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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.

Marketing Ops partners with the Field Marketing and Corporate Events teams to provide Marketo program set-up and configuration, providing these teams with an internal partner to provide advise on the best technical set-up to reach their goals and streamlining more complex program requirements. Visit the Marketo Program/Campaign Support page for additional details.

Campaign Cost Tracking

For information on how Marketing tracks campaign costs, please visit this page.

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 event that we have paid to sponsor, have a booth/presence and are sending representatives from GitLab (example: AWS re:Invent, DevOps Enterprise Summit). This also includes any virtual event that we sponsor and/or participate in that we do not own the registration but will generate a list of attendees, engagement.

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.

For list loads greater than 5,000 attendees, Mktgops will need to confer with the Field Marketing Director on legitimacy of labeling the program members as success as doing so affects Bizible Touchpoints. Follow directions here on how to do this (MktgOps only).

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. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

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 no verification of attendance, presumed no show
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
Attended	Attended the 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 conference materials post-event on-demand	Yes

Content Syndication

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

Bizible: This is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

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.

Member Status	Definition	Success	E-gift Card or Physical Gift
No Action	Default starting position for all records		Not applicable
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing		Not applicable
Processed	Physical gift shipping request is being processed		Physical
Sent	Email with e-gift card has been sent to recipient		E-gift card
Opened	The prospect has opened the Reachdesk offer emailed to them		E-gift card
Claimed	The recipient has claimed the Reachdesk gift	Yes	E-gift card
Clicked	The prospect has clicked the link in the offer emailed to them		E-gift card
Shipped	The recipient's gift has been shipped		Physical
Delivered	The selected gift has been successfully delivered to the recipient	Yes	Physical
Cancelled	The recipient has requested their gift be cancelled		Physical
Returned	The recipient has returned their gift		Returned

Email Send

This program type is used in conjunction with Marketo email programs. This program type is available to sync into SFDC, but should only be synced into SFDC if the email send in question has significant business impact that needs associated opportunity tracking. Please keep in mind that some email addresses will block Marketo's tracking, so these cannot be 100% accurate.

Bizible: This is technically tracked as neither an online or offline channel. Touchpoints are technically not created by the program type itself, but rather the action of an email recipient clicking an in-email link and visiting a Touchpoint enabled website.

Member Status	Definition	Success
No Action	Default starting position for all records
Member	Added to program. If still in this status after the email send, it can be assumed they were blocked from being sent the email
Email Bounced	Marketo's email tracking detected the recipient email address bounced
Email Delivered	Marketo's email tracking detected the recipient email address received the email sent
Email Opened	Marketo's email tracking detected the recipient opened the email
Clicked In-Email Link	Marketo's email tracking detected the recipient opened a link found in the email	Yes
Replied to Email	Likely to be unused step as we do not prompt for email replies
Unsubscribed	Marketo's email tracking detected the recipient unsubscribed from further communications via the in-email preferences link

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. Read More.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
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
Follow Up Requested	Requested follow up during the 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 - offline

Bizible: This is tracked as an offline channel because touchpoints cannot be applied directly via online means, e.g. Drift and PQL handraises. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Requested Support	Took a handraise action to request support from the GitLab team
Requested Contact	Filled out Contact, Professional Services, Demo or Pricing Request	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 Support	Took a handraise action to request support from the GitLab team
Requested Contact	Filled out Contact, Professional Services, Demo or Pricing Request	Yes

Operational

This is used for non-traditional list uploads in which we are looking to a) avoid scoring the uploaded leads b) avoid tradition nurture emails c) fulfill some other various operational related task. e.g., educational conference list uploads.

Bizible: This is tracked as an online channel because we participated in an event, where applicable.

Member Status	Definition	Success
Member	default starting position for all records
Registered	Registered (presumably did not attend)
Attended	Attended live event	Yes
Attended Virtually	Attended an event virtually. Attendance can be live or post-event	Yes

Owned Event

This is an event that we have created, own registration and arrange speaker/venue (example: GitLab Commit or Meetups). Also considered in this grouping would be 3rd party auxiliary events that are added on to a conference sponsorship (i.e a happy hour or VIP dinner at a conference).

Bizible: This is tracked as an online and as an offline channel because we manage the registration process through our website. Whenever someone registers, a TP will be created based on that online activity while another TP is added based on the campaign sync rules, for the campaign members with success statuses.

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

Bizible: This program is designated to house leads and programs brought in by social related campaigns (e.g. LinkedIn campaigns) and is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Responded	Took an action related to social campaigns, like a form fill	Yes

Partner - MDF

This is for an activity that our partner is executing utilizing MDF Funds. We track membership, but the partner, not GitLab follows up with these leads. See more details here.

Member Status	Definition	Success
Member	default starting position for all records
Sales Nominated	status for when leads have been sales nominated for the program
Responded	Attended event or campaign	Yes

Prospecting

This program type is specific to non-event related list uploads, such as partner lists or data upload centric lists.

Bizible: This is not tracked on Bizible.

Member Status	Definition	Success
No Action	default starting position for all records
Uploaded	Status lead is normally transitioned to upon successful upload
Do Not Use (Responded)	Not to be used. Included because Marketo requires a `success` step	Yes
Member	Indicative of a special member status for this program type. Meaning of "special" is dependent on use case

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. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Nominated	Status for when Sales and Marketing want to extend an event invitation
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
Follow Up Requested	Requested follow up during the event	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.

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

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. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
Member	default starting position for all records
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
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-managed or SaaS) to see their influence.

Bizible: In-product self-managed and SaaS trials are tracked as an offline Bizible touchpoint. The self-managed trial utilizing a Marketo form is an online Bizible touchpoint.

Member Status	Definition	Success
No Action	default starting position for all records
Signed Up	Signed up for Trial	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.

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

Webcast

Any webcast that is hosted and held by GitLab. There are a few different groups that run webcasts. Go their specific pages to see additional details on setup.

Bizible: This is tracked as an online Bizible channel as well as an offline channel. We own the registration process so whenever a person registers to a webcast, a TP will be created based on the Bizible snippet that lives on our landing pages, while another TP is created for campaign members with success/responded statuses.

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.

For logistical setup and more information, go here. Bizible: This is tracked as an offline Bizible channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

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

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 virtual events, there are additional set up details on this page.

For all other campaign types, follows steps below. All steps are required.

Parent/Child Campaigns

For some tactics, there are mutiple campaigns that occur as a part of a single initiative. Some examples of these could be a conference with speaking session, direct mail, content syndication, or hybrid events (where in-person and virtual leads will be tracked separately). When this happens, a parent campaign should be created in SFDC and have each child campaign represent the individual tactics. The parent SFDC campaign should not include any members, or include bizible touchpoints. Additionaly, if you are an Allocadia user, you will not include a sub-category ID in Marketo when syncing to SFDC and creating the new parent campaign. Since we do not have the same parent/child relationship structure available in Marketo, you will create a folder that will house all of the shared tactics together.

To assocate a child SFDC campaign to a parent SFDC campaign, go into what will be the child SFDC campaign and at the top of the campaign, click Edit. This will open the SFDC fields and then you can add the parent SFDC campaign name into the Parent field. Click Save.

An example of a folder setup in Marketo is:

Conference Name (Folder)
- Conference Name (Program w/ members)
- Direct Mail Name (Program w/ members)
- Speaking Session 1 (Program w/ members)
- Speaking Session 2 (Program w/ members)

Important Notes

The Active checkbox must be checked on the SFDC campaign for Marketo to be able to "see" the campaign. This will happen automatically if you follow the process below, but if there is a time you cannot find a SFDC campaign in Marketo, check to make sure that box is checked in SFDC. Additionally, if this box is unchecked, Marketo cannot send leads or update campaign member status for that SFDC campaign.
If you are creating a parent campaign, please make sure that the campaign name of a parent campaign reflects the fact that it's a parent, by adding _Parent at the end of the Campaign Name. In the event of a mishap, when a parent campaign was setup by mistake to house responded campaign members, adding _Parent at the end of the campaign name, makes sure that it gets seen by our campaign sync rules that control the generation of touchpoints for offline campaigns and does not create double touchpoints for campaign members that may be housed in both the parent and child campaigns.
If you are creating a campaign that relies on offline touchpoint generation, please make sure to double check that the campaign type is selected appropriately and that the campaign name does not contain words like test, DONTUSE, template, parent, because based on the campaign sync rules that govern the creation of offline touchpoints, these campaigns will not have touchpoints created for them.
We have a trigger in SFDC that stamps the start date, end date, reporting date, and fiscal quarter by taking the first 8 characters of the name of the campaign (if they are numbers) and converting that into a date (example: 20210505 == 5/5/2021, so YYYYMMDD). So, campaigns starting with a number must contain a valid date, otherwise you will receive an error.
Campaign statuses other than Aborted are automatically set by SFDC workflow based on Start and End Dates.

Status	Definition	When does it update?
Planned	The campaign is expected and has been set up, but the start date hasn't happened yet (could also be where its pulled back to if an event is postponed)	Prior to the Campaign Start date - upon Creation
In Progress	The campaign has begun	On Start date
Aborted	Campaign has been suspended, cancelled, aborted	Manually when campaign is aborted
Completed	The campaign took place and has ended	After the Campaign End Date

Steps to Setup Marketo programs and Salesforce Campaigns

Step 1: Clone the Marketo program indicated below

Be advised that some templates are being used for both in-person and virtual events. These templates have been marked as Hybrid template. For these templates, the naming convention is slightly different in that additional campaign information appears in the name. When naming the program, EventType is replaced with either Virtual, In-Person, or Hybrid (if an event will be both in-person and virtual).

If this is to set up a program that involves a channel partner, you must also follow the directions on that setup page. You will still clone the program from the list below to get started.

How to Clone the Marketo program

Click on the appropriate template for your tactic below (you must be logged into Marketo to proceed)
Right click on the template in Marketo and select Clone
In the Clone To field, select A campaign folder
In the Name field, input the campaign name (this should be the campaign name previously created in Allocadia - example: 20220704_BestEventEver) - The date should be the START date of your campaign.
In the Folder field, select the appropriate folder based on your campaign type. Most folders are also organized by fiscal year and quarter.
In the Description field, paste your epic URL
Click Create

Hybrid Marketo Templates

Executive Roundtables - Hybrid template: YYYYMMDD_ExecutiveRoundtable_Topic_Region_EventType_template
Speaking Session - Hybrid template: YYYYMMDD_SpeakingSession_EventType_Template
Vendor Arranged Meetings (1:1 meetings) - Hybrid template: YYYYMMDD_ArrangedMeetingsVendorName_Region_EventType_template
GitLab Hosted Workshops - Hybrid template:
For virtual workshops, please follow directions in the virtual workshop set-up section. In-person workshops utilize a similar setup, but do not involve the Zoom requirements. If you have a workshop to set up that is not one of the workshops listed below, you can still utilize any of these templates for backend setup and then use a copy dock to indicate all copy adjustments that are required (you will also update the baseline Marketo tokens during the setup process).
- Project Management: YYYYMMDD_Workshop_ProjectManagement_EventType
- Security: YYYYMMDD_Workshop_SecurityWorkshop_EventType
- DevOps Automation: YYYYMMDD_Workshop_DevOpsAutomation_EventType
- Advanced CI/CD: YYYYMMDD_Workshop_CI/CD_EventType
- Jenkins YYYYMMDD_Workshop_Jenkins_EventType
- GitOps Hands On: YYYYMMDD_Workshop_GitOpsHands-on_EventType

Other Tactic Marketo Templates

Conference - Virtual: YYYYMMDD_YYYYMMDD_Vendor_VirtualConfName1 (Virtual Conference Template)
Conference - In person: skip to specific setup details here
Content Syndicaton: skip to specific setup details here
Direct Mail: YYYYMMDD_DirectMail_Template
- Direct Mail not needing a Marketo Program: skip to specific setup detais here
Gated Content: YYYY_Type_Content_Template
Integrated Campaign: FY20IntegratedCampaign_Template
Surveys - For templates and setup instructions for surveys (both general surveys and SimplyDirect surveys) skip to specific setup details here.
Owned Event - In-person: YYYYMMDD_OwnedEvent_EventType_Template
Owned Event - Virtual - Hopin only: YYYYMMDD_OwnedEvent_Hopin_EventType_Template
- For Events using HopIn, follow all steps below in addition to steps outlined here.

Webcasts and Self-Service Marketo Templates

Zoom GitLab Hosted Webcast: YYYYMMDD_WebcastTopic_Region
Self-Service Virtual Event without Promotion: YYYYMMDD_SelfServiceTopic_Region
Self-Service Virtual Event with Promotion (with or without Marketo Landing Page): YYYYMMDD_SelfServiceTopic_Region (with Promotion)
Sponsored Webcast: YYYYMMDD_ExternalWebcastVendorName_Topic_Region

Partner Campaign Setup

Partner MDF Funded campaigns go this page.
Joint GitLab/Partner campaigns, follow the directions for each campaign type above/below. There are additional steps here you'll need to complete as well.
Partner Trials setup, go to this page

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.
- If you are a user of Allocadia, you will need to add the Allocadia sub-category ID to the Description field.
- 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.
- Note that the token for Event Location should be filled in with the City for In-Person events and Virtually for virtual events.
- 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 following the process outlined here.
Partner Campaigns will need to also to update the {{my.partner name}} and {{my.partner crm id}} for proper routing
For live events, be sure to update the reply email token. This is used in the confirmation email. You need to add the correct email address for cancellations or special accomodations, and update the subject to something descriptive. Keep the %20 between each word in the subject so the subject populates correctly.

Step 4a: Activate Marketo smart campaign(s)

If this is a Vendor Arranged Meeting:
- Click the Smart Campaigns folder
- Select the 01 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
If this is Self-Service with Promotion or Speaking Session follow the below activation instructions:
- Click the Smart Campaigns folder
- Select the 01a Registration Flow 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 04 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
- (NO ACTION) If a list is used to import registrants/attendants, the 03 - Processing - No Shows / Attendees smart campaign will be run after the list is uploaded.
- For Speaking Session also select the 02-Interesting Moments smart campaign, click to the Schedule tab and click Activate
If this is an Executive Roundtable
- Click on the Campaigns folder
- Click on Interesting Moments, click to the Schedule tab and click Activate
- If you are creating a Marketo landing page for this event, click on 01 Registration Flow, click to the Schedule tab and click Activate. If you are doing a list upload, this step is not necessary.
If this is Workshop follow the below activation instructions:
- Click the Smart Campaigns folder
- Select the 00 Interesting Moment smart campaign, navigate to the Schedule tab and select Activate
- Select the 01a Registration Flow 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 this is an Owned Event (not Hopin) follow the below activation instructions:
- Click the Campaigns folder
- If you have a Marketo registration page for this event, select the 01b - Registration 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 02a - 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
- LIST UPLOAD ONLY: If you do not have a registration page and responses will be uploaded via a list load, MOps will activate the 02b - Manual Upload Processing campaign if necessary.
If this is an Owned Event (Hopin), follow the Update the Salesforce campaign instructions in Step 5, then follow the activation instructions here).
For all other campaign types, follow the below activation instructions:
- 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. (Does not apply to Virtual Conference or External Webcast)
- 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.
For Speaking Sessions with pre-registration, find the Pre-Registration folder, and activate the 01 - Form Fill step after populating the smart list with the correct form and landing page.

Step 4b: Setting Landing Page / Smart Campaign Expiration (Asset Expiration)

As of early 2022, Adobe has introduced a new feature to Marketo called asset expiration, which can be read about in Marketo's documentation here. This applies to smart campaigns and landing pages. For GitLab's use case, we have enabled this feature for the following role permissions: Field Marketing User, Marketing Program Managers and Marketing User. If you do not have these permissions would like this feature enabled, please submit an access request.

Asset Expiration Use Cases

All programs have different necessities so it will be important to determine how asset expiration should be utilized for various program types. Guidance can be supplied by MktgOps, if needed, but utilize this method for the majority of cases:

Conference, Direct Mail, Executive Roundtable, Owned Event, Self-Service Virtual Event (if no on-demand component), Speaking Session, Sponsored Webcast (if no on-demand component), Survey, Vendor Arranged Meeting, Workshop: For one-time programs that are completely done after a specific date and will not use an Attended On-Demand member status over time, set the expiration of assets at 4 weeks after the event and at the end of the day, so at 23:55 PST. For example, if a conference or executive roundtable program type occurs on the April 3, schedule asset expiration for end day on May 1.
Content syndication or Campaigns where the end of the campaign is difficult to pinpoint: there are 2 different options to consider:
- Set up expiration 12 weeks after the estimated campaign end, again at the end of the day. This is useful for campaigns where a third-party is handling lead collection for us and we are manually uploading lead lists. This also supplies a buffer in the event the SLA is not met on schedule and the campaign runs longer than anticipated.
- Do not use asset expiration at all. We often have content syndication focused programs that go on indefinitely so expiration does not make sense to utilize in this case. Assets can be discontinued in the future.
Gated Content: It is not recommended to use asset expiration as these remain in use for long periods of time.
Webcast: It is not recommended to use asset expiration as these typically have an on-demand component.

Setting Asset Expiration On A Program

Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are landing pages, active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
- Prioritize setting expirations on smart campaigns.
- Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation and on-demand flows.
To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

Step 5: Update the Salesforce campaign

If you are utilizing the Allocadia, please see below instructions.

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
- Confirm that start date and end date populated correctly (this is automated).
- Update the Is this an in person event dropdown, based on in-person vs virtual type
- 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 Region and Sub-region, if these are local or targeted to a specific region
- Update Budget Holder - Do keep in mind that the Budget Holder field should be updated only if:
  - the campaign results in offline Bizible touchpoints based on campaign type (i.e. content syndication, sponsored webcast, etc.) - NOTE: an offline 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;
    OR:
  - there were Gitlab Dollars spent on the campaign (Field, Digital, Corporate, Community etc.) - can be left blank in the cases when we have campaigns that do not utilize budget; - NOTE: By updating the budget holder, we do NOT run the risk of double counting touchpoints, however, do keep in mind that since the field is not always filled out, it shouldn't be used for measuring each team's performance.
- All other fields on the campaign are not required and are not used for reporting - take Status as an example. You WOULD update this field to Aborted if the campaign was cancelled for any reason. We have a process that goes into more detail specifically when offline events are cancelled.
- Click "Save"
Add the Marketo program link and SFDC campaign link to the epic.
For all SFDC campaign types run by Corporate Events or Field Marketing, please check the High Priority check box on the campaign level. * Details on our pilot we ran with the business development team which led us to add this!

Step 5: Update the Salesforce campaign - Using Allocadia

Using an integration from Allocadia > Marketo, Marketo > SFDC, the information you've provided in Allocadia will push to your SFDC campaign.

Please Note: You must NOT edit the campaign until the Allocadia connector has time to work. This is normally done near-real time, but if the data does not push immediately, be aware it can take minutes to hours to do so. You'll know the Allocadia connect has completed its work when you see the SFDC campaign owner change from Marketo Integration to the name of the actual person who is running the camapign as well as well as when all details are populated from Allocadia to SFDC. If you edit the campaign before the connector pushes the data over, it will break the build and you will manually have to edit all of the fields listed. For additional Allocadia details go here.

Training Videos for Setting up SFDC Campaign - Using Allocadia

Based on the Step 5. list above, the only thing you will need to manually update in SFDC is the following: - Budgeted Cost in SFDC pulls from your plan number, not your forecast number from Allocadia. If you do not have a plan cost in Allocadia then Budgeted Cost in SFDC will remain blank. If this is the case, you will want to add in your Budgeted Cost manually into your SFDC campaign. The initial Plan Cost in the campaign needs 1 night to synch. The campaign meta data is a one time synch, where as the Actual Cost in Campaign (which is run off of the Campaign Tag to be Created field in Allocadia), synchs every nightly. Please Note: Budgeted Cost in SFDC pulls from your plan number, not your forecast number from Allocadia. If you do not have a plan cost in Allocadia then Budgeted Cost in SFDC will remain blank. If this is the case, you will want to add in your Budgeted Cost manually into your SFDC campaign. If cost is $0 list $1 in the Budgeted Cost field. 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.

Waitlist processing - Owned Event, Workshop, Webcasts

If you need to change an event from registration to waitlist, or you want to start off with a waitlist, use these instructions.

Confirm that the email copy you would like to use is set-up in the Confirm - Waitlist email. This email uses tokens and should be set for you, but you can customize as necessary.
Confirm that the {{my.event owner email address}} is completed in the tokens section. The Waitlist program will send an alert to this email address so you know each time someone is added to the waiting list based on this token.
Deactivate the 01b Registration Smart Campaign
Activate the 01a Waitlist Smart Campaign
Activate the 01c Waitlist to Registered Smart Campaign You have now activated the waiting list processing. If you need to reactivate Registration, you will deactivate the two Waitlist campaigns, and reactivate 01b Registration.

Moving from Waitlist to Registered - Owned Event, Workshop, Webcasts

Use these instructions to move people from the waiting list to Registered.

Click on the Marketo program (the name of the campaign)
Click on Members
Change the filter to Waitlisted
Click on the person/people you would like to move to Registered. They will highlight when they are selected.
Click on Change Status
Select Registered Once you click Registered, the status will change and the 01c Waitlist to Registered Smart Campaign will send the Registration Confirmation email.

Steps to Setup in-person Conferences

Step 1: Clone this program

Use format YYYYMMDD_Conference_EventType

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.
- If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
- Click "Save"

Step 3: Update Marketo tokens

Update all tokens as they feed the email and interesting moments
- You do not need to update Request tokens if there are no meetings being set up for the conference
- If you are scheduling in person meetings, be sure to update the reply email token. This is used in the confirmation email. You need to add the correct email address for cancellations or special accomodations, and update the subject to something descriptive. Keep the %20 between each word in the subject so the subject populates correctly.

Step 4: Activate Marketo smart campaign

00 Send Sales-Driven Invite (optional) can be turned on and scheduled to send on a reoccurring basis if sales and XDRs are going to be inviting people to the conference. This is not required on all campaigns, and Verticurl will activate after building the Sales-Driven email. After scheduling, Sales can add someone to the campaign in SFDC and that person will be automatically sent an email invite. There is a separate email for sales invites listed in the email folder
01 Manual upload processing this will be activated by MOps if a manual upload is required. If you upload using the self-service process, this is not required.
02 Add as Marketing Invited should only be used if XDRs are planning to follow up and drive attendance to the event. This should be scheduled AFTER the first email invite is scheduled to send. It will update everyone who had the email invite sent to them as Marketing Invited. They will be updated in the campaign and visible in SFDC. Do not use this unless there is planned event drivers
03 Interesting Moments Activate this campaign. This should be turned on before any lists are uploaded.

Step 4a. Meeting Request Processing

These steps are not yet configured. If you are planning to do this for your next event, please create an issue with the Marketing Operations team.

Step 4b. Set-up Asset Expiration

Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are landing pages, active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
- Prioritize setting expirations on smart campaigns.
- Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation flows.
To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

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 the event epic
- Update the description
- Update Start Date to the date of launch
- Update End Date
- 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
Add the Marketo program link and SFDC campaign link to the epic.
If the program is being ran by Digital Marketing, add the SFDC campaign under the parent campaign Demand Gen Pulishers/Sponsorships

If utilizing Allocadia, follow these steps.

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.
- If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
- Click "Save"

Step 3: Update Marketo tokens

Change the Content Title to be the title as it appears in the Content Syndication program
- If you have multiple assets, you can add additional tokens by dragging the text token into the main window and naming it (for example Content Title2)
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

02 Interesting Moments If you have multiple assets, you can create different interesting moments to indicate which asset was downloaded. To do this, click on Flow. In step 1 (Interesting Moment), click Add Choice. Choice 1 will appear. Select If Last Event Notes contains [name of asset]. Then, Type: Milestone, Description: Enter the Interesting Moment that you would like to appear. You can do this for as many assets as you have. Activate this campaign. This should be turned on before any lists are uploaded.
Click to the "Schedule" tab and click Activate. It should be set that a person can only run through the flow once.
- IMPORTANT: When you do your list upload, you must use the exact same wording in the Last Event Notes field so the automation will trigger. For example, you can say Downloaded Guide to Software Supply Chain Security" in the Last Events Notes field. In Marketo, you can use software supply chain` in the choice and the correct Description will trigger. Do not use the same string of words in your choices. You can see an example of the Interesting Moments set-up in the flow of program. Disregard the rest of the processing as our process has changed.
01 Manual upload processing - this will be activated by MOps if it is required. It will only be used on a manual upload and is not necessary if you use the self-service upload process.
- When the leads are loaded to the campaign, the leads will immediately have an interesting moment, +15 score, and initial source, person source and person status update as needed.

Step 4a: Set-up Asset Expiration

Content syndication or Campaigns where the end of the campaign is difficult to pinpoint: there are 2 different options to consider:
- Set up expiration 12 weeks after the estimated campaign end, again at the end of the day. This is useful for campaigns where a third-party is handling lead collection for us and we are manually uploading lead lists. This also supplies a buffer in the event the SLA is not met on schedule and the campaign runs longer than anticipated.
- Do not use asset expiration at all. We often have content syndication focused programs that go on indefinitely so expiration does not make sense to utilize in this case. Assets can be discontinued in the future.

Setting Asset Expiration On A Program

Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
- Prioritize setting expirations on smart campaigns.
- Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation flows.
To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

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 the event epic
- Update the description
- Update Start Date to the date of launch
- Update End Date
- 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
Add the Marketo program link and SFDC campaign link to the epic.
If the program is being ran by Digital Marketing, add the SFDC campaign under the parent campaign Demand Gen Pulishers/Sponsorships

If utilizing Allocadia, follow these steps.

Steps to Setup Surveys in Marketo and SFDC

There are two templates to consider when setting up surveys in Marketo, one being specific to Simply Direct and the other a more general survey template. For this section and where instructions diverge, Simply Direct instructions will be labeled with a and the more general set up with b.

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.

Please Note: Once you have created your survey program, please ping Marketing Ops in the #mktops Slack channel and link your program for review. Each survey is unique and may require tweaks to the setup.

Step 1: Clone program template

a. Simply Direct template
b. General survey template
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.
- If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
- Click "Save"

Step 3a: Update SurveyName across Smart Lists, Flows and Tokens

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.
Fill in necessary program tokens.

Step 3b: Create issue for lead upload (if not Simply Direct)

If the survey requires a manual upload via a list upload, focus attention on updating the 01 Processing batch smart campaign. For manual list uploads, the batch will be activated manually by MktgOps during the upload process.
If the survey requires a Zapier automation, consult MktgOps via issue on building out the automation, MktgOps will also be the ones to activate the 01 processing campaign

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 the event epic
- Update the description
- Update Start Date to the date of launch
- Update End Date
- 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
Add the Marketo program link and SFDC campaign link to the epic.

If utilizing Allocadia, follow these steps.

Step 5: Troubleshooting:

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

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 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 the event epic
Update the description
Update Start Date to the date of launch
Update End Date
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 Use HopIn Connector

Follow all of the set up steps to clone the template, update tokens, and update the Salesforce campaign above. You will also need to follow the instructions below to activate the Hopin campaigns.

Important Notes:

YOU MUST CONNECT HOPIN TO MARKETO BEFORE YOU TURN ON REGISTRATION IN HOPIN (STEPS 2 OR 3 BELOW)**
To send emails using the Magic Links, you must sent the email via a smart campaign and NOT an email program. Otherwise, the join link will not properly populate. This means the confirmation email AND any reminder emails that include the join link must be sent through a smart campaign. This is built into the template.
You must update the {{my.hopin event name}} and {{my.hopin ticket code}} tokens with information from Hopin in order for registrants to be processed correctly. Details are in the instructions below.

Update your Hopin-specific tokens.
- {{my.hopin event name}} - You can pull the Event Name from the HopIn platform - This is the name of the event exactly as it appears in Hopin.
- {{my.hopin ticket code}} - Find your Ticket Integration Code in Hopin by selecting an event, and going to the Tickets page of your event dashboard. Copy the URL of the ticket name you want to use, and strip out everything but the number at the end (keep everything after the word code= in the URL).
  - If you are only registering for a single ticket, all you need to do is update the token, but if you have multiple ticket options, you will need to create a select dropdown in the form that holds the Integration Codes as stored values - (ask Mops to do this for you).
(Skip if using a marketo form) 01a Registration from Hopin is used if you are using HopIn registration pages. This smart campaign triggers off of a custom activity Registers for HopIn Event and will add the registrant to the proper campaign. THIS WILL ONLY PASS First Name, Last Name, Email, and the name of the event. In order to capture any of the custom fields (like company name), you'll need to set up the next step to capture registrants from Marketo. Otherwise, a dataload will be required
- The program token {{my.hopin event name}} must be populated to use this with your HopIn event name. Use starts with as the operator to make sure you catch all registrants.
- If token is updated, you can turn on. No changes are necessary for the Flow.
- Do not turn on if you are not utilizing HopIn registration pages. You will not use this if you are using a Marketo landing page.
01b. Push Registrants to Hopin from Marketo + Send Confirmation Email is used if you are utilizing a Marketo form to capture registration for the HopIn Event. Do not turn on if you are only utilizing HopIn registration pages
- Before you start with the smart campaign, you need to make sure you update the copy for the registration confirmation email named Confirm - Hopin v2. First, confirm all tokens on the program and then fill in the missing pieces of the email itself. Confirm that {{member.hopin join link}} is the CTA to the email. That will contain the link specific to each person to join the event.
  - The {{member.hopin join link}} token will automatically send the Magic Link / Join Link for the registrant to confirm their registration.
  - The magic link is automatically created by the webhook, do not update that field.
- No changes are necessary for the campaign flow. The flow will request a Webhook, which will push the registrant into HopIn, as well as send registrant a registration confirmation email.
- The landing page template is already set up to have this form. You will need to change the landing page after form submit to the Thank You Page for this program. It will default to the template landing page.
- Turn on 01b. Push Registrants to Hopin from Marketo + Send Confirmation Email. Then test by registering on that landing page. After 3 minutes, you will receive an email asking to confirm your registration, click the link and follow prompts on the HopIn page. Once confirmed, you will receive an email from HopIn saying it was successful. You can also look into the attendees section in HopIn and make sure your test is there too - once you see it, you can remove your test lead from the list and go live with the landing page.
02 Attended Hopin is used to track attendees of the event - it will not track individual sessions, only overall attendance.
- To use, make sure you update the program token {{my.hopin event name}} with your HopIn event name. In the Smartlist, Use starts with as the operator to make sure you catch all registrants.
- When token is updated, you can turn on. No changes are necessary for the Flow.

Steps to Setup LinkedIn Lead Gen Form

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, you only need to add the content to the program. Otherwise, please follow the process outlined below to ensure leads are being captured.

Active or in progress campaigns

Campaign	Campaign Parameter for Tracking	Marketo Listener?
DevOps GTM - active	devopsgtm	Yes
AutoSD - active	autosd	Yes	DevSecOps Platform -	devsecopsplat	No
Security & Compliance	seccomp	Yes
CI Use Case	singleappci	Yes
PubSec - devops GTM only	amer-pubsec	Yes

Deactivated or old campaigns, no longer in use These listeners are no longer active and would need to be set-up prior to running a LinkedIn campaign for them.

Campaign	Campaign Parameter for Tracking	Marketo Listener?
Version Control & Collaboration Use Case	vccusecase
Simplify DevOps	simplifydevops
Jenkins	cicdcmp2
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
GitOps Use Case	iacgitops

If this form is in a different language, make sure that the LinkedIn Form has that exact language in the form name (as spelled below). We currently support:

Japanese
Italian
French
Spanish
Korean
German
Portuguese

When someone fills out these forms, they will be automatically added to the Language Segmentation allowing them to receive messages in their local language.

Create LinkedIn Lead Gen Form in LinkedIn (digital marketing)

Clone the form template according to the region your campaign is located (AMER, EMEA/APAC). The reason for the different forms is compliance related, so please be sure to use the correct template for the region. If you are setting up all three regions, you will need to use both templates.
- Ensure the ‘form name’ includes the utm_campaign exactly as it appears in the table above
- Form name should also include the utm_content exactly as listed in the issue
- Form names in AMER forms also need to include amer in the form name
- Example of correct format
  - Ex.devopsgtm_amer_guide-to-devops_feb2023
  - NOTE: If there is a segment specific version, add the segment inside the content name for better tracking. devopsgtm_amer_guide-to-smb-devops_feb2023…
Fill out ‘offer headline’ and ‘offer details’
Update ‘confirmation message’ and landing page URL
- The template has the homepage as a standard landing page URL, but if there is a more appropriate page, update the URL and keep the UTMs the same
Update hidden field for utm_campaign and utm_content
- This is very important to have the correct campaign naming to ensure the lead data is passed to Marketo
Save Form
Navigate to the campaign that will be using the new form and edit
In form details select download as the call-to-action and select your new form
- Note: If your new asset is launching in multiple regions, confirm you’re adding the correct form to the correct regional campaign

Step 1: For new campaigns not listed above, clone this program

Use format YYYY_Social_[Name]_[parameter]_LinkedIn Lead Gen
Campaign parameter must be one of the GTM campaign parameters (usually used as utm_campaign - ex. devopsgtm or autosd). The Salesforce campaign name must include the campaign parameter for the responses to roll up to the correct campaign on the Sisense dashboards.

e.g.: 2020_Social_AutomatedSoftwareDelivery_autoSD_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 the epic link in the description
- Add the Integrated Campaign
- Update Start Date to the date of launch
- Update End Date
- 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
Add the Marketo program link and SFDC campaign link to the epic or issue.

Step 4: Go back into Marketo Template

Update local program tokens. Note: The template is set-up for one asset per form. If you have multiple assets, you can add additional tokens for each asset. Smart List
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.
Filled out LinkedIn Lead Gen Form filter - Make sure that other programs are excluded if your new campaign will use a similar LinkedIn Lead Gen form name. Common exclusions are amer-pubsec and abmkeyas these flow through separate campaigns. This is not a full list of all exclusions required as this will be based on what you are setting up. You can review existing LI Lead Gen programs for examples of exclusions.
Other programs are looking for the parameters listed above. If your LI Lead Gen form contains any of these, you will need to exclude your campaign from the existing program processing (for example, if your LI Lead Gen Form contains devsecopsusecase, you will need to exclude your LI Lead Gen form name from processing through the others that use devsecopsusecase). Please see the testing section below as this provides instructions to make sure you captured exclusions properly. Note that the ABM Team runs LinkedIn campaigns using abmkey and the campaign parameters above, so abmkey must always be excluded. Flow
No change to 1 - Remove from Flow - If you remove this temporarily to test, be sure to add it back in before going live. Remove from Flow: Choice 1: If Email Address contains @gitlab.com. Campaign: this campaign. Default Choice: Campaign is Do nothing
2 - Send Email - This step will vary. In general, you will set Choice 1: If Filled out LinkedIn Lead Gen Form contains [content name from form] then, Email [select appropriate email autoresponder]. You can have multiple choices here, one for each asset. Even if you only have one asset, best practice is to set up a choice with the default of Do Nothing. This is another backup in case the automation fails and will make sure that people don't receive an autoresponder email for another asset because the content name won't be found. You can view an example with multiple assets here.
No change to 3 - Change Program Status - This is automatically in the template. Program: [Marketo program name] - New Status Paid Social > Responded
4 - Interesting Moment Set this up the same way as the Send Email logic, except you will change the description to match the asset. In general, you will set Choice 1: If Filled out LinkedIn Lead Gen Form contains [content name from form] then, Type Milestone, Description: Filled out LinkedIn form to view asset: [asset name]. Default choice should be generic: "Filled out LinkedIn form to view [GTM name] asset."
- If you set up additional tokens for each asset, you can use the tokens to populate the Interesting Moments
No changes to steps 5 and 6.
Step 7: For EMEA or APAC: 7 - Change Data Value - Delete this step. Those forms use a checkbox to gather consent, so the correct opt-in status will be applied upon submission and this step cannot be included in the flow.
Step 7: For AMER: 7 - Change Data Value - No change. Keep this step. In AMER, the opt-in language is included on the form, so this step is required to complete the opt-in.
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

Step 5: Autoresponder email

The autoresponder is based on tokens and will not require any changes if you only have one asset.
If you have multiple assets, you will need to clone the autoresponder email and update all of the tokens in the email to match the additional tokens you added to the program for each asset.

Step 6: Test your LinkedIn Lead Gen Set-up

Have Digital Marketing send a test record through the form. You can request this in the issue using the following text, updating the indicated sections: The Marketo program has been set-up for [name of asset] in [segment/region if applicable - you will not always need to provide this]. The automation will trigger based on [gtm code] and [content name]. Please submit a test record.
After the test lead is submitted, open the test record in the Marketo database. Go to the Activity History and confirm:
1. The form that was submitted. You will pay attention to the gtm name and the content name. Make sure this is the form you wanted to test. If confirmed, move to step 2.
2. Confirm the correct autoresponder for the requested asset deployed (digital)
3. Confirm that no other autoresponders were sent (campaigns)
4. Confirm that the correct Interesting Moment was triggered (campaigns)
5. Confirm that the test record was added to the SFDC campaign (this may take a few minutes) (campaigns)
6. Confirm that the test record was not sent any other emails or added to other programs as a result of this test (campaigns)

Step 7: Update this Handbook page

Update this handbook page with the parameter with a yes and a link to the parameter and campaign you have set up.

Raffles

Raffles can be associated with many different campaign types and have various ways to enter. You must complete the legal requirements before launching your raffle.

In general, the YYYYMMDD_SurveyName Marketo program and Survey Campaign type will be used for raffles. Due to the potential set-up complexities for raffles, Marketing Ops will need to be involved even if you use the instructions below. Use these instructions to create the program and to engage Marketing Ops for additional set-up or review.

For a Raffle Update Smart Lists, Flows and Tokens

Clone the YYYYMMDD_SurveyName
Name the program using the following syntax: YYYYMMDD_NameofProgram_Raffle. You will likely have another campaign type associated as well (for example, a Conference) and this program should be housed in the folder for that event. This is a similar process to creating a speaking session associated to a conference.
Sync to SFDC 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 except click Save.
- If you are a user of Allocadia, you will need to add the Allocadia raffle line item ID to the Description field. Click Save.
Update the SFDC campaign and associate it to the parent campaign where applicable.
- If you are a user of Allocadia, please see instructions here.
Go back to the Marketo program and complete the tokens. Update the {{my.Survey Name}} token with the word "Default" - do not use another entry on this token.
If you are using a landing page: Update your Registration page, thank you page, and registration confirmation email.
If you are using a landing page: Click into the 01a Registration Flow and change the Smart List to "Form Name is any" and "Web page is" should already be populated with the registration page for this program. The Flow should already be populated for you, but update Step 5 - Interesting Moment to read: "Filled out form to enter raffle {{my.Survey Title}}" in the Description field of Step 5. Go to Schedule and click "Activate".
Responders to the form will be added to the program and SFDC campaign as Filled out Survey and will be scored according to the Survey - Low entry in the scoring model.
Due to the potential set-up complexities for raffles, Marketing Ops will need to be involved. You can add the MktgOps::00:Triage and MktgOps-Support labels to your Marketo LP and Automation issue for assistance with set-up.
If you are not using a landing page, MarketingOps will help you determine the correct processing for this campaign.

Removing Registrations from Marketo Programs

Once a landing page has been set up for a campaign, it is good practice to have multiple people test the registration to make sure everything is integrated and running properly. As a result, there are often various test registrations in the Marketo program. To remove these test registrations, follow the below instructions.

Log into Marketo and click into the appropriate program for your campaign
Click on the Members tab at the top of the page
Click on the line item for the member you wish to remove and make sure that line item is highlighted
Select Change Status at the top of the screen
Select Not in Program in the drop down
Marketo will take a few moments to adjust the status and then the name will be removed from the Members list

Removing SPAM from Marketo Programs and Zoom

On occassion, SPAM bots attack our webcast registration. Follow these steps to remove from Marketo and SFDC. You must open an issue with Mops to complete. Please include the marketo program link in your issue request and the dates of the event. The SPAM registrants will not be removed from zoom, and will need to be manually removed. However, it is OK to leave them in the zoom campaign, because it will not affect your campaign numbers.

Find the program in marketo
Isolate the SPAM and add them to a newly created static list.
Remove the SPAM from the program, by Select All in the static list. Then right clicking then Marketing > Change Program Status. Choose the Campaign and update the status to Not in Program This will also remove them from Salesforce.com campaign
Go to your static list. Highlight all and Delete Person
Agree to popup, and also remove from SFDC.

After program ends, double check your Marketo program for SPAM, as people that registered (but were excluded from registration filters) would be added to program as No Action becuase the form is a part of that program. Re-run the steps above to fully remove them from any campaingn stats.

Canceling an Email send

There are cases where an email is set to send, but you need to cancel it. There are a few ways to do this based on the type of program.

Smart Campaign - Scheduled Send

You can cancel specific runs by going into the smart campaign > schedule and clicking the red x next to the date and time of send.
To cancel the entire run, go into the smart campaign > schedule > campaign actions > Abort Campaign .
- You can still reschedule the send after you abort it

Marketo documentation:

Smart Campaign - Triggered Send

If the campaign is running on a triggered basis, you should go into the smart campaign > schedule and click the deactivate button. This will stop any lead from qualifying from the campaign again.
If the campaign is running through multiple flow steps, in order to halt the leads from continuing in the flow, you must go into the smart campaign > schedule > campaign actions > Abort Campaign. This will stop leads from continuing in the flow, and stop any further emails from being sent out.

Marketo Documentation:

Email Batch Campaign

This program type has a mailbox icon.

If a campaign is scheduled, but hasn't sent yet. Click into the main program (mailbox) and view the control panel. You'll see 4 boxes. In the bottom right box, click unapprove and the email will not go out. When you are ready to reschedule, update date and time, and click approve in the bottom right box. All boxes will have a green checkmark signaling it is ready for send.
If a campaign is actively sending and you want to stop it, click into the main program (mailbox) and in the bottom right box click Abort Program. This will stop the sending of emails, but will not recall any email that was already sent. You will see how many you send in the dashboard view. Once an email program is aborted, you cannot reschedule it again.

You can view screenshots and further documentation from Marketo here:

Pushing DemandBase Lists to Marketo

Notes:

DB1 Can only pass over existing leads to Marketo, if the prospect doesn't exist in Marketo, it will be skipped.
You still need to include email compliance filters on your email sends. This action passes a list, some people may not have consent to email.

Checklist before initiating push to Marketo:

Check your list type. DB1 can only pass person lists, not account lists.
Make sure your list filters contain Compliance Segment Value not equal to NULL or empty, Default, Do Not Email
Check your numbers on the list. The following applies:
- Any list over 10k - you need ops approval to send - Add label ~"MktgOps::00: Triage" in the issue if you need to send over 10k
- Please try to not include over 100 people at a single account to avoid triggering SPAM filters at that account
  - Add the Engagement Minutes filter at the person level to get down under 100 people per account. If you send to more than 100 people per account, it will trigger spam filters.
- For geo wide - i.e. all of AMER West - send should be no more than 10K
- For Sub-geo - i.e all of NorCal - no more than 5k sends
- For territory - i.e. Bay Area - no more than 2,500k

Instructions: (some lists and campaigns may already exist, we are in the process of updating templates to speed up this process)

Refer to this video for a walkthrough of the below steps.

Ensure your list fits the criteria above.
Navigate to the Marketo Program that you would like to add your DB1 list to.
Under the Lists folder, find the list called DB Push List - [Update event name]. Click on this list and change [Update event name] to the name of your event.
1. If there is no list already created, create a static list by right-clicking on Lists and then click New Local Asset and select List from the pop up box. Name your new listDB List Push - Name of your Event. No Description is needed. Click Create.
A Smart Campaign has already been created in the Smart Campaigns folder to push the list from DB1. Under the Smart Campaigns folder, find the Smart Campaign called DB1 List Push. Click on this campaign, then click on Flow. Confirm that the name of the list you modified or created above is in the first flow step. Once you have confirmed this, skip to step 5.
1. If there is no Smart Campaign for the list push, create a new smart campaign by right-clicking Smart Campaigns and selecting New Campaign. The campaign name should be easily identifiable to you, as you will be searching for it in DB1. Please use DB prefix so it's purpose is easily identifiable in Marketo. You do not need to fill in Description or click Executable. Click Create.
2. Update the Smart List in the campaign by clicking Smart List at the top of the page
  1. On the right hand side of the screen, type in Campaign in the search field
  2. Drag Campaign is Requested from the right side of the page to the middle section of the page
  3. Update the source in the drop down to Web Service API
  4. You can add other filters here as necessary. Since your list will be made in DB1, you likely won't need any additional filters here.
3. Update Flow by clicking on Flow at the top of the page
  1. Drag Add to List from the right side of the page to the middle of the page
  2. Find the list you created in the step above in the drop down by typing in name of the list. Note that your list name will include the name of the program as well. For example - if your list name is DB1 List Push - East Event, the full name that will pull is 20210610_EastEvent.DB1 List Push - East Event
  3. If you need this group to have a specific member status, you can add that step as well by dragging over Change Program Status and update the new status. However, this is generally not recommended.
Turn on the program by clicking Schedule at the top of the page and clicking Activate and then Activate again in the pop up box. People should only pass through once.
Log into the DB1 platform and navigate to your list in the Database section of DB1 - Must be a person list
1. You want to select all the names by clicking the checkbox at the top of the list next to Name. This will only select the page you are on so if you want to select all of the names on the list, click Select All Rows at the top of the list. Click the Take Action button.
2. A sidebar on the right will pop up. Select Add to Marketo Campaign under Partner Actions section. Confirm that the number of records in the sidebar closely matches the number of records you selected. If it is off by a few records, this is fine. If it is off by hundreds or thousands, notify MOps before you complete the list push.
3. Select the campaign in the drop down that you created a few steps ago. If you do not see your campaign, click the wheel next to the drop down to re-load the campaigns from Marketo. If it still does not show up, make sure that you activated the Marketo Smart Campaign in the previous steps above.
4. Click Confirm
5. Leads will momentarily populate your Marketo static list. In the sidebar, there will be a link to check the status of the push by clicking See action history for status and clicking Job Status. You can also view this in Settings>History>Action History in DB1. Loading the list may take some time but usually should take no longer than 15-20 minutes. Once your list is available, all the people in your list will show up under Action Status with a checkmark by status.
Go back to your Marketo program to make sure your list is available. To do this, go to the List folder and click on the list you created (DB1 List Push - East Event). Select People at the top of the page. This is where you will see all of the people in your list and can confirm the pull was successful.
1. Once your list has successfully pulled to Marketo, deactivate the smart campaign. To do this, go to your Marketo program, click the Smart Campaigns folder on the left hand side of the screen under your program, click the name of your DB1 list push that you created steps above, click Schedule at the top of the page and click Deactivate.

Once your list is pushed from DB1 to Marketo, you will need to reference the static list that you created under the Marketo List folder (DB1 List Push - East Event) in your target lists. This reference is already built into the templates on the Target List, you only need to confirm the name of the DB list is correct in the filters. If you are working with Verticurl: You will want to reference the static list you created under the Marketo List folder (DB1 List Push - East Event) in your invite issues so they know which list to pull for your email sends. Verticurl will also make sure all the correct compliancy filters have been applied in Marketo before scheduling your send. **You still need to have the proper email compliance filters on any of your email programs.

Instructions: How to update Conferences with more than 5,000 attendees

For conferences list loads with more than 5,000 attendees, consider not marking them as success. If the acting Field Marketing Director agrees to avoid marking these members as success, these are the steps to avoid that from happening. This can only be done by a member of the MktgOps team!

Open Marketo, Navigate to Admin>Tags>Channel>Conference
Uncheck Success box for Attended and save
Load the list in with the attended members
Once the list is done processing and campaign members are added, go back into Admin>Tags>Channel>Conference, and recheck the Success box for Attended

Campaigns and Programs

Maintained by:

On this page

Campaigns

Campaign Cost Tracking

Campaign Type & Progression Status

Conference

Content Syndication

Direct Mail

Email Send

Executive Roundtables

Gated Content

Inbound - offline

Inbound Request

Operational

Owned Event

Paid Social

Partner - MDF

Prospecting

Self-Service Virtual Event

Speaking Session

Sponsored Webcast

Survey

Trial

Vendor Arranged Meetings

Webcast

Workshop

Marketo Program and Salesforce Campaign set-up

Parent/Child Campaigns

Important Notes

Steps to Setup Marketo programs and Salesforce Campaigns

Step 1: Clone the Marketo program indicated below

How to Clone the Marketo program

Hybrid Marketo Templates

Other Tactic Marketo Templates

Webcasts and Self-Service Marketo Templates

Partner Campaign Setup

Step 2: Sync to Salesforce

Step 3: Update Marketo tokens

Step 4a: Activate Marketo smart campaign(s)

Step 4b: Setting Landing Page / Smart Campaign Expiration (Asset Expiration)

Asset Expiration Use Cases

Setting Asset Expiration On A Program

Step 5: Update the Salesforce campaign

Step 5: Update the Salesforce campaign - Using Allocadia

Training Videos for Setting up SFDC Campaign - Using Allocadia

Waitlist processing - Owned Event, Workshop, Webcasts

Moving from Waitlist to Registered - Owned Event, Workshop, Webcasts

Steps to Setup in-person Conferences

Step 1: Clone this program

Step 2: Sync to Salesforce

Step 3: Update Marketo tokens

Step 4: Activate Marketo smart campaign

Step 4a. Meeting Request Processing

Step 4b. Set-up Asset Expiration

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 4a: Set-up Asset Expiration

Setting Asset Expiration On A Program

Step 5: Update the Salesforce campaign

Steps to Setup Surveys in Marketo and SFDC

Step 1: Clone program template

Step 2: Sync to Salesforce

Step 3a: Update SurveyName across Smart Lists, Flows and Tokens

Step 3b: Create issue for lead upload (if not Simply Direct)

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 Use HopIn Connector

Steps to Setup LinkedIn Lead Gen Form

Create LinkedIn Lead Gen Form in LinkedIn (digital marketing)

Step 1: For new campaigns not listed above, clone this program

Step 2: Sync to Salesforce

Step 3: Update the Salesforce campaign