You can find a list of all Marketo fields and their corresponding mappings to SFDC here.
When any lead/contact is created in SFDC, it will automatically sync and create in Marketo - nothing is held back. Likewise, when a lead/contact is deleted in SFDC, it will delete in Marketo as well. Alternatively, Marketo does not automatically push all records to SFDC and a deleted record in Marketo will not delete in SFDC unless specifically told to.
A lead will sync from Marketo to SFDC in these scenarios:
MQL status and reach 90 pointsNearly 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. If you need a new form created, please open a form creation issue.
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 UkraineFor more information on website form management click here.
There 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 Marketing 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 or Self Service Virtual Event or Sponsored Webcast | {{my.Attends Webcast}} | +15 | Behavior | Webcast > Attended Virtual Sponsorship > Attended Self-Service Virtual Event > Attended Sponsored Webcast > Attended |
Trigger | Everytime |
| Attends on Demand Webcast or Virtual Sponsorship or Self Service Virtual Event | {{my.On Demand Webcast - Default}} | +15 | Behavior | Virtual Sponsorship > Attended On-demand Webcast > Attended On-demand Self-Service Virtual Event > Attended On-demand Sponsored Webcast > Attended On-demand |
Trigger | Everytime |
| Attended On-demand - Hosted Elsewhere | {{my.On Demand - Hosted Elsewhere}} | -5 | Behavior | Requsted via Sponsored Webcast template | Trigger | Everytime |
| Attends Owned Event | {{my.Owned Event - Attended}} | +75 | Behavior | Owned Event > Attended | Trigger | Everytime |
| Requested Follow up - Virtual Sponsorship, speaking session, owned event, field event, conference, survey, webcast | {{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 Webcast > Follow Up Requested Survey > Requested Contact |
Trigger | Everytime |
| Registered - Virtual, Webcast, Owned, Field Event | {{my.Registered - Events or Webcasts}} | +15 | Behavior | Virtual Sponsorship > Registered Owned Event > Registered or Waitlist Webcast > Registered Field Event > Registered |
Trigger | Everytime |
| Registered - Self-Service Virtual Events | {{my.Registered Self-Service Virtual Events}} | +10 | Behavior | Self-Service Virtual Event > Registered Sponsored Webcast > Registered |
Triger | 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 pages - /just-commit/reduce-cycle-time /just-commit/lower-tco/ /just-commit/secure-apps/ |
Trigger | Once |
| Content Syndication - Download | {{my.Content Syndication}} | +15 | Behavior | Content Syndication > Downloaded | Trigger | Everytime |
| Demo Request | {{my.Demo Requested}} | +90 | Behavior | Campaign Requested | Trigger | Once |
| Filled-out Survey | {{my.Survey Filled-Out}} | +45 | Behavior | Survey > Filled-out Survey | Trigger | Everytime |
| 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, CIO, CEO, CFO, CSO, Founder, CTO, Chief, Executive or Lead (including French) | {{my.Title - High Tier}} | +50 | Demographic | Title contains: VP, Vice President, Manager, Director, Senior, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief or Lead | Trigger | Once |
| Title - VP, Manager, Director, Senior, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief, Executive or Lead (including French) | {{my.Title - High Tier}} | +50 | Demographic | Not in Trigger Campaign AND Title Contains: VP, Vice President, Manager, Director, CIO, CEO, CFO, CSO, Founder, CTO, Chief or Head |
Batch | Every Morning / Once |
| Title - Developer, Engineer (including French) | {{my.Title - Low Tier}} | -10 | Demographic | Title Contains: developer, engineer AND Title not contains: Executive, Manager, Director |
Trigger | Once |
| Unsubscribes from Emails | {{my.Unsubscribed}} | -25 | Behavior | Unsubscribes from Any Email OR Unsubscibe = TRUE |
Trigger | Once |
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.
ABM lists are built by request for the Field Marketing and Marketing Program team to target & send emails/invitations to accounts deemed to be high priority by Sales. The MktgOps team is responsible for creating & maintaining these lists.
If a new ABM list is needed, please open an issue in the Marketing Operations project & utilize the DMA_request issue template.
The Geographic DMA (direct marketing area) were built for the Field Marketing and Marketing Program team to target & send emails/invitations related to Field &/or Corporate marketing events. The MktgOps team is responsible for creating & maintaining these lists. You can find these lists in the Database of Marketo in the Geographic DMA List Folder.
If a new DMA list is needed, please open an issue in the Marketing Operations project & utilize the DMA_request issue template.
The Field Marketing and Marketing Program teams use targeted email lists as a tool when pursuing specific regions, sectors or companies. The Marketing Operations team will handle the creation of targeted email lists in Marketo after they are requested by the Field Marketing and Program Managers via an issue in the Marketing Operations project. Procedures for these targeted lists are as follows:
DMA Request template