The account based strategy team sits in Revenue Marketing and is responsible for the following:
Our ideal customer profiles are the description of our "perfect" customer company (not individual or end user). Each profile takes into consideration a variety of firmographic, environmental and behavioral factors to determine our ideal customers. The ICP's are, in turn, used in turn to develop our focus account lists. Visit the ICP handbook page for more information.
Focus Account Lists are a list of account that match our ICP and are heavily skewed towards landing first order logos for GitLab and fit our ideal customer profile. The
Large account list is called the GL4300 and the
Mid-Market account list is called the MM4000. We do not currently have a focus account list for
SMB. The lists are developed using the current data sources we have at our disposal and are refreshed quarterly at the beginning of each quarter. These account lists make up our 1:many account based marketing motion. For more information and to see the current list criteria, please review the Focus account list handbook page.
Account-based marketing is a focused B2B marketing approach in which marketing and sales teams work together to target key or "best-fit" accounts. These accounts are marketed to directly in a 1:1 or 1:few campaign. At GitLab, we focus on the top net new and growth
Large accounts globally which are nominated by sales each quarter. For more information on our account based marketing strategy and tactics please review our ABM handbook page
Demandbase is an account based experience platform and the engine behind our account based strategy campaigns, the development of our
focus account lists and is our primary display advertising platform. Check out the Demandbase handbook page for more information on the platform and how different teams utilize it.
The account based strategy teams maintains several boards to help manage our projects, priorities and workflow. The main board is the Account Based Strategy board and has the following projects and labels: