Marketing Program Managers focus on executing, measuring and scaling GitLab's marketing campaigns, landing a message strategically focusing on a target audience using channels such as email nurture, digital ads, paid and organic social, events, and more. Marketing programs works with Content Marketing and Product Marketing to activate content in the most effective manner to drive leads for SDRs and Sales. Webcasts, gated content, and Pathfactory strategy/best practices are owned by the Digital Marketing Programs team.
For MPM team members, the in-depth processes page contains the extremely detailed steps to execute on campaigns, gated content, events, and webcasts.
Jackie Gragnola
Manager, Marketing Programs
Agnes Oetama
Sr. Marketing Program Manager
Jenny Tiemann
Sr. Marketing Program Manager
Zack Badgley
Sr. Marketing Program Manager
Sarah Daily
Digital Marketing Programs Manager
Marketing Operations
Each team member contributes to making day-to-day processes more efficient and effective, and will work with marketing operations as well as other relevant teams (including field marketing, content marketing, and product marketing) prior to modification of processes.
In the event of an S1 (critical) security vulnerability email communication is needed during the holidays, please create an issue using Email-Request-mpm template and ping in #marketing-programs tagging @jennyt @zbadgley @aoetama @jgragnola @jjcordz.
The calendar below documents the emails to be sent via Marketo and Mailchimp for:
Note: emails in the future may be pushed out if timelines are not met for email testing, receiving lists from event organizers late, etc. The calendar will be updated if the email is pushed out. Please reference the MPM issue boards (described below on this page) to see progress of specific events/webcasts/etc.
The goal of the top funnel email nurture is to further engage early stage leads so they become MQLs and/or start a free trial. Currently the top funnel nurture is segmented into 3 different tracks : Cloud native, CI/CD and Reducing cycle times.
High level overview on the messaging for each track:
The top funnel emails are sent out on a weekly basis on Tuesdays at 7 a.m. local time.
Note: A lead will be transferred to the stream related to the latest asset they downloaded. For example if lead A is already in the cloud native stream and they registered for the CI/CD webcast, they will move to the CI/CD stream and start receiving the first email in that stream. Currently, this is the best way to align content to the prospect's most current topic of interest. The framework is subject change if we eventually categorize assets by high-intent vs. low intent or if we bring on a content insight and activation platform.
» Email copies for TOFU nurture
SaaS Gold trial nurture communication are sent via Marketo and Outreach throughout the 30-day free trial period.
Goal of the Marketo nurture: Educate trialers on key features within GitLab Gold SaaS tier.
Goal of SDR Outreach nurture: Qualify and meetings setting for SaaS Gold trialers.
» Email copies for SaaS Gold package trial nurture
Self Hosted Ultimate trial nurture communication are sent via Marketo and Outreach throughout the 30-day free trial period.
» Email copies for Self-hosted Ultimate package nurture
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.
Marketo nurture: To keep the conversation going about GitLab (keep us top of mind).
Pathfactory: To increase consumption/activation of GitLab content.
No, both Marketo and Pathfactory can be leveraged to help push leads further down the funnel.
Yes, the Pathfactory track acts as a supplement to the existing Marketo nurture instead of a replacement.
1) For event leads where there is no relevant Marketo nurture: In the follow up email, attach a link to a piece of content in a relevant PathFactory track.
2) For event leads where a relevant Marketo nurture exists: In the follow up email, attach a link to a piece of content in a relevant PathFactory track that is not referenced in the Marketo nurture. Additionally, if/when requested by the FMM team, we should also add the leads to the Marketo nurture to keep the conversation going.
With questions regarding this process, please ping @jgragnola in the marketing_programs slack channel
See upcoming content & deadlines
Label statuses:
The visual below is a screenshot to demonstrate the information on how to understand the board.
The majority of issues in Jackie's board are related to NORAM conferences, field events, owned events, and gated content. The lists spanning the board move the issues from left to right in relation to their stage of the event prep (tracking, landing pages, invitations, reminder and follow up emails, list upload, and retrospective). You can search the page (ctrl+f) to find an issue and where it is in the process.
The majority of issues in Agnes's board are related to INTERNATIONAL conferences/field events/owned events, virtual events, ad hoc emails, and nurture campaigns. It is also set up proceeding in steps sequentially from left to right.
Below is an overview of the process for requesting to put a new piece of content (such as a whitepaper, guide, report, etc.) behind a "gate" aka form on the website.
❗ A request to gate a resource must happen at least 45 days in advance of the launch date for the resource.
Please note that if details and landing page copy are not provided, the MPM is blocked and will not be gating the resource.
❌ A landing page with a form should never be created without the inclusion and testing by Marketing Programs and/or Marketing Ops.
Please post in the slack channel #marketing-programs if you have any questions.
The table below shows execution tasks related to various types of Virtual Events along with the DRI for each task.
| Tasks | Due dates | GitLab hosted - end user webcast | Non GitLab hosted - end user webcast | Virtual sponsorship | Account specific webcast | Reseller enablement webcast | Community virtual event support |
|---|---|---|---|---|---|---|---|
| Secure presenters | -40 business days | MPM or Requestor | Requestor | Requestor | SALs | Channel Sales Manager | Community Program Manager |
| Host prep call with internal team</a> | -35 business days | N/A | N/A | N/A | Only for large segment accounts: MPM | N/A | N/A |
| Request design assets | -33 business days | MPM | Requestor | Requestor | SALs | N/A | Community Program Manager |
| Draft landing page copy | -33 business days | Requestor or Presenter | Requestor | Requestor | SALs | Channel Sales Manager | Community Program Manager |
| Create landing page to track registration | -31 business days | MPM | N/A | N/A | MPM | MPM | Optional:MPM |
| Organize Outreach master sequence creation | -30 business days | Only if audience size is 1K+:MPM | Only if audience size is 1K+:MPM | Only if audience size is 1K+:MPM | N/A | N/A | N/A |
| Drive registration - create issue for blog post promotion | -30 business days | Optional: Requestor | Only if we have paid ads budget: Requestor | Only if we have paid ads budget: Requestor | N/A | N/A | Community program manager |
| Drive registration - Promote in bi-weekly newsletter | -21 business days | MPM | MPM | MPM | N/A | N/A | Community program manager |
| Drive registration - create issue for organic social promotion | -21 business days | MPM | MPM | MPM | Optional(to be discussed in prep call): MPM | N/A | Community program manager |
| Drive registration - Targeted email invite to GitLab database | -16 business days | MPM | N/A | N/A | N/A | MPM | N/A |
| Drive registration - Draft SDR email invite | -14 business days | MPM | N/A | N/A | Optional (to be discusseed in prep call): MPM | N/A | N/A |
| Create presentation slides | -7 business days | Requestor or Presenter | Requestor | Requestor | Optional (to be discusseed in prep call): SALs | Channel Sales Manager | Community program manager |
| Draft copy for post event follow up emails | -5 business days | MPM | Requestor | Requestor | SALs | Channel Sales Manager | Community program manager |
| Host dry run | -5 business days | MPM | Requestor | Requestor | MPM | MPM | MPM |
| Host virtual event | 0 business days | MPM | 3rd party vendor | 3rd party vendor | MPM | MPM | MPM |
| Moderate webcast | 0 business days | MPM or Presenter | 3rd party vendor | N/A | SALs | Channel Sales Manager | Community program manager |
| Upload live webcast recording to youtube | 0 business days | MPM | Optional (if available): MPM | Optional (if available): MPM | Optional (to be discussed in prep call): MPM | MPM | MPM |
| Convert registration page to on-demand | +2 business days | MPM | Optional (if available): MPM | Optional (if available): MPM | Optional (to be discussed in prep call): MPM | MPM | N/A |
| Ping MOPs to upload lead list to CRM (SFDC) | +1 business days | N/A | MPM | MPM | N/A | N/A | N/A |
| Send marketo follow up emails | +1 business days | MPM | MPM | MPM | MPM | MPM | MPM or Community program manager |
| Facilitate retrospective | +2 to +7 business days | MPM | MPM | MPM | N/A | N/A | N/A |
⚠ Note: Virtual Event requests should be submitted no less than 45 days before event date so the new request can be added into the responsible Marketing Program Manager's (MPM) workflow and to ensure we have enough leeway for promotion time.
MPM_VirtualEvent_Request.md issue template linked aboveBelow is an overview of the process for requesting support for a conference, field event, or owned event. Please slack #marketing-programs if you have any questions.
⚠️ *If the FMM does not list the elements needed of the MPM in the issue, the MPM will change the status back to "status:plan" until the necessary details are included. This will minimize back-and-forth with MPM and let them take action appropriately and efficiently.
⚠️ Note: Jackie will handle NORAM. Agnes will handle APAC/EMEA.
Add to epic based on FMM answers:
⚠️ Note: MOps is required to create their list clean and upload issue in their project with the proper template and associate back to the epic.
☝️ Tip: If you want a shortcut to determine due dates, use timelines / SLAs for events. Add the event as a new row, add the start and end date, and look at the resulting due dates for each piece.
See full campaign progressions here
For full instructions to add entry to the /events page, see the Marketing Events page.
Process to request an email can be found in the Business OPS section of the handbook.
Primary party responsible for various email types can be determined using the table above.
To add leads to the top funnel nurture, please reach out to one of the marketing program managers through an issue. The marketing program manager will assess the request and can add the leads to the proper stream via a 'Request Campaign' marketo flow step.
If you'd like to add an asset to the top funnel nurture, please create an issue in the digital marketing programs project, explaining why you'd like the asset added and which stream you'd like it added to. Please assign the issue to @aoetama and ping her in the comment.
Note: If the asset does not fit into one of the active streams, we will keep track of it as a wishlist and reference as input when we decide to roll out new streams in the future.
MPM uses SFDC reports and dashboards to track program performance real-time. Data from the below SFDC reports/dashboards along with anecdoctal feedback gathered during program retros will be used as guidelines for developing and growing various marketing programs.
The SFDC report/dashboard is currently grouped by program types so MPMs can easily compare and identify top performing and under performing programs within the areas that they are responsible for.
The webcast dashboard tracks all webcasts hosted on GitLab's internal webcast plaform. It is organized into 3 columns. The left and middle columns tracks 2 different webcast series (Release Radar vs. CI/CD webcast series). The right column tracks various one-off webcasts since Jan'18.
The LIVE Demo dashboard is organized into 2 columns. The left column tracks the bi-weekly Enterprise Edition product demos (1 hour duration). The bi-weekly Enterprise Edition product demos ran between Q1'18 - Q2'18. The right column tracks the weekly high level product demo + Q&A session (30 minutes duration). The weekly high level product demo + Q&A session was launched in Q4'18 and currently running through the end of Feb 2019.
Note: Virtual Events include Webcast, LIVE demos and Virtual Sponsorship
Total Registration : The number of people that registered for the virtual event regardless whether they attend or not.
Total Attendance: The number of people that attended the LIVE virtual event (exclude people who watched the on-demand version).
Attendance Rate: % of people that attended the LIVE virtual event out of the total registered (i.e: Total Attendance / Total Registration).
Net New Names: The number of net new names added to our marketing database driven by the virtual event. Because a net new person record may be inserted into our CRM (SFDC) as a lead or a contact object therefore, we need to add Total net new leads and Total net new contacts to get the overall total net new names.
Influenced Pipe: Total New and Add-on business pipeline IACV$ influenced by people who attended the LIVE virtual event. The webcast and live demo dashboards currently use SFDC out of the box Campaigns with Influenced opportunities report type because Bizible was implemented in June'18 and therefore the attribution report did not capture data prior to this. We plan to migrate webcast and live demo influenced pipe reports to Bizible attribution report in the next dashboard iteration so they align with overall marketing reporting.
Webcast program set up can be found in the Business OPS section of the handbook.
Open an issue in the Digital Marketing Programs project using the Newsletter template, including the newsletter send date in the issue title.
Assign to @aoetama and a member of the editorial team, based on the following schedule:
@vsilverthorne@skassabian@vsilverthorne@skassabian@vsilverthorne@skassabian@vsilverthorne@skassabian@vsilverthorneA day or two before the issue due date, create the newsletter draft. It's easiest to clone the last newsletter in Marketo:
YYYYMMDD_Newsletter Template, right click and select Clone.A Campaign Folder.Name field enter the name following the newsletter template naming format YYYYMMDD_Newsletter Name.Folder field select Newsletter & Security Release. You do not need to enter a description.Bi-weekly Newsletters, Monthly Newsletters or Quarterly Newsletters).Newsletter.Edit draft.HTML button on the menu bar and edit the HTML so you don't inadvertently lose formatting.Email actions from the menu at the top, then Send sample to preview.Person field, then in Send to you can add any other emails you'd like to send a preview too. We recommend sending a sample to the newsletter requestor (or rebecca@ from the content team for marketing newsletters) for final approval.Approve and close from the Email actions menu.Schedule box, enter the send date and select Recipient time zone if the option is available.Head start is checked too.Approval box, click on Approve program.