Maintained by:

Marketing Program Managers
- Communication
- Key Responsibilities (in order of priority) & Quick Links
Marketing Programs Calendar
The Marketing Programs Team
How we work together
Reporting
- Integrated campaigns reporting
  - Key Metrics tracked on the Integrated campaign dashboards
  - 💡 Questions that the Integrated Campaign dashboards attempt to answer
    - Overall (WIP to deliver all)
    - By Campaign
- Offer-Specific Dashboards
  - Key Metrics tracked on ALL virtual events dashboards
    - Virtual Events Reporting
  - A visual of what happens when someone fills out a form on a landing page

Marketing Program Managers

Marketing Program Managers focus on executing, measuring and scaling GitLab's marketing campaigns, landing a message strategically focused on a target audience using channels such as email nurture, digital ads, paid and organic social, events, and more. Marketing programs work 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.

Communication

In line with GitLab's overall communication guidelines, MPMs work through MRs first and issues second (in order to preserve documentation), and our slack channel #marketing_programs is used for team updated and quick questions. The #dmpteam channel is used for weekly check-ins and interaction with digital marketing.

Key Responsibilities (in order of priority) & Quick Links

Integrated Campaigns
Marketing Agility Project - related to Makreting OKRs
Virtual Events
Emails & Nurture Programs
Gated Content
- Resource Center (External)
- Internal Library of Links
Supporting Other Tactics

Marketing Programs Calendar

The following calendar includes key dates for integrated campaigns (including SDR enablement, launch, ads live, and optimizations), plus upcoming and past virtual events, gated content, and emails.

The Marketing Programs Team

Jackie Gragnola Manager, Marketing Programs

Team Prioritization: plan prioritization of campaigns, related content and webcasts, event support, and projects for the team
Hiring: organize rolling hiring plan to scale with organization growth
Onboarding: create smooth and effective onboarding experience for new team members to ramp quickly and take on responsibilities on the team
Transition of Responsibilities: plan for and organize efficient handoff to new team members and between team members when prioritization changes occur

Agnes Oetama Sr. Marketing Program Manager

CI use case integrated campaign: organize execution schedule, timeline, and DRIs for CI use case integrated campaign, includes nurture and virtual events that falls within the campaign
Virtual events not related to integrated campaigns: project management, set up, promotion, and follow up of virtual events (webcasts, demos, virtual sponsorship) that are not part of an integrated campaign
Bi-weekly Newsletter: coordinate with cross-functional teams on topics and set up newsletter in marketo
APAC Field Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
APAC Corporate Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Corporate Events and Alliances teams)

Jenny Tiemann Sr. Marketing Program Manager

SCM use case integrated campaign: organize execution schedule, timeline, and DRIs for SCM use case integrated campaign, includes nurture and virtual events that falls within the campaign
NORAM - Central & PubSec Field Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
Acceleration and ABM Campaigns: organize execution, timeline, and campaign tracking

Zac Badgley Sr. Marketing Program Manager

Bullseye competitive integrated campaign: organize execution schedule, timeline, and DRIs for Bullseye competitive integrated campaign, includes nurture and virtual events that falls within the campaign
NORAM - East Field Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
Analyst Content: collaborate with Analyst Relations on assets to be gated, sunsetted, and organize opportunities for future content

Nout Boctor-Smith Sr. Marketing Program Manager

AWS integrated campaign: organize execution schedule, timeline, and DRIs for AWS integrated campaign, includes nurture and virtual events that falls within the campaign
Corporate Worldwide Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Corporate Events and Alliances teams)
Ad-Hoc Emails: coordination of copy, review, and set up of one-time emails (i.e. security alert emails, package/pricing changes)
Email Marketing Strategy: strategize the overall email segmentation and nurture plan and facilitate implementation

Megan Mitchell Sr. Marketing Program Manager

DevSecOps integrated campaign: organize execution schedule, timeline, and DRIs for DevSecOps integrated campaign, includes nurture and virtual events that falls within the campaign
NORAM - West Field Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)

Eirini Panagiotopoulou Sr. Marketing Program Manager

IAC/GitOps & France localization integrated campaigns: organize execution schedule, timeline, and DRIs for IAC/GitOps & France localization integrated campaigns, includes nurture and virtual events that falls within the campaign
Corporate EMEA Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Corporate Events and Alliances teams
EMEA - Southern Europe & MEA Field Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)

Indre Kryzeviciene Marketing Program Manager

Germany localization integrated campaign: organize execution schedule, timeline, and DRIs for Germany localization integrated campaign, includes nurture and virtual events that falls within the campaign
EMEA - UK/I, Northern Europe & Russia, Central Europe & CEE Field Event Support: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team

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.

How we work together

The Marketing Programs team is heavily focused on building and following the most efficient processes possible in order to drive our top initiatives (integrated campaigns and virtual events being two examples that are highly cross-functional) using clear workback schedules, SLAs, DRIs, and strong communication. As such, for big cross-collaborative projects and tactics relying on multiple teams, we work out of GoogleDocs that use formulas and calculations to produce workback schedules, taking into account all other teams' required SLAs so as to work most cohesively - no firedrills :fire: if we can help it!

This may be where you think, "We should be working in GitLab, not in GoogleDocs. Not to fear! Everything we are planning and executing is within GitLab issues and epics as detailed below. The high-level capture of everything happening, and the SLA workback schedule formulas are where the GoogleDocs are critical.

Key MPM tactics with links to processes and GoogleDocs with high level organization + timelines

📌 Integrated campaigns

Processes defined in the Handbook
GoogleDoc for workback schedule - details all issues, DRIs, due dates based on calculations, etc. that takes into account SLAs of other teams, highly collaborative process managed by MPM DRIs working with DRIs across all of marketing.
Example, for Q2 campaigns, we determine launch will be on June 15. The MPM puts June 15 into cell B2 and the entire workback is defined based on other team SLAs toward goal launch date.

📌 Webcasts

Processes defined in the Handbook
GoogleDoc for workback schedule - details all issues, DRIs, due dates based on calculations, etc. that takes into account SLAs of other teams, collaborative process managed by MPM DRIs working with DRIs relevant to the webcast.

📌 Gated Content

Processes defined in the Handbook
GoogleDoc for workback schedule - details due dates based on calculations and organizes overall calendar, collaborative process between MPMs and Content Marketing.

📌 Analyst Content

Processes defined in the Handbook
GoogleDoc for workback schedule - details due dates based on calculations and organizes overall calendar, collaborative process between MPMs, Analyst Relations, and Analysts themselves.
In addition to the setup process, we have a strict process to remove resources when we no longer have legal rights to use the assets (big project to hammer out how to do this across our website, pathfactory, landing pages, marketo, and making sure links aren't in use)

📌 Events

Processes defined in the Handbook
GoogleDoc for workback schedule - details due dates based on calculations and organizes overall calendar, collaborative process between MPMs and FMMs.

📌 External (Non-GitLab Hosted) Virtual Events

Processes defined in the Handbook - includes sponsored webcasts and virtual conferences

📌 Direct Mail

Process defined in the Handook

Timeline Guidelines

The following are some timelines to help in generating workback schedules for campaigns and tactics. These are not comprehensive, and campaigns should be planned as far in advance as possible. Bare minimum timeline is indicated, but when possible it is best to have prep done in advance of setup to reduce friction if dependencies don't meet deadlines.

Invitation Emails:

Dependency: MOps target list must be requested through an issue, aligning to MOps timeline must be requested as part of the campaign/tactic.

Bare minimum timeline:

T-10 BD (2 weeks) from planned send date: Issue must be opened by requeseter
T-7 BD from planned send date: Copy due from requester (note: if copy is not provided by deadline, the send will be pushed out.)
T-5 BD from planned send date: Test email sent to requester by MPM
T-4 BD from planned send date: All requested changes from requester incorporated into email by MPM
T-2 BD from planned send date: Email is set to send by MPM

Follow Up Email:

Dependency: for any offline campaigns/tactics (i.e. event, sponsored webcast) MOps list upload issue must be requested through an issue, aligning to MOps timeline must be requested as part of the campaign/tactic.

Bare minimum timeline:

T-10 BD (2 weeks) from planned send date: Issue must be opened by requester
T-7 BD from planned send date: Copy due from requester (note: if copy is not provided by deadline, the send will be pushed out.)
T-5 BD from planned send date: Test email sent to requester by MPM
T-4 BD from planned send date: All requested changes from requester incorporated into email by MPM
T-2 BD from planned send date: Email is set to send by MPM

Add to nurture:

T-10 BD (2 weeks) from planned follow up send date: Issue must be opened by requester
T-7 BD from planned follow up send date: Requester notifies in the issue which nurture stream (and buyer stage) to add the leads to
T+1 BD from planned follow up send date: campaign members added to the nurture stream indicated by requester, completed by MPM
- If no follow up email indicated, leads can also be added to nurture T+1 BD from list upload

Landing Pages:

T-15 BD (3 weeks) from planned launch date: Issue must be opened by requester
T-10 BD (2 weeks) from planned launch date: Copy due from requester (if copy is not provided on time, launch will be pushed out)
T-5 BD from planned launch date: Test landing page provided to requester by MPM

Note: complex requests (single landing page for multiple events, a page with a custom form, or email design that falls outside of a currently available template) will require additional time and MPM/MOps will discuss timeline upon review of the campaign (in Plan state).

Lists and labels

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 Priority: to be used by MPMs to organize their top priority tasks. These are not to be applied by other team members.
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 - 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 - Ad Hoc Email: Used by Marketing Program Manager to organize ad hoc email requests coming in from different teams. Worked into overarching email marketing strategy.

List views of labels

Issue list views allow sorting by due date, created date, and more. Below are some of the key issue views that the Marketing Program Team monitors for in-progress and upcoming action items:

Tips & Tricks

Creating a MacBook shortcut for repetitive statements

Example: in an issue to update all of MPM, instead of typing out every name, I have added a shortcut in my computer to populate all of the MPMs GitLab handles when I type asdf + Enter.

How to:

On your Mac, choose Apple menu (ever-present top left logo)
Go to System Preferences
Click the Keyboard section
Click Text on the top nav options
Cick the + at the bottom of the option list
In Replace column, add the shortcut that you would type in to populate the repetitive text
In With column, add the repetitive text that you want to populate when you type in the shortcut

Reporting

Integrated campaigns reporting

Marketing Programs uses Sisense dashboards to report on integrated campaigns performance, specifically:

WIP: Integrated Campaigns Overview Dashboard: This dashboard provides quick insights on campaign performance and monitors the impacts of campaign optimizations on various funnel metrics over the life of the campaign.
WIP: Integrated Campaigns Table Summary: This dashboard measures and compares the performance of integrated campaigns and channels within each campaign.

The Integrated Campaigns dashboards use Bizible touchpoints to track Inquiries, MQLs, and SDR Accepted metrics. We use the Linear Bizible Attribution touchpoints model to track Opportunities, Total IACV$, SAO, Pipeline IACV$, Won Deals count, and Won IACV $.

These dashboards were created by @aoetama and she is in the process of building out additional functionalities outlined in this epic.

Key Metrics tracked on the Integrated campaign dashboards

Inquiries: Form fills on the campaign landing page + form fills tagged with the campaign utms anywhere on our marketing site.
MQL: Campaign inquiries that have MQL'ed (MQL date is not blank).
SDR Accepted: Number of campaign inquiries worked by the SDRs.
New Inquiries: Number of new emails created from campaign inquiries.
New MQL: Number of new emails generated by campaign inquiries that have MQL'ed (MQL date is not blank).
New SDR Accepted: Number of new emails generated by campaign inquiries worked by the SDRs.
[Linear] Opps Created: Opportunities (All stages) attributed to campaign inquiries using the linear model.
[Linear] Total IACV $: IACV $ value of opportunities (all stages) attributed to campaign inquiries using the linear model.
[Linear] SAO: Sales Accepted opportunities (Stage 1+) attributed to campaign inquiries using the linear model.
[Linear] Pipeline IACV $: IACV$ value of Sales Accepted opportunities (Stage 1+) attributed to campaign inquiries using the linear model.
[Linear] Won Deals: Closed won opportunities attributed to campaign inquiries using the linear model.
[Linear] Won IACV$: IACV$ value of Closed won opportunities attributed to campaign inquiries using the linear model.
Inquiry to MQL Conversion Rate: Number of MQLs from the campaign(s)/Number of Inquiries from the campaign(s).
MQL to [Linear] SAO Conversion Rate: Number of [Linear] SAOs from the campaign(s)/Number of MQLs from the campaign(s).
[Linear] SAO to [Linear] Closed Won Conversion Rate: Number of [Linear] Won Deals from the campaign(s) / [Linear] SAOs from the campaign(s).

💡 Questions that the Integrated Campaign dashboards attempt to answer

Overall (WIP to deliver all)

What is the pipe-to-spend for our integrated campaigns? How much pipeline are our integrated campaigns generating?
What is the pipe-to-spend for our tactics (i.e. webcasts, gated content,etc.)? How much pipeline are our different tactics generating?
Which channels (i.e. paid ads, social, organice) are contributing to the highest quantity AND quality leads?
Which sources (i.e. webcast, content) are contributing to the highest quantity AND quality leads?
Which mix of channels and source deliver the optimal pipe-to-spend? Which mix delivers the highest quantity AND quality leads?

By Campaign

What is the pipe-to-spend for X campaign?
How much pipeline has X campaign generated?
What is the funnel movement for leads in X campaign? (Raw > Inquiry > MQL > Accepted > Qualifying > Qualified)
Which mix of channel and source is delivering the highest quantity AND quality leads?
Which channels are driving the most/least leads in X campaign?
Which channels are driving the most/least qualified leads in X campaign? (i.e. moving to Accepted vs. Unqualified)
How many leads from X campaign are being generated for each sales segment?
How many leads from X campaign are being generated for each sales region?
What is the breakdown of segment and region for X campaign?
What are the most common disqualification criteria for leads in X campaign? (analyze Unqualified Reason)

Offer-Specific Dashboards

SFDC reports and dashboards to track program performance real-time. Data from the below SFDC reports/dashboards along with anecdotal 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.

Key Metrics tracked on 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.

Virtual Events Reporting

The Webcast Dashboard tracks all webcasts hosted on GitLab's internal webcast platform. 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.

The Virtual Sponsorship Dashboard focuses on events that are hosted by a 3rd party where GitLab has purchased a virtual booth or sponsorship.

A visual of what happens when someone fills out a form on a landing page

❌ 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.

Marketing Programs Management - MPM