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Welcome to the Corporate Marketing Handbook

The Corporate Marketing team includes Corporate Events, Corporate Communications (PR, Executive Communications, Internal 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.

On this page

• How We Work
  • Project Management
  • OKRs
    • Most recent OKRs
• GitLab brand
• Brand personality
  • Tone of Voice (TOV)
  • Design
  • About
    • GitLab the community
    • GitLab the company
    • GitLab the product
• Speakers
• Corporate Events
  • Mission Statement
• Swag/ Merchandise Handling
• All-Remote Marketing
• Corporate Communications (Public Relations, Social Media, Executive Communications and Internal Communications)
  • Social Marketing and Social Media
• OKR Archive

How We Work

Project Management

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:

• Add weekly milestones to issues based on the week you expect to work on the issue (format is Fri: Apr 17, 2020)
• Move issues forward into future milestones, or place them in the backlog milestone if they're no longer planned
• We close out the week's milestone each week, and issues will be moved forward if they are not closed out
• You can use labels however you like, they are a tool for you and your team to filter/sort issues

OKRs

Each quarter, we create cascading OKRs from:

• CEO OKRs
• Marketing OKRs

Most recent OKRs

• FY22 Q4
• FY22 Q3
• FY22 Q2
• Previous OKRs

GitLab brand

GitLab empowers everyone through knowledge access, job access, and the DevOps platform. This is captured in our GitLab brand.

Brand personality

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.

1. Human: We write like we talk. We avoid buzzwords and jargon, and instead communicate simply, clearly, and sincerely. We treat people with kindness.
2. Competent: We are highly accomplished, and we communicate with conviction. We are efficient at everything we do.
3. Quirky: We embrace diversity of opinion. We embrace new ideas based on their merit, even if they defy commonly held norms.
4. Humble: We care about helping those around us achieve great things more than we care about our personal accomplishments.

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 to make it so that everyone can contribute. 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.

Tone of Voice (TOV)

See Brand Guidelines.

Design

Read more about our Brand Guidelines in the Brand Activation.

About

GitLab the community

GitLab is an open source project with a large community of contributors.

GitLab the company

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 the product

GitLab is a complete DevOps platform, delivered as a single application. See the product elevator pitch for additional messaging.

Speakers

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.

Corporate Events

Mission Statement

To learn more about the Corporate Events team, its purview, and how we work, please see the Corporate Event Marketing at GitLab handbook page.

• The mission of the Corporate Events Team is to:
  • Showcase the value and strengths of GitLab on all fronts
  • Deliver creative solutions to problems
  • Provide exceptional service
  • Build lasting and trusting vendor and internal relationships

See our handbook page for more details.

Swag/ Merchandise Handling

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.

• We aim to have our swag delight and/or be useful. We want to create swag that is versatile, easy to store and transport.
• As a remote company with team members in over 60 countries - our swag often has to go on miraculous journeys.
• With this in mind we try to ship things that are durable, light and that will unlikely get stuck in customs.
• We strive to make small batch, limited edition and themed swag for the community to collect.
• Larger corporate events will have custom tanuki stickers in small runs, only available at the specific event.
• Region specific sticker designs are produced quarterly.
• Our goal is to make swag self-serve => web shop. Please note our swag store is not intended for ordering and expensing back items purchased, see below on how to order swag if you are internal to GitLab.

All-Remote Marketing

Please consult the All-Remote Marketing Handbook.

Corporate Communications (Public Relations, Social Media, Executive Communications and Internal Communications)

Please consult the Corporate Communications Handbook.

Social Marketing and Social Media

Please consult the Social Marketing Handbook.

OKR Archive

FIXME

Return to the main GitLab Marketing Handbook.