The role of field marketing is to support marketing messages at a regional level through in-person and virtual interactions (quality vs. quantity) coupled with multi-touch activities. Field Marketing programs are focused on relationship building with customers and prospects to support land and expand opportunities as well as pulling pipeline through the funnel more quickly.
GitLab Connect is a full or half day event with both customers and prospects in attendance sharing stories & lessons learned about GitLab. SAL's will be responsible for asking customers to speak and Marketing, through a combination of SDR outreach, database and ad geotargeting will drive attendance to the event. If you would like to propose a GitLab Connect in your city, please follow these instructions for requesting an event. Interested in seeing a GitLab Connect in action? Check it out.
For information regarding process, epic codes, templates and more, please visit our Field Marketing Owned Virtual Events page.
We will sponsor regional 3rd party events in an effort to build the GitLab brand and also to gather leads. Different types of 3rd party events include, but are not limited to:
Executive Roundtables can be run virtual or in-person and differ from webcasts/events mainly due to the size of the audience and the interactivity level. A roundtable is run as an open discussion between the host (usually 3rd party vendor), GitLab presenter and the audience. The host would open with an introduction of themselves and the topic for the session, then introduce the GitLab presenter and have them give an overview of GitLab followed by the host asking questions directly to specific people in the audience for them to openly answer and discuss. The advantage of a roundtable is that you can document the meeting more closely and understand more about an organization’s pains and problems.
Below are best practices when running a roundtable:
Field Marketing works closely with our Marketing Program Managers to functionally set up and execute our in person events. For complete details on our shared process, including the epic/issue creation process, please review our event execution page.
Being the marketing experts for the region, GitLab Field Marketers are also responsible for using other tactics to help generate leads to build pipeline. We have options such as survey tools, both of current employees and past employees based on the 3rd party vendor we use, webcasts, direct mailings, and also various digital tactics.
Go to the Reachdesk page for instructions on campaign set up. (WIP)
The Field marketing team can use the GitLab Brand LinkedIn channel to create events. The LinkedIn Events feature provides members with an easy way to create and join professional Events that interest them, such as meetups, online workshops, seminars, and more.
Find out more on the social media pagehere
Please ensure you are using our UTM tracker (look up Google Analytics Campaign Tagging Tool - UTM generator for tracking in the Gdrive to find doc). In order to identify which campaigns are from the Field Marketing team, you must add the letters fmm at the end of your campaign name in column E. All lowercase with no spaces or special characters. This allows us to pull ROI reporting, so please don't leave these letters out or else you will lose reporting from a dashboard standpoint.
Remember, an account-centric micro-campaign consists of at least 2 different account-centric tactics. If you are planning an individual tactic, follow the plan to WIP process. Refer to the information provided in Steps for the Creation and Organization of Micro-Campaign Epics & Issues, for how to create the issues & epics if needed.
Field Marketing utilizes the below issue templates and epic codes for virtual events and other campaign tactics.
After Field Marketing has run a campaign, the Field Marketing Manager is responsible for ensuring that the campaign has operationally fully run to include the following:
Custom Links section of each SFDC campaign. This allows you to view the MQL score of the campaign members, whether they be a lead or contact, all within one view.For a complete picture of GitLab Marketing Metrics, please refer to our Marketing Metrics page.
This section will go into specifics on the workflow for a Field Marketer to check their results.
At the highest level, Field Marketing is responsible for helping to progress MQLs with the rest of the Integrated Marketing team. Those MQLs will ultimately create Sales Accepted Opportunities by the Sales Development team. We also track campaign contribution to the sales pipeline as well as velocity of the opportunities that interact with our campaigns.
Our FMM Dashboard lives in the SAFE Intermediate space within the platform and provides an overview on the performance of the Field Marketing programs.
This section provides links to relevant reports that may live outside of the Field Marketing Dashboard.
Campaign Owner Name to filter to your specific campaigns. Feel free to play around with the filters and save your own copy as well!
GitLab Field Marketing receives creditfor the Partner Sourced Opportunity if the opportunity has a Bizible touchpoint from the FMM campaign.
Please clone and modify the reports based on the campaign name you are wanting to dig into. Reminder that SFDC treats leads and contacts separetely, so you'll need both a leads and a contacts report to see full picture.
We have 3 reports we use that shows different types of contribution to the GitLab channel program.
The above reports are Bizible attribution reports at the person level, you will need to understand how many unique opportunies are in your report. In order to do this, you will download the report from SFDC, and then upload into google sheets, then use the unique count formula (=countA(unique(B:B)),where counta = the bizible touchpoint ID & unique B = the name of the opportunity.
Example SFDC report and an example google sheet with the forumla.
This can be calculated by heading to the Marketing Linear Attribution Dashboard. NOTE: Ensure you’ve got your filters properly dialed in.
If you spent money on digital ads to drive registration, then you’ll also want to check on the ROI of your spend. Head down to the How to track the ROI of your Digital Tactics section, which is relevant for all digital spend.
In order to track engagement for any work we do with PMG (our global digital marketing partner), a campaign UTM code will be created by the DMP team. The DMP team uses this UTM code to create a SFDC UTM Report. Please note a SFDC UTM Report is not the same as a SFDC Campaign (which pulls in registrations for events, webinars and content syndication leads). It is a dedicated report for our paid digital efforts only. For more information on UTM's at GitLab can be found here.
You will follow this process when you are working with our 3rd party digital agency to serve your target audience ads/LinkedIn InMails.
At the highest level, it's interesting to see the spend, clicks, impressions, CPC (cost per click), inquiries, and CPI (cost per inquiry). This is done by going to the Field Marketing Specific digital spend Dashboard via PMG agency, linked in the Useful Links section and searching for your campaign using the campaigns UTM code. Here is the report as well, because we know sometimes you just want the link in the exact place you are looking for it in ;) . WW SFDC Field Marketing Digital Report
Inquiries (people who end up registering for your event or engaging with your ad) are the most important to look into and really the status of them attending your event or interacting with your campaign, eventually leading to an SAO and then pipeline!
If you were driving people to register for something, then hop over to your SFDC campaign. Then go down to the Custom Links section and click on the View All Campaign Members report.
You’ll then want to sort by Ad Campaign Name (FT), which answers the question “What was the 1st touch ad this record interacted with?” and also the Ad Campaign Name (LC), which answers the question “What ad created this lead?”.
If you did not have a specific SFDC Campaign you were driving to, and you wanted to see the success of your campaign, then you would still refer to the WW SFDC Field Marketing Digital Report, add in your campaigns UTM there, using the filter Ad Campaign Name [contains] and add your UTM.
Please note that whilst you can track leads via SFDC campaigns or UTM reports, pipeline generated should be viewed on Sisense only, as SFDCs last touch model is different from our multi touch attribution model.
If you have a quick 1 off question on reporting, then please feel free to ask the question in the #fieldmarketing slack channel.
If you have several questions or a more robust analysis of data you'd like help with, please open a FMM leadership request and assign it to your manager. Your manager will review and will pull in the Director or other folks as needed.
To help with reporting within SFDC, each Field Marketing Manager is assigned the accounts based on SAL/AE assignment. Field Marketing has decided to align with the SAL/AE vs. 100% geo focused in an effort to foster collaboration. The assignments are done through Lean Data, which is our lead routing tool.
Routing for geo reps is done through zip codes worldwide. Named accounts and the US Public Sector are manually handled differently. Sales Ops will run monthly audits to update PubSec and Named accounts. Field Marketing Management works with Sales Ops to keep this information up to date.
Should you come across an account you believe should be owned (or perhaps NOT owned by you) please follow these steps:
Complete details on how GitLab Sales handles rules of Account Engagement can be found here.
Via our Marketing Operations team, Field Marketers can request Author Role access to PathFactory to upload and curate assets into tracks that are then disseminated for use in Marketo, about.gitlab.com, and other campaign-related channels. Field Marketing currently has Reporter level access. To view the difference in user roles, head over to the PathFactory page.
Visit the user role section of the PathFactory page to learn more about the author role.
Please review the Pathfactory Training videos (specifically the author role training) before submitting an AR to request author role access.
This section will continue to be fleshed out as we rollout to the global Field Marketing team.
The following is the process for when a Field Marketing issue moves from mktg-status::plan to mktg-status::wip.
FMMs are to provide a 5 business day lead time for all plan to WIP requests in order to give FMCs time to complete the request. Also keep in mind that we have a 5 business day SLA with Verticurl, so please plan ahead accordingly.
mktg-status::plan)mktg-status::plan to mktg-status::wip.Plan to WIP Video - You must be logged into GitLab Unfiltered to view.
When an event is rescheduled or cancelled, the FMC is responsible for updating the Marketing Calendar.
Please see process here for rescheduling and here for cancelling.
Please see process here for rescheduling and here for cancelling.
Please see process here for rescheduling and here for cancelling.
The FMC will track all open Marketo LPs and will be responsible for requesting the LP be closed once the event occurs. The FMC will also be responsible for closing LPs if an event reaches capacity. If Verticurl is unavailable and the request is urgent, the FMC can follow the below steps as well. If your campaign type is not listed below and your request is urgent, please reach out to Marketing Ops to help close the page.
FMM-Verticurl::WIP.FMM-Verticurl::WIP.FMM-Verticurl::WIP.@dambrold in the issue to remove the email from the nurture streams.The below verbiage can be utilized/sent to Verticurl when closing a Marketo LP form after an event has occurred.
Thank you for your interest in this [insert event type]. This event has concluded and registration is now closed, but GitLab has a number of hands-on events and educational programs scheduled at any given time. Please visit our events page for more information on upcoming events and dates.
The below verbiage can be utilized/sent to Verticurl when closing a Marketo LP form if an event is at capacity.
Thank you for your interest in this [insert event type]. The event has reached capacity and registration is now closed, but GitLab has a number of hands-on events and educational programs scheduled at any given time. Please visit our events page for more information on upcoming events and dates.
If you have closed a Marketo LP because your event has reached capacity but need to add in an important registrant after the fact, please follow the below instructions.
IMPORTANT NOTE: Field Marketing does not have access for the below actions. Please ping Marketing Operations in the #mktgops Slack channel to add registrants when needed.
Important context: The landing page and form themselves have no bearing on whether or not someone is synced. The sync relies solely on Program Members and their statuses. Thus, a person can fill out a form, but if their program member status is never updated to Registered, they will never sync over into the webcast in Zoom. Likewise, we can update someone's status to Registered without any form every being filled out, and they will still sucessfully sync to Zoom.
Database tab in MarketoNEW in the upper ribbon and add a new person. It will take up to 10 minutes for them to then show in the lead database)Person Actions from the upper ribbonPrograms and click on Change Program Status...Registered
RUN NOW to execute the actionRegistered scoring will trigger for the registrantYou can use these steps to add anyone to a marketo program.
These instructions are standard across all campaign types and will close down the entire LP and re-routes visitors to our about.gitlab.com page.
AssetsRegistration Landing PageLanding Page ActionsUnapproveUnapprove button in the pop up boxabout.gitlab.com)These instructions explain how to close a Marketo LP form and how to update the LPs verbiage at the top of the page. The page and the information on it will still be visible to visitors, but there will no longer be a form to fill out for registration.
See instructions here.
See instructions here.
See instructions here.
We market our workshops on both the GitLab events page and via the below regional workshop/demo pages. The GitLab events page listings require an MR to add new events (see instructions here) and events will automatically drop off the page once the event date passes. But the regional workshop/demo pages require manual adjustment. When a workshop LP is created by Verticurl, they will add to the appropriate regional workshop/demo page once the LP is approved. When a workshop is completed and the FMC requests that Verticurl closes the LP, Verticurl will also remove the listing from the regional workshop/demo page. These Verticurl to do items are listed in the Marketo LP issue.
Verticurl will follow the instructions in this video and in this issue to add and remove postings on the regional workshop demo pages. Verticurl is only responsible for adding/removing events for the AMER and EMEA pages. The Campaigns Team will manage the APAC pages.
For more information regarding the regional workshop/demo pages, please visit this handbook page.
There are times that Field Marketing will run campaigns that involve building a landing page in Marketo in order to collect addresses for shipping swag. Examples of these instances are a 5k run, GitLab-hosted tasting event, direct mail campaigns, etc. When collecting addresses, please follow the below instructions for ensuring PII compliancy.
When collecting addresses on our Marketo landing pages, make sure to always include the following verbiage on the page - 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.
Please note that due to PII compliancy, addresses collected in Marketo landing pages are not synced to SFDC. As a result, Marketing Ops support is required to pull the address list from Marketo (Field Marketing does not have this level of access in Marketo). Once the report is downloaded, Marketing Ops will then also delete the PII information directly in Marketo. To request this support, please review this page and open an export request issue to specify when a list pull and PII deletion is needed. Also remember to delete PII from any order spreadsheets once swag has shipped.
Copy Deadline section.We do follow the global direction to translate content for P0 and P1 priority countries. For translating requests for P0 and P1 countries, work with our content team following this process.
At times, there is a need to translate content outside of the priorities countries, please follow the process below. Keep in mind that only content used as part of a campaign and in support of a revenue goal will be approved.
For complete details on Smartling, our translation tool, please see the Smartling page.
FMM_localization_request issue templateFMM_localization_request issue templateThe AMER Field Marketing team utilizes GitLab's swag and fulfillment vendor Boundless, and their contracted warehouse, A51 Logistics for all of our swag and event asset requirements. Boundless is available to produce, ship and store swag and event assets.
Field Marketers are responsible for accessing the Boundless Portal via their individual logins to order all swag and assets for their events.
Watch Training Video Here (Note: You must be logged in to GitLab Unfiltered to view)
Review Training Doc Here
For Boundless support, please reach out directy to our Boundless Branded Merchandise Specialist, Savanah Sporer. For any questions or concerns, please reach out to @krogel.
Savanah Sporer
sporer@boundlessnetwork.com
785.672.2647
@krogel for reordering.@krogel directly. All new swag items must be approved by the Brand team for brand consistency.It is recommended that each Field Marketer keep a separate GitLab tablecloth, popup banner and table runner with them at home for easy access and to be utilized for events. Ordering instructions are provided during onboarding, but if replacement items are needed, please contact @krogel. Additional event assets utilized for shows (including backwalls, tablecloths, popup banners, DevOps Days kits, etc.) are stocked at the Boundless warehouse and can be shipped via the Boundless Portal.
It is the FMM’s responsibility to not only ship assets to events, but to also ensure the onsite event DRI ships the items back within 3 days of the end of the event. Every order placed through the Boundless portal will include a clearly marked return label inside of each box. The FMM is to make sure the onsite event DRI is aware of the location of the return shipping labels and of their responsibility to ship the items back.
PLEASE NOTE: Trash should not be put into the return shipping boxes. All event assets are to be packed up cleanly and securely in their original boxes. All tool kit items should be returned to the tool kits for future event use. Do not send small numbers of swag back to the warehouse if the items were bundled. Only send full bundles back to the warehouse for restock. Example: If pens come in bundles of ten, please do not send back 2 pens as these cannot be rebundled. Feel free to keep small quantities of extra swag to give out to customers, if appropriate. Also, only open swag bundles as they are needed so items can be returned if not used. If you have any questions, please contact @krogel.
A51 Logistics
Account: GitLab
4465 W Hacienda, Suite 105
Las Vegas, NV 89118
702-353-4547
For sticker orders, please utilize our Stickermule account. The login for Stickermule can be found in the Marketing 1pass. Delivery options and timelines are provided during the ordering process. Any new sticker designs must be approved by the Brand team for brand consistency. For new sticker design requests, please open a design issue using the design issue template here. Please note that we are currently not producing specialty Tanuki designs at this time.
In order to stay environmentally-friendly, we generally do not provide large quantities of print collateral at events. However, if you do need printouts or gift bag stuffers for events, we utilize Vistaprint. Please log in using the Marketing 1pass. Another option in lieu of hundreds of printed handouts is to have a handful of printed and laminated pieces of collateral to utilize for visual reference while speaking with customers at an event. Additionally, you can create a QR Code to display at your event with that same piece of content for customers to download to their own devices.
If you are interested in ordering new swag, please open a Swag Request Issue and assign @krogel. If you believe the swag item is something the entire AMER team would be interested in utilizing, you can add an item to our weekly team agenda or send a message in the #amerfmteamctf Slack channel to check and see if any other FMMs would be interested in also ordering the item and splitting the cost. If splitting the cost between regions, please remember to utilize the ALL AMER plan in Allocadia for budgeting and to indicate which regions are sharing the cost in the Swag Request Issue.
The EMEA Field Marketing team utilises Reachdesk to source, fulfill, ship and store (European adn Uk warehouses) swag branded swag items. We also utilise vendor Ten&One who can source swag items and who also currently store all EMEA event material. The FMC is responsible for ensuring adequate stock levels and coordinating field event swag logistics.
Invoicing: All invoices for Field Marketing are required to include the campaign's Allocadia ID to allow for proper finance coding.
@helenadixon for current inventory levels.@helenadixon for assistance.@helenadixon for assistance with ordering.
Delivery options and timelines are provided during the ordering process. Any new sticker designs must be approved by the brand team for brand consistency. You can suggest new designs in the swag slack channel or more formally in an issue in the Swag Project.EMEA_SWAG_Request_template. This will add all labels automatically.EMEA_Event_Field_Marketing template.If you are looking to order swag or event assets for a non-Field Marketing event or would like to order swag for a customer, please reach out on Slack to #sales-swag-ordering.
The Field Marketing team utilizes the Field Marketing Fedex Account for shipping (details located in the Marketing 1pass). Please always include a reference when using the account (Allocadia ID, name of event, etc.) so charges can be tracked appropriately. For any questions regarding the Field Marketing Fedex account, please contact @krogel.
Field marketers are always looking for new ways to support the sales teams within their regions and to provide unique, alternative ways to draw potential prospects closer to our company and show value to our current customers in order to expand within those accounts. Field marketers have a vast tool kit of marketing initiatives for precisely that. However, sometimes a gap is identified and field marketers will look to external third party vendors to help fill that gap when it comes to achieving their goals to their marketing metrics.
When souring and selecting a new third-party vendor, there are a few things that should be considered:
Once you feel confident that you have chosen the right 3rd party vendor, now is the time to begin the following review process.
The below epic is for tracking venues we would like to utilize for future events, or as a way to evaluate event venues we have already worked with to note the pros and cons of various event space across different regions.
In Field Marketing, the FMCs manage all Coupa requisitions for their regions. For contracts or invoices ready to submit for approval, the FMM will open an issue utilizing the Contract_Request template and follow the instructions to provide important details required before assigning to the regional FMC. SLA for FMC to complete the Contract Request issue is 3 business days from the date all needed info is filled out by the FMM in the Contract Request issue. FMM to leave a note if turnaround is urgent (FMCs have been averaging 1-2 business days currently).
| Region | FM DRI | GitLab User ID | Slack Channel |
|---|---|---|---|
| AMER East - NE, SE, Mid-Atlantic, NYC | Beth Parker | @BParker |
|
| AMER East - South Central, LATAM | Ginny Reib | @GReib |
|
| AMER West - NW, North Central | Matthew Macfarlane | @mmacfarlane |
|
| AMER West - SW, New First Order | Lisa Rom | @lrom |
|
| AMER Public Sector | Kira Aubrey | & @KiraAubrey |
|
| APAC | TBH | TBH |
|
| Japan - link WIP | Shu Kawaguchi | @skawaguchi1 |
|
| EMEA Southern Europe | Juliette Francon | @juliette.frcn |
#emea_southern_europe_fieldmarketing |
| EMEA MEA | Juliette Francon | @juliette.frcn |
#emea_southern_europe_fieldmarketing |
| EMEA Northern Europe | Elena Sheveleva | @Lena333 |
#emea_northern_europe_fieldmarketing |
| EMEA UK/I | Neja Pujari | @npujari2 |
#emea_northern_europe_fieldmarketing |
| EMEA Central Europe | Sarina Kraft | @sarinakraft |
#emea_central_europe_fieldmarketing |
| EMEA CEE | Sarina Kraft | @sarinakraft |
emea_central_europe_fieldmarketing |
| EMEA Russia | Elena Sheveleva | @Lena333 |
#rus-marketing |
NOTE: to see the full list of events, you need to be logged into your GitLab account. There are times we make issues private.
To find out what upcoming events GitLab will be involved in please visit our Events Page.
For details on how we handle events please visit the GitLab Event Information page.
If you prefer to see the events in an actual calendar view please refer to the following:
If you are interested in requesting Field Marketing's support for a particular in-person or virtual event or tactic, please follow the process listed on our Events Page.
It is our goal to have planning for each qtr completed four (4) weeks before the next quarter starts. At this time, we have the following time line set for regional plans:
A standard deck will also be used to ensure consistency across the world in terms of how the plan is presented.
The SSOT of the plan remains in GitLab on our various issue boards.
Shortly following the day that the regional plans are due, each region will hold its own QBR. The regional Manager of Field Marketing will be responsible for setting up this meeting and inviting the necessary team members. The point of the QBR is for the Field Marketing Manager to share their qtrly long plans with their SDR Manager colleagues, Field Marketing colleagues, and Field Marketing Leadership. This time together is meant to be informative and also educational to all who are attending.
This deck should also be used to present the regional plans to the sales teams.
| Regional attendees: |
|---|
| VP of Integrated Marketing |
| Director of FMM |
| Manager of FMM, REGION |
| Regional FMMs & FMC/S |
| ABM delegate |
| Manager of SDR, REGION |
| SDR Managers |
| Mktg Ops (optional) |
| Regional Campaign Manager (optional) |
| Anyone else the Manager of FMM REGION deems necessary |
In an effort to share the FMM team plans with the rest of the marketing team, the below steps will be followed.
Within two days of the FMM plan being locked by Finance in Allocadia, the Director of Field Marketing will download the team's plans from Allocadia and will upload to the shared marketing calendar.
If any dates change after the upload has happened the FMC will make the date update within the marketing calendar.
All plans with the various channel partners can be found within the marketing calendar.
Details on how Field Marketing shares quarterly plans with the Digital team can be found here.
By the 15th of the 3rd month of the quarter, all asks for the Portfolio Marketing team for the upcoming quarter should be opened up for their review. Following their process outlined here. It's the responsibility of each FMM to ensure their asks are in by this time. The ~Field Marketing label must be added to the request in order for the PM team to review. We will use this list to review.
After the quarterly FMM plans have been added to the marketing calendar, the regional Manager of FMM will set up an alignemnt meeting with the Director of Market Strategy & Insights. The regional FMMs as well as the regional customer reference manager should also be invited to this meeting. During this meeting, the team will review asks into the Customer reference team and agree on asks for the quarter.
You will note in Allocadia in the details panel if you need a customer speaker. Video walk through (you must be logged into GitLab Unfiltered to view.)
After the quarterly FMM plans have been added to the marketing calendar, the regional Manager of FMM will set up an alignemnt meeting with the Regional Manager of BDR and Director, Sales Dev Operations. The regional FMMs as well as the regional managers should also be invited to this meeting. During this meeting, the team will review asks into the BDR org. Further details on this process can be found here.
You will note in Allocadia in the details panel if you need BDR support. Video walk through (you must be logged into GitLab Unfiltered to view.)
After the quarterly FMM plans have been added to the marketing calendar, the regional Manager of FMM will set up an alignemnt meeting with the Regional Manager of SAs. The regional FMMs as well as the regional managers should also be invited to this meeting. During this meeting, the team will review asks into the SA org.
You will note in Allocadia in the details panel if you need SA support. Video walk through (you must be logged into GitLab Unfiltered to view.)
GitLab launched its channel sales program in April 2020.
As part of that program, each Channel Account Manager (CAM) will have a maximum of 3-5 Select Channel partners for P0 and P1 regions. The complete list of Select Channel Partners are identified in SFDC here. (*Please note, SFDC is the SSOT for our roster of Select Partners.)
GitLab will continuously iterate on Select Partners, so it is a best practice to check the SFDC list frequently. Each regional Field Marketing Manager should work closely with their CAM to become familiar with the Select Partners within their respective regions and their core competencies.
In order for a GitLab Partner to reach Select status, the Select Partner must:
| Region | FMM | CAM |
|---|---|---|
| AMER East NE & SE | Ginny Reib | TBH |
| AMER East-Central | Ginny Reib | TBH |
| AMER West-PacNorWest | Matthew Macfarlane | Jen Bailey |
| AMER West - NorCal/SoCal/Rockies | Lisa Rom | Jen Bailey |
| AMER Public Sector | Kira Aubrey | Chris Novello |
| APAC | TBH | Dirk de Vos |
| APAC - Japan | Shu Kawaguchi | |
| EMEA Southern Europe | Juliette Francon | Tristan Ouin |
| EMEA MEA | Juliette Francon | Matthew Coughlan |
| EMEA Northern Europe | Elena Sheveleva | Michal Kulakowski |
| EMEA UK/I | Neha Pujari | Matthew Coughlan |
| EMEA Central Europe | Sarina Kraft | Ilaria Pazienza |
| EMEA CEE | Sarina Kraft | Ilaria Pazienza |
| EMEA Russia | Elena Sheveleva | Matthew Coughlan |
Jointly with their regionally algined CAM, Field Marketers should be executing 50% of their in region campaigns with Select level regional partners. The primary goal of this activity is to convert MQLs to PSOs.
In order for FMM to engage in lead generation activity, the CAM needs to fill out the Channel Lead Gen request issue template.
Detailed planning process is outlined here. Week by week details can be found here.
Note: The Channel Partner Enablement team is the DRI to make sure each Select Partner is fully enabled prior to FMM engagement. FMMs should not be involved in any channel enablement.
Select Partner marketing activities can be:
As outlined in the [Channel Handbook - MDF section), GitLab Select partners have access to the proposal-based GitLab Marketing Development Funds (MDF) Program.
The DRI for budget tracking and ROI measurement will be the Channel Marketing team with Field Marketing being the DRI for the 3rd step in the approval of the MDF proposal within their respective region.
FMMs may work with “Open” partners outside of P0 and P1 regions depending upon the strength of their MDF proposal AND their potential/desire to elevate to Select status. Those proposals will be considered on a case by case basis, and final approval lies with GitLab Channel Marketing, unless Field Marketing support is requested, in which case final approval lies with the regional FMM involved.
Please refer to the Channel Partner Joint GitLab events handbook page for details on how we set up our joint campaign and also lead sharing with the channel as a result of those campaings.
All campaigns we are working with channel partners must flow through the outlined process as a way to ensure we are tracking the success of the campaign properly.
Please refer to the Channel ROI section.
The below list is not exhaustive.
If you are a FMM receiving requests to add a partner logo to our website, then please direct the CAM or partner to Channel Marketing.
If you are a FMM receiving questions about the Channel Portal, then please direct the CAM or partner to Channel Programs.
Please head over to their page to check out their work and process. For more details on what the Channel Programs team does, please head to their page.
As incentive for attending an event, GitLab can promote and process a monetary donation per participant to a charitable organization. For example: GitLab promotes a $25 donation per attendee for attending an event, 100 attendees participate in the event and GitLab donates $2,500 to the selected charity. Please Note: Donations are not to be made in a participant's name or reference a participant's organization.
In alignment with the PubSec team's process to lock down shared data that is accessible to teams outside of our US PubSec team - (will link to handbook page once its been created!) the Public Sector Field Marketing Managers, by default, will mark their calendar details as private. Google calendar has a feature that allows you to share your calendar with individuals once its been marketed as private and at a minimum, the FMM team member should share their calendar with both their direct manager as well as their aligned Field Marketing Specialist, pending those people are US Citizens.
Please see the PubSec website page here.
The content for the PubSec page lives in the Buyer Experience repository, in the public-sector.yml file (starting around line 240). To edit this file, please keep the same structure as the current content to avoid any errors. Feel free to use the Web IDE or single file editor to update the information.
The event cards section of the file will look something like this:
- icon: "/nuxt-images/features/resources/icon_partners.svg"
event_type: "Conference"
header: "AWS Summit Washington, DC 2022"
date: May 23-25, 2022
link_text: "Event Details"
image: "/nuxt-images/features/resources/resources_partners.png"
href: "https://portal.awsevents.com/events/DCSummit2022/registration?trk=b182ae87-ed10-41fb-844b-446696bfe55f&sc_channel=el"
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/nuxt-images/icons/slp-webcast.svg or /nuxt-images/icons/slp-calendar.svg.header: "Space: The Final Frontier".resources_After making your edits, please tag an Engineer on the Digital Experience Team as a Reviewer. For further assistance, feel free to post a question in the #digital-experience-team slack channel.
To build a community of GitLab users within Government and Education where peers can share best practices, connect with GitLab Team members and collaborate on how to best serve the public sector.
To provide opportunities for discussion, education and community building for individuals who serve the Public Sector through Meetups (both virtual and in person), training and team building
Transformation, Collaboration, Education, Iteration, Inclusion
To ensure a positive experience we will adhere to the GitLab code of conduct found here
Join us as we build a community of GitLab users within Government and Education where peers can share best practices, connect with public sector GitLab Team members and collaborate on how to best serve the public sector.
We are committed to providing opportunities for discussion, education and community building for individuals who serve the public sector. We look forward to connecting through both virtual and in person events, training and team building!
Consider the following items:
Getting Started with Meetup.com
User Group Event Checklist
- Invite Copy
- Confirmation email copy
- Resources for confirmation email
- Coffee order link (if applicable)
- Graphics
- Email banner
- Social
- Slide template
- Zoom background
- Script
- Poll questions
- Thank you email
- Resources
- Invite for next event (or meetup.com save the date link)
iPad Pro 12.9 inch/256GB/wifi iPad Pro 12.9 inch Smart Keyboard Folio
In the AMER region, we utilize this issue to track the team's iPads.
In the EMEA region, Ten&One is utilized for the team's iPad tracking.
TBD
iPad Password
Field Marketing Apple ID
Marketo Check-in App
Google Drive and Slides
If you are a Field Marketing Manager and you would like to make a request in order to achieve better business results aligned to our values, please submit an issue using the Field Marketing Leadership request issue template.
FM leadership team will review all requests on a bi-weekly basis, and will prioritize as necessary or will share with you relevant issues if the request is already being worked on.
Why we use this template: Funneling similar requests from a global team and addressing shared pain points in a single issue with a DRI will help to reduce noise and churn for other teams we collaborate with and ideally helps to improve a process that works for the WW Field organisation.
This issue should not be used as a shortcut to get questions answered but for request where FM leadership can help to improve a process which does contribute to our success as a team.
For information on how Field Marketing tracks campaign expenses, please visit the Marketing handbook page section here.
The Field Marketing team works from issues and issue boards. If you need our assistance with any project, please open an issue and use the Field Marketing label anywhere within the GitLab repo.
General Field Marketing Labels:
Field Marketing: Issue initially created, used in templates, the starting point for any issue that involves Field MarketingFY23-Q1 FY23-Q2 FY23-Q3 FY23-Q4: What event or activity is set to take place or be due in this quarter in the specific yearmktg-status::plan: work that is proposed, in an exploratory statemktg-status::wip: work in progress that has been accepted and assigned to a DRIEvents : Issues related to events - this label is held at the gitlab.com levelFMM-Other Tactics: Issues related to non-event tacticsFMM-MicroCampaigns: Issues related to regional integrated micro-campaign, which are built to drive a specific strategy in a regionworkshop: Issue related to hands on GitLab workshopRegional Field Marketing Labels:
APAC: Issues that are related to the APAC sales teamEMEA: Issues that are related to the EMEA sales teamCentral Europe: Issues that are related to the EMEA Central Europe (DACH) sales teamEurope CEE: Issues that are related to the EMEA Central Eastern Europe sales teamSouthern Europe: Issues that are related to the EMEA Southern Europe (France, Italy, Spain, Portugal, Greece, Cyprus) sales teamNorthern Europe: Issues that are related to the EMEA Northern Europe (Nordics & Benelux) sales teamUK/I: Issues that are related to the EMEA UK & Ireland sales teamRussia: Issues that are related to the EMEA Russia & Ukraine sales teamMEA: Issues that are related to the EMEA MEA (Middle East & Africa) sales teamEast: Issues that are related to the East sales teamEast - NE: Issues that are related to the US East- NE sales teamEast - SE: Issues that are related to the East-SE sales teamWEST: Issues that are related to the US West sales teamWEST - Bay Area: Related to the US WEST Bay Area sales teamWEST - BigSky: Issues that are related to the US WEST Midwest sales teamWEST - PacNorWest: Issues that are related to the US WEST Pacific North West sales teamWEST - SW: Issues that are related to the US WEST Southwest and SoCal sales teamWest-SW & NFO: Issues that are related to the US West-SW & NFO sales teamNW & N Central: Issues that are related to the US NW & N Central sales teamPublic Sector US: Any issues related to US Public SectorFMM AMER PubSec: All issues and tasks related to the FMM AMER for PubSecAMER - DOD: AMER DOD tacticsAMER - CIV: AMER Civilian tacticsAMER - SLED: AMER SLED tacticsAMER - NSP: AMER National Security tacticsFMS AMER NE/SE/PubSec: Issues that the FMS AMER NE/SE/PubSec is actively workingFMS AMER NE/SE/PubSec - Tracking: FMS AMER NE/SE/PubSec issue trackingFMS AMER NE/SE/PubSec - Swag: FMS AMER NE/SE/PubSec tracking for swag and event assetsFMS AMER NE/SE/PubSec - WS/WC: FMS AMER NE/SE/PubSec task tracking for workshops and webcastsFMS AMER NE/SE/PubSec - Contracts: FMS AMER/NE/SE/PubSec task for tracking contract requestsFMC AMER East-Central/West: Issues that the FMC East-Central/West is actively workingFMC AMER East-Central/West - Contracts: FMC East-Central/West task for tracking contract requestsFMC AMER East-Central/West - WS/WC: FMC East-Central/West task tracking for workshops and webcastsFMC AMER East-Central/West - Tracking: FMC East-Central/West issue trackingFMC EMEA: Apply this label for the attention of the Field Marketing Coordinator-EMEAFMC EMEA - Event Tracking: Event/deadline tracking related to FMC EMEASDR-GO Live: Label FMMs add to the SDR Request issue that notifies the SDR team that the issue has been completed and is ready to be worked by the SDRs. SDR-GO Live Summary board.For more information on how Field Marketing utilizes GitLab for agile project management, please visit Marketing Project Management Guidelines.
Field Marketing manages its budget in Allocadia. Specific instructions on how we manage our expenses:
Please note that there is a limit of $75 USD annually per person on customer speaker gifts.
Field Marketing executes contracts with outside vendors to support the work we do. We do so by following the company procure to pay process.
We have an expectation of a 5 business day turnaround for a GitLab executed contract (could be longer depending on the amount of the contract & how many chains of approval the contract needs to go through).
If an issue has been sitting for more than 5 business days and does not have approval from legal, the FMC managing the issue is to ping legal in the issue reminding them to please review. If an FMC will be out of the office while a contract review is pending, it is their responsibility to assign a delegate to manage.
It should be a rare occasion (and not a result of poor planning), that a contract would need to be urgently (less than 5 business days) turned around. Only after all FMM approvals have happened, should the FMC ping legal on slack asking them to please approve an urgent ask.
Field Marketing follows the legal team's process HERE for contests and sweepstakes.
Field Marketing utilizes regional email aliases for pre and post tactic outreach. Please see this section for more details.
lessons learned section where each Country Field Marketing Manager will select 1 FMM event or other tactic event recap to review.
Event Recap link from the Event Planning and Recap to the agendaSince we are a remote company, we utilize a Slack plugin called Geekbot to coordinate status updates. Field Marketing world wide currently conducts 1 weekly standup. Geekbot shares this update in the public #im-hangout slack room.
The Weekly Status Update is configured to run at 9 AM local time on Monday, and contains a series of rotating questions. Below is an example of questions you may see:
You will be notified via the Geekbot plug in on slack at 9 AM your local time on Mondays, as stated above. It is important to note, that unless you answer all questions in the Geekbot plug in, your answers will NOT be shared with your colleagues, so please be sure to complete all questions!
We follow the processes documented in the Communicating your time off section of our handbook page.
Specifically:
busyEveryone can contribute, although not everyone has merge rights. Within the Field Marketing team, when someone submits an MR, the submitter needs to assign to their direct line manager to review, and then their manager will assign to the Director of Field Marketing to review. Once the Director has reviewed/approved, it is their responsibility to ensure all threads are addressed and resolved and all merge conflicts are resolved, then merge.
Should a Country Manager of Field Marketing or Director of Field Marketing submit a process change in the handbook, then all Country Managers should sign off via approving the MR or commenting their approval. At which point, the Director ensures all threads are addressed and resolved and all merge conflicts are resolved, then the Director will merge.
At times, Field Marketers may want to create a SPIF (sales performance incentive fund) to help drive sales behavior in a campaign they are running. While this should not be our standard to offer a SPIF, should one need to be used, we do need to report back to payroll any incentve that was paid and to who. The process is as follows:
Account based marketing is separate but sits next to field marketing. For info on account based marketing, please head over to the ABM page.
Can be found on the DemandBase1 Handbook page.
The health and safety of our team members continue to be a top priority. If you are a Marketer who is planning on attending an event, please follow instructions listed in our Policy & Guidelines section.
In an effort to support the events the corporate marketing team runs, Field Marketing will rank the shows on an annual basis that corporate marketing runs.
Field Marketing will:
Field Marketing will:
We feel like this info is too good to delete, and while we currently aren't using either the tool that is descirbed or the process, we just aren't ready to delete…..its like that sweater you just can't seem to get rid of in case you may need it one day…
We will be deprecating usage of Printfection and will use Reachdesk or our selected swag vendor for direct mail. Expand below to see details regarding Printfection
The below steps can be followed to set up and run a giveaway campaign using Printfection for field marketing. If you come across any steps that you can’t follow in Printfection, post in the #swag Slack channel so a Community Advocate can update your permissions levels.
Queued it could trigger a confirmation email and when the status changes to Shipped the SDRs will begin follow up sequence (example here)Fees Involved:
Expand below to see details regarding Account-Centric Micro-Campaigns
The purpose of the regional integrated micro-campaign is to build and drive a specific strategy in a region (with a specific list of targeted accounts/look-a-like accounts). This could be based on intent data pulled from our ABM tool, DemandBase, or it could be based on accounts you’ve agreed to target with your SAL. A micro-campaign must include a minimum of 2 different account-centric tactics.
For example:
At times, Field Marketing will run an account-centric approach to its in-region campaigns. Account-Centric is an approach where both sales and marketing are focusing their efforts on a very specific list of targeted accounts in order to increase engagement and ultimately pipeline creation within this list of accounts. The SAL/FMM/SDR are responsible for outlining which accounts are account-centric and accounts can easily pop in and out of being in the account-centric play based on the strategy that’s being executed. i.e. If a FMM is targeting to get 15 people into an interactive roundtable discussion, that will greatly impact the number of accounts that are targeted for that specific tactic vs if they were trying to 100+ people into that same discussion.
In order to track engagement, you need to start with a baseline and over time, track the progress on how engaged that account is with us. Right now this is a manual process where this SFDC report should be modified by pulling in all the accounts that are in the account-centric GTM Strategy per rep and then you must take a snap shot in time (SFDC does not allow for historical data pulls) by exporting the data and saving to a gsheet. Example of gsheet. Depending on your campaign, you can export this data on a weekly or monthly cadence to monitor progress.
In order to change the GTM Strategy field for accounts in SFDC from Volume to Account-Centric, you can employ two options: a) Change the GTM Strategy field for each account manually if you have <20 accounts in the campaign, or b) Create a MOps request to have all accounts changed from Volume to Account-Centric in bulk. To request the bulk adjustment, please utilize this MOps template.
Account-Centric is different from Account Based Marketing in the sense that ABM focuses on accounts as markets of one versus account-centric targeting a group of accounts. At GitLab we run a 3-Tiered approach to ABM focused around our ICP and target 100-150 accounts in our ABM strategy at any given time. For complete details on how GitLab runs its Account Based Marketing, please head to the GitLab ABM page.
At GitLab, we utilize Bizible for attribution tracking. In order to track the touchpoints of your campaign, modify this linear IACV SFDC report . This report shows Opportunity: Incremental ACV and Linear iACV.
Salesforce Campaign equals .Ad Campaign Name equals . We use the same UTM per channel, so all channels (paid ads, LinkedIn Mail, DemandBase, etc.) will pull all influenced iacv. Stay tuned for more details on Bizible.FMM opens a field marketing issue using the Micro-Campaign and Individual Tactics Template, listing the tactics to be used from the list below in step 2. At this point, the issue is in PLAN stage.
WHY? The purpose of opening the overarching micro-campaign issue is to discuss the plan with any teams that would require work and gain agreement on SLAs before opening epics and issues. Remember - as of today, epics cannot be made confidential, they cannot show up on issue boards, and there is no such thing as an epic template.
Here is what needs to be included before moving from PLAN to WIP:
Details section of the micro-campaign templateFor anything that’s listed in the Tactics included section of the template the FMM needs to be clear about their specific ask & what the desired outcome will be. If the FMM does not know, it's ok to set up a call to talk through ideas and strategies.
FMM opens additional issues relevant to their micro-campaign, if required.
WHY? The purpose of opening the issue is so that each individual tactic shows up on the FMM boards. Remember - as of today, Epics cannot be made confidential, they cannot show up on issue boards, and there is no such thing as an epic template.
Issue Templates for Each Tactic: Please see the Field Marketing Issue Templates and Epic Codes list HERE for a comprehensive list of templates to be utilized for each tactic.
FMM follows the instructions for epic creation based on the tactics decided.
WHY? The purpose of opening the epics and issues is to organize the campaign in GitLab with the epic being equivalent to the project/campaign and issues being equivalent to the tactical execution steps to complete the campaign.
How to create the epic:
Micro-Campaign Epic Code This epic will include the general details of your micro-campaign.
<--- Name this epic using the following format, then delete this line: [Micro-Campaign Tactic Name] - [3-letter Month] [Date], [Year] --->
## [Micro-Campaign Issue >>]()
## :notepad_spiral: Details
(copy and pasted from your micro-campaign issue)
/label ~"mktg-status::wip" ~"Field Marketing" ~"FMM-MicroCampaign" ~"FMM-Other Tactics"
Epic Codes for Each Tactic: Please see the Field Marketing Issue Templates and Epic Codes list HERE for a comprehensive list of epic codes to be utilized for each tactic.
At this point the FMM has the main issue (for agreement by teams), the tactic issue(s) (to show up on boards), and the tactic epics (to capture overarching tactic plan and organize issues). Now FMMs will create the issues to request the work and timeline of teams involved in each tactic.
In each epic code (from step 3), there are issue template links included that indicate what issues need to be created (example - follow up email, facilitate tracking, etc.) - if they do not say "optional" then they are required. The FMM will create each issue and link to the epic so that all tactical issues are organized together clearly in GitLab.
The FMM will designate DRI as indicated and set due dates based on SLAs for each item that is being requested. SLA workback sheet is available to help you.
Note: This is essentially creating the work-back execution plan using issues, DRIs, and due dates. If the date of the tactic is changed, the FMM is responsible for updating the due dates of all issues accordingly. It is also important to remember that the DRIs on the issues are not notified when due dates are added. If you create an issue and then add due dates at a later time (or change due dates), please remember to ping the DRIs in the issue so they are aware dates have been added or changed.
Your micro-campaign issue and epic is an overview of your micro-campaign strategy and each individual tactic supporting the micro-campaign requires its own issue and epic. When you add individual tactic epics to the micro-campaign epic, the micro-campaign epic automatically becomes the Parent Epic. Each individual tactic epic, when nested under the micro-campaign epic, automatically becomes the Child Epic. Whichever epic you nest the other epics under will automatically become the Parent Epic, so remember to always add your individual tactic epics to the micro-campaign epic and not the other way around.
For example - You have created a micro-campaign that will include a self-service event with promotion, a survey, LinkedIn InMail, and DemandBase targeted ads.
To organize your various tactic epics under your micro-campaign epic:
Video training on how to set up a Micro-Campaign. This video walks you though how to set up a Self Service webcast with promotion and LinkedIn InMail. Two tactics = Micro Campaign.
Expand below to see details regarding SimplyDirect
SimplyDirect is a third party company that helps companies identify buyers and early adopters using the latest in big data tools and high-response surveys. The program from SimplyDirect includes surveying (through GatePoint Research), responder intelligence, and custom content creation in the shape of a Pulse Report highlighting the overall findings from survey responses. These custom built surveys are developed via collaboration with GitLab sellers, Product Marketing, and Sales Development Reps, where the aim is to target accounts to create actionable sales intelligence which reveals an account’s needs, pain, plans and trends. In addition, GatePoint Research provides an incentive of a free gift upon completing the survey.
Our strategy is to leverage the data from the survey responses as well as the Pulse Report provided to set meetings and create sales-accepted opportunities. The data gathered from the surveys will also help the Digital Marketing Team and Campaign Managers by providing insight into the respondents current state of DevOps use and strategy as well as pain points and challenges.
At this time, SimplyDirect is only used by our AMER Field Marketing team.
Strategic success is contingent upon close alignment and communication between Marketing and Sales. Marketing will work collaboratively with Sales, Product Marketing and Campaign Managers to develop the survey. Best practice for the survey is 10 questions max. SDR’s will create a follow-up Outreach sequence to leverage when reaching out to those who’ve completed the survey.
Once the survey is complete, SDR’s will leverage the individual results and work with their SAL to:
Our focus will be geared towards key-decision makers or fellow team members who can help push to key decision makers. This opens up our outreach to anyone in DevOps, DevSecOps, IT and other related fields with titles ranging from Developer Team Lead to Executives.
Examples of personas/titles include: Director/VP of Engineering, Director / VP of Machine Learning (or AI), Director/VP of Enterprise Architecture, Director/VP of Product Development/Engineering, VP of Digital Transformation, Director of Applications, Director of Security (Information Security, IT Security, Application Security), VP of Operations.
SimplyDirect defines engagement by targets filling out the survey. The SimplyDirect<>Marketo integration adds anyone who fills out the survey automatically into the salesforce campaign.