 4 weeks in advance from the event date or we may not be able to accommodate your request.
email@example.com. Include the date needed, shipping address and items / volume desired. The request will be approved on the back end by the community team. All requests must be made 3 or more weeks out. You can expect a response within 5 business days.
firstname.lastname@example.org you would like to borrow this setup. You will be shipped this set along with a return label.
email@example.com. Include address, date needed and order quantity in request.
firstname.lastname@example.org your concerns.
email@example.com find the FexEx account number in 1password to create a return label. Returns are only recommended if you have a very large number of items (50+) or a booth setup (banner, tablecloth, backdrop) that need to be returned.
|Deal Size, by License||Suggested Order|
|50-100||2 shirts, up to 20 stickers|
|+100-250||2 shirts, up to 200 stickers|
|+250-500||5 shirts, 1 camper mug, up to 100 stickers|
|+500-1000||10 shirts, up to 250 stickers|
|+1000||1 hoodie or beanie, 20 shirts, 5 socks, max 500 stickers|
Corporate handles the creating and ordering of all new swag. All swag designs should be run past design (Luke) for approval before going to production.
Please consult the Social Marketing Handbook.
Please consult the All-Remote Marketing Handbook.
The mission of GitLab’s Corporate Communications team is to amplify GitLab's product, people and partner integrations in the media. This team is responsible for global PR (public relations).
The audience we aim to reach is external press/media. This includes business, lifestyle, workplace, finance, and beyond, using mediums such as print, digital, video, events, podcasts, etc.
GitLab's corporate communications team is the DRI (directly responsible individual) for the GitLab Master Messaging Document. If this document is needed, please request access in the
#external-comms Slack channel.
As detailed in GitLab’s public CMO OKRs, GitLab’s corporate communications team seeks to elevate the profile of GitLab in the media and investor circles, positioning it as a pioneer of remote work, increasing share of voice against competitors, and pulling through key messages in feature articles.
For external parties, please visit our Get In Touch page.
For GitLab team members, please use the
#external-comms Slack channel and please follow the Communication Activation Tree.
This process allows us to decide on the best channel to communicate different types of updates and news to our users, customers, and community.
Please follow the instructions below to request a formalized announcement around any of the following:
Please submit a request via an
announcement issue template in the Corporate Marketing project before opening an issue for a blog post, for example. In the issue template, you will be able to provide additional information on the proposed announcement. As a general guide, below the team has outlined three levels for announcements based on the type of announcements and suggested communications activities associated with each tier. The PR team will assess your request in the issue and determine how to proceed. If you are requesting a joint announcement and you are not part of the Partner Marketing team, please ensure you ping them on your issue.
Level 1 - A level 1 announcement will be announced via a press release and amplified with social media and an optional blog post. The execution of a blog post will be determined by the blog editorial team on a case by case basis. If the editorial team agrees to have a blog, then the social amplification will be the blog link as it includes assets that are helpful in the link cards across social channels. If there isn't an associated blog post, the social amplification can be for the press release link or relevant news coverage of the announcement. (In this case, the DRI needs to ensure there is an associated image to use with the release link or would make the decision of which news outlet link to select for social amplification.) Example announcements and news include but are not limited to: major GitLab company news around funding, earnings, executive new hires, analyst firm industry awards, acquisitions/mergers, Commit announcements, major joint partner news (ex. a partner such as AWS or Google) and major customer announcement (ex. enterprise or government agencies).
Level 2 - A level 2 announcement will be announced via a blog post and amplified with social media. The DRI/SME of the announcement will be responsible for working with the blog editorial team on creating the content and MR for the blog post (please see the blog handbook for more on this process). Example announcements and news include but are not limited to: partner integrations, new feature/capability highlights from the monthly release cycles (ex. Windows Shared Runners), customer case study announcement (not household names).
Level 3 - A level 3 announcement will be announced and promoted via GitLab’s social media channels. Example announcements and news include but are not limited to: awards from media publications (ex. DEVIES), speaking opps that GitLab employees are participating in (drive attendees/awareness) and ecosystem partner integrations.
Other - In some cases, the following communications channels may be more appropriate:
In some cases it may be more appropriate and efficient to communicate with users in a public issue. Below are some examples of the types of communications that may suit an issue as opposed to a blog post, press release, or email, for example:
Using a public issue has a few advantages:
Below are some examples of using an issue to communicate something with our audience. Feel free to use these as a template for your issue. See below PR review and media guidelines section for more details on the review process.
At a minimum, your issue should:
user communicationlabel applied.
We can spread the word about a public issue in the same way that we would promote a blog post:
We can promote other items this way as well: for example surveys, landing pages, or handbook pages.
Speaking on behalf of GitLab via a public channel such as a media interview (in-person or via phone), a podcast, a public issue on GitLab, a forum, a conference/event (live or virtual), a blog or an external platform is a significant responsibility. If you are unsure whether or not you should accept a speaking opportunity, create a public issue to gather feedback/communicate a message, or provide comment representing GitLab to a member of the media or influencer, please see below for guidance.
If you are asked to speak on behalf of GitLab, consider reaching out to the PR and Technical Evangelist teams to ensure that the opportunity aligns with GitLab objectives. Inquiries should be initiated in the
#external-comms Slack channel.
If you are asked to be quoted or to provide commentary on any matter as a spokesperson of GitLab, please provide detail of the opportunity to the PR team in the
#external-comms Slack channel.
In the event that a media member, editor, or publisher offers a draft or preview of an article where you are quoted, please allow the PR team to review by posting in the
#external-comms Slack channel. The PR team will ensure that the appropriate GitLab team member(s) review and approve in a timely manner.
If you would like to use a GitLab public issue to communicate an update to customers/users or gather feedback from customers/users, please complete the
announcement issue template with the details of the specific request and draft of the issue announcement copy. The PR team will review the request details and issue copy, as well as recommend other relevant teams (product, product marketing, legal, etc) to loop in for review before posting.
Please consult the Social Marketing Handbook. If you are contacted on a social media platform and asked to share/retweet or provide commentary as a spokesperson of GitLab, feel welcome to provide detail of the opportunity to the social team in the
#social-media Slack channel.
You are welcome to write about your experience as a GitLab team member on your personal blog or for other publications and you do not need permission to do so. If you would like someone to check your draft before submitting, you can share it with the PR team who will be happy to review. Please post it in the
#external-comms Slack channel with a short summary of what your blog post is about.
Return to the main GitLab Marketing Handbook.