GitLab Professional Services
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Popular GitLab use cases
Enterprise Small Business Continuous Integration (CI/CD) Source Code Management (SCM) Out-of-the-box Pipelines (Auto DevOps) Security (DevSecOps) Agile Development Value Stream Management GitOpsGitLab Professional Services
Accelerate your software lifecycle with help from GitLab experts
Popular GitLab use cases
Enterprise Small Business Continuous Integration (CI/CD) Source Code Management (SCM) Out-of-the-box Pipelines (Auto DevOps) Security (DevSecOps) Agile Development Value Stream Management GitOpsCampaigns 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 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 Managers track costs associated with campaigns - such as events, content, webcasts, etc. Campaign tags can be applied to Expensify reports, corporate credit card charges, and vendor bills processed by Accounts Payable. Campaign expenses that are incurred by independent contractors should be clearly noted with the appropriate tag and included in their invoices to the company. We then use these accumulated campaign tag costs for budget to actual analysis as well as to update the Salesforce campaigns with actual costs.
The following steps are used to create and manage campaign tags:
Things to Note:
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
Any large event run by Corporate Marketing that we have paid to sponsor, have a booth/presence and are sending representatives from GitLab (example: AWS re:Invent, DevOps Enterprise Summit).
Bizible: This is tracked as an offline channel, because we do not host a registration page, and receive a list of booth visitors post-event.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Sales Invited | Invitation/Information about event sent by Sales/SDR | |
Sales Nominated | Sales indicated record to receive triggered event email sent by Marketing | |
Marketing Invited | Marketing geo-targeted email | |
Meeting Requested | Meeting set to occur at conference | |
Meeting No Show | Scheduled meeting at conference was cancelled or not attended | |
Meeting Attended | Scheduled meeting at conference was attended | Yes |
Visited Booth | Stopped by booth for any reason | Yes |
Follow Up Requested | Requested to be followed up with by sales post event | Yes |
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 |
This is when a package or piece of mail is sent out.
Bizible: This is tracked as an offline channel.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Registered | Registered to recieve direct mail via landing page or form | |
Queued | Shipment is being put together, waiting to be shipped | |
Shipped | Package has been shipped | |
Undeliverable | Package was returned or undeliverable to addressee | |
Delivered | Package was received by the addressee | Yes |
Responded | Recipient took action or CTA (trackable on PURLs | Yes |
This is for the Alyce Integration
Bizible: This is tracked as an offline channel. Only responded members are included.
Member Status | Definition | Success |
---|---|---|
Gift is being researched | Alyce Gift Created | |
Need more information for gift | Alyce needs more information on the recipient | |
Gift options ready | Gift options ready to be viewed | Yes |
Gift invitation scheduled | Gift invitation scheduled | |
Gift invitation in fulfillment | Alyce gift invitation sent to fulfillment | |
Gift out for delivery | Gift out for delivery | |
Email invitation bounced | Email invitation bounced | |
Physical invitation returned | Physical invitation returned | |
Gift invitation sent by email | Alyce gift invitation sent with email | |
Physical gift invitation sent | Alyce physical gift invitation sent | |
Gift invitation delivered | Alyce physical gift invitation delivered | |
Gift accepted | Alyce gift accepted by the recipient | Yes |
Gift expired | Alyce gift expired | |
Gift declined | Alyce gift declined by the recipient | |
Gift disabled | Alyce gift disabled or deleted | |
Invite Bounced | Invite Bounced | |
Gift invitation viewed | Alyce gift invitation viewed by the recipient |
This is used for campaigns that can either be organised through a 3rd party vendor or GitLab, covering both in-person and virtual roundtables. It is a gathering of high level CxO attendees run as an open discussion between the moderator/host, GitLab expert and delegates. There usually aren't any presentations, but instead a discussion where anyone can chime in to speak. The host would prepare questions to lead discussion topics and go around the room asking delegates questions to answer. [R]ead More](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/virtual-events/external-virtual-events/#types-of-external-virtual-events).
Bizible: This is tracked as an offline channel.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Waitlist | Holding state if registration is full will be moved to Registered if space opens |
|
Registered | Registered for the event | |
No Show | Registered, but did not attend the event | |
Attended | Attended the Event | Yes |
This is an event run by Field Marketing that we have paid to participate in (Demand generation events that the field team typically does (Ex. stand alone dinners, ballgames, etc).)
Bizible: This is tracked as an offline channel, because we do not host a registration page, and receive a list of attendees post-event.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Sales Invited | Invitation/Information about event sent by Sales/SDR | |
Sales Nominated | Sales indicated record to receive triggered event email sent by Marketing | |
Marketing Invited | Marketing geo-targeted email | |
Waitlisted | Holding state if registration is full will be moved to Registered if space opens |
|
Registered | Registered for event | |
No Show | Registered but did not attend event | |
Attended | Attended event | |
Visited Booth | Stopped by booth for any reason | Yes |
Follow Up Requested | Requested to be followed up with by sales post event | Yes |
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 |
Any type of inbound request that requires follow up.
Bizible: This is tracked as an online channel.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Requested Contact | Filled out Contact, Professional Services, Demo or Pricing Request | Yes |
This is an event that we have created, own registration and arrange speaker/venue (example: GitLab Commit or Meetups).
Bizible: This is tracked as an online channel because we manage the registration through our website.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Subscribed to Updates | Subcribed to GitLab event updates via form fill | |
Sales Invited | Invitation/Information about event sent by Sales/SDR | |
Sales Nominated | Sales indicated record to receive triggered event email sent by Marketing | |
Marketing Invited | Marketing geo-targeted email | |
Waitlisted | Holding state if registration is full will be moved to Registered if space opens |
|
Registered | Registered for event | |
Cancelled | Registered, but cancelled ahead of the event | |
No Show | Registered but did not attend event | |
Attended | Attended event live | Yes |
Attended On-demand | Watched/consumed the presentation materials post-event on-demand | Yes |
Follow Up Requested | Requested additional details about GitLab to be sent post event | Yes |
This is a light weight virtual event that can be hosted on GitLabber's personal zoom.
Bizible: This is tracked as an online channel if registrants come through a marketo form, otherwise it will be an offline channel
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Waitlisted | Holding state if registration is full will be moved to Registered if space opens |
|
Registered | Registered for event | |
No Show | Registered but did not attend event | |
Attended | Attended event | Yes |
Attended On-demand | Watched/consumed the presentation materials post-event on-demand | Yes |
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 | |
Registered | Registered for webcast | |
Attended | Attended event | Yes |
Follow Up Requested | Requested to be followed up with from GitLab | Yes |
Attended On-demand | Watched/consumed the presentation materials post-event on-demand | Yes |
A survey that we or a 3rd party sends out. Tracks respondents and new leads we receive.
Bizible: This is tracked as an offline Bizible channel.
Member Status | Definition | Success |
---|---|---|
Member | default starting position for all records | |
Invited | Was invited, but did not participate in survey | |
Filled-out Survey | Filled out survey | Yes |
Follow Up Requested | Filled out survey and requested to be contacted by sales | Yes |
Track cohort of Trials for each product line (Self-hosted or SaaS) to see their influence.
Bizible: In-product trials are tracked as an offline Bizible touchpoint. Webform Self-hosted trials are an online Bizible touchpoint.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Target List | success, attended scheduled meeting | Yes |
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 |
Synonomous with a Sponsored Virtual Conference
. A virtual event that we sponsor and/or participate in that we do not own the registration but will generate a list of attendees, engagement and has on-demand content consumption post-live virtual event. In a virtual conference, GitLab will pay a sponsorship fee to receive a virtual booth and sometimes a speaking session slot or panel presence. Presence of a virtual booth is a requirement due to success criteria. Read more.
Bizible: This is tracked as an offline Bizible channel.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Sales Invited | Invitation/Information about event sent by Sales/SDR | |
Sales Nominated | Sales indicated record to receive triggered event email sent by Marketing | |
Marketing Invited | Marketing targeted email | |
Waitlisted | Holding state if registration is full will be moved to Registered if space opens |
|
Registered | Registered for event | |
Meeting Requested | Meeting set to occur at event | |
No Show | Registered but did not attend event | |
Attended | Attended event | Yes |
Visited Booth | Stopped by booth for any reason | Yes |
Follow Up Requested | Requested to be followed up with by sales post event | Yes |
Attended On-demand | Watched/consumed the presentation materials post-event on-demand | Yes |
Any webcast that is hosted and held by GitLab.
Bizible: This is tracked as an online Bizible channel.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Sales Invited | Invitation/Information about event sent by Sales/SDR | |
Sales Nominated | Sales indicated record to receive triggered event email sent by Marketing | |
Marketing Invited | Marketing geo-targeted email | |
Registered | Registered through online form | |
No Show | Registered, but did not attend live webcast | |
Attended | Attended the live webcast | Yes |
Follow Up Requested | Requested to be followed up with by sales post event | Yes |
Attended On-demand | Watched the recorded webcast | Yes |
An in-person or virtual workshop where the attendees are guided through an agenda of real life use cases within GitLab.
Bizible: This is tracked as an offline Bizible channel.
Member Status | Definition | Success |
---|---|---|
No Action | default starting position for all records | |
Sales Invited | Invitation/Information about event sent by Sales/SDR | |
Sales Nominated | Sales indicated record to receive triggered event email sent by Marketing | |
Marketing Invited | Marketing geo-targeted email | |
Waitlisted | Holding state if registration is full will be moved to Registered if space opens | |
Registered | Registered or indicated attendance at the session | |
Cancelled | Registered, but cancelled ahead of the event | |
No Show | Registered, but did not attend event | |
Attended | Attended workshop event | Yes |
Follow Up Requested | Requested additional details about GitLab to be sent post event | Yes |
The Marketo programs for the corresponding campaign types have been prebuilt to include all the possible necessary smart campaigns, email programs, reminder emails and tokens that are to be leveraged in the building of the program.
For Linkedin Social Ads follow the instructions documented in the Linkedin section
For all other campaign types, follow Steps 1-5 below. All steps are required.
Salesforce Sync
"not set", click on "not set"
Vendor Arranged Meeting
or Executive Roundtable
, skip this step. The campaign and interesting moments will be run as a batch campaign after the list is loaded.Interesting Moments
smart campaign.Activate
.01 Processing
smart campaign.Activate
.Interesting Moments
campaign, check to see if that step is in 01 Processing
or Viewed on Demand
campaigns.Campaign owner
to your nameLarge Bucket
based on criteria aboveEnable Bizible Touchpoints
to Include only "Responded" Campaign Members
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.Status
to In Progress
or the approriate selectionRegion
and Sub-region
, if these are local or targeted to a specific regionBudget Holder
, if the campaign results in offline Bizible touchpoints based on campaign type (i.e. content syndication, sponsored webcast, etc.) - NOTE: an offling Bizible touchpoint happens when we gather a lead offline and in order for the system to have this name you must go through a list upload process.YYYY_Vendor_NameofAsset
Salesforce Sync
with "not set", click on "not set"
Content Title
to be the title as it appears in the Content Syndication programContent Type
to be the type of content
Whitepaper
, eBook
, Report
, Video
, or General
Initial Source
01 Downloaded
smart campaign, the "Smart List" should be listening for Added to List > Vendor List
. This list is under the Asset folder in the program. It will contain all of the members that were uploaded who downloaded the content.
01 Downloaded
smart campaign, the "Flow" will trigger a program status change Content Syndication > Downloaded
, that will trigger a scoring update. An interesting moment to be applied, the Person Source
(note: this maps to Initial Source
in Salesforce) will update IF a Person Source
does not already exist (i.e. it is blank), the Acquisition Program
will set if blank, the Marketo Initial Source
will populate if blank, and the Person Status
will update to Inquiry
if Blank
or Raw
.Activate
. It should be set that a person can only run through the flow once.
Campaign Owner
to your nameLarge Bucket
based on criteria aboveEnable Bizible Touchpoints
to Include only "Responded" Campaign Members
Start Date
to the date of launchEnd Date
to 90 days from date of launch (if this is an ongoing campaign, update appropriately)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.Region
and Subregion
if you have the data availableStatus
to In Progress
or the approriate selectionSimply 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.
YYYY_MM_SurveyName
Salesforce Sync
with "not set", click on "not set"
01 Processing
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!Change Data Value
update SurveyName
to the name you were given.Activate
. It should be set that a person can only run through the flow once.Campaign Owner
to your nameLarge Bucket
based on criteria aboveEnable Bizible Touchpoints
to Include only "Responded" Campaign Members
Start Date
to the date of launchEnd Date
to 90 days from date of launch (if this is an ongoing campaign, update appropriately)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.Region
and Subregion
if you have the data availableStatus
to In Progress
or the approriate selectionResults
tab of the smart campaign, if there are errors, you will clearly see them there.Person Source
is not SurveyName
SurveyName
field is capturing the wrong name.Person Source
SurveyName was not updated correctly.whatever your campaign tag is
Advanced Setup
to make sure statuses correspond to those listed in the Alyce progression statuses or Direct Mail progression statuses. Do not edit these, if you need them updated, please reach out to MktgOps.Campaign Owner
to your nametype
is Direct Mail
Large Bucket
based on criteria aboveEnable Bizible Touchpoints
is set to Include only "Responded" Campaign Members
Start Date
to the date of launchEnd Date
to 90 days from date of launch (if this is an ongoing campaign, update appropriately)Status
to In Progress
or the approriate selectionBudgeted 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.Region
and Subregion
if you have the data availableWe have listeners set up in Marketo listening certain parameters. Please check the Marketo Listener
column below to see if a program is already set up in Marketo. If it is, you do not need to create a new listener. Otherwise, please follow the process outlined below to ensure leads are being captured.
Campaign | Campaign Parameter for Tracking | Marketo Listener? |
---|---|---|
CI Use Case | singleappci | :white_check_mark: |
GItOps Use Case | iacgitops | :white_check_mark: |
Version Control & Collaboration Use Case | vccusecase | :white_check_mark: |
Simplify DevOps | simplifydevops | :white_check_mark: |
Jenkins | cicdcmp2 | :white_check_mark: |
Increase Operational Efficiencies | operationalefficiences | |
Deliver Better Products Faster | betterproductsfaster | |
Reduce Security and Compliance Risk | reducesecurityrisk | |
CI Build & Test Auto | cicdcmp3 | |
OctoCat | octocat | |
DevSecOps Use Case | devsecopsusecase | |
AWS | awspartner |
YYYY_Social_Name_Campaign Parameter_Linkedin Lead Gen
e.g.: 2020_Social_GitOps_iacgitops_LinkedIn Lead Gen
Salesforce Sync
with "not set", click on "not set"
Campaign Owner
to your nameParent Campaign
of 2020_Social_LinkedIn_Lead Gen
Large Bucket
based on criteria aboveEnable Bizible Touchpoints
to Include only "Responded" Campaign Members
Start Date
to the date of launchEnd Date
to 90 days from date of launch (if this is an ongoing campaign, update appropriately)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.Region
and Subregion
if you have the data availableStatus
to In Progress
or the approriate selectioncontains
and the prefix
Fills out Linkedin Lead Gen Form
, Lead Gen Form Name contains [parameter]
opt-in
language is on the Linkedin Form, if not, remove the opt-in
step in the campaign Flowschedule
tab of the smart campaignAdd to nurture (trigger)
smart list and flow steps.
member of program
filter in the smart list to be the program name.flow
steps to be the nurture program you desire to push leads into, and the stream.