Nearly all the forms on our website (about.gitlab.com) are Marketo embedded forms. Marketing Operations is responsible for maintaining existing forms and creating any new forms.
All forms should follow these guidelines:
State/Province only visible when Country = United States or Canada; the visibility rule dynamically displays Province when Canada selected or State when United States selectedCity is only visible when Country = UkraineCountry = Ukraine there is an additional checkbox for the submitter to confirm they do not belong to the Crimean region of the UkraineThere is a set limit of 250,000 records that can be processed through a given smart campaign. If the smart campaign smart list is set to update or email over 250,000 records, it will not run and will be aborted. This is in place to prevent accidental mass updates and emails. If you need to run a campaign over that limit, reach out to MarOps.
There are several workflows that clean the Country &/or State fields to ensure the value meets required Salesforce format. All of the standardization smart campaigns are contained in:
Marketing Activities -> Operational - Do not edit -> Data Management -> 01 Data Management -> 04-Normalize Data
If a Country &/or State/Province standardization is needed, please open an issue in the Marketing Operations project.
A Marketo Qualified Lead is a lead that has reached a certain threshold, we have determined to be 90 points accumulated, based on demographic/firmographic and/or behavioral information. The "MQL score" defined below is comprised of various actions and/or profile data that are weighted with positive or negative point values.
When a Person Score changes it will be inserted into the routing flow. Using LeanData every time a Person Score is updated, LeanData will run a check to see if the record needs to be processed through the flow.
The overall model is based on a 90 point system. Positive and negative points are assigned to a record based on their demographic and/or firmographic information, and their behavior and/or engagement with GitLab marketing.
The MQL scoring model below is correct as of 11 March 2020. Additional changes are being made and the following will be updated over time.
| Action | Token | Points | Type | Program Status Changes | Type | Schedule/Flow Limit |
|---|---|---|---|---|---|---|
| Attends Webcast or Virtual Sponsorship | {{my.Attends Webcast}} | +15 | Behavior | Webcast > Attended Virtual Sponsorship > Attended |
Trigger | Everytime |
| Attends on Demand Webcast or Virtual Sponsorship | {{my.On Demand Webcast - Default}} | +15 | Behavior | Virtual Sponsorship > Attended On-demand Webcast > Attended On-demand |
Trigger | Everytime |
| Requested Follow up - Virtual Sponsorship, speaking session, owned event, field event, conference | {{my.Live Event - Requested Follow Up}} | +100 | Behavior | Virtual Sponsorship > Follow Up Requested Speaking Session > Follow Up Requested Owned Event > Follow Up Requested Field Event > Follow Up Requested Conference > Follow Up Requested |
Trigger | Everytime |
| Registered - Virtual, Webcast, Owned, Field Event | {{my.Registered - Events or Webcasts}} | +15 | Behavior | Virtual Sponsorship > Registered Owned Event > Registered Webcast > Registered Field Event > Registered |
Trigger | Everytime |
| Visited Booth - Field Events, Conference, Virtual Sponsorship | {{my.Visited Booth}} | +30 | Behavior | Virtual Sponsorship > Visited Booth Field Event > Visited Booth Conference > Visited Booth |
Trigger | Everytime |
| Content Download - Form Fill | {{my.Content Download - Default}} | +30 | Behavior | PF Content > Content Consumed OR PF Specific Forms |
Trigger | Everytime |
| Content Download - high intent | {{my.Content Download - High Intent}} | +90 | Behavior | Specific Forms on /just-commit/reduce-cycle-time /just-commit/lower-tco/ /just-commit/secure-apps/ |
Trigger | Once |
| Demo Request | {{my.Demo Requested}} | +90 | Behavior | Campaign Requested | Trigger | Once |
| Attends on Demand Webcast or Virtual Sponsorship - high intent | {{my.On Demand Webcast - High Intent}} | +45 | Behavior | Live Stream and Webcast > Attended On-demand | Trigger | Once |
| Interest in Enterprise | {{my.Interest in Enterprise}} | +50 | Behavior | Visits - about.gitlab.com/free-trial/ | Trigger | Once |
| Multiple Career Page Visits | {{my.Multiple Web Visits - Career}} | -25 | Behavior | Vists 3x about.gitlab.com/jobs/ | Trigger | Once |
| Subscribe - Live Event | {{my.Subscribe - Live Event}} | +10 | Behavior | Live Events / Conferences (L) is True | Trigger | Once |
| Subscribe - Newsletter | {{my.Subscribe - Newsletter}} | +10 | Behavior | Newsletter (L) is True | Trigger | Once |
| Subscribe - Security | {{my.Subscribe - Security}} | +10 | Behavior | Security Alerts (L) is True | Trigger | Once |
| Subscribe - Webcast | {{my.Subscribe - Webcast}} | +10 | Behavior | Webcasts (L) is True | Trigger | Once |
| Contact Sales Form | {{my.Contact Request Form}} | +100 | Behavior | Fills out form: FORM 1415: Contact Request - Light4 | Trigger | Once |
| Professional Services Request | {{my.Contact Request Form}} | +100 | Behavior | Fills out Form: FORM 1476: prof_serv_rqst | Trigger | Once |
| Request - Public Sector | {{my.Contact Request Form}} | +100 | Behavior | Fills out Form: wf_federal_sales.FORM 1411: PubSec Contact | Trigger | Once |
| Trial - Enterprise | {{my.Trial Form}} | +100 | Behavior | Fills out Form(2): FORM 1318: Self-Hosted Enterprise Trial Form FORM 2150: Self-Hosted Enterprise Trial Form v2 |
Trigger | Once |
| Trial - Enterprise (in Product) | {{my.Trial Form}} | +100 | Behavior | Trial - Enterprise = True AND SFDC Created date in last 24 hours AND Does not meet Trial-Enterprise Criteria |
Batch | Every Morning / Once |
| Trial - GitLab.com | {{my.Trial Form}} | +100 | Behavior | Trial - Gitlab.com = TRUE AND SFDC Created in last 24 hours |
Batch | Every Morning / Once |
| Generic Email Address | {{my.Generic Email}} | -5 | Demographic | Has Generic Email Domain | Trigger | Once |
| Title - VP, Manager, Director, Senior, Head or Lead | {{my.Title - High Tier}} | +50 | Demographic | Title contains: VP, Vice President, Manager, Director, Senior, Head, Lead | Trigger | Once |
| Title - VP, Manager, Director, Senior, Head or Lead | {{my.Title - High Tier}} | +50 | Demographic | Not in Trigger Campaign AND Title Contains: VP, Vice President, Manager, Director, Head |
Batch | Every Morning / Once |
| Title - Developer, Engineer | {{my.Title - Low Tier}} | -10 | Demographic | Title Contains: developer, engineer | Trigger | Once |
| Unsubscribes from Emails | {{my.Unsubscribed}} | -25 | Behavior | Unsubscribes from Any Email OR Unsubscibe = TRUE |
Trigger | Once |
^In-product trial requests for SaaS and self-hosted are applied using batch method that runs daily at 6a Pacific time.
This smart campaign is only triggered when the Program Status of ANY program is changed IN MARKETO to:
Virtual Sponsorship > Visited BoothField Event > Visited BoothConference > Visited BoothWhen the workflow runs it adds 30 points to the Person Score. A person record can flow through this smart campaign workflow every time it is triggered.
This smart campaign is only triggered when the Program Status of ANY program is changed IN MARKETO to:
Virtual Sponsorship > Follow Up RequestedSpeaking Session > Follow Up RequestedOwned Event > Follow Up RequestedField Event > Follow Up RequestedConference > Follow Up RequestedWhen the workflow runs it adds 40 points to the Person Score. A person record can flow through this smart campaign workflow every time it is triggered.
Marketo Marketing Activities are broken up into three sections: Operational Programs, Active Marketing Programs and Archive.
Below is the folder structure to hold and categorize different operational programs and marketing programs.
Nested under each folder there are programs. Quarterly folders are created at the end of the quarter to help with organization. Quarterly folders will be archived after two quarters. In the future if we have additional types of folders to add, we can do so.
The Geographic DMA (direct marketing area) were built for the Field Marketing and Marketing Program team to target & sends emails/invitations related to Field &/or Corporate marketing events. The MktgOps team is responsible for creating & maintaining these lists.
If a new DMA list is needed, please open an issue in the Marketing Operations project & utilize the DMA_request issue template.
