The Corporate Marketing team includes Corporate Events, Corporate Communications (PR, Executive Communications, and Social Media), All-Remote Marketing, and the Community Team. Corporate Marketing is ultimately responsible for creating awareness and driving top of funnel interest in GitLab. We do this by driving conversations in the communications channels that accelerate our objectives, and by developing an integrated communication strategy that is executed globally.
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.
At GitLab we believe we believe EVERYONE CAN CONTRIBUTE. This is the story of how we Iterate Faster and Innovate Together. How we succeed together. How the Open DevOps Platform enables digital transformation.
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.
The tone of voice we use when speaking as GitLab should always be informed by our mission & vision. We use inclusive, gender-neutral language. Most importantly, we see our audience as co-conspirators, working together to define and create the next generation of software development practices. The below presentation should help to clarify further:
Watch a walkthrough of the TOV project and guidelines - GitLab's Tone-of-voice: Seat at the Table
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.
Read more about our Brand Guidelines in the Brand Activation.
For resources for GitLab team members who are planning on attending events or speaking at conferences, see Speaker Resources. To join the GitLab Speakers Bureau, see the Developer Evangelist page on the Speakers Bureau.
All GitLab events must check at least drive two or more of the aims of our events below to be considered.
Suggested events will be subject to a valuation calculation - will it meet or exceed objectives listed above?
Each question above is graded on a scale of 0-2. We then tally the scores and assign the event to a sponsorship tier.
|Criteria / Score||0||1||2|
|Location and Timing|
|Event Relevance/ Strategy|
|Opportunity size/ Potential ROI|
We ask these questions and use this scorecard to ensure that we're prioritizing the GitLab's brand and our community's best interests when we sponsor events.
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.
For both GitLab-owned and external events, speakers and content DRIs should build in steps for legal approvals from necessary parties on pubic-facing presentations before materials are due.
For merch team, see more details on handling and fulfillment specific on the merchandise handling page All swag requests, creation and vendor selection is handled by the Corporate Events Marketing team.
Please consult the All-Remote Marketing Handbook.
Please consult the Corporate Communications Handbook.
Please consult the Social Marketing Handbook.
Return to the main GitLab Marketing Handbook.