Inbound Marketing exists to build, grow, and protect the business value created at the top of GitLab's marketing funnel. Through organic engagement with our content, both on the GitLab website and through other channels, we work to establish mindshare and relationships with existing and potential GitLab customers.
Cumulatively increase pageviews on the GitLab Marketing Website by 20% year-over-year.
Fiscal Quarter | Cumulative Pageviews Goal | Actual |
---|---|---|
Q1FY22 | 23.4M | 24.4M |
Q2FY22 | 47.3M | TBD |
Q3FY22 | 69.6M | TBD |
Q4FY22 | 93.8M | TBD |
GitLab team members can view the internal dashboard
Fiscal Quarter | Inquiries | Actual | Pace |
---|---|---|---|
Q1FY22 | 33,400 | 41,000 | —- |
Q2FY22 | 43,000 | 29,300 as of 2021-07-01 | 44,190 |
Q3FY22 | 45,200 | TBD | —- |
Q4FY22 | 47,500 | TBD | —- |
SSoT: GitLab team members can view the live internal dashboard for inquiries and trials
An inquiry is defined as:
Inbound Marketing planning activities are organized in this epic. We currently plan on an annual and quarterly cadence, and are moving toward planning two quarters in advance for H2 FY22.
Inbound Marketing sets quarterly OKRs, and also maintains a backlog of future OKR candidates for consideration.
Q2 FY22 Inbound Marketing OKRs
The brand and design team is now the Brand Activation team under Corporate Marketing. Please see their Handbook page for requesting support.
Overarching Inbound Marketing Boards
mktg-status:PLAN
which puts into the Sprint cycle or;HANDOFF: This is where the handoff to Inbound Marketing Teams takes place to run their processes
Labels are important because they help populate the boards and make them work. The minimum viable usage is using mktg-inbound
and using a scoped mktg-status
label as shown below.
Meanings and usage
mktg-inbound
mktg-search
, mktg-content
content marketing
, editorial
, digital-production
, UX-Design
, Web-Dev
mktg-status::triage
mktg-status::plan
mktg-status::WIP
Fri: MONTH DAY
mktg-status::blocked
mktg-status::review
IM-Support
IM-Review-Future
Meanings and usage
Fri: MONTH DAY
Inbound Marketing Backlog
Case Study
INFORMATION GATHERING
This is how we use Epics to organize our projects. We aim to include the highest level information at the top level and specific information in lower-level epics. This is to keep a SSoT and avoid duplicative placement of information that would need to be updated in multiple places
This is how we work with Issues and their scope
(outside of Inbound Marketing) REQUEST ONLY ISSUE
mktg-status::PLAN
if all there or mktg-status::blocked
if not all info is thereREQUEST AND PRODUCTION ISSUE
mktg-status::PLAN
if all there or mktg-status::blocked
if not all info is there(inside of Inbound Marketing)
PRODUCTION ISSUE
(outside of Inbound Marketing):
Issue Author
mktg-inbound
mktg-status::triage
design
, content marketing
, or mktg-analytics
IM-Support
(inside of Inbound Marketing):
Assignees of Issues:
MG-Support
In an effort to make async communication and collaboration as effective as possible, below are relevant playlists created by the Inbound Marketing teams. We welcome suggestions for additional playlists and videos that would help your team. Please request in our slack channel
If you know of a brand or digital vendor, whether “an agency of one” (aka freelancer) or agency, please share the contact with your manager for further consideration.
vendor
Return to the main Marketing Handbook.