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Content in Campaigns

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Overview

This page documents ways in which content is leveraged in campaigns, including in-house created content, analyst relations content, and downloadable competitive content.

In an effort to best engage our technical audience, we are pursuing an ungated content journey that leverages Pathfactory tracks, rather than gated landing pages. This allows viewers to preview content before signing up to view in its entirety. We have flexibility about when and how the forms display, and will test to deliver the best experience with proven results. This process will also be more efficient to launch new content so time can be focused on how to leverage the content in campaigns.

The epic code in each section below outlines the necessary issues to open in order to "check off" the list of action items to launch a new piece of content. While this page exists within the Campaigns Team handbook page, it is meant to be contributed to by all teams in marketing. If you see an updated needed, please submit an MR and assign to @aoetama.

Types of content in campaigns

How to pick content for campaigns

Search the entire Pathfactory Content Library

https://gitlab.lookbookhq.com/authoring/content-library/content

Filter by one or multiple of the following:

View reports to see what works

Internally-Created Content (i.e. eBooks, Guides)

The below process should be used for all new content (ebooks, guides, whitepapers, etc.). Creating the epic and related issues is the responsibility of the Campaign Manager to make sure that when the content is ready, the teams involved in putting into Pathfactory (MOps) and the teams involved in activating (Campaigns, Digital, ABM) are able to take action immediately.

Epic code and issues - Internal GitLab Content

Watch this video overview of the process »

If you have any questions on this process, please contact @aoetama in the #marketing-campaigns Slack channel. This process has been iterated since 2018 for efficiency and to fit all teams' project management practices, and is meant to continually updated as needed!

  1. Internally-Created Content Epics: Campaign Manager aligned to the integrated campaign creates epic (using code below) and associates to campaign epic
  2. Related Issues: Campaign Manager aligned to the integrated campaign creates the issues as designated in the epic code, and associates to the content epic

:calendar: As a guide in developing timeline, please view the *workback timeline calculator

<!-- NAME EPIC: [type] <Name of Asset> (ex. [eBook] A beginner's guide to GitOps) -->

## Launch date: `to be added`

## Landing Page: (add when live)

## Pathfactory link: (add when live)

#### :key: Key Details
* **Content Owner:** 
* **Campaign Manager:**
* **Official Content Name:** 
* **Official Content Type:** 
* **Primary Campaign:** 
* **Primary Sales Segment:**
   - [ ] Enterprise
   - [ ] Mid-Market
   - [ ] SMB
* **Primary Buying Stage:**
   - [ ] Awareness
   - [ ] Consideration
   - [ ] Decision/Purchase
* **Primary Persona:** 
* **Language:** 
* **Marketo Program Name:** `YYYY_Type_NameAsset` <!-- as content owner, you make this up. Follow structure, no spaces, keep it short - i.e. `2020_eBook_BegGuideGitOps`. This will be used for MKTO/SFDC program. -->
* [ ] [main salesforce program]() - `to be created`
* [ ] [main marketo campaign]() - `to be created`
* [ ] [asset copy draft]() - `doc to be added by Content Marketing`
* [ ] [pathfactory track link]() - `link to PF track (the track in PF, not the live link) when created`


### :books:  Issues - Content Owner to Create

[Use the workback timeline calculator to assign correct due dates based off of launch date](https://docs.google.com/spreadsheets/d/1RvYLEUJvh9QZJZX1uXiKJPcOOSGd7dEeNneqyA2bt3A/edit#gid=969067029)

**Required Issues:**
* [ ] :calendar: Not an issue, but an action item for content owner: Add to [SSoT Marketing Calendar](https://docs.google.com/spreadsheets/d/1ni6gKeWhjtrNppMdYvPESsCRjDbfVdYjTNtUtcNBFGg/edit#gid=571560493)
* [ ] Asset Copy Issue (open based on which team is content owner)
   * [Content Asset Copy Issue](https://gitlab.com/gitlab-com/marketing/inbound-marketing/global-content/content-marketing/-/issues/new?issuable_template=content-resource-request) - Content
   * [PMM Asset Copy Issue](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/new) - PMM (no issue template)
* [ ] [Nurture Email Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=add-to-intelligent-email-nurture) - Content, Lifecycle & Campaigns
* [ ] [Asset Design Issue](https://gitlab.com/gitlab-com/marketing/inbound-marketing/global-content/content-marketing/-/issues/new?issuable_template=design-request-content-resource) - Digital Design
* [ ] 🧨 Not an issue, but an action item for content owner: upload to Pathfactory
* [ ] :dart: Not an issue, but an action item for content owner: add to HighSpot
* [ ] [Pathfactory Track Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-track) - Campaigns
* [ ] [Resource Page Addition Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition) - Campaigns

**Supplemental issues:** 
* [ ] [Landing Page Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-content-landing-page) - Content & Campaigns _(only if promoting via Facebook and Google AdWords)_

<details>
<summary>Expand below for quick links to optional activation issues to be created and linked to the epic.</summary>

* [ ] [Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/digital-marketing/-/issues/new?issuable_template=paid-digital-request) - Digital Marketing
* [ ] [Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/-/issues/new?issuable_template=social-gtm-organic) - Social
* [ ] [Homepage Feature (only when applicable)](https://gitlab.com/gitlab-com/marketing/inbound-marketing/growth/-/issues/new?issuable_template=request-website-homepage-promotion) - Growth Marketing
* [ ] [Blog](https://about.gitlab.com/handbook/marketing/blog/) - Editorial
* [ ] [PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) - PR

</details>

/label ~"Content Marketing" ~"Gated Content" ~"mktg-demandgen" ~"dg-campaigns" ~"mktg-status::wip"

Externally-Created Content (i.e. Analyst Relations)

External content can be sourced from Analyst Relations, partners, and other vendors with whom we work. Some examples would be vendor comparisons (i.e. Gartner/Forrester) or industry/market analyses (i.e. DevOps Institute).

When a GitLab team member (i.e. AR) is evaluating a potential content for sponsorship, they are responsible for working with the GTM Motion teams to discuss how to leverage the content and if it makes sense for us to sponsor. They can do so by opening a decision matrix issue (see step by step process below). The campaign manager will evaluate the decision matrix inputs and give the final go/no go on sponsorship decision. If the decision is to sponsor the external content, the campaign manager will create the content activation epic and associated issues to request work of all relevant teams (outlined below to try to make it efficient, comprehensive, and repeatable!).

All external content should be planned in advance of purchase with at least a 30 business day time to launch date. This allows time to plan activation into existing and future integrated campaigns and GTM Motions.

The decision matrix

The purpose of the decision matrix is to gather cross-functional feedback whether a new analyst report will be a lucrative investment to solidify GitLab's positioning in the market. It will also outline the campaigns and persona it is aligned to as well as the channels where it will be activated.

Step by step decision matrix process:
  1. Analyst relations will open a decision matrix issue and assign to relevant Campaign Manager.
  2. Campaign Manager to tag relevant product marketing, sdr enablement, and field enablement counterparts on the decision matrix issue and comment to submit their inputs by agreed upon SLA date. SLA: 1 Business Day
  3. Product Marketing,SDR Enablement, Field Enablement to fill out their portions for relevant channels, campaign, persona. Tag relevant technical counterparts for input. SLA: 3 Business Days
  4. Campaign Manager fills out the suggested channel for promotion and makes the go/no go decision on sponsorship, tagging analyst relations SLA: 3 Business Day

Decision Matrix end to end decision timeline (SLA): 7 Business days

Epic code and issues - External Content

Watch this video overview of the process »

If you have any questions on this process, please contact @aoetama in the #marketing-campaigns Slack channel. This process has been iterated since 2018 for efficiency and to fit all teams' project management practices, and is meant to continually updated as needed!

  1. External Content Epics: Campaign Manager creates epic (using code below) and associates to primary GTM Motion epic
  2. Related Issues: Campaign Manager creates the issues as designated in the epic code, and associates to the external content epic

As a guide in developing timeline, please view the workback timeline calculator here

<!-- NAME EPIC: [type] <Name of Asset> (ex. [Report] Gartner MQ for ARO) -->

* [ ] Make sure epic is CONFIDENTIAL, if applicable (i.e. Analyst Reports)

## Launch date: `to be added`

## [Pathfactory link]() - `to be added when live`

#### :key: Key Details
* **Analyst Relations DRI:**  
* **Product Marketing DRI:**  
* **Campaigns DRI:**  
* **Official Content Name:** 
* **Official Content Type:** 
* **Primary Campaign:** 
   - [ ] DevSecOps platform
   - [ ] Automated Software Delivery
   - [ ] Security & Compliance
* **Primary Sales Segment:**
   - [ ] Enterprise
   - [ ] Mid-Market
   - [ ] SMB
* **Primary Buying Stage:**
   - [ ] Awareness
   - [ ] Consideration
   - [ ] Decision/Purchase
* **Primary Persona:** 
* **Language:** 
* **Budget:** <!-- Match to Allocadia -->
* **Marketo program name:** `YYYY_Type_VendorNameAsset` <!-- as content owner, you make this up. Follow structure, no spaces, keep it short - i.e. `2020_report_GartnerMQARO`. This will be used for MKTO/SFDC program. -->
* [ ] [main salesforce program]() - `to be added`
* [ ] [main marketo campaign]() - `to be added`
* [ ] [pathfactory track link]() - `link to PF track (the track in PF, not the live link) when created`
* [ ] [Pathfactory & Resource Page Copy]() - `doc to be added by Content Owner` ([use template here](https://docs.google.com/spreadsheets/d/1dKVIZGbbOLoR5BdCqXqCQ40qJlQNif9waTiHc8yWggQ/edit#gid=1837173931)
* [ ] UTMS: `utm_campaign=[add here]&utm_content=[add here]`

#### :dart: Timeline / Promotional asset list (add links when completed) and DRIs:
Adjust list as applicable for each report activation:

* [ ] 2023-xx-xx add report to **Pathfactory** `@DRI`
* [ ] 2023-xx-xx **landing page** live `@DRI`
* [ ] 2023-xx-xx add to [Analyst research page](https://about.gitlab.com/analysts/) `@DRI` 
* [ ] 2023-xx-xx report live on [**resources page**](https://about.gitlab.com/resources/) `@DRI`
* [ ] 2023-xx-xx publish **blog** `@DRI` 
* [ ] 2023-xx-xx publish **commentary page** `@DRI` 
* [ ] 2023-xx-xx add on **website pages** (solution pages, homepage) `@DRI`
* [ ] 2023-xx-xx **press release** live `@DRI` 
* [ ] Field Enablement `@DRI` 
  * [ ] 2023-xx-xx send **field FYI**
  * [ ] 2023-xx-xx conduct **field enablement session**
* [ ] Organic social `@DRI`
  * [ ] 2023-xx-xx **Facebook** post(s)
  * [ ] 2023-xx-xx **LinkedIn** post(s)
  * [ ] 2023-xx-xx **Twitter** post(s)
* [ ] **Executive social sharing** posts `@DRI` 
* [ ] 2023-xx-xx add to **Highspot** `@DRI`
* [ ] 2023-xx-xx add to **Intelligent email nurture** `@DRI`
* [ ] 2023-xx-xx add to **paid digital** `@DRI`


### :books:  Issues to Create & Tasks to complete

Adjust list as applicable for each report activation. [Use the workback timeline calculator to assign correct due dates based off of launch date](https://docs.google.com/spreadsheets/d/1RvYLEUJvh9QZJZX1uXiKJPcOOSGd7dEeNneqyA2bt3A/edit#gid=969067029)

**Analyst relations** `@DRI`
* [ ] Provide reprint link and expiration date
* [ ] Secure analyst citation review / approval
* [ ] [Open Analyst Report Commentary Page Issue](https://gitlab.com/gitlab-com/marketing/strategic-marketing/product-marketing/-/issues/new?issuable_template=AR-Commentary-Page)
* [ ] Add to the open Product Marketing / Field Communications Planning epic (see [handbook entry](https://about.gitlab.com/handbook/sales/field-communications/#recurring-announcements) for more detail & link to latest epic)

**Product Marketing** `@DRI`
* [ ] Add to HighSpot
* [ ] [Open PR Announcement Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/issues/new?issuable_template=announcement) 
* [ ] [Open Blog Issue](https://gitlab.com/gitlab-com/marketing/inbound-marketing/global-content/content-marketing/issues/new#?issuable_template=blog-post-pitch)
* [ ] Open MR to add to add to web pages (e.g. solutions pages, homepage etc.)
* [ ] Open issue for executive social sharing

**Campaign Manager** `@DRI`
* [ ] Add to [SSoT Marketing Calendar](https://docs.google.com/spreadsheets/d/1fyrC4O1e13QTRNmYR3H5rMZIoIJcPk93vltOCx0ubjk/edit#gid=571560493)
* [ ] [Open Pathfactory upload Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-pathfactory-upload)
* [ ] [Open Nurture Email Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=add-to-intelligent-email-nurture)
* [ ] [Open Resource Page Addition Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-resource-page-addition)
* [ ] [Open Expiration Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=campaigns-expire-analyst) 
* [ ] [Open Landing Page Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-content-landing-page) - Assign to Content & Campaigns _(only if promoting via Facebook and Google AdWords)_
* [ ] [Open Digital Marketing Promotion Issue](https://gitlab.com/gitlab-com/marketing/demand-generation/digital-marketing/-/issues/new?issuable_template=paid-digital-request)
* [ ] [Open Organic Social Issue](https://gitlab.com/gitlab-com/marketing/corporate_marketing/corporate-marketing/-/issues/new?issuable_template=social-general-request)


</details>

/label ~"Analyst Relations" ~"Gated Content" ~"mktg-demandgen" ~"dg-campaigns" ~"mktg-status::wip"

Adding new content to the Resources page

Note from @aoetama: open issue to investigate how to leverage Pathfactory to automatically tap into all content for a better user experience and more efficient process on the GitLab side.

  1. Begin a new MR from the resources yml
  2. Use the code below to add a new entry with the relevant variables
  3. Add commit message Add [resource name] to Resources page, rename your target branch, leave "start a new merge request with these changes" and click "Commit Changes"
  4. Assign the merge request to yourself
  5. When you've tested the MR in the review app and all looks correct (remember to test the filtering!), assign to @aoetama
  6. Comment to @aoetama that the MR is ready to merge

Note: For ungated journeys, the URL drives to the PF asset/track, instead of a landing page.

Code:

- title: 'Add name of resource - shorten if necessary'
  url: 
  image: /images/resources/security.png
  type: 'eBook'
  topics:
    - 
    - 
  solutions:
    - 
    - 
  teaser: 'Add a teaser that relates to the contents of the resource'

Example:

- title: '10 Steps Every CISO Should Take to Secure Next-Gen Software'
  url: /resources/ebook-ciso-secure-software/
  image: /images/resources/security.png
  type: 'eBook'
  topics:
    - DevSecOps
    - Security
  solutions:
    - Security and quality
  teaser: 'Learn the three shifts of next-gen software and how they impact security.'

IMAGES to choose from (select one): *Shortcuts to Images Folder

TOPICS to choose from (add all that apply):

Note from @aoetama: let's see if we can align this with topics in Pathfactory for efficiency (if we don't go the route of Pathfactory explore page).

How to extend analyst assets

At times, we will extend the rights to an asset if it is heavily used by sales or performing in campaigns. In that case the decision is indicated in the Expiration Issue.

Follow the steps outlined in the Pathfactory Content Library Handbook.

How to retire analyst assets when they expire

An Expiration Issue will be opened by the Campaign Manager DRI for each analyst asset, and related to the overarching Epic (with due date for when the asset is set to expire). When the decision is made to expire the asset, the teams involved will check off their respective action items in the issue.

Retire Marketo landing page

First you will remove the form from the page and add a "no longer available" message

<h1>This resource is no longer available.</h1>
<p>Thank you for your interest in this resource, but it is no longer available for download. <a href="https://about.gitlab.com/analysts/" target="_blank" id="">Click here to visit our industry analysts page to view other reports and best practices!</a></p>

Remove from Intelligent Nurture

Please follow the process outlined in the Emails/Nurture Handbook.

Remove from Pathfactory

Please follow the process outlined in the Pathfactory Handbook.

Marketo automation and setup for gated landing page

!!! REMINDER: We are using ungated content journeys via Pathfactory. This process should only be used for specific scenarios, and used sparingly.

Watch the video tutorial >

:exclamation: Dependencies: delivery of final asset, completion of final landing page copy, and final asset added to pathfactory and placed in a track must be complete before setting up the Marketo program.

The TL;DR of what you'll do:

Create Marketo program, tokens, and SFDC campaign sync

Edit registration page and thank you page URLs

Edit "resulting page" from the form submit

Activate smart campaign(s)

Update SFDC campaign

Test live registration page and flows

Potential backup process

To be completed by the content owner if Pathfactory access is granted. If no access, please open an issue in Campaigns team based on epic category above.

Add to /downloads/ repository (only available and recommended for assets under 2 MB size)

The purpose of this step is to make it possible to flip the autoresponder if Pathfactory were to have an outtage, at which point, we would still have the PDF version available in Marketo for a quick turnaround.

  1. Save the pdf to your computer with naming convention [asset-type]-short-name-asset, ex: ebook-agile-delivery-models
  2. Navigate to the (de-indexed) resource/download directory
  3. Where it says www-gitlab-com / sites / marketing / source / resources / +, click the plus drop down and select "Upload File"
  4. Upload the file you've saved to your computer with the naming convention above
  5. For commit message, add Upload [Asset Type]: [Asset Name], check box for "create new merge request", name your merge request, and click "Upload file"
  6. Add description to MR, complete the author checklist, assign to @aoetama and click "Submit Merge Request"
  7. In your Marketo program, for the pdfVersion My Token, add the naming convention above which will be available when the MR is merged. (the token should look like https://about.gitlab.com/resources/downloads/add-file-name-here.pdf)
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