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Marketing Programs Management

On this page

Marketing Program Managers

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.

Responsibilities

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.

Order of assignment for execution tasks:

  1. Primary responsible MPM
  2. Secondary MPMs (if primary MPM is OOO or not available)
  3. 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:

  1. event support (invitations, reminders, and follow ups)
  2. ad hoc emails (security, etc.)
  3. webcast emails (invitations, reminders, and follow ups)
  4. 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:

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 trial 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 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

Marketo vs. PathFactory

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.

FAQ:

  1. 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.

  1. 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.

  1. 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.

  1. 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.

Process documentation

MPM campaigns and content pillar alignment

With questions regarding this process, please ping @jgragnola in the marketing_programs slack channel

📚 Timeline for content launch & activation: (BD = business days)

See upcoming content & deadlines

Label statuses:

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 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.

  1. TEMPLATE: Create a new issue using the Gated-Content-Request-MPM template
  2. NAME: The name of the issue should be Gate Resource: [official name of content]
  3. CONFIDENTIALITY: If you are linking to the final asset, please make the issue confidential.
  4. DETAILS: Fill in relevant details at the top of the issue (requester, type, official content name, and a link to citation policy for analysts).
  5. LANDING PAGE COPY: Landing page copy is the responsibility of the content owner. Provide copy in a new copy document by making a duplicate of the linked googledoc template.
  6. ASSIGN ISSUE: The issue should be assigned to both the content owner and to Jackie Gragnola @jgragnola.

Please note that if details and landing page copy are not provided, the MPM is blocked and will not be gating the resource.

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.

Requesting Virtual (Online) Events support

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

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.

Step 1: Create a virtual event request issue in the digital marketing programs project.

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

⚠️ *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

⚠️ Note: Jackie will handle NORAM. Agnes will handle APAC/EMEA.

Step 3: MPM creates the event epic

Add to epic based on FMM answers:

Step 4: MPM and MOps create the necessary issues and add to epic

⚠️ 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.

Offline Events channel types

See full campaign progressions here

Adding to the /events page

For full instructions to add entry to the /events page, see the Marketing Events page.

Requesting an Email

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.

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.

Programs reporting

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.

Webcast dashboard

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.

Live Demo dashboard

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.

Virtual Sponsorship dashboard

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

Webcast program set up can be found in the Business OPS section of the handbook.

Newsletter

Process for bi-weekly newsletter

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:

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:

  1. Go to Marketing Activities > Master Setup > Outreach > Newsletter & Security Release
  2. Select the newsletter program template YYYYMMDD_Newsletter Template, right click and select Clone.
  3. Clone to A Campaign Folder.
  4. In the Name field enter the name following the newsletter template naming format YYYYMMDD_Newsletter Name.
  5. In the Folder field select Newsletter & Security Release. You do not need to enter a description.
  6. 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).
  7. Click the + symbol to the left of your new newsletter item and select Newsletter.
  8. In the menu bar that appears along the top of your screen, select Edit draft.

Editing the newsletter in Marketo

  1. Make sure you update the subject line.
  2. 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.
  3. 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

  1. When you're ready, select Email actions from the menu at the top, then Send sample to preview.
  2. 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.
  3. When you are satisfied with the newsletter, select Approve and close from the Email actions menu.

Sending the newsletter

  1. When the edit view has closed, click on the main newsletter item in the left-hand column.
  2. In the Schedule box, enter the send date and select Recipient time zone if the option is available.
  3. Make sure Head start is checked too.
  4. In the Approval box, click on Approve program.
  5. 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.