At GitLab, we believe everyone can contribute. Because nearly anyone with an internet connection and a device can participate in virtual events, as a speaker or an attendee, virtual events are an important part of fulfilling that mission. While our expertise in this area is still developing, this page documents the best practices we have studied and established for virtual events at GitLab.
To see all upcoming marketing activities, view the All-Marketing SSoT Calendar
We have 4 separate Google calendars to manage different types and platforms of virtual events in GitLab:
All 4 calendars are consolidated into a single GitLab virtual events calendar view (above - calendars are not public because they contain secure login for presenters). The purpose of the consolidated view is to help event organizer(s) minimize topic overlap with other GitLab virtual events happening around the same time and to provide executive visibility into ALL virtual events that GitLab is running/participating in.
[Hold WC Hosted] Webcast title- GitLab hosted webcast still in planning
[WC Hosted] Webcast title- Confirmed GitLab hosted webcast
[DR WC Hosted] Webcast title- Dry run for GitLab hosted webcast
[Hold self-service] Event title- Self-service virtual event still in planning
[Self-service] Event title- Confirmed self-service virtual event
[Hold WC sponsored] Webcast title- Sponsored webcast still in planning
[WC sponsored] Webcast title- Confirmed sponsored webcast
[Hold VC sponsored] Conference title- Sponsored virtual conference still in planning
[VC sponsored] Conference title- Confirmed sponsored virtual conference
The external virtual events calendar will be used to log all planned and scheduled sponsored webcasts and virtual conferences. The purpose of this calendar is to provide visibility and help the sponsoring team minimize topic overlap with other GitLab virtual events happening around the same time and to provide executive visibility into all GitLab external virtual events.
DRI adding to external virtual events calendar: Sponsor owner
As soon as you create the epic for the sponsored virtual event, add the event to the external virtual events calendar by creating an event on the day the sponsored virtual event will be live.Make sure to also include the link to the epic in the calendar description.
[Hold WC sponsored] Event title(e.g:
[Hold WC sponsored] Securing your pipeline with GitLab and WhiteSource).
[Hold VC sponsored] Event title(e.g:
[Hold VC sponsored] Predict 2021).
[Hold ER sponsored] Event title(e.g:
[Hold ER sponsored] DevOps 101).
[Hold VA sponsored] Vendor Name Region(e.g:
[Hold VA sponsored] Captive Eight APAC).
Once the sponsorship has been confirmed, go to your calendar event and remove
Hold from the event title. Note: In the spirit of efficiency and to avoid creating multiple calendar invites, please include the epic or issue, add the marketing DRI, any GitLab speakers and/or attendees (SALs, SAs, etc.), as well as any other team members who would benefit from being included in the calendar invite as this invite will provide a hold for team members participating in the event. The 3rd party sponsor will send out additional event details separately.
[WC sponsored] Event title(e.g:
[WC sponsored] Securing your pipeline with GitLab and WhiteSource).
[VC sponsored] Event title(e.g:
[VC sponsored] Predict 2021).
[ER sponsored] Event title(e.g:
[ER sponsored] DevOps 101).
[ER sponsored] Vendor Name Region(e.g:
[ER sponsored] Captive Eight APAC).
Once the DRI has identified that the date will change, DRI will:
If the date changes after the sub-issues, epic, and tracking for the event have been created, the DRI/FMC must make the following updates:
Once the DRI has identified that an event is cancelled, DRI will:
If an online event is cancelled after the sub-issues, epic, and tracking for the event have been created, the DRI/FMC will:
Aborted. No other changes.
We have developed a decision tree to help you determine what type of GitLab-hosted virtual event is the best fit for you:
You will enter this mural in View Only mode.
This is a light weight virtual event that can be hosted on GitLabber's personal zoom. This is recommended for smaller virtual events (200 attendees max) and allows you to break the audience into smaller groups during the event. Attendees are able to be interactive in this event type, having the option to share both audio/video if allowed by the host.
We can track registration, but there is NO Marketo integration and NO Marketo landing page, requiring manual list upload to Marketo post event by MOps. For this virtual event type, no Campaigns Team program support pre/post event will be required.
This is the same format as a self-service event, except Campaigns Team will support 1-2 invitations and follow-up email.
This is a GitLab-hosted virtual event with
Webcast type configuration, which requires registration to enable Marketo sync. There are two tech platforms used for webcasts (based on the audience/goal):
Field Marketing runs hands-on workshops virtually. Regardless or not if there will be money spent to advertise these workshops, marketers are to use the webcast event type. A few more points to note:
For details regarding Virtual Workshops, please visit the Field Marketing Page.
Please work with the Corporate Marketing Events team on planning these large scale events. Virtual Conference handbook This event type is only intended if you need more tracked attendees than is capable with zoom and/ or you need multiple simultaneous tracks. It also allows for a partner expo hall. The tool we have in place allows for a cleaner experience for the end user than switchign between zoom calls. It more mirrors a physical event experience, with a keynote stage, tracks, expo halls and networking options.
Note: these events are not included in the above decision tree as they are not GitLab-hosted events. External virtual events handbook
|Self-service||Self-service w/ promotion||Webcast||Virtual Conference|
|SLA||5 BD||21 BD||45 BD||45 BD+|
FAQ & Notes:
In the spirit of efficiency, we encourage team members to host self-service events when they have interesting content to share with the GitLab community. See the project planning and best practices for producing self-service events in the self-service virtual events execution page to get started.
Currently, only the Campaigns Team team can run GitLab hosted virtual event with
Webcast type configuration in zoom since this configuration requires a special Zoom license and integration with Marketo. To begin a webcast request, visit the webcast page and follow the instructions.
If you have not yet identified if a self-service virtual event is the correct event type of event for you, please scroll to the top of this page to find out.
Please see the self-service virtual event promotion guide for best practice instructions on how to promote.
Below are Marketing promotion options for self-service virtual event, including requirements and DRI to contact to get the promotions started. Issue links are included in the epic code template for self-service with promotion. The requestor will create the relevant promotion issues for the event and assign to DRI.
Below is a summary of the promotion plan for webcasts. MPMs will be responsible for creating all promotion request issues as part of the webcast project management process. The requestor will start with a virtual event request issue and MPMs will create the necessary epic and related issues.
When scheduling a self-service event, this table can help guide you towards the right event type to select based on the features you would like to use during the event. GitLab hosted virtual events will need to fit into either: Zoom Webcast type or Zoom Meeting type.
|Zoom Webcast||Zoom Meeting|
|Video/Audio sharing||Host/Panelist only||All participants|
and Lead Flow
|Breakout Rooms /
|0 / 0||50 / 200|
Chat announcements allow specific users to send one-way announcements to everyone in the same account. Account owners and admin can add up to 50 users who can send announcements.
The question & answer (Q&A) feature for webcasts allows attendees to ask questions during the webcast and for the panelists, co-hosts and host to answer their questions. With the public Q&A feature, attendees can answer each other's questions and if enabled, they may also upvote each others questions.
You can enable polling in your meeting or virtual event to survey your attendees. See the prerequisites for how to enable polling.
You can also download the results of your poll - see reporting.
There are currently no networking features available in Zoom outside of the participation features listed above. However, there are some creative ways to continue the conversation after your event is over:
In order to stay compliant with all regulatory policies as it relates to marketing, please adhere the following guidelines when working with registration or attendee lists and event confirmation emails:
Please add the following language when creating your Zoom registration landing page:
By registering for this event, you agree that GitLab may email you about its products, services and events. You may opt-out at anytime by unsubscribing in emails or visit our communication preference center.
If you are creating a self-service partner virtual event, please add the following language when creating your Zoom registration landing page and replace
[partner name] with the name of the partner:
By registering for this GitLab and
[partner name]event, you agree that GitLab and
[Partner name]may email you about their products, services and events. You may opt-out at anytime by unsubscribing in emails or visiting the relevant company's preference center.
There are two types of reports you can export for virtual events from Zoom:
For registration lists:
Registration Report. If you had polling enabled for your virtual event or meeting, you can select
Poll Reportto download the results of your poll.
Report Queuewhere you can download your results as a .csv file.
For attendee lists:
Search. Maximum report duration is one month. The report displays information for meetings that ended at least 30 minutes ago.
Toggle columnsdrop down on the right-side of the screen (optional).
Participantscolumn to view the number of participants hyperlinked in blue. Click the linked number of participants.
Meeting Participants. From here, you can select the checkbox whether you want to export this list with meeting data or not. Meeting data includes the meeting ID, duration (minutes), # of participants, topic, start time, end time, and user email.
Export. It exports the list as a .csv file.
If you have a minimum of 20 leads to upload from a virtual event, you can utilize the same list upload process through marketing operations. Please create an issue in the marketing operations project using the
event-clean-list-upload.md issue template and assign it to
When driving webcast registration to a Zoom landing page, Zoom registration source tracking can be useful for tracking where the registrants are coming from.
Registration source tracking on zoom landing page is only available for MPM run
Webcast type and not the self-service virtual events
Meeting type set up.
Currently, we do not use Zoom's landing page for webcast registration as MPMs manage the webcast registration process by creating an about.gitlab landing page and integrating form fills to Zoom via Marketo. The Zoom integration tracks sources that drove the registration using UTM parameters. See full documentation on when and how to use utms.
Due to current security concerns, live streaming to YouTube from Zoom has been temporarily shut down. There is also a security concern regarding Zoom meetings that are recorded to the cloud. If you wish to record your virtual event and upload to YouTube later, record to your local machine (not to the cloud) and open an issue in the digital production project to have the digital production team review your recording prior to being uploaded to YouTube.
You may also want to review the GitLab Video Playbook, which offers guidance on creating engaging video content, much of which also applies to virtual events.