Campaigns and Programs

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2. Handbook
3. Marketing
4. Marketing Operations
5. Campaigns and Programs

On this page

• Campaigns
  • Campaign Large Buckets
  • Campaign Cost Tracking
  • Campaign Type & Progression Status
    • Conference
    • Content Syndication
    • Direct Mail
    • Executive Roundtables
    • Field Event
    • Gated Content
    • Inbound Request
    • Owned Event
    • Self-Service Virtual Event
    • Speaking Session
    • Sponsored Webcast
    • Survey
    • Trial
    • Vendor Arranged Meetings
    • Virtual Sponsorship
    • Webcast
    • Workshop
• Marketo Program and Salesforce Campaign set-up
  • Steps to Setup Marketo programs and Salesforce Campaigns
    • Step 1: Clone the Marketo program indicated below
    • Step 2: Sync to Salesforce
    • Step 3: Update Marketo tokens
    • Step 4: Activate Marketo smart campaign(s)
    • Step 5: Update the Salesforce campaign
    • Steps to Setup Content Syndication in Marketo and SFDC
      • Step 1: Clone this program
      • Step 2: Sync to Salesforce
      • Step 3: Update Marketo tokens
      • Step 4: Activate Marketo smart campaign
      • Step 5: Update the Salesforce campaign
    • Steps to Setup SimplyDirect Surveys in Marketo and SFDC
      • Step 1: Clone this program
      • Step 2: Sync to Salesforce
      • Step 3: Update SurveyName across Smart Lists and Flows
      • Step 4: Update the Salesforce campaign
      • Step 5: Troubleshooting:
    • Steps to Setup Direct Mail Campaigns
      • Step 1: Create the Salesforce campaign
      • Step 2: Update the Salesforce campaign
    • Steps to Setup Linkedin Lead Gen Form *Gated Content Only
      • Step 1: Clone this Program
      • Step 2: Sync to Salesforce
      • Step 3: Update the Salesforce campaign
      • Step 4: Go back into Marketo Template
      • Step 5: Update this Handbook page

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.

Campaign Large Buckets

Campaign buckets are used to improve reporting at a high level and Allocadia forecasting. A bucket must be selected when a new campaign is created.

Name	Description	Examples
Brand	Activities meant to elevant the GitLab brand	All-Remote, share of voice campaigns
Lead Generation	Efforts designed to bring in NEW leads to our database	Inbound Marketing, Conferences, Content Syndication, Webinars, Prospect Events in regions
Pipeline Generation & Acceleration	Efforts to develop and accelerate leads in our database to purchase	Webinars, Workshops, Owned Events
Users & Community	Campaigns geared towards GitLab users and Community	Commit, Meetups
E-Commerce Conversion	Campaigns that do not require a touch by sales to close	Buy Now in our store

Campaign Types and Large Buckets will not always be 1:1, as certain programs could fall into multiple buckets (like webcasts, content).

Campaign Cost Tracking

Campaign 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, link to a procurement issue if it exists, and also the main tactic issue.
2. Finance is notified by either the Procurement issue or the main tactic issue (if the tactic costs less than $5,000 and has no contract that needs to be signed) that a campaign tag needs to be created. NetSuite, which then updates Expensify nightly.
3. The Salesforce campaign is set up to match the campaign tag exactly, so that it can be used as a unique identifier and tracked across multiple systems. We only need to set up campaign tags for events/campaigns or if there are multiple vendors for the same budget line item that we are trying to track.
4. If you are a Field Marketer, more information on campaign tags for Field Marketing can be found here.
5. For the MCM team, additional details can be found in the campaign epic.

Things to Note:

• All costs, including travel expenses for those working the event, must be tagged in order to capture the true cost of campaigns. Although travel expenses related to putting on the event hit a different GL code, they should be budgeted within the event line.
• Tagging expenses that are processed by Accounts Payable require Marketing to provide explicit instruction on when to apply tags, which should happen during the normal course of reviewing and approving vendor invoices.
• For event or campaign expenses that do not have a tag, include a note to Accounts Payable clearly stating that campaign tags are not applicable to the expense. In some cases, a general tag like Swag_Corporate may be more a more appropriate tag to track against budget.

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 backwards to Waitlisted

Conference

Any large event run by Corporate Marketing that we have paid to sponsor, have a booth/presence and are sending representatives from GitLab (example: AWS re:Invent, DevOps Enterprise Summit).

Bizible: This is tracked as an offline channel, because we do not host a registration page, and receive a list of booth visitors post-event.

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 to be followed up with by sales post event	Yes

Content Syndication

White Paper or other content offer that is hosted by a third party.

Bizible: This is tracked as an offline channel.

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

Direct Mail

This is when a package or piece of mail is sent out.

Bizible: This is tracked as an offline channel.

Member Status	Definition	Success
No Action	default starting position for all records
Registered	Registered to recieve direct mail via landing page or form
Queued	Shipment is being put together, waiting to be shipped
Shipped	Package has been shipped
Undeliverable	Package was returned or undeliverable to addressee
Delivered	Package was received by the addressee	Yes
Responded	Recipient took action or CTA (trackable on PURLs	Yes

This is for the Alyce Integration

Bizible: This is tracked as an offline channel. Only responded members are included.

Member Status	Definition	Success
Gift is being researched	Alyce Gift Created
Need more information for gift	Alyce needs more information on the recipient
Gift options ready	Gift options ready to be viewed	Yes
Gift invitation scheduled	Gift invitation scheduled
Gift invitation in fulfillment	Alyce gift invitation sent to fulfillment
Gift out for delivery	Gift out for delivery
Email invitation bounced	Email invitation bounced
Physical invitation returned	Physical invitation returned
Gift invitation sent by email	Alyce gift invitation sent with email
Physical gift invitation sent	Alyce physical gift invitation sent
Gift invitation delivered	Alyce physical gift invitation delivered
Gift accepted	Alyce gift accepted by the recipient	Yes
Gift expired	Alyce gift expired
Gift declined	Alyce gift declined by the recipient
Gift disabled	Alyce gift disabled or deleted
Invite Bounced	Invite Bounced
Gift invitation viewed	Alyce gift invitation viewed by the recipient

Executive Roundtables

This is used for campaigns that can either be organised through a 3rd party vendor or GitLab, covering both in-person and virtual roundtables. It is a gathering of high level CxO attendees run as an open discussion between the moderator/host, GitLab expert and delegates. There usually aren't any presentations, but instead a discussion where anyone can chime in to speak. The host would prepare questions to lead discussion topics and go around the room asking delegates questions to answer. [R]ead More](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/virtual-events/external-virtual-events/#types-of-external-virtual-events).

Bizible: This is tracked as an offline channel.

Member Status	Definition	Success
No Action	default starting position for all records
Waitlist	Holding state if registration is full will be moved to Registered if space opens
Registered	Registered for the event
No Show	Registered, but did not attend the event
Attended	Attended the Event	Yes

Field Event

This is an event run by Field Marketing that we have paid to participate in (Demand generation events that the field team typically does (Ex. stand alone dinners, ballgames, etc).)

Bizible: This is tracked as an offline channel, because we do not host a registration page, and receive a list of attendees post-event.

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 to be followed up with by sales post event	Yes

Gated Content

White Paper or other content offer.

Bizible: This is tracked as an online channel.

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

Inbound Request

Any type of inbound request that requires follow up.

Bizible: This is tracked as an online 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

Owned Event

This is an event that we have created, own registration and arrange speaker/venue (example: GitLab Commit or Meetups).

Bizible: This is tracked as an online channel because we manage the registration through our website.

Member Status	Definition	Success
No Action	default starting position for all records
Subscribed to Updates	Subcribed to GitLab event updates via form fill
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
Cancelled	Registered, but cancelled ahead of the event
No Show	Registered but did not attend event
Attended	Attended event live	Yes
Attended On-demand	Watched/consumed the presentation materials post-event on-demand	Yes
Follow Up Requested	Requested additional details about GitLab to be sent post event	Yes

Self-Service Virtual Event

This is a light weight virtual event that can be hosted on GitLabber's personal zoom.

Bizible: This is tracked as an online channel if registrants come through a marketo form, otherwise it will be an offline channel

Member Status	Definition	Success
No Action	default starting position for all records
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
Attended On-demand	Watched/consumed the presentation materials post-event on-demand	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.

Bizible: This is tracked as an offline 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 to be followed up with by sales post event	Yes

Sponsored Webcast

This is webcast hosted on an external partner/vendor platform. The status of Attended On-demand accounts for Gitlab hosted On-Demand and non-Gitlab hosted On-demand webcasts. Read more.

Bizible: This is tracked as an online channel if registrants come through a marketo form, otherwise it will be an offline channel

Member Status	Definition	Success
No Action	default starting position for all records
Registered	Registered for webcast
Attended	Attended event	Yes
Follow Up Requested	Requested to be followed up with from GitLab	Yes
Attended On-demand	Watched/consumed the presentation materials post-event on-demand	Yes

Survey

A survey that we or a 3rd party sends out. Tracks respondents and new leads we receive.

Bizible: This is tracked as an offline Bizible channel.

Member Status	Definition	Success
Member	default starting position for all records
Invited	Was invited, but did not participate in survey
Filled-out Survey	Filled out survey	Yes
Follow Up Requested	Filled out survey and requested to be contacted by sales	Yes

Trial

Track cohort of Trials for each product line (Self-hosted or SaaS) to see their influence.

Bizible: 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	success, attended scheduled meeting	Yes

Vendor Arranged Meetings

Used for campaigns where a third party vendor is organizing one-to-one meetings with prospect or customer accounts. This does not organize meetings set internally by GitLab team members. An example would be a "speed dating" style meeting setup where a vendor organized meetings with prospects of interest to GitLab. Read more.

Bizible: This is tracked as an offline Bizible channel.

Member Status	Definition	Success
No Action	default starting position for all records
Registered	Registered for the event
No Show	Registered, but did not attend the event
Attended	Attended the Event	Yes
Follow Up Requested	Had conversation with speaker or requested additional details to be sent post event	Yes

Virtual Sponsorship

Synonomous with a Sponsored Virtual Conference. 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. In a virtual conference, GitLab will pay a sponsorship fee to receive a virtual booth and sometimes a speaking session slot or panel presence. Presence of a virtual booth is a requirement due to success criteria. Read more.

Bizible: 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
Meeting Requested	Meeting set to occur at event
No Show	Registered but did not attend event
Attended	Attended event	Yes
Visited Booth	Stopped by booth for any reason	Yes
Follow Up Requested	Requested to be followed up with by sales post event	Yes
Attended On-demand	Watched/consumed the presentation materials post-event on-demand	Yes

Webcast

Any webcast that is hosted and held by GitLab.

Bizible: 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
Follow Up Requested	Requested to be followed up with by sales post event	Yes
Attended On-demand	Watched the recorded webcast	Yes

Workshop

An in-person or virtual workshop where the attendees are guided through an agenda of real life use cases within GitLab.

Bizible: 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 or indicated attendance at the session
Cancelled	Registered, but cancelled ahead of the event
No Show	Registered, but did not attend event
Attended	Attended workshop event	Yes
Follow Up Requested	Requested additional details about GitLab to be sent post event	Yes

Marketo Program and Salesforce Campaign set-up

Steps to Setup Marketo programs and Salesforce Campaigns

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.

For Linkedin Social Ads follow the instructions documented in the Linkedin section

For all other campaign types, follow Steps 1-5 below. All steps are required.

Step 1: Clone the Marketo program indicated below

• Sponsored Webcast: YYMMDD_ExternalWebcastVendorName_Topic_Region
• Virtual Conference: YYYYMMDD_Vendor_VirtualConfName (Virtual Conference Template)
• Self-Service Virtual Event with or without Promotion: YYYYMMDD_SelfServiceTopic_Region
• Vendor Arranged Meetings (1:1 meetings): YYYYMMDD_ArrangedMeetingsVendorName_Region
• Executive Roundtables: YYYYMMDD_ExecutiveRoundtable_Topic_Region
• Content Syndicaton: skip to specific setup details here
• Alyce Direct Mail and Direct Mail not needing a Marketo Program: skip to specific setup detais here
• Surveys (not SimplyDirect): YYYYMMDD_SurveyName
  • For SimplyDirect Surveys, skip to specific setup details here
• Zoom GitLab Hosted Webcast: YYYYMMDD_WebcastTopic_Region
• Zoom GitLab Hosted Workshops please follow directions in the workshop set-up section:
  • Project Management: YYYYMMDD_VirtualWorkshop_ProjectManagement
  • Security: YYYYMMDD_VirtualWorkshop_SecurityWorkshop
  • DevOps Automation: YYYYMMDD_VirtualWorkshop_DevOpsAutomation
  • Advanced CI/CD: YYYYMMDD_VirtualWorkshop_CI/CD
• (MPM use only) Conference: YYYYMMDD_Conference_Template
• (MPM use only) Conference Speaking Session: YYYYMMDD_SpeakingSession_Template
• (MPM use only) Field Event: YYYYMMDD_FieldEvent_Template
• (MPM use only) Owned Event: YYYYMMDD_OwnedEvent_Template
• (Coming in Nov) BrightTALK GitLab Hosted Webcast: YYYYMMDD_WebcastTopic_Region
• (Campaigns Only) Gated Content: YYYY_Type_Content_Template
• (Campaigns Only) Integrated Campaign: FY20IntegratedCampaign_Template

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync "not set", click on "not set"
  • Click "Create New." The program will automatically populate the campaign tag, so you do not need to edit anything.
  • Click "Save"

Step 3: Update Marketo tokens

• Complete the information for each token. Instructions for what to enter for each token are included in the template.
  • Note that it is important that all tokens are completed as the "Interesting Moments" Smart Campaigns pushes information to Salesforce based on the tokens. Depending on the campaign, some auto-responders and emails rely on tokens as well.
  • You do not need to update the following tokens upon setup:
    • ((my.email header image url}} - This is optional. You will need this if you had custom images created.
    • {{my.ondemandurl}} - This will be entered AFTER the event date. It is the link to the recorded webcast. You will need to come back after the event and update this token.
• Update the utm_campaign field using the following format: Campaign Tag, with no spaces, capitalization, underscores, or special characters.

Step 4: Activate Marketo smart campaign(s)

• If this is a Vendor Arranged Meeting or Executive Roundtable, skip this step. The campaign and interesting moments will be run as a batch campaign after the list is loaded.
• Click the "Smart Campaigns" folder
  • Select the Interesting Moments smart campaign.
  • The correct program should automatically apply when cloned, so you don't need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the "Schedule" tab and click Activate.
  • Select the 01 Processing smart campaign.
  • The correct program should automatically apply when cloned, so you don't need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the "Schedule" tab and click Activate.
• If you do not see an Interesting Moments campaign, check to see if that step is in 01 Processing or Viewed on Demand campaigns.

Step 5: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign owner to your name
  • Update Large Bucket based on criteria above
  • Change the Enable Bizible Touchpoints to Include only "Responded" Campaign Members
  • Confirm that start date and end date populated correctly (this is automated). For events and webcasts, start date is 30 days prior to the event date and 60 days after. For all other campaigns, the start date is the date of launch, end date is 90 days from the date of launch (or if the campaign runs longer, update to the appropriate end date).
  • Update the event epic
  • Update the description (if any)
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Status to In Progress or the approriate selection
  • Update Region and Sub-region, if these are local or targeted to a specific region
  • Update Budget Holder, if the campaign results in offline Bizible touchpoints based on campaign type (i.e. content syndication, sponsored webcast, etc.) - NOTE: an offling Bizible touchpoint happens when we gather a lead offline and in order for the system to have this name you must go through a list upload process.
  • Click "Save"
• Add the Marketo program link and SFDC campaign link to the epic.

Steps to Setup Content Syndication in Marketo and SFDC

Step 1: Clone this program

• Use format YYYY_Vendor_NameofAsset
• If the content syndication is part of a package with an external vendor, promoting several assets or webcasts, keep all of the Marketo programs together in a folder for easy access as part of a single vendor program.

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with "not set", click on "not set"
  • Click "Create New." The program will automatically populate the campaign tag, so you do not need to edit anything.
  • Click "Save"

Step 3: Update Marketo tokens

• Change the Content Title to be the title as it appears in the Content Syndication program
• Change the Content Type to be the type of content
  • The only available options are Whitepaper, eBook, Report, Video, or General
  • If you add a Content Type value other than the above, the record will hit an error when syncing to Salesforce because these are the only currently available picklist items for Initial Source

Step 4: Activate Marketo smart campaign

• In the 01 Downloaded smart campaign, the "Smart List" should be listening for Added to List > Vendor List. This list is under the Asset folder in the program. It will contain all of the members that were uploaded who downloaded the content.
  • The correct program should automatically apply when cloned, so you don't need to do anything here.
• In the 01 Downloaded smart campaign, the "Flow" will trigger a program status change Content Syndication > Downloaded, that will trigger a scoring update. An interesting moment to be applied, the Person Source (note: this maps to Initial Source in Salesforce) will update IF a Person Source does not already exist (i.e. it is blank), the Acquisition Program will set if blank, the Marketo Initial Source will populate if blank, and the Person Status will update to Inquiry if Blank or Raw.
• Click to the "Schedule" tab and click Activate. It should be set that a person can only run through the flow once.
  • When the leads are loaded to the campaign by Marketing Ops, the leads will immediately have an interesting moment, +15 score, and initial source, person source and person status update as needed.

Step 5: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Update Large Bucket based on criteria above
  • Change the Enable Bizible Touchpoints to Include only "Responded" Campaign Members
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date to 90 days from date of launch (if this is an ongoing campaign, update appropriately)
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Update Status to In Progress or the approriate selection
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic.

Steps to Setup SimplyDirect Surveys in Marketo and SFDC

Simply Direct will provide you with an unique Survey Name that they will pass over into Marketo via the API populating the Person Source and the SurveyName fields. This name is unique to each survey that is ran. Person Source will not update if the lead already exists in Marketo.

SimplyDirect is also passing over the survey Q&A through the Comment Capture field. This will populate via a URL on the Interesting Moment and the Web Form field, so that the SDR following up will have full access to all of the survey questions and answers.

Step 1: Clone this program

• Use format YYYY_MM_SurveyName

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with "not set", click on "not set"
  • Click "Create New." The program will automatically populate the campaign tag, so you do not need to edit anything.
  • Click "Save"

Step 3: Update SurveyName across Smart Lists and Flows

• Contact SimplyDirect and ask for the SurveyName they will pass to Marketo
• Click into 01 Processing
  • In Smart List, change every SurveyName to the name you were given. There are 3 fields on the smartlist you must change. Tokens will not work, you must update in the smart list. Do not include any extra spaces!
  • In the Flow, on step 1 Change Data Value update SurveyName to the name you were given.
  • Click to the "Schedule" tab and click Activate. It should be set that a person can only run through the flow once.
• BEFORE launch of the survey, have SimplyDirect send an existing lead, and a new lead through to make sure both are being captured.

Step 4: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Update Large Bucket based on criteria above
  • Change the Enable Bizible Touchpoints to Include only "Responded" Campaign Members
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date to 90 days from date of launch (if this is an ongoing campaign, update appropriately)
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Update Status to In Progress or the approriate selection
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic.

Step 5: Troubleshooting:

1. Look at the Results tab of the smart campaign, if there are errors, you will clearly see them there.
2. If the lead is not pushing to SFDC? Make sure that the Person Source is not SurveyName
3. If existing leads are not being pulled into the program, it is likely the SurveyName field is capturing the wrong name.
4. If net-new leads are not being pulled into the program, it is likely the Person Source SurveyName was not updated correctly.

Steps to Setup Direct Mail Campaigns

Step 1: Create the Salesforce campaign

• For ALYCE DIRECT MAIL clone the Alyce - Template.
• For OTHER DIRECT MAIL clone the #TEMPLATE - Direct Mail
• Update Campaign name to whatever your campaign tag is
• NOTE: You do NOT need a corresponding Marketo campaign. All information and tracking is done via this campaign.

Step 2: Update the Salesforce campaign

• Click on Advanced Setup to make sure statuses correspond to those listed in the Alyce progression statuses or Direct Mail progression statuses. Do not edit these, if you need them updated, please reach out to MktgOps.
• Change the Campaign Owner to your name
• Confirm the type is Direct Mail
• Update Large Bucket based on criteria above
• Confirm the Enable Bizible Touchpoints is set to Include only "Responded" Campaign Members
• Update the event epic
• Update the description
• Update Start Date to the date of launch
• Update End Date to 90 days from date of launch (if this is an ongoing campaign, update appropriately)
• Update Status to In Progress or the approriate selection
• Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
• Update Region and Subregion if you have the data available
• Click Save

Steps to Setup Linkedin Lead Gen Form *Gated Content Only

We have listeners set up in Marketo listening certain parameters. Please check the Marketo Listener column below to see if a program is already set up in Marketo. If it is, you do not need to create a new listener. Otherwise, please follow the process outlined below to ensure leads are being captured.

Campaign	Campaign Parameter for Tracking	Marketo Listener?
CI Use Case	singleappci	:white_check_mark:
GItOps Use Case	iacgitops	:white_check_mark:
Version Control & Collaboration Use Case	vccusecase	:white_check_mark:
Simplify DevOps	simplifydevops	:white_check_mark:
Jenkins	cicdcmp2	:white_check_mark:
Increase Operational Efficiencies	operationalefficiences
Deliver Better Products Faster	betterproductsfaster
Reduce Security and Compliance Risk	reducesecurityrisk
CI Build & Test Auto	cicdcmp3
OctoCat	octocat
DevSecOps Use Case	devsecopsusecase
AWS	awspartner

Step 1: Clone this Program

• Use format YYYY_Social_Name_Campaign Parameter_Linkedin Lead Gen

e.g.: 2020_Social_GitOps_iacgitops_LinkedIn Lead Gen

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with "not set", click on "not set"
  • Click "Create New." The program will automatically populate the campaign tag, so you do not need to edit anything.
  • Click "Save"

Step 3: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Add Parent Campaign of 2020_Social_LinkedIn_Lead Gen
  • Update Large Bucket based on criteria above
  • Change the Enable Bizible Touchpoints to Include only "Responded" Campaign Members
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date to 90 days from date of launch (if this is an ongoing campaign, update appropriately)
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Update Status to In Progress or the approriate selection
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic.

Step 4: Go back into Marketo Template

• Update local program tokens
• Update the campaign smart list filter with contains and the prefix
  • Fills out Linkedin Lead Gen Form, Lead Gen Form Name contains [parameter]
  • Available parameters are listed above, or create new if not listed.
• Make sure opt-in language is on the Linkedin Form, if not, remove the opt-in step in the campaign Flow
• Turn on / Activate the triggered campaign in the schedule tab of the smart campaign
• All linkedin programs with your form prefix will now flow through this campaign
• Update Add to nurture (trigger) smart list and flow steps.
  • Update member of program filter in the smart list to be the program name.
  • Edit the flow steps to be the nurture program you desire to push leads into, and the stream.

Step 5: Update this Handbook page

• Update this handbook page with the parameter with a :white_check_mark: for the parameter you have set up.