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GitLab Event Information

On this page

Events at GitLab

There are 3 groups within marketing who handle external events. Each group has a specific purpose. Please review each page for specific details.

Which events is GitLab already sponsoring?

Suggesting an Event

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

Please only request event support/sponsorship if your proposed event fits the following criteria: The event will further business aims of GitLab. The event has an audience of 250+ people (the exception being meet-ups (which are run by our community team) or is part of an Account Based Marketing activity. The event is a more than a month away.

Be sure you review the issue template and provide all necessary information that is asked of you in the issue.

How We Evaluate and Build Potential Events

All GitLab events must check at least drive two or more of the aims of our events below to be considered.

Questions we ask ourselves when assessing an event:

Suggested events will be subject to a valuation calculation- will it meet or exceed objectives listed above?

For Corporate Marketing - Event Scorecard

Each question above is graded on a scale of 0-2. We then tally the scores and assign the event to a sponsorship tier.

Criteria / Score 0 1 2
Thought Leadership      
Audience type      
Attendee interaction      
Location and Timing      
Event Relevance/ Strategy      
Brand Reach      
Opportunity size/ Potential ROI      

We ask these questions and use this scorecard to ensure that we're prioritizing the GitLab's brand and our community's best interests when we sponsor events.

Event Execution

After its been decided by the DRI (using the above criteria) that we will move forward with the sponsoring of an event, what happens next?

  1. DRI for event will start finance issue for contract review and signature following the Procure to pay instructions
    • Be sure to include:
    • ROI calculation for said event in the final cost section
    • Add the finance issue as a Related issue to the original issue for reference.
  2. As soon as the contract has been signed, DRI needs to change the status of the issue tag from "status: plan" to "status: WIP". This let's the designated event MPM know to begin their backend execution. He/She will add a check list of issues to be created and info they need to create said issues and process. They will also create the Epic and associate everything existing to epic.
  3. For corporate events, the DRI needs to create the Event planning issue, using "Corporate Event Planner Issue" template for tracking progress towards execution.
  4. Add the event to Events Cal and Events Page. Instructions can be found here.
  5. Start checking off the appropriate issue template. Some things to note as you go through process in template:
    • Once you select staffing, start a slack channel and invite those folks as well as anyone from Field Marketing (FM) or alliance that needs to be involved. Do not link anything but the epic in the slack channel as it will be deleted after 90 days.
    • Share the planning sheet in the slack channel for people to fill out their contact and travel info. Instruct everyone to book travel and lodging ASAP and add to planning sheet.
    • The planning sheet is used for everything from Travel, meeting setting, booth duty, speakers list, networking events, PR…
  6. Once the Epic created… (the Epic is the main hub for all event info. ALL ISSUES ASSOCIATED WITH THE EVENT MUST BE LINKED TO THE EPIC!)
    • Link to Original Issue (some may call this a META issue)
    • Add the planning sheet
    • Link to event landing page
    • Add high level booth hours
    • Booth Number (should be in epic name)
    • Any other high level info that will be relevant to everyone attending.
  7. If the event needs a speaker, start an issue with the speaker request issue template and tag tech evangelism.
  8. Landing Pages for Events
    • Corporate events uses landing pages built from the GitLab events page. The MPM will create an issue for content to be provided on that page (work with Alliances/ PMM on copy) and it will need to be decided in collaboration with FM if we want a form on the landing page. (more info on this can be found in the MPM handbook)
    • For Field Marketing events we use Marketo landing pages vs. the events yml. By doing this, the MPMs own the creation of these pages and they are the only ones who will have edit access to these pages.

When to specifically use a Marketo landing page vs. the events yml:

  1. This is an event owned by Field Marketing
  2. The event cost the company less than $10,000 (or your country's equivalent)
  3. We will be driving traffic to the marketo landing page for less than 1.5 months.

  4. Schedule
    1. Event kick off call (include all people involved in planning), around 2 months out from event.
    2. Final event check in meeting (include everyone attending, anyone from Alliances involved, PMM who created demos to review them with team)
    3. Event Recap (with all planners/ stakeholders)
  5. Copy needed
    1. Landing page copy
    2. 3-4 weeks out email invite copy
    3. 1-2 weeks out post event copy
  6. Social
    • Start issue using the social request template for general social awareness posts and any social ads that need to go out.
    • For complete instructions on how to obtain social support at your event, please review the social requests instructions.
  7. Design
    1. Issue needed for booth design (in corporate marketing project). Tag Designer and provide design specs as well as due date. Give as much notice as possible.
    2. For the latest approved booth design/ messaging ping For any content or major layout changes start an issue in corporate marketing and tag PMM and Design.
  8. Digital
  9. For Corporate events - Meeting Setting
    • Most corporate events will have an onsite meeting setting initiative tied to the event goals.
    • The FMM is DRI for the ancillary field activities, like meeting setting and customer dinners.
    • Corporate marketing will work with the regional FM DRI and the designated event MPM to decide on the best plan of attack for meeting setting.
    • If any execs are on site, all meetings with them should be coordinated through designated EA lead for that event.
    • We track meetings on the master event spreadsheet. This sheet will be locked 24 hours before event starts- people will only be able to make comments. If you need to request a change on this doc take the FM lead.
    • All one site meetings must have a meeting prep doc, which can be found in the planning sheet. Note, we share these prep docs with the client. This sheet is intended to provide everyone attending the meeting with any background info on the prospect/ customer they should know going into the meeting, as well as any objectives or things to cover in said meeting. This sheet can be found in Google Docs as well as in every event issue.
    • All leads gathered through meeting setting initiatives must be tracked in their own campaign.
    • We generally like to provide a small gift (unedr $50) for anyone who takes a meeting with us.
  10. Demos, booth decks, and documentation
    • Product marketing helps to make all displayed collateral at events.
    • These are the standard demos we use/ present at events. They should be preloaded on event iPads.
    • If you need something specific for a show, start an issue in the PMM project and tag Dan Gordon. They need at least 3 weeks to produce something custom.
  11. Swag- decide appropriate giveaway for this event and audience. Coordinate ordering with one of our preferred swag vendors.
    • Order extra storage at event if all swag will not fit in booth
  12. Leads and Campaign setup
    • DRI is responsible for pulling, cleaning and sharing ead list with MPM and ops within 24 hours of event close. Use temples for clean up provided by MPM.

VERY IMPORTANT: Note this planning list is not exhaustive- see planning issue template in both & field marketing project for most up to date list of tasks.

How We Decide Who Attends Which Events?

Event Outreach

It is important that we are communicating with our customers and prospects when are attending an event. This is done through a targeted email sent through Marketo & also through SDR & SAL outreach.

For Field Events

Employee Booth Guidelines

Scanning Best Practices

Suggested Attire
Booth Set Up
Day of Booth Staffing

Post Event

Event List

  1. List received by FMM from event organizers
  2. FMM reviews and cleans up list following the guidelines for list imports
  3. List is sent to Marketing OPS for upload to SFDC & associate to related Campaign (w/in 24hrs of receipt from event)
  4. Marketing OPS creates CONTACT view in SFDC; assigns records based on Territory ownership.
  5. Marketing OPS notifies MPM/FMM when the list has been uploaded so the Marketing follow up email can be sent
  6. Marketing OPS posts in the event Issue & on #sales/#sdrs_and_bdrs slack channel - a link to SFDC campaign and a ink to SDFC CONTACT view

Common lead questions:


Specifics for Community Relations

Specifics for Corporate Events

Specifics for Field Events

NORAM Field Marketing Swag

The NORAM Field Marketing team utilizes our swag vendor, Nadel. Nadel is available to produce, ship and store swag and event material. The FMM is responsible for accessing the Nadel portal via the Field Marketing team login to order all swag and trade show items for their events.

How to add events to the page

In an effort to publicly share where people can find GitLab at events in person throughout the world, we have created This page is to be updated by the person responsible for the event. To update the page, you will need to contribute to the event master.yml. If you need more information about our exact involvement in an specific event please visit the marketing project in and search the name of the event for any related 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

Details to be included (all of which are mandatory in order for your MR to pass the build):


- topic: The Best DevOps Conference Ever
 type: Conference
 date: January 1, 2050
 date_ends: January 3, 2050 # Month DD, YYYY
 description: |
              The Best DevOps Conference Ever brings together the best minds in the DevOps land. The conference consists of 3 full days of DevOps magic, literally magic. Attendees will have the opportunity to partake in fire talks and moderated sessions. This is one you won’t want to miss.
 location: Neverland, NVR
 region: APAC
 social_tags: DEVOPS4LIFE


- topic:

For featured events include:

   background: background/image/src/here.png

How to add an event specific landing page linking from the page

For corporate tradeshows we will want to create an event specific page that links from the page. The purpose of this page is to let people know additional details about GitLab’s presence at the event, how to get in touch with us at the event, and conference sessions we are speaking in (if applicable).

For smaller Field Marketing shows we use Marketo landing pages vs. the events yml. By doing this, the MPMs own the creation of these pages and they are the only ones who will have edit access to these pages.

When to specifically use a Marketo landing page vs. the events yml:

  1. This is an event owned by Field Marketing
  2. The event cost the company less than $10,000 (or your country's equivalent)
  3. We will be driving traffic to the marketo landing page for less than 1.5 months.

Steps to take to create the new page:

  1. Create new a new branch of the www-gitlab-com project.. - Branch name should be what event you’ve added.
  2. From new Branch, navigate to Data, then to events.yml
  3. Scroll down to the area where its date appropriate to add the event
  4. Add event using instructions in handbook
  5. To create the event specific page you need to add a subset of the following information:


Giving the following data will give this event it's own dedicated page on, must provide a unique url.
 If it is text, it needs to be wrapped in "double quotes". This is so you can use characters like : and ' without breaking anything.

 url: aws-reinvent
 header_background: /images/blogimages/gitlab-at-vue-conf/cover_image.jpg
 header_image: /images/events/aws-reinvent.svg
 header_description: "Drop by our booth or schedule a time, we'd love to chat!"
 booth: 2608
     title: "Schedule time to chat"
     description: "Learn more about how GitLab can simplify toolchain complexity and speeds up cycle times."
     number: 1592
   - title: "How to can get started with GitLab and AWS"
       - text: "Simple Deployment to Amazon EKS"
         link: "/2018/06/06/eks-gitlab-integration/"
       - text: "GitLab + Amazon Web Services"
         link: "/solutions/aws/"
       - text: "Top Five Cloud Trends"
         link: "/2018/08/02/top-five-cloud-trends/"
       - text: "How Jaguar Land Rover embraced CI to speed up their software lifecycle"
         link: "/2018/07/23/chris-hill-devops-enterprise-summit-talk/"
   - title: "Let's Meet!"
     body: "Join us for a live demo on getting started with Auto DevOps on Nov 28th at 1pm to learn how Auto DevOps simplifies your deployment pipeline to accelerate delivery by 200%, improves responsiveness, and closes the feedback gap between you and your users."
   - name: "Josh Lambert"
     title: "Senior Product Manger, Monitor"
     image: /images/team/joshua.jpg
     date: "Tuesday, Nov 28"
     time: "1:00pm PT"
     location: "Booth 2608 at the expo floor in the Venitian"
     topic: "GitLab CI 101"
     description: "In this talk, we will review how simple it is to get started with GitLab's built in CI tool."
   - name: "Reb"
     title: "Solutions Architect"
     image: /images/team/reb.jpg
     date: "Tuesday, Nov 27"
     time: "2:00pm PT"
     location: "Booth 2608"


Giving the following data will give this event it's own dedicated page on, must provide a unique url. If it is text, it needs to be wrapped in "double quotes". This is so you can use characters like : and ' without breaking anything.

   - title:
       - text:
       - text:
       - text:
   - title:
   - name:
   - name:

Speaking at events

If you’re looking for information about speaking at an events head over to our Technical Evangelism page.