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.
Conversion Optimization: A/B testing including gathering and analyizing data, formulating hypotheses, drafting copy, and reporting on performance
Data and Analysis: gathering data and reporting on patterns in email marketing program to drive qualified traffic to website for specific campaigns, date ranges, or email types
Cleaning and uploading of lead lists post-event
Creation of geo target lists in SFDC for email promotion of events
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.
Order of assignment for execution tasks:
Primary responsible MPM
Secondary MPMs (if primary MPM is OOO or not available)
Marketing OPS (if MPMs are OOO or not available)
Holiday coverage for S1 security vulnerabilities email communication
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.
Email marketing calendar
The calendar below documents the emails to be sent via Marketo and Mailchimp for:
event support (invitations, reminders, and follow ups)
ad hoc emails (security, etc.)
webcast emails (invitations, reminders, and follow ups)
milestones for nurture campaigns (i.e. when started, changed, etc. linking to more details)
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.
Email nurture program
Visualization of current nurture streams
Top funnel nurture
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:
Cloud Native: The messaging for this track is centered around benefits of cloud native transformation (Kubernetes, containers and the likes) and how GitLab can help. This track is suitable for those that consumed cloud native assets off our website/partner sites and those that attended cloud native themed offline/online events.
CI/CD: The messaging for this track is centered around the benefits of GitLab's powerful built-in CI/CD, why this is better than a traditional plug-in CI/CD solution. This track is suitable for those that consumed CI/CD assets off our website/partner sites and those that attended offline/online CI/CD themed events.
Reduce cycle time: The messaging for this track is centered around the benefits of reducing cycle time and how GitLab can help to accomplish that. This is the more generic catch-all 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.
Summary: Pathfactory ≠ Nurture. Pathfactory is a tool that - instead of driving to a single asset - drives to a related-content adventure.
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 is the Goal of PathFactory and Marketo?
Marketo nurture: To keep the conversation going about GitLab (keep us top of mind).
Pathfactory: To increase consumption/activation of GitLab content.
Do the lead lifecycle stage play into each nurture (For example, do we only want leads with status "Inquiry" to receive PathFactory nurture and leads with status "MQL" to only receive Marketo nurture?) ?
No, both Marketo and Pathfactory can be leveraged to help push leads further down the funnel.
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.
How does the post event follow up process look like? Specifically, when will it be appropriate to add leads to an existing Marketo nurture vs. just linking to a PathFactory track in the follow up email?
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.
📚 Timeline for content launch & activation: (BD = business days)
T-27 BDPrep date: The deadline for the landing page copy and campaign alignment designation. All content should have a primarily aligned active or planned campaign, which should be designated at this point. If no active or planned campaign is aligned, a campaign brief (including audience data) must be created for use by Digital Marketing Programs.
T-15 BDFinal copy date: The deadline for final copy (this is also when the final url will be provided to digital marketing programs)
T-5 BDContent delivery date: The deadline for the final design
T-3 BDContent load date: The deadline for the asset to be added to a Pathfactory track and placed in a nurture stream
T-0 BDContent launch date: The date the gated content landing page will go live, and content is activated across channels
status:plan: content is in a brainstormed status, not yet approved and no DRI assigned
status:wip: content is approved, delivery date and launch date (5 days later) determined, DRI assigned.
Issue management in GitLab
How to read Marketing Programs issue boards
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.
Marketing Programs labels in GitLab
Marketing Programs: General labels to track all issues related to Marketing Programs. This brings the issue into the board for actioning.
MPM - Radar: Holding place for any issues that will need Marketing Program Manager support, including gated content, events, webcasts, etc.
MPM - Supporting Epic / Issue Created: Indicates that the epic and supporting issues were created for the MPM - Radar issue. At the time this label is applied, the "MPM - Radar" label will be removed.
MPM - Secure presenters and schedule dry runs: Used when MPM is securing presenters and Q&A support for an upcoming virtual event.
MPM - Landing Page & Design: Used by Marketing Program Manager to indicate that the initiative is in the stage of landing page creation and requesting design assets from the web/design team.
MPM - Marketo Flows: Used by Marketing Program Manager to indicate that the initiative is in the stage of editing/testing of flows in Marketo.
MPM - Create Target List: Used by Marketing Program Manager requested of Marketing Ops and in collaboration with Field Marketing to receive a list curated for the geo target. Marketo smart lists for larger metro areas around the world are built to expedite list creation. Additional curation done in Salesforce.
MPM - Invitations & Reminder: Used by Marketing Program Manager when the initiative is in the stage of identifying segmentation to target and outreach strategy.
MPM - Follow Up Emails: Used by Marketing Program Manager when initiative is in the stage of writing and reviewing relevant emails (reminders, follow up, etc.).
MPM - Add to Nurture: Used by Marketing Program Manager when initiative is in the stage of being added to nurture.
MPM - List Clean & Upload: Used by Marketing Ops in collaboration with Field Marketing Manager to receive, clean, and upload event lists for proper tracking and reporting.
MPM - Project: For non-campaign based optimizations, ideation, and projects of Marketing Program Managers
MPM - Blocked/Waiting: Designates that the MPM is blocked by another team member from moving forward on the issue.
MPM - Switch to On-demand: Used by Marketing Program Manager when switching webcast landing page and subsequent marketo programs to on-demand post event.
MPM Priority: to be used by MPMs to organize their top priority tasks. These are not to be applied by other team members.
Marketing Programs support requests
Requesting to "Gate" a Piece of Content
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.
Below is a step by step guide on how to request MPM support for a virtual event.
⚠ 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.
Please use the MPM_VirtualEvent_Request.md issue template linked above
Please put the date of the virtual event as a due date
Please specify the type of virtual event
@ mention MPM in the issue comment to confirm requested date is feasible
Step 2: MPM will create the Virtual Event EPIC.
Step 3: MPM will create the necessary MPM support issues (linked in table above) and add to epic.
Requesting Offline Event support
Below 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.
Step 1: FMM creates issue using template
FMM creates issue using Event_Field_Marketing template with automatic label of "status:plan"
FMM assesses the event, decides go/no-go, and receives budget approval
FMM documents at the top of the issue the elements (i.e. landing page, speaking session, etc.) needed from the MPM and changes status to "status:wip"
⚠️ *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.
Step 2: MPM creates the event epic
When "status:wip" is on the issue and necessary elements are documented, MPM creates epic for the event.
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.
Requesting to add leads to the top funnel nurture
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.
Flow step to add leads to TOFU nurture 'Cloud Native' track -> 'request Smart Campaign: TOFU nurture.Add to stream 1: Cloud Native (trigger)'
Flow step to add leads to TOFU nurture 'CI/CD' track -> 'request Smart Campaign: TOFU nurture.Add to stream 4: CI/CD (trigger)'
Flow step to add leads to TOFU nurture 'Reduce Cycle Time (Generic DevOps)' track -> 'request Smart Campaign: TOFU nurture.Add to stream 2: Reduce Cycle Time_Forrester (trigger)'
Requesting to add a new asset to the top funnel nurture
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.
Key Metrics tracked in ALL virtual events dashboards
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.
Programs logistical set up
Webcast program set up can be found in the Business OPS section of the handbook.
Assign to @aoetama and a member of the editorial team, based on the following schedule:
8/25 - @vsilverthorne
9/10 - @skassabian
9/25 - @vsilverthorne
10/10 - @skassabian
10/25 - @vsilverthorne
11/10 - @skassabian
11/25 - @vsilverthorne
12/10 - @skassabian
12/25 - @vsilverthorne
Creating the newsletter in Marketo
A day or two before the issue due date, create the newsletter draft. It's easiest to clone the last newsletter in Marketo:
Go to Marketing Activities > Master Setup > Outreach > Newsletter & Security Release
Select the newsletter program template YYYYMMDD_Newsletter Template, right click and select Clone.
Clone to A Campaign Folder.
In the Name field enter the name following the newsletter template naming format YYYYMMDD_Newsletter Name.
In the Folder field select Newsletter & Security Release. You do not need to enter a description.
When it is finished cloning, you will need to drag and drop the new newsletter item into the appropriate subfolder (Bi-weekly Newsletters, Monthly Newsletters or Quarterly Newsletters).
Click the + symbol to the left of your new newsletter item and select Newsletter.
In the menu bar that appears along the top of your screen, select Edit draft.
Editing the newsletter in Marketo
Make sure you update the subject line.
Add your newsletter items by editing the existing boxes (double click to go into them). It's best to select the HTML button on the menu bar and edit the HTML so you don't inadvertently lose formatting.
Don't forget to update the dates in the UTM parameters of your links (including the banner at the top and all default items such as the "We're hiring" button).
Sending newsletter test/samples from Marketo
When you're ready, select Email actions from the menu at the top, then Send sample to preview.
Enter your email in the 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.
When you are satisfied with the newsletter, select Approve and close from the Email actions menu.
Sending the newsletter
When the edit view has closed, click on the main newsletter item in the left-hand column.
In the Schedule box, enter the send date and select Recipient time zone if the option is available.
Make sure Head start is checked too.
In the Approval box, click on Approve program.
Return to the newsletter issue and leave a comment telling requestor (@rebecca from the content team for marketing newsletters) to double check all has been set up correctly. Close the issue when this is confirmed.