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Field Marketing

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Field Marketing

The role of field marketing is to support marketing messages at a regional level through in-person interactions (quality vs. quantity) coupled with multi-touch activities. Field Marketing programs are focused on relationship building with customers and prospects to support land and expand opportunities as well as pulling pipeline through the funnel more quickly.

Account Based Marketing

The account based marketing team is a sub group of field marketing. For info on account based marketing, please see the ABM page.

Types of programs Field Marketing runs

GitLab Owned Field Events

GitLab Connect

GitLab Connect is a full or half day event with both customers and prospects in attendance sharing stories & lessons learned about GitLab. SAL's will be responsible for asking customers to speak and Marketing, through a combination of SDR outreach, database and ad geotargeting will drive attendance to the event. If you would like to propose a GitLab Connect in your city, please open an issue in the Marketing - Field Marketing project using the AMER_Event_Request_Template for AMER events or the Field Event_GitLabConnect template for all other regions. Interested in seeing a GitLab Connect in action? Check it out.

To see how we handle GitLab owned events from a Marketing Programs standpoint, please head over to their handbook page

GitLab run workshops

Field Marketers will work with Product Marketing & Technical Product Marketing to put together various types of workshops depending on the needs of the region. Workshops available to date can be found here.

3rd party events

We will sponsor regional 3rd party events in an effort to build the GitLab brand and also to gather leads. Different type of 3rd part events include, but are not limited to:

To see how we handle GitLab owned events from a Marketing Programs standpoint, please head over to their handbook page

Field Event Goals

Vendors who we work with in AMER

We sometimes work with third party vendors for outreach, event production etc. Below is a list of whom we work with currently and the epic that tracks whom we have evaluated/worked with in the past.

AMER Field Marketing Event Venue Tracking

The below epic is for tracking venues we would like to utilize for future events, or as a way to evaluate event venues we have already worked with to note the pros and cons of various event space across different regions.

GitLab Company Information (Including Tax ID)

Useful Company Information

Corporate Memberships owned by GitLab Field Marketing

What's currently scheduled in my region?

Region FM DRI GitLab User ID
AMER East NE & SE Ginny Reib @GReib
AMER East-Central Jake Sorensen @JSorensen
AMER West-PacNorWest Rich Hancock @rhancock
AMER West - NorCal/SoCal/Rockies Rachel Hill @rachel_hill
AMER Public Sector Helen Ortel @Hortel
APAC Pete Huynh @Phuynh
EMEA Southern Europe Tina Morwani @tmorwani
EMEA MEA Tina Morwani @tmorwani
EMEA Northern Europe & Russia Kristine Setschin @ksetschin
EMEA UK/I Kristine Setschin @ksetschin
EMEA Central Europe & CEE Jeffrey Smits @jsmits

NOTE to see the full list of events, you need to be logged into your GitLab account. There are times we make issues private.

To find out what upcoming events GitLab will be involved in please visit our Events Page. If you have any questions or an event suggestion please review how to suggest an event at GitLab

For details on how we handle events & how to suggest an event for your region(corporate or field, please check out this page).

Field Marketing Labels in GitLab

The Field Marketing team works from issues and issue boards. If you need our assistance with any project, please open an issue and use the Field Marketing label anywhere within the GitLab repo.

General Field Marketing Labels:
Field Marketing: Issue initially created, used in templates, the starting point for any issue that involves Field Marketing
FY20-Q4: What event or activity is set to take place or be due in this quarter
FY21-Q1, FY21-Q2, FY21-Q3, FY21-Q4: What event or activity is set to take place or be due in this quarter

Regional Field Marketing Labels:

APAC: Issues that are related to the APAC sales team
EMEA: Issues that are related to the EMEA sales team
Central Europe: Issues that are related to the EMEA Central Europe (DACH) sales team Europe CEE: Issues that are related to the EMEA Central Eastern Europe sales team Southern Europe: Issues that are related to the EMEA Southern Europe (France, Italy, Spain, Portugal, Greece, Cyprus) sales team
MEA: Issues that are related to the EMEA MEA (Middle East & Africa) sales team
East: Issues that are related to the East sales team
East - Central: Issues that are related to the US East-Central sales team
East - NE: Issues that are related to the US East- NE sales team
East - SE: Issues that are related to the East-SE sales team
WEST: Issues that are related to the US West sales team
WEST - Bay Area: Related to the US WEST Bay Area sales team
WEST - BigSky: Issues that are related to the US WEST Midwest sales team
WEST - FM Planning: Issues related to West FM planning
WEST - FMM: Issues related to the West FMM
WEST - PacNorWest: Issues that are related to the US WEST Pacific North West sales team
WEST - SW: Issues that are related to the US WEST Southwest and SoCal sales team
Public Sector US: Any issues related to US Public Sector
FMM AMER PubSec: All issues and tasks related to the FMM AMER for PubSec
AMER - DOD: AMER DOD tactics AMER - CIV: AMER Civilian tactics AMER - SLED: AMER SLED tactics
AMER - IC: AMER National Security tactics
FMC AMER East & PubSec: Issues related to the FMC AMER East & PubSec
FMC AMER East & PubSec - Tracking: Deadline tracking related to FMC AMER East & PubSec
FMC AMER East & PubSec - Swag: FMC AMER East & PubSec tracking for swag and event assets FMC AMER - West::Watching: Issues that the FMC AMER West is tracking
FMC AMER - West::Working: Issues that the FMC AMER West is actively working on
FMC AMER - West::Complete: Issues that FMC AMER West has finished their needed work on
FMC EMEA - Event Tracking: Event/deadline tracking related to FMC EMEA

For more information on how Field Marketing utilizes GitLab for agile project management, please visit Marketing Project Management Guidelines.

The Field Marketing Budget

Field Marketing manages its budget in a separate doc, that our Finance Business Partners pull into the master marketing budget. Specific instructions on how we manage our budget:

  1. Each FMM will have a qtrly budget of money to spend based on territory pipeline needs.
  2. Finance issues will NOT be approved unless all column details are filled in. Field Marketing is the DRI for all columns.
  3. Every qtr finance will do a pull of this data and push it into the company rolling 4 qtr budget. Details on date of pull will be forthcoming.
  4. The "Budget Export" tab will be used to export to the master marketing budget spreadsheet and should be used by each FMM to ensure they are staying within budget.
  5. Each expense should have its own row.
  6. The entire cost of the program is to be budgeted for - Sponsorship + lead scanners + monitor + any other auxiliary cost that the company will incur.
  7. If the event is just 1 day, then the start and end date would be the same.
  8. The Campaign tag auto populates based off of the program name and the end date (ISO format) of the campaign. The max of 37 characters that can be entered into NetSuite is already taken into consideration in the formula.
  9. Each tab is protected based on the managers/DRI's for each region. Only those with permissions will be able to edit each tab. Please reach out to the marketing finance business partner if edit access needs to be changed.
  10. Only the "FY 21 Spend" column (O) needs to be filled out with the total spend of the program. Equations are in the monthly columns (P-AA) that will evenly spread the total amount over the months that are in the Start and End date columns. However, the equation can be deleted and dollar values can be hard-coded into the cells if the spend is not expected to be evenly spread over the months of the event.
  11. The MQL target is built off of a formula based on the type of activity the spend is. CXO focused = 70% of the leads will convert. Regional tradeshow = 30% of the leads will convert. ABM = 50% of the leads will convert.
  12. There will be a swag line item per region per qtr, so each sub region will not need to take this into consideration when it comes to the cost of the activity. AMER: Reminder that the Nadel portal spits out swag costs upon order completion.
  13. Created Net Suite tags can be found here

Field Marketing Communications

Async Status Updates

Since we are a remote company, we utilize a Slack plugin called Geekbot to coordinate status updates. Field Marketing world wide currently conducts 1 weekly standup. Geekbot shares this update in the public #fieldmarketing slack room.

Weekly Status Update

The Weekly Status Update is configured to run at 10 AM local time on Monday, and contains 5 questions:

  1. What was your favorite part of the weekend?

    The goal with this question is for you to get to know your colleagues and for you to be able to share what excited you from the previous few days when you weren't working.

  2. What's happening in your life?

    Is there anything you'd like the team to know about what's going in your life? Feel free to share as much or as little as you feel comfortable sharing.

  3. Are you traveling anywhere this week? If so, where and why.

    As Field Marketers, we travel up to 50% of the time. Sharing where you are is important, especially if are in a different timezone.

  4. What are your top 1-3 priorities for the next week?

    These top 3 priorities should be focused on what you plan to accomplish that week.

  5. Anything blocking your progress?

    Of those 1-3 items listed, do you need any roadblocks removed in order to accomplish the priorities?

You will be notified via the Geekbot plug in on slack at 10 AM your local time on Mondays, as stated above. It is important to note, that unless you answer all 5 questions in the Geekbot plug in, your answers will NOT be shared with your colleagues, so please be sure to complete all 5 questions!

Other pages to review for a full understanding of how Field Marketing at GitLab operates

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