The Technical Marketing team's purpose is twofold. Externally, we aim to help prospects make informed decisions when seeking solutions and comparing vendors. We showcase the technical capabilities of our product as valuable solutions to our target audiences, guiding them towards making the right choice. Internally, we also play a crucial role in helping individuals within our organization understand our product better and enable them to better position our product in the market from the technical perspective.
We do this by teaching and enabling our audiences about modern software delivery methods and how it can be valuable to them, introducing them to new concepts which can help them achieve their goals, and by showcasing the capabilities of the product for the use cases which our audiences care about.
We produce and deliver demos, videos, workshops, webinars, tutorials, blog posts, white papers, articles, conference presentations and lightning talks, demos to analysts, speak at events and more.
View the Developer Relations roadmap and Technical Content plan (team members should search for Google Sheet titled "Technical Content" in Google Drive) to see what the TMM team is working on.
You can find the content we create in the following places:
To make a request of the Technical Marketing team please follow the content request process for the Developer Relations team.
Our work is mainly driven and prioritized by the following Marketing defined Core DevOps Solutions and can be tracked on the Solutions Go-to-market. Specifically, our deliverables contributing to this effort are sorted by priority below (subject to change).
One form of output is demo videos to help show the value GitLab can bring to customers.
Can we update a current video with new features?
Yes we can, however. . .
What is the process for updating videos when new features come out?
. . . because of the end to end data trail that flows throughout the product, it can be difficult sometimes to just add new parts into existing demos, depending on what's being shown, and so sometimes requires extensive, if not complete, redo. Because of this and the high frequency of changes we don't make updates for EVERY new feature/change. We look for when there are significant enough features/changes that affect the value we are demonstrating. We watch ourselves, but also look to PMM and PM and sales to indicate that updates should be done.
Anyone can open an SM request for us to update a demo. If there are significant enough changes then we will put the update into the backlog and work with stakeholders to set the right priority to get it completed.
Can we update/create a new video to address a different persona/theme?
Switching a demo to a different persona usually should mean a new demo/video, as changing the target persona should result in changes in the pain points and story, and hence likely the video/screenshots that are shown. It is certainly possible that the existing footage can fit a new persona's story, or that we can change the story to include multiple personas. But more likely than not, if this is easy to do to an existing demo then it is probably because it wasn't properly focused on a persona in the first place.
Presentations are prepared and delivered at conferences, meetups, or any relevant event, often in the form of slides.
Fast-paced presentations that last for a few minutes to spark new conversations and collaborations. These are commonly requested for the GitLab booth at conferences sponsored by the Corporate Events team. Where slides are used, they are often not more than 5 slides.
Blog posts are informative or descriptive articles that present an idea or viewpoint. Blog posts are mainly for awareness, without necessarily going into the details of how the idea presented can be achieved. Blog posts are published on the GitLab blog, third-party blogs or personal websites.
Presentations delivered to an audience online, who can be customers or prospects. Webinars are typically lead by the Campaigns team. Webinars are often demonstrative in nature.
Click-through demos are content that visually walks users through the features of a product. They are used to educate prospects and customers at events or self-paced.
A tutorial is a step-by-step demonstration of the process to complete a workflow or task. It not only informs the reader but teaches by example and supplies the information needed to complete a certain task. A tutorial can be delivered interactively online or physically, in a long-form blog post, or a video.
Slack channel: #dev-evangelism-and-technical-marketing
Content we create is distributed internally and externally to our stakeholders, customers, and community. We follow the content distribution process from the Developer Evangelism handbok page.
Each TMM is listed with their areas of primary responsibility, but all TMM's should be able to help in other areas of the product as well:
With the internet's attention span, the more successful videos are short form. GitLab Marketing's has adjusted it's video strategy to focus on short form, educational videos. With that move we've begun to learn about how to make better videos. The "Making better videos" page covers our research and pointers we are going to do our best to follow.