This page outlines details for in-person events. For virtual event information, please visit the Virtual Events Page.
There are 3 groups within marketing who handle external events. Each group has a specific purpose. Please review each page for specific details.
To determine who would handle the event, please refer to our events decision tree. If it is not clear who should own an event based on the decision tree, please email events@gitlab.com
.
Note: If a GitLab team member receives an inbound request for sponsorship, please direct the requestor to this section of the handbook so that person can determine the best course of action.
Please only request event support/sponsorship if your proposed event fits the following criteria:
If your event fits the criteria above and you would like support from marketing, create an issue in the appropriate marketing project.
Please Note:
These requests will be reviewed by the appropriate regional Field Marketing Manager. Even if the event is free or low-cost, all requests must be approved by Field Marketing prior to any commitment to ensure the event or tactic aligns to the marketing strategy, meets SAO objectives and Field Marketing can properly execute to maximize GitLab’s future success. - To suggest a Field Marketing event (in-person or virtual) or other tactic for review, please open an Event_Tactic_Request
issue and follow the instructions.Be sure you review the issue template and provide all necessary information that is asked of you in the issue.
Please see this handbook page for details on how Marketing sets up Allocadia IDs and Campaign Tags.
If the overarching event includes a speaking session, workshop, dinner, and/or happy hour (anything that requires a separate SFDC campaign and list upload), please follow the steps below and abide by the SLA guide to give necessary time for work to be complete.
⏰ SLAs for section to be filled out for an ancillary event before moving to WIP:
The purpose of creating a new issue for each ancillary event is to better facilitate the needs for each event, to clearly indicate the timelines, and to clarify the DRIs which may be different for the different events. For example, if there is a speaking session hosted by a GitLabber at a larger conference, and the speaker is planning to write the email copy after the event, the timeline and DRI would be different from the timeline and DRI for the general booth follow email.
Steps for Ancillary Events:
status:wip
.
NOTE: The Epic is the main hub for all event information. All issues associated with the Event must be linked to the Epic!
## [Main Issue]() - Link main event issue here
## [Landing Page]() - Link event landing page here when live
## Event Details
* Event DRI:
* Campaign Type: `Usually Owned Event or Conference'
* Type: In-Person
* Official Event Name:
* Date(s):
* Campaign utm `enter utm here` (Format: Campaign Tag, must be all lowercase, with no spaces, underscores, or special characters)
* [Add the planning sheet]()
* Related GTM motions (select all that apply)
* [ ] Security and Compliance
* [ ] DevSecOps Platform
* [ ] Automated Software Delivery
* [SFDC Campaign]()
* [MKTO Program]()
* Event Budget:
* Allocadia ID: `enter ID`
## [Copy for landing page and emails >>]() - [template](https://docs.google.com/document/d/1_ek6A9fFPxHzPDTGs24oKM-5J5eQPLQ5CIgD0zu7_uI/edit#heading=h.6vgpxnyb4dh1)
* Alliances/Partner Marketing involved - (if yes, must designate a DRI)
* Will this event include use of Marketing Development Funds (MDFs)? YES/NO
* [Requesting MDF Funds](<a href="https://about.gitlab.com/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/analyst-relations/channel-marketing/#requesting-mdf-funds"</a>)
## Issues to be created
* [ ] [Program Tracking](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=request-program-tracking) - Corp DRI creates, follow instructions in issue
* [ ] [Write Copy Issue](https://gitlab.com/gitlab-com/marketing/field-marketing/-/issues/new?issuable_template=write-copy) - Corp DRI creates, assigns to Corp DRI - use this [copy doc template](https://docs.google.com/document/d/1_ek6A9fFPxHzPDTGs24oKM-5J5eQPLQ5CIgD0zu7_uI/edit#heading=h.6vgpxnyb4dh1) for copy
* [ ] [Marketo Landing Page](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=request-marketo_landing_page_request) - Corp DRI creates if necessary, follow instructions in issue
* [ ] [Email Invitation Issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=request-email-invite) - for tier 1 events only - Corp DRI creates one for single invitation, assigns to Corp DRI, Lifecycle Marketing DRI, and follows instructions in issue
* [ ] [Add to blog newsletter issue]() - for tier 1 events only - Corp DRI creates one for tier 1 events, assigns to Blog team (@sgittlen)
* [ ] [Follow Up Email issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=request-email-followup) - Corp DRI creates, assigns to Corp DRI, Lifecycle Marketing DRI, and follows instruction in issue
* [ ] [List Clean and Upload](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=event-clean-upload-list) - Corp DRI creates, follow instructions in issue
* [ ] [Optional: FM Pathfactory Asset Upload and Track Creation Issue](https://gitlab.com/gitlab-com/marketing/field-marketing/-/issues/new?issuable_template=Pathfactory_Request_Template) - Corp DRI creates, assigns to Corp DRI
* [ ] Optional - use only if target list is not requested on Email Invitation Issue or if a complex list is required: [Request target audience for email send](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=request-target-list) - Corp DRI creates, follow instructions on issue
☝️ Tip: DRIs use this document to auto-populate timelines / SLAs for events. They will add the event as a new row when it is created with a status of Plan, add the start and end date, and look at the resulting due dates for each action item.
Speaker Request
issue template.Speaker Request
to your regional Customer Reference lead. The Customer Reference lead will work with the Event Managers and the Sales team in identifying and engaging with customers to speak at events.events.yml
- Detailed instructionsevents.yml
OR a Marketo landing page. (Detailed instructions) Marketo will be used if ALL of the following criteria are met:Social Request
template for general social awareness posts and any social ads that need to be created.events@gitlab.com
.Corporate Marketing
project for booth design. Assign to Design team and provide booth spec and due date. Provide as much notice as possible.Corporate Marketing
project.Should the event organizer offer a hotel room block option at a discounted rate and the GitLab event DRI would like to secure this room block, there are two options you can take to secure the contract:
If the overarching event includes a speaking session, workshop, dinner, and/or happy hour (anything that requires a separate SFDC campaign and list upload), please follow the steps below and abide by the SLA guide to give necessary time for work to be complete.
⏰ SLAs for section to be filled out for an ancillary event before moving to WIP:
The purpose of creating a new issue for each ancillary event is to better facilitate the needs for each event, to clearly indicate the timelines, and to clarify the DRIs which may be different for the different events. For example, if there is a speaking session hosted by a GitLabber at a larger conference, and the speaker is planning to write the email copy after the event, the timeline and DRI would be different from the timeline and DRI for the general booth follow email.
Steps for Ancillary Events:
status:wip
.
In this timeline, BD = Business Days, and incorporates US public holidays and T = start date of the event.
Sometimes, it becomes necessary to change the date of an offline event. Once the FMM has identified that the date will change, the FMM will:
If the change in the date is related to COVID-19, the FMM will:
If the date changes after the Corp DRI set up the issues, epic, and tracking for the event, the Corp DRI must make the following updates:
FMM determines format of this virtual event from documented options. FMM lets interested teams know that the event has switched to digital, the existing landing page is no longer accepting registrations and sales-nominated flow has been stopped (if applicable).
YYYYMMDD_HostName_Topic (External Webcast Template)
template and save to the GitLab Webcasts
folder. If you are using the same campaign tag as the original live event, add "OLD" to the beginning of the existing live event Marketo program as Marketo will not allow two programs with the same name.GitLab Webcasts
folder for the virtual event.Virtual Events
cloning YYYYMMDD_WebcastTopic_Region (Single time slot)
or YYYYMMDD_WebcastTopic_Region (Multiple Time Slot)
template and save to the GitLab Webcasts
folder. If you are using the same campaign tag as the original live event, add "OLD" to the beginning of the existing live event Marketo program as Marketo will not allow two programs with the same name.GitLab Webcasts
folder for the virtual event.OLD
at the beginning of the title.Registration
and Interesting Moments
smart campaigns.We’ve gone virtual! Please register the virtual event page [link to new page] to register for this event.
Reminder Email
smart campaign from the original event program to send a note to those that have already registered with directions about how to re-register for the virtual event.aborted
These will be Virtual Sponsorships with booths (not just a sponsored webcast).
This event has changed from live to virtual. Original date [2020-xx-xx], New Date: [2020-xx-xx], This [epic/issue] reflects information for the virtual event.
Date can be left off if it is the same.Virtual Events
cloning YYYYMMDD_Vendor_VirtualConfName (Virtual Conference Template)
template and save to the Virtual Sponsorships
folder. If you are using the same campaign tag as the live event, add "OLD" to the beginning of the existing Marketo program as Marketo will not allow two programs with the same name.Virtual Sponsorships
folder for the virtual event.OLD
at the beginning of the title. If the original Marketo program wasn’t being used yet (no invites, no members, only linked to SFDC) it can also be deleted or moved to an archived folder.Interesting Moments
smart campaign.aborted
Once the DRI has identified that an event is cancelled, the FMM will:
Sponsorships and Events
calendarThe FMC will:
If an offline event is cancelled after the set up of the issues, epic, and tracking for the event, the DRI will:
Aborted
. No other changes.Aborted
. No other changes.For a full breakdown of our various types of events, please review this list.
The above planning list is not exhaustive - see planning issue template in field marketing project for most up to date list of tasks.
Some events require technical staffing (Solutions Architects and/or others from the Customer Success team). To request technical staffing, please follow this process.
It is important that we are communicating with our customers and prospects that we are monitoring COVID-19. Please include the following in all email outreach for hosted events.
It is important that we are communicating with our customers and prospects when we are attending an event. This is done through a targeted email sent through Marketo & also through BDR & AE/SAE outreach.
We use several email aliases for pre and post event outreach. Below are guidelines as to which one should be used based on the event
info@
<amer,emea,apac,uspubsec>field@gitlab.com
<amer,emea,apac,uspubsec>field@gitlab.com
During the registration process, it is important to track any potential dietary concerns. Please note that there is no longer a separate field in the registration form for dietary restrictions and this information is not tracked in SFDC. The FMM will need to include a note on the LP copy doc, instructing registrants to email with any specific dietary restrictions. It is up to the FMM if they would like to utilize their personal @gitlab.com
email address & cc regional@
alias.
Example Verbiage for LP:
At GitLab we aim to make our events accessible to everyone, regardless of disability or special needs. We vet all of our venues for accessibility. If you have a disability, special needs, or specific dietary restrictions, please reach out to us by responding to this email to let us know and we will follow up with you pre-event. This information will be kept private and will be distributed only to the individuals who need it to complete your accommodation request.
If the FM DRI for an event needs to reach out to someone prior to the event, they will do so leveraging their personal @gitlab.com
email address & cc regional@
alias.
The sales nominated process allows for records to be added to the campaign in order for the record to receive an invite to the event
Campaign Status
:
Sales Invited
= You have personally invited the person to the event.Sales Nominated
= Marketing will invite the person on your behalf. They will receive invitation email pre-event plus any confirmations/reminders if they register. Video training on how add is also available.Email Address
to existing records regardless if LEAD or CONTACT object.#event_list_upload
channel upon list upload.Common lead questions:
Contact Status
on the record as follow up is done.For FIELD events that don't have badge scanners onsite, the FMM event owner can request an onsite registration form and landing page which can be used to collect names at the booth. The landing page (including the form) can be accessed by a unique URL via iPad, mobile phone or laptop and should only be used by staff at the booth and deactivated post-event by Marketing Ops.
How to create an onsite registration form
No Lead Scanner - Onsite Reg
landing page under assets. Update the URL to be relevant to the event.03 No Lead Scanner - Onsite Event Reg
Campaign and check that Smartlist and Flow are set up correctly for the relevant landing page. FMC then to ACTIVATE this campaign.How to use the onsite registration form
Follow Up Requested
> lead status = MQL
Visited Booth
> lead status = Inquiry
For OWNED events, the Marketo program is pushed to the Marketo Check-in app that allows the FMM team to be self-sufficient when it comes to updating an event registration list.
User Experience Flow (Registration & Check-In) With System Actions
Registered
Registered
to Attended
Registered
status to be No Show
12 hours after the event⚠️ Important! FMM must check-in all individuals and sync to Marketo within 12 hours of the start time of the event so that automation can flip the correct records to No Show
.
View: Summary
to View: Schedule
created date
, not the event datedate
,end
, and event times (remember all times are based on the FMC's timezone setting in Marketo)tentative
to confirmed
. Slide bar will change from gray to orange when done correctly.
The event will not be visible in the Marketo Check-in app until 7 days prior to the eventIf FMM is unsure they will have internet at venue, it is very important to fully sync program while connected to the internet before event.
Status
= Registered
will show in the list on the left side of the app.
Last Name
through the list.
Phone
- Click green "Done" in top right corner - Complete checkin by clicking blue "Check-in" buttonCampaign Member Status
= Attended
and the sync to SFDC will beginRegisterd
-> No Show
statusIf you need support, use the #mktgops slack channel.
All information on swag can be found in the swag process handbook. For event-related swag and tracking purposes, we utilize the tags swag_corporate
and swag_community
.
For all details regarding Field Marketing Swag and Event Assets, please visit the Field Marketing page here.
GitLab's Developer Relations team reviews and manages our community events (typically an event with less than 250 attendees that is targetting end users of GitLab) including Meetups. The Developer Relations handbook has additional information on the events the Developer Relations team will support.
Field Marketing utilizes the QR Code Generator so that FMMs can follow the instructions below to print and display QR codes at events for raffles, contact info collection, etc. In AMER, tabletop signs to display the QR codes are available in the Boundless portal under the Event Assets
section.
Corporate Events utilizes QR Code Generator to create specific QR Codes to track how many people are visiting CTA weblinks. We promote through different pieces of collateral passed out at the booth and signage we have created promoting registration for an on-site ancillary or virtual event. Other use cases such as people scanning to attend onsite virtual activities such as coding challenges or UX surveys.
For video instructions, please see here.
By giving us your address, you are giving us permission to mail items to your home or office. We will not use this data for any other purposes.
responses
tab of your Google formSelect response destination
Select existing spreadsheet
Ok
responses
tab of your Google formCreate a new spreadsheet
and title the spreadsheetCreate
Create QR Code
Type
Next
at the bottom of the page#171321
(Charcoal) for the frame color.
More Options
.
Code color:
Enter #171321
for the code color and #FFFFFF
for the background color.Shape style:
Select the dotted code (third selection from left).Edges:
Select the option with two curved corners (fourth selection from the left on the top row). Adjust the outer and inner color to #171321
.Add in URL link to CTA. Example CTAs listed below:
1. Survey Links
2. Gated Collateral Piece
3. GitLab landing pages
4. Video
5. Code Challenge landing page
6. Eventbrite Registration Page for ancillary event
When purchasing badges, make sure to check the badge holders you wish to purchase to see if they include badge paper. Many kits do, but some do not. If purchasing paper separately, make sure your badge paper is the same size as your badge holder (generally 3x4). Please note these items do not need to be purchased through Avery directly, cheaper purchasing options include stores like Staples, Amazon, and Office Depot.
Name Tag Export
in the Field Marketing
folder, or go to this link.Select Campaign
by clicking the lookup next to the fieldRun Report
Export Details
Export File Format
field, select either Excel Format
or Comma Delimited
(whichever works best on your laptop)Templates
select Avery Design & Print
Start Designing
Quick Search
, type in the badge number found on the box of your previously purchased Avery paper (links provided in Items to Purchase
above)Select this Template
Apply from a Saved Project
Select and Customize
on the horizontal orientation optionGitLab Connect
template option with our standard Tanuki logo and click Apply this Design
Import Data Mail Merge
Replace Spreadsheet
and Browse for File
Next
and then drag and arrange fields to your preference and click Finish
Navigator
section will allow you to format and make changes to all badges or individual badgesPreview and Print
and Print it Yourself
Get PDF to Print
Open PDF
and print utilizing the Avery badge paper previously purchasedFor venue search requests, the FMM can open an issue utilizing the Venue_Search
template. Follow the instructions to provide event details and assign to the regional FMC.
At GitLab owned events we will sometimes host 10 minute lightning meetings with the GitLab CXO(s) in attendance. We do this to facilitate many interactions with our leadership in a short amount of time.
In an effort to publicly share where people can find GitLab at events in person throughout the world, we have created about.gitlab.com/events. This page is to be updated by the person responsible for the event. To update the page, you will need to contribute to the events.yml starting after the events
section (roughly line 70).
If you need more information about our exact involment in an specific event please visit the marketing project in gitlab.com and search the name of the event for any realted issues. The "Meta" issue should include the most thorough and high level details about each event we are participating in. Place your event in the order in which it is happening. The list runs from soonest to furthest in the future.
Save event images and headers here: Save images for featured events here
If you don't have merge permissions, or if you're having trouble with the pipeline, you can assign an Engineer on the Digital Experience team (commonly, @lduggan
) to be a Reviewer on the MR, or post in #digital-experience-team on slack.
Diversity
, Conference
,
MeetUp
, Speaking Engagement
, Webcast
, Community Event
or GitLab Connect
. Events cannot have more than one type. If more than one apply, choose the best. If you feel your event doesn’t fit in the below category, do not just manually add a type. Please reach out to events@gitlab.com to suggest a new type of event.October 21, 2021
)Date starts
and Date ends
section)AMER
, LATAM
, EMEA
, APAC
, PubSec
, or Global
- topic: The Best DevOps Conference Ever
type: Conference
date_starts: January 1, 2050 # Month DD, YYYY
date_ends: January 3, 2050 # Month DD, YYYY
description: The Best DevOps Conference Ever brings together the best minds in the DevOps land.
location: Neverland, NVR
region: APAC
social_tags:
- DEVOPS4LIFE
- DevOps
event_url: https://2050.bestdevops.org
- topic:
type:
date_starts:
date_ends:
description:
location:
region:
social_tags:
event_url:
For featured events include:
featured:
background: background/image/src/here.png
For corporate conferences, we will send emails in accordance with the standards set here and summarized below:
Please see Emails & Nurture handbook page for in-depth details on email marketing
If you’re looking for information about speaking at an events head over to our Corporate Communications page for complete details.
At times, GitLab may offer to pay for a person's travel if they will be speaking about their usage of GitLab at an event.
There is no contract that needs to be in place in order for payment to happen. The GitLab team member should do the following:
Sub-Category
level.While we would like for the hotel to be secured using the Coupa Virtual Card as well, at times a hotel may ask for a physical card to be provided upon check-in for incidentals. The speaker may either present their own card and then apply for reimbursement OR a GitLab team member may provide their own credit card.
If the GitLab team member provides their own card, then the expense should be accounted for in the following way upon submitting the expense report:
The speaker would like to pay for everything themselves and would like for GitLab to reimburse them.
In this case the speaker will need to complete a reimbursement form and submit with receipts back to GitLab. GitLab will pay immediately upon receipt.