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Marketing Operations

Marketing Operations

Marketing Operations (MktgOps) supports the entire Marketing team to streamline processes and manage related tools. Due to those tools, we often support other teams at GitLab as well. MktgOps works closely with Sales Operations (SalesOps) to ensure information between systems is seamless, data is as accurate as possible and terminology is consistent in respective systems. Not only are we assisting with marketing operations but we are also involved in the operations of marketing, such as the budget and strategies.

Important Resources

Tech Stack

For information regarding the tech stack at GitLab, please visit the Tech Stack Applications page of the Business Operations handbook where we maintain a comprehensive table of the tools used across the company.

The main tools used by Marketing and integrated with Salesforce are:

Other tools directly used by Marketing and maintained by Marketing Operations:

Requesting a new tool

If you are interested in or would like to request a new tool be added to the tech stack, please submit an issue using the tools eval issue template in the Marketing Operations repository. Marketing Operations should be included in new tool evaluations to account for system integrations, budget, etc.

Working with Marketing Operations

MktgOps Motto: If it isn't an Issue, it isn't OUR issue.

The MktgOps team works from issues and issue boards. If you are needing our assistance with any project, please open an issue and use the ~MktgOps label anywhere within the GitLab repo.

MktgOps uses a global issue board and will capture any issue in any group/sub-group in the repo. There is also a Marketing Operations project within the Marketing project.

Labels to use:

Operations Work Cadence

The MktgOps team works in two week sprints which are tracked as Milestones at the GitLab.com level. Each Ops individual contributor (IC) is responsible for adding issues to the milestone that will be completed in the two week time frame. If needed, the IC will separate the main issue into smaller pieces that are workable segments of the larger request.

The MktgOps team will only create a milestone one beyond the current iteration, so at any given time there will be the current milestone and upcoming milestone, any other issue that is not included will be added into future milestones &/or added as work is completed in the current milestone.

A milestone cannot be closed nor marked complete until all associated handbook updates have been completed. Within every milestone there is an issue to track all changes and keep a running record of the handbook updates made. The handbook change issue will be created using the milestone_handbook_update issue template and automatically added to the Handbook Change Epic.

Operational Timeline of Changes

Periodically Marketing Operations makes significant changes to our system and processes that affect overall tools, data and reporting or uncovers significant changes that affected reporting. As such we have an Operational timeline of events. The MktgOps team updates this document as needed as changes are made.

How-tos & FAQs

Webcast Setup

When creating a live or ondemand webcast it is important to integrate the event program across the platforms/programs used - GitLab Marketing site (about.gitlab.com), Marketo (Marketing Automation), Zoom (Webcast video software) and Salesforce (CRM). This provides transparency about the webcast to anyone with access to Salesforce, namely the Sales and Marketing teams.

For a comprehensive overview on how to set up a webcast, please visit the Business Operations section of the handbook.

Requesting an Email

o request an email, create an issue in Digital Marketing Programs project, using the Email-Request-mpm.md issue template. Be as complete as possible providing all requested detail related to the email, goal, target audience and any other pertinent details. Please review the Email Review Protocol section below for more detail.

Email requests should be submitted no less than 72 hours* before intended send date so the new request can be added into the responsible Marketing Program Manager's (MPM) and for select cases (see email review protocol below) into Content team's workflow. The responsible MPM will be determined by type of email requested, see division of duties.

All links in email sends, going to about.gitlab.com will need to be appended with utm parameters, following the nomenclature outlined in this document. This is the way we track and give attribution to emails.

Below are the information from the issue template that will need to be filled out before the MPM will create the email in the appropriate system:

*Urgent security emails are exempt from this SLA.

Types of email requests

Approvals and notifications for email requests

Marketing related ad-hoc emails are sent at the discretion of the MPM team.

Terms of Service or Privacy Policy updates that impact all users must be announced on the company meeting, in the #company-announcements and #community-advocates Slack channels, and approved according to the table below prior to submitting the Email Request.

Support and Security emails sent to a small subset of users should be announced in #community-advocates and #support-managers Slack channels, and mentioned in #company-announcements if relevant.

The approval table below applies to non-Marketing emails.

Users to be contacted Approval by
<1,000 reply-to owner
1,001-4,999 PR, reply-to owner, community advocate
5,000-499,999 PR, reply-to owner, community advocate, director+ in originating department
500,000+ PR, reply-to owner, community advocate, director+ in originating department, e-group member

Email review protocol

All MPMs and reviewers should adhere to the following protocol for every marketing email that is sent to ensure brand consistency and quality in our email program.

Goals & Audience

Note: If you would like additional people to receive a test email prior to sending it out, please specify that in the request template and refer them to this protocol for reviewing the email.

Envelope
Body
Design

Internal Email List

There is an internal email list, called INTERNAL - Email Send List in Marketo that will be included on every outbound email that is sent. If you are a team member and wish to be included on every email that is sent, please post a request to the #marketing-programs slack channel and the MPMs will review. To avoid skewing email results (particularly on smaller sends), this list will be kept to a minimum.

If you are an internal team member and wish to subscribe to a segment or segments please subscribe through the preference center and you will only be included in those dedicated email sends.

Marketing Expense Tracking

GL Code Account Name Purpose
6060 Software Subscriptions All software subscriptions
6100 Marketing Reserved for Marketing GL accounts
6110 Marketing Site Not used - All agency fees and contract work intended to improve the marketing site
6120 Advertising All media buying costs as well as agency fees and software subscriptions related to media buying
6130 Events All event sponsorships, booth shipping, event travel, booth design, event production as well as agency fees and software costs related to events
6140 Email All 3rd party email sponsorships as well as agency fees and software costs related to mass email communications and marketing automation
6150 Brand All PR, AR, content, swag and branding costs
6160 Prospecting Not used - All costs related to prospecting efforts

Invoice Approval

Marketing Operations approves any invoices that have not already been coded and approved through a Finance issue or that exceed the original cost estimate. We make use of Tipalti for this process. Team leads will confirm that services were performed or products were received also through Tipalti. Campaign tags are used to track costs related to events and campaigns.

Lead Scoring, Lead Lifecycle, and MQL Criteria

A Marketo Qualified Lead is a lead that has reached a certain threshold, we have determined to be 90 points accumulated, based on demographic/firmographic and/or behavioral information. The "MQL score" is comprised of various actions and/or profile data that are weighted with positive or negative point values. Every time a Person Score is updated, LeanData will run a check to see if the record needs to be processed through the flow.

MQL Scoring Model

The overall model is based on a 100 point system. Positive and negative points are assigned to a record based on their demographic and/or firmographic information, and their behavior and/or engagement with GitLab marketing. You can find granular scoring on the Marketo Page.

Campaign Cost Tracking

Marketing Program Managers track costs associated with campaigns - such as events, content, webcasts, etc. Campaign tags can be applied to Expensify reports, corporate credit card charges, and vendor bills processed by Accounts Payable. Campaign expenses that are incurred by independent contractors should be clearly noted with the appropriate tag and included in their invoices to the company. We then use these accumulated campaign tag costs for budget to actual analysis as well as to update the Salesforce campaigns with actual costs.

The following steps are used to create and manage campaign tags:

  1. Event Owners create the campaign tag in the budget document as well as add a link to a Finance issue if it exists.
  2. Finance is notified by the budget document to open the tag in NetSuite, which then updates Expensify nightly.
  3. Event Owners create the Finance issue for approvals and the MPM issue for tracking and add the same tag to both.
  4. MPM receives confirmation from responsible team (i.e. Field Marketing, Content, etc.) that the budget for the campaign has been approved and uses this as the exact same name to set up the Salesforce campaign.

Things to Note:

Marketing Gearing Ratios

Gearing ratios are used as business drivers to forecast long term financial goals by function. Refer to the FP&A handbook for further details on how gearing ratios enable planning and forecasting.

The gearing ratios for marketing are as follows:

Email Management

Email database management is a core responsibility for MktgOps. Ensuring GitLab is following email best practices, in compliance with Global spam laws and overall health of active database are all priorities.

Email creation, campaigns, follow up reporting and sending is the responsibility of the Marketing Program Managers. To request an email of any kind, please see the instructions in the Business Ops section of the handbook.

Email Communication Policy

At GitLab, we strive to communicate with people in a way that is beneficial to them. Most of our email marketing communications follow an explicit opt-in policy, although at times, we will communicate via email to people who have not explicitly opted-in. We do this to offer something of value (ex. an invite to a workshop, dinner, the opportunity to meet an industry leader, etc. not an email inviting to read a blog post) to the person. We always include the unsubscribe link in our communications, and we respect the unsubscribe list. In addition to the unsubscribe button at the bottom of all of our emails, we have available our Email Subscription Center, where people can control their email communication preferences. There are currently four email segments.

Email Segments

Database segments and how someone subscribes to specific segment:

Types of Email

Breaking Change Emails
These are transactional emails, almost always to our user base, that provide very selective needed information. This is an operational-type email that overrides the unsubscribe and would not need to comply with marketing email opt-out. Usage example: GitLab Hosted billing change, Release update 9.0.0 changes, GitLab Page change and Old CI Runner clients. It is very important to have Engineering and/or Product team (whoever is requesting this type of email) help us narrow these announcements to the people that actually should be warned, so we are communicating to a very specific targeted list.

Newsletter
Sent bi-monthly (every 2 weeks). Content Team is responsible for creating the content for each Newsletter.

Security Alerts
Sent on an as needed basis containing important information about any security patches, identified vulnerabilities, etc. related to the GitLab platform. These emails are purely text based and again are transactional in nature.

Webcasts
Invitation and/or notification emails sent about future webcasts.

Live Events
Invitation emails to attend a live event (VIP or Executive Lunch), meet-up, or in-person training. These emails are sent to a geo-locational subset of the overall segment. This type of email is also used when we are attending a conference and want to make people aware of any booth or event we may be holding and/or sponsoring.

Website Form Management

The forms on about.gitlab are embedded Marketo forms. Any changes to the fields, layout, labels and CSS occur within Marketo and can be pushed live without having to make any changes to the source file on GitLab. When needing to change or embed a whole new form, ping MktgOps on the related issue so appropriate form and subsequent workflows can be created.

Each Marketo form should push an event after successful submission to trigger events in Google Analytics. We use the following event labels to specify which events to fire.

  1. demo for static demos on /demo/ and /demo-leader/
  2. webcasts for forms on any page in /webcast/
  3. trial for the form on /free-trial/
  4. resources for forms on any page in /resources/
  5. events for forms on any page in /events/
  6. mktoLead legacy custom event label used on /public-sector/ and Newsletter subscription form submission events.
  7. mtkoformSubmit legacy custom event label used on /services/ and /sales/ contact forms.

We add the following line above return false in the form embed code. Please update the event label from demo to reflect the appropriate form completion.

dataLayer.push({event: 'demo', mktoFormId: form.getId()});

In the event Marketo has an outage and/or the forms go offline, the forms with highest usage/visibility (Free Trial and Contact Us) have been recreated as Google forms that can be embedded on the related pages as a temporary measure to minimize any effect till the outage is past.

Initial Source

Initial Source is first "known" touch attribution or when a website visitor becomes a known name in our database, once set it should never be changed or overwritten. For this reason Salesforce is set up so that you are unable to update both the Initial Source and Lead Source fields. If merging records, keep the Initial Source that is oldest (or set first). When creating Lead/Contact records and you are unsure what Initial Source should be used, ask in the #lead-questions Slack channel.

The values listed below are the only values currently supported. If you attempt to upload or import leads or contacts into Salesforce without one of these initial sources you will encounter a validation rule error. If you think that there needs to be a new Initial Source added to this list and into Salesforce please slack the appropriate team member(s) listed in the Tech Stack.

The Initial Source table below is current as of 9 October 2019.

Status in the table below means:

Source Definition and/or transition plan Status*
Advertisement to be evaluated Active
AE Generated Sourced by an Account Executive through networking or professional groups Active
CE Download Downloaded CE version of GitLab Active
CE Usage Ping Created from CE Usage Ping data Active
CE Version Check to be evaluated Inactive
Clearbit transition to Prospecting -> sub field Clearbit Active
Conference Stopped by our booth or received through event sponsorship Active
CORE Check-Up will be activated for new records created by the Instance Review in-product Inactive
Datanyze transition to Prospecting -> sub field Datanyze Active
Demo Filled out form to watch demo of GitLab Active
DiscoverOrg transition to Prospecting -> sub field DiscoverOrg Active
Education Filled out form applying to the Educational license program Active
EE Version Check to be evaluated Inactive
Email Request Used when an email was received through an alias (will be deprecated) Active
Email Subscription Subscribed to our opt-in list either in preference center or various email capture field on GitLab website Active
Employee Referral to be evaluated Active
Event partner to be evaluated Inactive
Field Event Paid events we do not own but are active participant (Meetups, Breakfasts, Roadshows) Active
Gated Content - General Download an asset that does not fit into the other Gated Content categories Active
Gated Content - eBook Download a digital asset categorized as an eBook Active
Gated Content - Report Download a gated report Active
Gated Content - Video Watch a gated video asset Active
Gated Content - Whitepaper Download a white paper Active
Gemnasium Previous a Gemnasium customer/prospect merged into our database when acquired Active
GitLab Hosted GitLab Hosted customer/user Active
GitLab Subscription Portal Account created through the Subscription app (check for duplicates & merge record if found) Inactive
GitLab.com Registered for GitLab.com account Active
Gitorious Previous a Gitorios customer/prospect merged into our database Active
gmail unknown, to be deprecated Inactive
InsideView transition to Prospecting -> sub field InsideView Inactive
Leadware transition to Prospecting -> sub field Leadware Active
Legacy to be evaluated Active
LinkedIn transition to Prospecting -> sub field LinkedIn Active
Live Event transition to correct category based on first event attended -> Owned Event; Field Event or Conference Active
MovingtoGitLab to be evaluated Inactive
Newsletter to be evaluated Active
OnlineAd to be evaluated Inactive
OSS Open Source Project records related to the OSS offer for free licensing Active
Other Should never be used but is a legacy source that will be deprecated Active
Owned Event Events that are created, owned, run by GitLab Active
Partner GitLab partner sourced name either through their own prospecting and/or events Active
Promotion to be evaluated Active
Prospecting Account research and development prospecting work Pending
Prospecting - LeadIQ transition to Prospecting -> sub field LeadIQ Active
Public Relations to be evaluated Active
Referral to be evaluated Inactive
Registered transition to correct event type source Inactive
Request - Contact Filled out contact request form on GitLab website Active
Request - Professional Services Any type of request that comes in requesting to engage with our Customer Success team Active
Sales to be evaluated Inactive
SDR Generated Sourced by an SDR through networking or professional groups Active
Security Newsletter Signed up for security alerts Active
Seminar - Partner not actively used - transition to Owned Event or Field Event Active
SocialMedia to be evaluated Inactive
Swag Store to be evaluated Inactive
Trial - Enterprise In-product or web request for self-hosted Enterprise license Active
Trial - GitLab.com In-product SaaS trial request Active
Unknown need to evaluate what records are in this status - it should never be used Inactive
Unsubscribe Form to be evaluated Inactive
Web transition to Web Direct Active
Web Chat Engaged with us through website chat bot Active
Web Direct Created when purchase is made direct through the portal (check for duplicates & merge record if found) Active
Webcast Register for any online webcast (not incl Demo) Active
Word of Mouth to be evaluated Active
Zoominfo transition to Prospecting -> sub field Zoominfo Inactive

Lead and Contact Statuses

The Lead & Contact objects in Salesforce have unified statuses with the following definitions. If you have questions about current status, please ask in #lead-questions channel on Slack.

Status Definition
Raw Untouched brand new lead
Inquiry Form submission, meeting @ trade show, content offer
MQL Marketo Qualified through systematic means
Accepted Actively working to get in touch with the lead/contact
Qualifying In 2-way conversation with lead/contact
Qualified Progressing to next step of sales funnel (typically OPP created & hand off to Sales team)
Unqualified Contact information is not now or ever valid in future; Spam form fill-out
Nurture Record is not ready for our services or buying conversation now, possibly later
Bad Data Incorrect data - to potentially be researched to find correct data to contact by other means
Web Portal Purchase Used when lead/contact completed a purchase through self-serve channel & duplicate record exists

Campaigns

Campaigns are used to track efforts of marketing tactics - field events, webcasts, content downloads. The campaign types align with how marketing tracks spend and align the way records are tracked across three of our core systems (Marketo, Salesforce and Bizible) for consistent tracking. Leveraging campaign aligns our efforts across Marketing, Sales and Finance.

System Set-up

Salesforce Campaigns

There are MASTER Campaign templates created for each of the campaign types with the correct progression statuses pre-designed. When creating a new campaign, clone the template & modify the name to match the program/event. If you inadvertently set up the campaign using the wrong campaign type, you will need to update the member status (in advanced) and resync through Marketo. Marketing Ops can assist if needed.

SFDC template quick links (only available when logged in):

Marketo Programs

The Marketo programs for the corresponding campaign types have been prebuilt to include all the possible necessary smart campaigns, email programs, reminder emails and tokens that are to be leveraged in the building of the program.

Marketo program quick links (only available when logged in w/ Marketing Activities access):

Campaign Type & Progression Status

A record can only progress one-way through a set of event statuses. A record cannot move backward though the statuses.

i.e. Record is put into Registered cannot be moved backward to Waitlisted

Cohort

A method of tracking a group (cohort) of targeted known records and/or records included in an ABM strategy. All touchpoints related to this specific campaign are excluded from Bizible tracking.

Member Status Definition Success
No Action default starting position for all records  
Sales Nominated ACCOUNTS/CONTACTS Sales has identified for inclusion that Marketing would otherwise be suppressing because of late-stage open opps &/or active sales cycle  
Marketing List ACCOUNTS/CONTACTS Marketing has identified for inclusion based on the target audience, the "ABM list", demographic, etc.  
Organic Engaged LEADS/CONTACTS added to the campaign through the listening campaigns that engage with the pages &/or assets for the integrated campaign that do not contain utm_ params Yes

Conference

Any large event that we have paid to sponsor, have a booth/presence and are sending representatives from GitLab (example: AWS). This is tracked as an offline Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Invited Invitation/Information about event sent by Sales/SDR  
Sales Nominated Sales indicated record to receive triggered event email sent by Marketing  
Marketing Invited Marketing geo-targeted email  
Meeting Requested Meeting set to occur at conference  
Meeting No Show Scheduled meeting at conference was cancelled or not attended  
Meeting Attended Scheduled meeting at conference was attended Yes
Visited Booth Stopped by booth for any reason Yes
Follow Up Requested Requested additional details about GitLab to be sent post event Yes

Field Event

This is an event that we have paid to participate in but do not own the registration or event hosting duties (example: Rancher event). This is tracked as an offline Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Invited Invitation/Information about event sent by Sales/SDR  
Sales Nominated Sales indicated record to receive triggered event email sent by Marketing  
Marketing Invited Marketing geo-targeted email  
Waitlisted Holding state if registration is full will be moved to Registered if space opens  
Registered Registered for event  
No Show Registered but did not attend event  
Attended Attended event  
Visited Booth Stopped by booth for any reason Yes
Follow Up Requested Requested additional details about GitLab to be sent post event Yes

Gated Content

White Paper or other content offer. This is tracked as an online Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Downloaded Downloaded content Yes

Geographic

We have specific geographic DMA lists that are used for field marketing and marketing programs to target event invitations. This is not tracked with Bizible touchpoints or channels. This campaign type is only used for visibility of our DMA lists - click to see full list of DMAs available.

Member Status Definition Success  
Member A record is a member of this DMA list n/a this is a cohort campaign type not awarding touchpoints n/a - this campaign type does not have a success metric

Inbound Request

Any type of inbound request that requires follow up. This is tracked as an online Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Requested Contact Filled out Contact, Professional Services, Demo or Pricing Request Yes

List Build

A static list built for ad hoc requests by the FMM or MPM team. This campaign type does not apply any touchpoints and is not tracked as a Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Nominated Any record proactively identified by Sales to be included in the campaign  
Marketing List Any record identified by targeting filters applied by Marketing Operations to build the initial list  
Organic Engaged Occasionally used when we are wanting to track & include any records engaging with specific marketing web pages Yes

Owned Event

This is an event that we have created, own registration and arrange speaker/venue (example: Gary Gruver Roadshow). This is tracked as an online Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Invited Invitation/Information about event sent by Sales/SDR  
Sales Nominated Sales indicated record to receive triggered event email sent by Marketing  
Marketing Invited Marketing geo-targeted email  
Waitlisted Holding state if registration is full will be moved to Registered if space opens  
Registered Registered for event  
No Show Registered but did not attend event  
Attended Attended event Yes
Follow Up Requested Requested additional details about GitLab to be sent post event Yes

PathFactory Listener

This campaign type is used to track consumption of specific PathFactory assets. This is tracked as an offline Bizible Channel and touchpoint. Details related to types of assets being tracked can be found on the Marketing Operations - PathFactory page.

Member Status Definition Success
No Action default starting position for all records  
Content Consumed Status when the corresponding Marketo listener picks up the contents consumption. Yes

Referral Program

This campaign type is used for our third party prospecting vendors or meeting setting services (Like BAO, DoGood). This is tracked as an offline Bizible Channel and touchpoints.

Member Status Definition Success
No Action default starting position for all records  
Target List Identified as persona we want to speak with  
Meeting Set Vendor has set & confirmed a meeting time  
Meeting No Show Scheduled meeting was cancelled or not attended  
Meeting Attended Scheduled meeting at conference was attended Yes

Speaking Session

This campaign type can be part of a larger Field/Conference/Owned event but we track engagement interactions independently from the larger event to measure impact. It is something we can drive registration. It is for tracking attendance at our speaking engagements. This is tracked as an offline Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Invited Invitation/Information about event sent by Sales/SDR  
Sales Nominated Sales indicated record to receive triggered event email sent by Marketing  
Marketing Invited Marketing geo-targeted email  
Registered Registered or indicated attendance at the session  
No Show Registered but did not attend event  
Attended Attended speaking session event Yes
Follow Up Requested Had conversation with speaker or requested additional details to be sent post event Yes

Trial

Track cohort of Trials for each product line (Self-hosted or SaaS) to see their influence. In-product trials are tracked as an offline Bizible touchpoint. Webform Self-hosted trials are an online Bizible touchpoint.

Member Status Definition Success
No Action default starting position for all records  
Target List LEAD or CONTACT record that has been identified for marketing campaign prospecting Yes

Virtual Sponsorship

A virtual event that we sponsor and/or participate in that we do not own the registration but will generate a list of attendees, engagement and has on-demand content consumption post-live virtual event. This is tracked as an offline Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Invited Invitation/Information about event sent by Sales/SDR  
Sales Nominated Sales indicated record to receive triggered event email sent by Marketing  
Marketing Invited Marketing targeted email  
Waitlisted Holding state if registration is full will be moved to Registered if space opens  
Registered Registered for event  
No Show Registered but did not attend event  
Attended Attended event  
Visited Booth Stopped by booth for any reason Yes
Follow Up Requested Requested additional details about GitLab to be sent post event Yes
Attended On-demand Watched/consumed the presentation materials post-event on-demand Yes

Webcast

Any webcast that is held by GitLab or a sponsored webcast with a partner. This is tracked as an online Bizible channel.

Member Status Definition Success
No Action default starting position for all records  
Sales Invited Invitation/Information about event sent by Sales/SDR  
Sales Nominated Sales indicated record to receive triggered event email sent by Marketing  
Marketing Invited Marketing geo-targeted email  
Registered Registered through online form  
No Show Registered but did not attend live webcast  
Attended Attended the live webcast Yes
Attended On-demand Watched the recorded webcast Yes

Bizible Attribution

In 4Q18, we are making updates to the Bizible Channel rules, but currently, these channels and subchannels are pulled into Salesforce and can be further filtered by using medium for those channels with overlap or with Ad Campaign name to search for specific UTMs or campaigns:

Bizible Online Channel or subchannel Type of marketing SFDC Marketing Channel-path
CPC Google Adwords or other Paid Search CPC.Adwords
Display Display ads in Doubleclick, Terminus, etc Display
Paid Social Ads in Facebook or LinkedIn Paid Social.[Name of site]
Organic Organic search Marketing Site.Organic
Other Not specifically defined [Name of channel].Other
Partners Google or events Marketing Site.Web Direct
Email Nurture, Newsletter, Outreach emails Email.[Name of email type]
Field Event From Field event, will show Salesforce campaign as touchpoint source Email.[Field Event]
Conference From conference, will show Salesforce campaign as touchpoint source Conference
Social Any referral from any defined social media site Social.[Name of site]
Sponsorship Paid sponsorships, Display, and Demand gen as well as Terminus Sponsorship
Web Direct Unknown or direct (NOTE: this is not the same as Web direct/self-serve in SFDC, this is a Web referral where the original source was not captured) Marketing Site.Web Direct
Web Referral Referral from any site not otherwise defined Marketing Site.Web Referral