Demand Generation

On this page


Demand Gen is responsible for executing marketing campaigns for GitLab. We define a campaign as any programmed interaction with a user, customer, or prospect. For each campaign, we will create a campaign brief that outlines the overall strategy, goals, and plans for the campaign.

Campaign Brief Process

To create a campaign brief, first start with the campaign brief template. Fill out all fields in the brief as completely as possible. Certain fields might not be applicable to a particular campaign. For example, an email nurture campaign leveraging text based emails won’t have a visual design component. This field can be left blank in that example.

Once the campaign brief is filled out, create an issue in the GitLab Marketing project and link to the campaign brief.

On the GitLab issue, make sure to: * Tag all stakeholders * Use the Marketing Campaign label * Set the appropriate due date (the due date should be the campaign launch date) * If there are specific deliverables, create a todo list in the issue description for each stakeholder along with a due date

Inbound Lead Flow

  1. Lead comes into BDR team via one of the named Inbound Lead routes above.
  2. Lead is input into Marketo.
  3. Lead is assigned according to assignment rules.
  4. If region is EMEA, lead goes directly to EMEA BDR team.
  5. If region is APAC, lead goes directly to APAC Sales Director.
  6. All other regions go directly to NA BDR team.
  7. All other leads pass through BDR lead qualification process.

Lead qualification process

  1. Unless a specific request is made, provide a useful resource that will help the person have a better GitLab experience.
  2. Ask Discovery Questions to qualify lead
  3. The following criteria is used to determine if a lead should be passed to sales or recommended CE resources. Once determined, BDR team passes all leads to sales for followup via Salesforce assignment and email notification.
  4. If further qualification is needed to understand SQL Qualification requirements, BDR team will email or schedule a phone call with lead to understand their project and initiatives.
  5. Once a lead has met the criteria for an SQL, the BDR will schedule a discovery call with the prospect and an AE. On the call, the BDR will provide a warm introduction and handoff the prospect to the AE.
  6. If SQL criteria isn't met and there are questions, BDR team will answer all questions or route to support.
  7. If there are no questions and lead isn't qualified yet, the lead status is updated appropriately. See "lead status" above.
  8. All Account Executives and Senior Account Executives are part of the regular Lead round robin rotation but if a lead is from a Fortune 500 company, it will be assigned to a Senior Account Executive. For larger opportunities outside the US, lead will be passed to senior account executive or sales director in region.
  9. If a lead is an existing customer or a prospect that's owned/operated by an existing customer but is not using EE, BDR team will determine account owner and pass lead.
  10. If a lead is from an existing account and is using EE, the BDR will convert the lead to a contact in SFDC (making sure to check the “Do not create a new opportunity” box) and @mention the lead owner in SFDC to let them know of the new contact. No need to connect the lead with the owner via email.
  11. If a lead is from a company that is already in Salesforce, BDR team will determine account owner and pass lead.

What counts as an MQL, SQL, or SAL?

SQL Qualification Criteria

  1. Current Defined Need: Does the prospect have an identified need for GitLab? List out the current need.
  2. Current Defined Need: What is the prospect currently doing to address their need? What other technologies are they using?
  3. Budget: Does the prospect have a realistic chance of securing the budget for GitLab? Is there already a budget secured for the project?
  4. Buying Process: Who is the decision maker for GitLab?
  5. Buying Process: What is the buying process for procuring GitLab?
  6. Buying Process: What is role does the prospect play in the current evaluation (function, job title)?
  7. Timeline: What is the timeline to make a decision? Are you currently in an existing contract that needs to expire before you can move forward? If yes, when does the contract expire?
  8. Product Fit: Are they interested in GitLab EE? Is GitLab EE a good fit for their need?
  9. Product Fit: Do they currently use another version of GitLab? Are they familiar with our product family?
  10. Scope: How many seats are they interested in purchasing?
  11. Scope: How many developers total (potential additional seats) do they have?
  12. Next Steps: Is there a meeting set with an AE to discuss next steps?

Lead status

Passing Qualified Leads

  1. BDR emails prospect, cc'ing AE. Email consists of a summary of the lead qual data captured above (current state, problems to solve, what they would like to learn and desired state). This email also introduces the AE and confirms the meeting day with the prospect and informs them that a meeting invite will be sent shortly.
  2. BDR checks AE availability and send invite to prospect(s) and AE with invite naming convention of Meeting Invite Naming Convention: Gitlab Discovery Call - with call in details and agenda of meeting (from summary email and notes)
  3. BDR joins Discovery call and provides warm handoff

Nurture campaign process

Coming soon once process is defined. Will be signup campaign for, leads that don't meet Soft-BANT requirements, etc.

Subscriptions and Newsletter

Inbound leads receive appropriate marketing emails, such as newsletters, onboarding tips (coming soon), etc. What they receive depends on how they came to find us and what we believe will be most helpful to them. For example, a person who downloaded an EE trial will receive different resources than a person who registered for a webcast. Our non-operational emails have a one-click unsubscribe button. You can manually unsubscribe a person by clicking the "Opt Out" checkbox in SFDC. SFDC also has a manual 30-Day Opt Out checkbox for a 30-day unsubscribe from non-operational emails.

Inbound Leads

New license flow

Current state 1. "Buy Now" button on is submitted. 2. Zuora intakes order and sends account information to Salesforce. 3. Account owner is notifed. 4. If no current account owner, sales admin is the account owner.

Marketo Tools Server

Sales and Community Group Emails


We generally create the issue and Marketo program for the newsletter at least a week in advance of it being sent out. This gives us ample time decide which content will go into the newsletter. The Marketo program is created by cloning the previous newsletter that was sent out.

Currently, the newsletter consists of four blocks of content. Each block of content consists of the following: - Title/topic - Link and call-to-action - Description/copy

For example:

newsletter block example

The different content ideas are placed in the newsletter issue using the following format:

[Required] title/topic:



[Required] link is live/available as of this comment? YES/NO

After the content for the newsletter is finalized, build out the newsletter in Marketo. Be sure to update all the links with the appropriate UTM tracking parameters.

Once the newsletter content is updated, send a test email to and and get feedback from everyone on copy, links, layout, etc. Implement whatever changes need to be made and send new test emails until the email is ready. Once it's ready, schedule the email within Marketo.


  1. Create webcast in On24
    • Once the webcast is created, capture the Event ID from the overview page.
    • Make sure to turn off all email notifications within On24 as these will be handled by Marketo
    • Under the Registration tag, under Options, check the Enable Login Only Option
  2. Clone the most recent webcast in Marketo
    • Title the webcast in the following format: July 27 2016 Webcast {Webcast Title}. For example, July 27 2016 Webcast Security Webcast w/ Yubico
    • On the webcast summary page, set the event partner with the following information:
      • Event Partner: ON24
      • Login: ON24
      • Event Id: The ID of the event from the On24 platform
  3. Update My Tokens at the webcast program level
    • Update the add to calendar tokens
      • Create an event in Google Calendar and copy the link from Publish Event
      • Update the information in the iCal and Outlook calendar files (these will be identical)
    • Update the event date and time
    • Update the email body with the description of the webcast
  4. Schedule the reminder emails
    • In the reminders folder, select each of the smart campaigns to send the emails
    • Under the Smart List tab, change the date of activity to not send the email if the user has registered for the webcast within the last 48 hours of when the email will send
    • Under the Schedule tab, schedule the email to go out at the appropriate time based on the smart campaign you are editing
  5. Edit the landing page to have the appropriate webcast description, date, and time.