Marketo

Maintained by:

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:

Member of Program that is synced to SFDC
When they reach MQL status and reach 90 points
TBD (Finding all sync points is a WIP)

Forms

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. If you need a new form created, please open a form creation issue.

Form documentation can be found here. It contains all of our current forms, as well as standardized country and state picklists.

Translated Forms Available: Spanish, French, Italian, German, Portuguese. If you require a new language, please gather the translations and then create an issue.

All forms should follow these guidelines:

Field labels are always ALL CAPS
Label width = 150 / Field width = 300
Fields should be stacked in a vertical line
State/Province only visible when Country = United States or Canada; the visibility rule dynamically displays Province when Canada is selected or State when United States is selected
Generally City is only visible when Country = Ukraine
Forms should all contain a checkbox for opting in to communications via email
When Country = Ukraine there is an additional checkbox for the submitter to confirm they do not belong to the Crimean region of the Ukraine
Country should not include embargoed countries
All forms should have hidden fields for Demandbase, gclid and google analytics tracking

For more information on website form management click here.

Smart Campaigns - Operational

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.

Standardization of Country &/or State values

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

All 50 US states and all Canadian Provinces have standardization campaigns to set them from their two letter abbreviation to their full spelling.
The following countries have common variations updated to their accepted values: United States, Bolivia, Canada, China, France, Germany, Hong Kong, India, Iran, Ireland, Macao, Myanmar, Netherlands, Russia, South Korea, Sweden, Switzerland, United Kingdom, Venezuela, Vietnam.

If a Country &/or State/Province standardization is needed, please open an issue in the Marketing Operations project.

Scoring Workflows

MQL Definition

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.

MQL Scoring Model

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 22 September 2020. Additional changes are being made and the following will be updated over time.

MQL = 90 pts

There is a flow that runs everynight to reset leads that have gone negative back to 0.

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 Exectutive Roundtable	{{my.Attends Roundtable}}	+50	Behavior	Executive Roundtable > 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
Attended Workshop	{{my.Attends Workshop}}	+50	Behavior	Workshop > Attended	Trigger	Everytime
Attends Owned Event + On Demand	{{my.Owned Event - Attended}}	+75	Behavior	Owned Event > Attended Owned Event > Attended On-demand	Trigger	Everytime
Attends Vendor Arranged meeting	{{my.Attends Vendor Arranged Meeting}}	+50	Behavior	Vendor Arranged Meeting > Attended	Trigger	Everytime
Requested Follow up - Virtual Sponsorship, speaking session, owned event, field event, conference, survey, sponsored webcast, webcast, vendor arranged meetings, workshop	{{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 > Follow Up Requested Vendor Arranged Meetings > Follow Up Requested Workshop > Follow Up Requested	Trigger	Everytime
Registered - Virtual, Webcast, Owned, Field Event, Executive Roundtable, Workshop	{{my.Registered - Events or Webcasts}}	+15	Behavior	Virtual Sponsorship > Registered Owned Event > Registered or Waitlist Webcast > Registered Field Event > Registered Executive Roundtable > Registered Vendor Arranged Meetings > Registered Workshop > 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/ TEI Estimator	Trigger	Everytime
Content Syndication - Download	{{my.Content Syndication}}	+15	Behavior	Content Syndication > Downloaded	Trigger	Everytime
Contact Sales Form	{{my.Contact Request Form}}	+100	Behavior	Fills out form: FORM 1415: Contact Request - Light4 or 2078: SFDX-Offer ONLY	Trigger	Once
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 every 7 days
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
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
Generic Email Address	{{my.Generic Email}}	-5	Demographic	Has Generic Email Domain	Trigger	Once
Title - VP, Manager, Director, Principal, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief, Executive, President 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, Principal, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief, Executive, President 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
Unsubscribes from Emails	{{my.Unsubscribed}}	-25	Behavior	Unsubscribes from Any Email OR Unsubscibe = TRUE	Trigger	Every 1 day
Large Account	{{my.Large Account}}	+20	Demographic	Leads/Contacts of target ABM Accounts	Batch	Once

Folder Structure

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.

Active Marketing Programs
- Account Based Marketing (ABM)
- Conference
- Emails
  - Adhoc Emails
  - General Newsletter (Bi-weekly)
  - Remote Newsletter (Monthly)
  - Security Releases
- Field Event
- Gated Content
- Integrated Campaigns
- Nurtures
- Owned Events
- Virtual Events
  - GitLab Webcasts
  - On Demand Reseller Webcasts
  - Sponsored Virtual Conference
  - Sponsored Webcast
  - Self-Service Events
- Web Forms
Operational - Do not edit
- Data Management
- Sales Insight
- Scoring
Archive
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.*

Lists

Account Based Marketing List

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.

Geographic DMA List

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.

Targeted Email Lists

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:

FMM provides MPM with target cities, exclusions and inclusions. For ABM lists, the Account ID and email domain will be supplied
FMM or MPM creates a new issue for MOps from DMA Request template
MOps provides the draft list to the FMM and MPM for review and further exclusions
MOps creates a Smart List in Marketo and alerts via issue
MPM adds the records from the final list to the relevant SFDC campaign as "Marketing Invited" (being careful not to overwrite anyone that may already be in the campaign as "Registered") and sends the email

SLA for Targeted Lists:

List request is required 7 days prior to email deployment - FMM / MPM
Final Smart List is available 2 days prior to email deployment - MOps

Mailchimp sends

In some cases, we will use Mailchimp for sending emails. This is the case for security alert emails. The External Communications person for security has access to Mailchimp to send these notices out. Prior training is required before a user can be given access. Please reach out to Mops if this access is required.