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.
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:
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.
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 Activation.
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.
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 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 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.
GitLab's corporate communications team is the DRI (directly responsible individual) for writing all press releases that are issued by the company and routing through the appropriate approval process. The team has developed an issue template to help make the press release development and approval process more streamlined and consistent. If you have any questions on the press release process or how to make an announcement request, please reach out via the
#external-comms Slack channel or submit an
announcement issue template in the Corporate Marketing project (see Requests for Announcements section above).
GitLab team members will find embargo and announcement guidelines in a confidential issue (must be logged in to access).
This answers the following questions.
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.
The communications team develops trainings and certifications for GitLab team members to up their practices when representing the company with the media, at an event, or on social media. Consider taking a communication training to better align with the opportunities listed below.
If you are asked to speak on behalf of GitLab, consider reaching out to the PR and Developer Evangelist teams to ensure that the opportunity aligns with GitLab objectives. Inquiries should be initiated in the
#external-comms Slack channel.
For analyst research-oriented requests, please consult the Analyst Relations handbook section and direct questions to the
#analyst-relations Slack channel.
For press/media inquiries which are more research oriented, please share the request and associated context in the
#external-comms Slack channel. An example of a research-oriented request is an invitation to participate in an interview to share more about one's day-to-day role at GitLab, specific tools teams use on a daily basis, how a team interacts and collaborates with other teams, specific products that are most helpful to them in their workflow, etc. The corporate marketing team will evaluate for reach, awareness, merit, and potential conflicts of interest, and advise on a case-by-case basis.
If the a research-oriented request or speaking opportunity has an honorarium offered (for example, a gift card or cash amount awarded for participation), please go through our Approvals for Outside Projects & Activities process to ensure a conflict of interest is not present.
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.