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 to help develop our marketing strategy and focus account lists. Visit the ICP handbook page for more information.
Focus Account Lists are lists of accounts that are strategic for GitLab and marketing is heavily focused on. Rather than have a set list of accounts we market to, we have certain lists of accounts that are a priority for the business. 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 and are a heavy focus for our field marekting, account based marketing, and SDRs. 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: