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Campaigns and Programs

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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.

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

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 1,000 of attendees they will not be considered a success or scored as such. 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.

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.

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 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

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.

Bizible: This is tracked as an offline channel.

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

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 with the exception of Linkedin LeadGen campaigns which are tracked as an offline activity.

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

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.

Bizible: This is tracked as an offline channel

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

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

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

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  
Sales Nominated Used by marketing for invitee tracking  
Registered Registered for webcast  
No Show Registered but did not attend event  
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  
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.

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

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.

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.

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:

Important Notes

  1. 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.
  2. 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.
  3. 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 virutal 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

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 4: Activate Marketo smart campaign(s)

Step 5: Update the Salesforce campaign

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

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: - Change the Enable Bizible Touchpoints to Include only "Responded" Campaign Members - 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.

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

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

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

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 5: Update the Salesforce campaign

If utilizing Allocadia, follow these steps.

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

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

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

If utilizing Allocadia, follow these steps.

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

Step 2: Update the Salesforce campaign

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:

  1. 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).
  2. (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.
  3. 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 recieve 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.
  4. 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 *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, you only need to add the content to the program. Otherwise, please follow the process outlined below to ensure leads are being captured.

Campaign Campaign Parameter for Tracking Marketo Listener?
CI Use Case singleappci Yes
GItOps Use Case iacgitops Yes
Version Control & Collaboration Use Case vccusecase Yes
Simplify DevOps simplifydevops Yes
Jenkins cicdcmp2 Yes
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 Yes
AWS awspartner  
PubSec amer-pubsec Yes
DevOps GTM devopsgtm Yes

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

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

Step 1: Clone this Program

e.g.: 2020_Social_GitOps_iacgitops_LinkedIn Lead Gen

Step 2: Sync to Salesforce

Step 3: Update the Salesforce campaign

Step 4: Go back into Marketo Template

Step 5: Autoresponder email

Step 6: Test your LinkedIn Lead Gen Set-up

Step 7: Update this Handbook page

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

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.

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

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

  1. 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.
  2. 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

  1. 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.
  2. 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.

  1. 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.
  2. 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:

Checklist before initiating push to Marketo:

  1. Check your list type. DB1 can only pass person lists, not account lists.
  2. Make sure your list filters contain Compliance Segment Value not equal to NULL or empty, Default, Do Not Email
  3. 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.

  1. Ensure your list fits the criteria above.
  2. Navigate to the Marketo Program that you would like to add your DB1 list to.
  3. Under the Lists folder, 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.
  4. Under Smart Campaigns folder, create a new smart campaign (or if built already, click into the DB1 List Push 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.
    1. 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.
    2. 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.
    3. 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.
  5. 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.
    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.
  6. 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 email programs or target lists (will be adding this to templates). 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 1,000 attendees

For list loads for conferences with more than 1,000 attendees, we should not score them or mark them as success. These are the steps to avoid that from happening. This can only be done by a member of the MktgOps team!

  1. Open Marketo, Navigate to Admin>Tags>Channel>Conference
  2. Uncheck Success box for Attended and save
  3. Load the list in with the attended members
  4. 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
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