Field marketing includes events, event marketing, sponsorships, and swag production. The role of field marketing is to identify and support critical sales and marketing opportunities through field marketing avenues and to bring the GitLab brand to life.
To find out what upcoming events GitLab and our resellers will be involved in please visit our Events Page. If you have any questions or an event suggestion for us please email email@example.com.
Engaging with existing customers
New growth opportunities
Test out new messaging or positioning
Evangelism - Talk to as many people as we can about GitLab to drive awareness. Our presence should be friendly, knowledgeable, and genuine. We are all the brand and we want to bring that bran dot life and be memorable.
Hiring - Always be recruiting. See someone doing a great job of evangelism for another product? Ask that person to grab a coffee.
Partnership - Organizations adding support for GitLab and/or shipping GitLab with their offering.
Evaluating Potential Events
Price/ Budget and what will the ROI be.
Location- tops cities for developers and can we tag on another event or customer meetings?
Attendees- who’s attending? Is it the right audience for us? Enterprise vs Community. Will there be decision makers in attendance?
Size- try to reach a large audience.
What will our presence be? Who can/ can we go, participate, speak, booth?
We want to emphasize enterprise events but also remember our community.
For GitLab Employees
If there is an event you would like to attend, are attending, speaking, or have proposed a talk and you would like support from GitLab to attend this event the process goes as follows:
Contact your manager for approval to attend/ speak.
After getting approval from your manager, please only request event support if your engagement fits the following criteria:
The event will further business aims of GitLab (see event goals). Tell us what potential growth opportunities can be gained from investing in this event.
The event has an audience of 250+ people (the exception being meetups- see below for more info on meetups)
The event is a more than a month away.
If your event fits the criteria above and you would like support from marketing, create an issue in the marketing project using the Events template.
Fill out any relevant information you have. Someone from Marketing will be in touch about to discuss your request further within one week.
If your event is approved and sponsored, GitLab will promote your presence at the event and you will be asked follow up on the event. We will need to know how the event went. Was it valuable? Should we attend again? Specific questions will be address in the issue created. We would also like a list of any contacts you made at the event.
Please note, even if we are unable to sponsor the event you can likely still attend with your managers approval.
How we decide who attends which events?
Determine how many staffers we need and if the event is more enterprise focused or community. Enterprise- we try to send more marketing/ sales. Regional Sales Managers select staffer sbased on who has most potential contacts in area or going to event. Community- send more developers, subject matter experts, and dev advocates.
See who is in the area who might be a good fit for the audience.
We lean towards those who might be thought leaders, specialists, or more social in that specific sector.
We aim to bring minimal staff to keep costs and disruption to normal workflow low.
Call for papers are posted in the CFP Channel on Slack. Follow channel for updates on speaking opportunities.
If you do not have any GitLab swag and are going to an event, notify the Field Marketing Manager as soon as possible so we can try and get you a GitLab shirt to wear and some stickers to hand out. We generally need about a month of lead time to get anything, even stickers.
Email signatures- starting 1 month before event for those attending event.
Monthly blog post about upcoming events at the first of the month.
Get attendee list and contact customers and prospects before event.
If there is not an attendee list do "warm" outreach to prospects- create email campaign based on location. Send one email 1.5 weeks before event.
SDRs/ BDRs will help set up in person meetings to occur at event.
Complete Before Event
Create issue for event in Marketing Project on gitlab.com (use events issue template). Complete all check boxes on template.
Set up post event follow up campaigns in Marketo.
After Event Survey created and email template ready to go out first work day back after event. Includes details on lead followup and how to add business card details.
Social media to go out during event scheduled.
Plan for what to do with any remaining swag.
Employee Booth Guidelines
If you see someone standing alone, talk to them.
Do not stand around and talk to other GitLab coworkers. Talk to people you don’t know.
Do not sell; generate interest to learn more. Attendees have a lot of info they are digesting, so get their info and some key info to follow up on.
Give out swag and and documentation we have!
During slow times, don’t be afraid to walk around to other booths and talk to people. Make friends we could partner with, create interesting content with, or just have friendly beers.
The booth should be clean and organized at all times.
Document any product feedback you get.
If press comes to the event feel free to put them in contact with CMO.
Bring your business cards and a plan to take notes on encounters.
Wear at least one piece of branded GitLab clothing. If you prefer to wear something dressier than the GitLab branded items available that is also acceptable. Feel free to wear our sticker on your shirt.
If the conference is business casual try some nice jeans (no holes) or dress pants.
Clean, closed-toed shoes please.
Everyone gets shy sometimes, be the brave one and introduce yourself to new people.
Events lap top (for slide show) + charger + dongles
Backup power banks
Ideally booth shifts will be around 3 hours or less.
Staff more people during peak traffic hours.
Avoid shift changes during peak hours.
Aim to staff booth with individuals with a variety of expertise and backgrounds- ideally technical and non-technical people from various departments should be paired.
Send out invites on the Events & Sponsorship calendar to booth staff with the following information:
Time and date of event, booth, and shift
How he/she can find his/her ticket
Any instructions on using or locating lead scanner
Let them know of any contests happening
How to get a hold of you
Link to events handbook
Any relevant event set up or clean up
Fill out after event survey.
Add event debrief to event issue in marketing project. The debrief should include the following if applicable:
Was the event valuable?
Would you go again/ should we go again?
Did we get good leads/ contacts?
Best questions asked and conversations
Was our sponsorship/ involvement successful?
How was the booth set up?
How was the booth staffing?
Did the booth get enough traffic?
Booth location and size
How did our swag go over?
Did we have enough/ too much?
Did the contest(s) effectively build our brand and connecting with our target audience?
Make sure contacts/ leads gathered from event are with marketing and categorized under specific event campaign.
Sales team and BDR's will have 3 days after event lead list sent to claim leads and add notes before bulk after event outreach will occur.
Follow up with leads from event within 5 business days after event ends.
We love and support Meetups. If you would like someone from the GitLab team to stop by your event or might be interested in having GitLab as a sponsor please email firstname.lastname@example.org. Please note, we will be much more able to assist if given sufficient lead time (at least a month) to evaluate request, process payment, and produce and swag.
GitLab Meetups: Ideally, the first couple meetups should be run by GitLab employees, but once someone manages to have qa couple successive events, the meetup itself will live on. It is much harder to start new meetups versus maintaining existing ones. So we make an effort to support and keep existing events going.
We offer a $500 sponsorship to any group that aims to improve diversity in tech.
After receiving a request for sponsorship, ask for more information if necessary, then ask them to send an invoice with routing information for the appropriate account.
After receicing the invoice, send it to ap @ company domain; after it is approved the amount will be sent via direct deposit.
If we have a team member in the location of the event, alert them so they have the option to attend.
After we have committed to sponsor the event, schedule a tweet announcing our involvement and add the amount to the marketing budget spreadsheet.
Catalogue of talks and speaker briefs we have done or can do and their run times. Contact email@example.com for access.
We aim to have our swag delight and/ or be useful.
We aim to make limited edition and themed swag for the community to collect. Bigger events will have custom tanuki stickers in small runs, only available at their specific event.
We aim to do swag in a way that doesn't take a lot of time to execute => self serve => web shop
With a web shop you can just give people credit, they can pick what they want and provide shipping info.
Of course we love stickers. We are working on special edition stickers for contributors to be announced May 2016- being shipped right now.
We get a lot of requests to send swag, and we try to respond to them all.
Ask about the expected number of attendees, the best shipping address, and if they have a specific order in mind (if they're requesting on behalf of a small meetup group, for example.) If they do not specify, send black unisex tees when in stock.
Include the contents of the order, along with the shipping address in an email to our swag store managers. There is no need to add these amounts to the marketing budget spreadsheet because the swag store sends its own report of what was spent.
For orders of stickers in a quantity of 100 or greater, do not go through the swag store but rather use our Stickermule account. You will need the same information (address and order quantity). After placing the order, add the amount to the marketing budget spreadsheet.