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Marketo

Tools Uses

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.

All forms should follow these guidelines:

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

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

Scoring Workflows

MQL Definition

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.

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 11 March 2020. Additional changes are being made and the following will be updated over time.

MQL = 90 pts

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.

Visited Booth - Field / Conference / Virtual Sponsorship

This smart campaign is only triggered when the Program Status of ANY program is changed IN MARKETO to:

When 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.

Follow Up Requested - Field / Owned / Conference / Speaking Session / Virtual Sponsorship

This smart campaign is only triggered when the Program Status of ANY program is changed IN MARKETO to:

When 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.

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.

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.

Geographic DMA List

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.

AMER

East
West

APAC

EMEA