PathFactory (PF) is leveraged as our content library & content distribution system. The Digital Marketing Programs team is primarily responsible for all the of the content within the PathFactory tool. Marketing program managers work with other teams in marketing to organize and curate assets into tracks that are then disseminated for use in Marketo,
about.gitlab.com, and other campaign-related channels.
|Team||Rules of Engagement||User Roles|
|Marketing Operations||Manage, quality assurance, user management, system integrations, training||Admin|
|Marketing Program Managers||Add content, create and edit content tracks for use in campaigns||Author|
|Content Marketing||Add new content||Author|
|Field Marketing||View content performance||Reporter|
|Account Based Marketing||View content performance||Author|
|Customer Reference Programs||Upload new case studies and customer content||Author|
|Technical Evangelism||Upload new technical content for use in campaigns||Author|
The Marketing Operations team is responsible for managing access requests & provisioning the appropriate level of access for each role/function. Providing access is generally hanlded via baseline entitlement; however, if you need access and it is not part of your roles baseline entitlement please open a
Single Person Access Request issue and provide business reason why access is needed.
There are three levels of access - Admin, Author, Reporter - which are granted based on the persons' role and team function within GitLab. All access levels have the ability to view the analtyics page within the tool.
Admin access is granted to Marketing Operations only.
Author access allows user to build, edit and publish content tracks applying existing tags to the assets. This level of access is granted to the Marketing Program Managers and select Content team members.
Reporter access provides general visibility to content within PathFactory but does not allow end user to create or modify any of the content, tracks or tags. This level of access is granted for the general GitLab team member both within Marketing and elsewhere who have a business need to have access.
☝️ Pathfactory ≠ Email Nurture. Pathfactory is a tool that - instead of driving to a single asset - drives to a related-content experience.
Nurture is a channel to bring an individual to the content. Just like ads, social, website, etc. drive to CTAs, Pathfactory link is the CTA - a powerful CTA because it can lead the individual down a "choose your own adventure" path of consumption which we track.
What are the differing goals of PathFactory and Marketo?
Can records be in Marketo nurture and PathFactory nurture at the same time? If not, is 1 prioritized over the other?
Yes, the PathFactory track acts as a supplement to the existing Marketo nurture instead of a replacement. It allows us to provide related content in a seamless way for the end-user (better than simply providing a PDF link and to improve "binging" of content).
Periodically, significant changes are made or added to PathFactory and processes that affect overall data and reporting. As such we have a changelog. Everyone with
Author access that is making additions or changes to assets, content tracks, or otherwise should add their changes to the changelog with a linked issue. Scenarios for adding to the changelog:
PathFactory is primarily a demand generation tool that allows leads and prospects to self-nurture with content that is bundled in a personalized experience. As a result, marketing program managers are the DRIs for creating content tracks for use in campaigns, event marketing, and email nurture streams. If you would like to request a content track, please open an issue in the digital marketing programs repository using the PathFactory request issue template and assign it to your designated MPM.
Before uploading content:
/solutions) that have an active website promoter.
Add Contentin the top right of the content library.
Public Configurations. Ensure that the title is free of SEO meta information such as
After adding the asset to the library:
source URLand locate
Custom URL slug.
[LIVE]content track. You can see whether an asset is part of a live content track by clicking on it in the content library and scrolling to the bottom of the preview pane. This action can affect any links to this item that have been previously shared and break the asset consumption tracking via listening campaign.
https://to content tracks by default. As a result, all assets must use
https://in the link to work in the content track properly. If you upload content that is not secure, it will not show a lock icon next to the URL and it will not work in a secure content track. Please manually add
https://if it is not already there.
Source URL, click the pencil/edit icon, then either paste the new URL for the asset or upload the new file.
You can bulk upload multiple assets to the content library via a CSV file.
@sdailyto review the template and upload to PathFactory.
Expiry dates will not automatically deactive content after expiration. You must manually deactivate the content if it’s past the expiry date. To expire an analyst report from PathFactory, open an issue in the digital marketing programs project using the
Gated-Content-Expiration-Analysts-MPM issue template.
For assets that don't pull in a relevant thumbnail image, you can choose to upload a thumbnail image that closely matches the topic of the asset. The design team has made topical thumbnail images available for upload to PathFactory. The thumbnail images are available in either an orange or dark purple background for the following topics:
To use a thumbnail image, visit the web design repository where they are stored, choose the
png folder, choose your preferred background color, then select the
.png that most closely matches the topic of the asset in PathFactory you're uploading the image to. Use the list of topics above to determine the best topic fit.
Adding a thumbnail for an existing asset in the content library:
Adding a thumbnail for newly uploaded content:
Public Configurations, you'll find the thumbnail for the asset. Hover over the image and click the edit icon.
Before creating a new content track, decide what type of content track (target vs. recommend) you want to create. Use the criteria below to decide the best option:
@sdailyto create a new folder in the structure.
@sdailyto add a track label for your channel.
custom URL slugfor the content track. Follow the instructions for creating a custom URL slug for an asset. Important: All content tracks should be set up with custom URL slugs to prevent any future changes to the track from breaking the link and thus the user experience. If you change the custom URL slug after a PathFactory link has been implemeneted, those links have to be updated wherever they were used (ads, emails, website, etc.).
No Index, No Follow.
Links & Sharingset to default.
External IDset to default.
Cookie Consentbefore providing the approved content track link for live use.
This is where you will choose how your content track displays to the visitor. Note the different functionality of each below. Before going live, you can test each promoter to find the one that works best for the goals of your PathFactory experience.
Headerfeature with the
Headeris used to add additional branding to your content track.
Sign Posts, and
Bottom Barcannot be used together. Choose 1 of the 3.
Inactivitypromoters can be used in conjunction with either the
Sign Posts, or
Form strategy is used on content tracks to collect data from unknown visitors and should only be used when a track entry point is not from a webform or landing page (i.e. direct link from digital ad or web promoter). Not all content tracks will or should have form strategy turned on. The forms used in PathFactory are directly tied to currently existing Marketo forms. If the form strategy is implemented, please ensure
Show to Known Visitors is left unchecked. For help with PathFactory forms and workflows, please create an issue in the Marketing Operations repository, apply
PathFactory labels, and assign
Please Note: We have listening campaigns in Marketo set up to capture consumption of content that would have been gated had PathFactory not been implemented. The listeners also incorporate PathFactory activity into the MQL scoring model. This means that you do not need to add form strategy to a content track if entry point is from a landing page and there are listening campaigns set up for assets in your track that would normally be gated. Please create an issue in the Marketing Operations repo and assign
@sdaily to set up a lisetning campaign for an asset.
View Form Strategylocated below the
Content Rules; for form strategy on the entire content track, you'll choose
Form strategy for individual assets:
Add Rulein the
General Form (2074) LIVEform. This is the only form that is set up with capture tags to appropriately track data from PathFactory to Marketo. Do not use any other forms.
Display Behavior, click the dropdown and choose the assets where you want the form to show. (Please Note: only assets that you have added to the content track will show in the dropdown. If you want the form to show on an asset that is not in the track, you will need to add it first.)
Show to unknown users. This prevents forms being shown to users who are already known in Marketo. However, if you are using the form on the web or other channels, you'll want to select
Show to unknown usersonly.
If submitted, allow form to show againturned off.
allow visitors to dismiss the formsif it is not crucial to its use to have them submit their info. This decision ultimately lies with the directly responsible MPM.
Keep promoters active when form is shownis also up to the directly responsible MPM. For example, if the
Flowpromoter is used on a content track, they will still be able to see the sidebar of avialable content while the form is shown to them. If this option is turned off, the visitor will not be able to click on any content in the sidebar until they fill out the form.
Form strategy for content tracks:
Add Rulein the
General Form (2074) LIVEform.
Display Behavioryou can choose to serve the form based on the number of content assets viewed or the total time spent on the track. This decision lies with the directly responsible MPM.
?(there should only be one immediately after the end of the URL).
&when appending UTMs.
@sdailyto test and ensure the experience is working as intended.
When a track is LIVE (in use):
[LIVE] Name of track.
@sdaily. Removing an asset or changing the custom URL slug of an asset in a
[LIVE]track can disrupt the user experience for the visitor and activate the
#alltrack or fallback URL (
about.gitlab.com) instead of the intended content track.
#alltrack, which includes all assets uploaded to PathFactory. In a case where the user is not redirected to the
#alltrack, they will be redirected to the
Fallback URLwhich is set to
Get Share URLfeature next to the title of the track.
Share linksare to be used in locations such as the website whereas
Email tracking linksare only for use in email. Note: If it’s in email, it’s a known audience so don’t gate any assets in the track. Only use
share linkson the web and those tracks can have gated assets within PathFactory.
?already existing in the PF link. Typically there is one. The only time it won't have a
?is when you set a custom URL.
?, first add an ampersand
&at the end of the PF link, followed by the UTMs.
?, first add a question mark
?at the end of the PF link, followed by the UTMs.
&at the end of the PF link, followed by the UTMs.
?(there should only be one immediately after the end of the URL).
@sdailyto review the link before implementation for quality assurance purposes.
Explore pages allow your visitors to quickly view all content assets in a content track. Each explore page you create is built on top of an existing Target or Recommend Content Track.
Explore pages can act as replacements for traditional landing pages or simple microsites.
Before you make an explore page ensure that you have already built a content track (target or recommended) that you will use as the base.
Explorefrom the left navigation.
Create Explore Pagebutton.
Create Explore Page.
Appearances. Select your desired appearance from the left navigation in your explore page under
Unsure what content topics align with your asset? Use the table below as a guideline to tag content you upload to PathFactory accordingly.
|Agile delivery||Content that relates to the agile delivery process decision framework which emphasizes incremental and iterative planning.||What is an Agile mindset?|
|Agile software development||Content that relates to the agile software development methodology which emphasizes cross-functional collaboration, continual improvement, and early delivery||How to use GitLab for Agile software development|
|Application modernization||Content that relates to the process of converting, refactoring, re-writing, or porting legacy systems to more modern programming and infrastructure. Content on this topic may cover cost/benefit of updating legacy systems, process, system, and culture changes, and toolstack comparisons.||3 Strategies for implementing a microservices architecture|
|Application security||Content that covers the production and delivery of secure software, security techniques and capabilities, and trends in the application security field.||5 Security testing principles every developer should know|
|Automation||Content that relates to using technology to automate tasks. Likely use cases are how automation impacts productivity and workflows, feature highlights & tutorials, and case studies.||How IT automation impacts developer productivity|
|AWS||Content that relates Amazon Web Services. Likely use cases are case studies where the customer uses GitLab + AWS and integration information & tutorials.||How to set up multi-account AWS SAM deployments with GitLab CI/CD|
|Azure||Content that talks specifically about Microsoft Azure. Likely uses cases are tutorials on using GitLab + Azure cloud or competitive content.||Competitive analysis page for Azure DevOps|
|CI/CD||Content that covers continuous integration, continuous delivery, and continuous deployment. This content is likely to be more technical, explaining tools, methods for implementation, tutorials, and technical use cases.||A quick guide to CI/CD pipelines|
|Cloud computing||Content that relates to the practice of using a network of remote servers hosted on the Internet to store, manage, and process data. Likely uses cases are content discussing various cloud models (public, private, hybrid, and multicloud), integrations, and tutorials. Some customer case studies may be tagged with this label if the case study is primarily about GitLab enabling their cloud computing model.||Top 5 cloud trends of 2018: What has happened and what’s next|
|Cloud native||Content that relates container-based environments. Specifically, technologies are used to develop applications built with services packaged in containers, deployed as microservices and managed on elastic infrastructure through agile DevOps processes and continuous delivery workflows.||A Cloud Native Transformation|
|Containers||Content that relates to using, running, maintaining, and building for containers.||Running Containerized Applications on Modern Serverless Platforms|
|Continuous delivery||Content that covers methods and tools for delivering or updating software in smaller increments, resulting in a better end-user experience. Both technical and strategic content may be found.||Securing the journey to Continuous Delivery|
|DevOps||Content that relates to DevOps methods, process, culture, and tooling. Keys to DevOps success with Gene Kim|
|DevSecOps||Content that relates specifically to integrating and automating security into the software development lifecycle. Content that relates to cybersecurity should be tagged
||A seismic shift in application security|
|Digital transformation||Content that covers the process, methods, and strategy of integrating technology into all aspects of business. This content also includes strategies, tools, and tactics for furthering innovation, building new efficiencies, and delivering higher value faster.||The cloud adoption roadmap|
|Git||Content that relates to implementing and using the distributed version contronl system, Git.||Moving to Git|
|GKE||Content that is specifically about Google Kubernetes engine and Google Cloud Platform. Likely use cases are integrations, tutorials, and case studies||Demo: Deploy to GKE from GitLab|
|Information technology management||Content that relates to the monitoring and administration of IT systems, including hardware, software, and networks. (Definition adapted from IBM) Content may be either technical or strategic.||Shifting from on-prem to cloud|
|Jenkins||Content that is specifically about Jenkins. Likely uses cases are integrations, competitive, comparisons, and case studies.||3 Teams left Jenkins: Here's why|
|Kubernetes||Content that relates to implementing and using kubernetes. Likely use cases are cost/benefits, tutorials, and use cases.||Kubernetes and the future of cloud native: We chat with Kelsey Hightower|
|Microservices||Content that covers the practice of breaking out application components individually as services for the purpose of running applications at scale with greater flexibility.||3 Strategies for implementing a microservices architecture|
|Multicloud||Content that relates to how enterprises use multiple cloud providers to meet different technical or business requirements.||What does Kubernetes have to do with it?|
|Open source||Content that covers open source projects, partnershipship initiatives, and community contributions.||What to consider with an open source business model|
|Remote work||Content that covers remote work, including best practices, stories, and advice.||The case for all-remote companies|
|SCM||Content that relates to source code management, Git, GitLab Flow, and version control.||GitLab Workflow: An Overview|
|Security||Content that relates to cybersecurity and application security practices.||When technology outpaces security compliance|
|Severless computing||Content that relates to the ability to deploy functions on any infrastructure managed through a single UI.||Announcing GitLab Serverless|
|Single application||Content that covers the methods and benefits of using a single application throughout the software development lifecycle, including increased efficiency and transparency.||Customer story: Driving better developer and customer experiences with a single application|
|Software development||Content that covers software development methodologies, cycle time, and development techniques.||How to use GitLab for Agile software development|
|Toolchain||Content that relates to toolchain and stack management.||How to manage your toolchain before it manages you|
|VSM||Content that relates to the topic of value stream mapping and management. Topics that fall under this tag may include cycle time, cycle analytics, and software delivery strategies and metrics.||The Forrester Value Stream Management Report|
|Workflow||Content that relates to understanding and implementing workflows throughout the software development lifecycle. Likely uses are content that explains a particular workflow or how to set up a workflow in GitLab. For example: how a workflow might change when a level of automation is introduced.||Planning for success|
Unsure what content types align with your asset? Use the table below as a guideline to tag content you upload to PathFactory accordingly.
|Assessment||Content with the primary purpose of providing a self-assessment, quiz, or maturity model.|
|Analyst report||Third-party content licensed from an analyst firm||Gartner Magic Quadrant for ARO|
|Article||Evergreen, informational web content. Articles live on the GitLab website as topic, solution, and product pages.||Multicloud|
|Blog post||Time-bound content that is published on the GitLab blog.||How to limit access to manual pipeline gates and deployments using GitLab|
|Case study||Web articles that focus on the stories and opinions of GitLab customers.||Goldman Sachs improves from 1 build every two weeks to over a thousand per day|
|Data sheet||A document providing the specifications of GitLab the product or feature/feature set.||GitLab data sheet|
|Demo||A live-action video recording demonstrating how to do or use a technical product.||GitLab Security & Compliance Capabilities Demo|
|Infographic||A visual asset used to represent information or data.|
|Presentation||Video recording or slides of a live talk.||Multicloudcon Keynote: The Multicloud Maturity Model|
|Pricing||A document that details pricing for GitLab products.||(GitLab pricing)[https://about.gitlab.com/pricing/]|
|Research report||An informational report which uses a specific research metholody to validate findings.||2019 Global Developer Survey: DevSecOps|
|Testimonials||A formal statement from a customer or user regarding GitLab's value.|
|Video||A scripted, edited, & post-produced video. Videos can be promotional, educational, and/or animated.||GitLab Infomercial|
|Webcast||A live broadcast & recording that includes a presenter, slides, and a live audience.||Cloud Native Transformation with Ask Media Group|
|Whitepaper||Whitepapers are data-driven, persuasive, and opinionated reports that address a specific problem for a niche audience. A whitepaper presents new research, addresses a specific problem, and argues in favor of a specific solution. Whitepapers are academic and authoritative in tone. Whitepapers are most often introduced in the consideration or decision making stage to prove or validate a concept or solution.||A seismic shift in application security|
|eBook||An eBook presents educational information that helps the reader gain a comprehensive understanding of a subject. eBooks are casual in tone and are most often an awareness-stage asset.||Modernize your CI/CD|
All roles and permissions have access to reporting functionality in PathFactory. Feel free to peruse
Path Analytics or view insights in the content library and content tracks. If you would like a scheduled report or have a different PathFactory data request, create an issue in the Marketing Operations repo and assign
In Marketo, we have programs built to "listen" for PathFactory (PF) activity & content consumption allowing us to track behaviour without having to physically gate all the assets which disrupts the user experience.
The PF<>Marketo listening programs are built to triggered based on the
slug associated to each of asset. Very Important: Do NOT to change the
slug in PF without notifying Ops prior to making the change. Each listening campaign has a Salesforce (SFDC) campaign associated to it tracking consumption and applying Bizible touchpoints.
The naming convention for each of the listeners is specific to the asset type & is used as a trigger to the appropriate scoring campaign within Marketo at this time these listening campaigns have no impact on PathFactory engagement scores. The same naming convention is used for both Marketo & Salesforce campaigns.
|Asset Type||Naming Convention|
|Analyst report||PF - Analyst report -|
|Assessment||PF - Assessment -|
|Datasheet||PF - Datasheet -|
|Demo||PF - Demo -|
|eBook||PF - eBook -|
|Research report||PF - Research report -|
|Webcast||PF - Webcast -|
|Whitepaper||PF - Whitepaper -|
This process is for new assets in PathFactory that have not already been distributed from a content track. For any retroactive listening campaigns for assets that have already been distributed from a content track, please create an issue in the marketing operations project and assign it to
PF - Webcast - [campaign_name]). The campaign name should match the parent campaign for the gated asset for easy searchability.
Include only "Responded" Campaign Membersnext to
Enable Bizible Touchpoints.
PathFactory Listeningfolder located under
Active Marketing Programs>
SFDC Campaign Syncto the
PF - Listening (Triggered).
Smart List, add the URL slug from PathFactory within the brackets
Scheduletab and click
Assets needing a listening campaign should following the above naming conventions. If an asset type is not represented in a Marketo listening campaign folder, please create an issue in the marketing operations project and assign it to
For the PathFactory listening campaigns there is a corresponding Salesforce
Campaign Type to be used. The
Campaign Member Status simply tracks if the content was consumed. This Salesforce
Campaign Type should be used for nothing else. For greater details, see the Business Ops Resources - Campaign details.
In Salesforce (SFDC) there is a
PathFactory section on both the LEAD and CONTACT layout that provides information about Pathfactory content consumption.
|PathFactory Experience Name||The PathFactory track name - more details|
|PathFactory Assets Viewed||Cumulative number of assets viewed. This is not associated to time consumed! See Content Count for difference|
|PathFactory Asset Type||A tag to help categorize types of content (whitepaper, video, eBook, etc)|
|PathFactory Funnel State||Each asset is tagged with stage of funnel most applicable to asset - Top of Funnel, Middle of Funnel or Bottom of Funnel|
|PathFactory External ID||A non-unique ID that can be added to tracks &/or assets, which can be leveraged to organize content and configure it in Marketing Automation Platform (i.e Marketo)|
|PathFactory Engagement Score||Each asset in content library can be assigned an engagement score; this score is passed from PF to SFDC and used to determine meaningful engagement with content.|
|PathFactory Engagement Time||Cumulative time a person spends consuming assets in session.|
|PathFactory Content Count||Cumulative count of assets consumed. Example: if person consumes 2 whitepapers, 1 video and blog post for minimum of 20 seconds each in a single session this field would show 4.|
|PathFactory Content List||Cumulative list of each assets content id/slug for each asset consumed.|
|PathFactory Topic List||Assets are tagged by topic. This is manually set & aligns with the tracking content list.|
PathFactory for Sales is an extension of PathFactory within Salesforce that gives the sales development and sales teams a direct view into content and lead insights, and allow them to select content tracks to send to prospects.
PathFactory for Sales enables you to quickly search your accounts in Salesforce to locate accounts with specific attributes. You can save these search parameters to easily repeat the search in the future.
There are 2 types of Account Searches:
How to create: Shared Search (PF admins only)
Shared Searches can be seen by all users, but can only be created by PathFactory administrator users.
Shared Searchesbox is selected, and click
How to create: My Search
Why do some of my accounts, leads, and contacts have no PathFactory engagement data in Salesforce?
Sometimes campaigns are run on channels that target an unknown audience (social, display). Some visitors will be anonymous until they are identieifed by a cookie or form fill. To help mitigate this, apply UTM paramters to track the channels the content link track is used on.
I want to have better conversations with my prospects via Marketing-approved PathFactory Content and track their real engagement. How do I ensure that their content engagement appears within Salesforce?
The email must be sent via Marketo or Outreach.
Will anonymous visitors be displayed?
Yes, anonymous visitors will appear within an account’s engagement summary and will be marked as
Are the dashboards visible to all Salesforce users?
All reports are visible to all users who have access to the account, opportunity, lead, or contact pages.
Can I export or download this data?
Engagement data is only available for download from within PathFactory Analytics, and not via Salesforce.