{: #calendar .gitlab-purple}
{: #overview .gitlab-purple}
There are four types of GitLab-hosted webcasts and workshops using the Zoom webcast license and On24, with differing DRIs depending on the webcast goal and owner.
{: #campaign-webcasts .gitlab-purple}
Campaign webcasts are managed, moderated, and executed by the Campaigns Team in On24, focusing on use case, competitive, and other overarching campaign messaging.
{: #campaigns-webcast-idea .gitlab-purple}
Create a webcast idea issue in the campaigns project.
status:plan to status:wip, and run with the webcast{: #campaigns-project-management .gitlab-purple}
View the webcast workback timeline GANTT here
> Naming convention: [Webcast Title] - [3-letter Month] [Date], [Year]
> Start Date = date epic opened, Due Date = webcast date
## [GANTT >>]() - [owner to copy from this template](https://docs.google.com/spreadsheets/d/1A4c2OodEAsOlN4Ek-rBiLlwkdF0AvX5YBiY4mhkZd-M/edit#gid=666473040)
## [Landing Page >>]() - `to be added when live`
#### :key: Key Details
* **Webcast DRI:**
* **Speaker(s) and Moderator:**
* **Official Webcast Name:**
* **Official Webcast Date:**
* **Sales Segment:** `Large, Mid-Market, or SMB`
* **Sales Region:** `AMER, EMEA, APAC`
* **Sales Territory (if specific):**
* **Goal:** `Please be specific on the KPI this is meant to impact. For example, drive MQLs against named account list, increase velocity of MQLs > SAOs, increase velocity of early stage opps to close.`
* [landing page copy]() - `doc to be added by Marketing Programs` ([clone the template here](https://docs.google.com/document/d/1xHnLKPCaXrpEe1ccRh_7-IqgNbAlzQsZVc-wr1W4ng8/edit#))
* [ ] [main salesforce campaign]()
* [ ] [main marketo program]()
## :books: Issue creation
<details>
<summary>Expand below for checkboxes of issues to be created, use the GANTT to calculate the due dates.</summary>
* [ ] Zoom license date request issue created
* [ ] Secure presenters and schedule dry runs issue created
* [ ] Facilitate tracking issue
* [ ] Landing page issue created
* [ ] Optional: New design assets issue created for the design team
* [ ] Invitation and reminder issue created
* [ ] Organic social issue created for social media manager
* [ ] Paid Ads issue created for DMP
* [ ] PathFactory request issue created
* [ ] Follow up email issue created
* [ ] Add to nurture stream issue created
* [ ] Host dry run issue created
* [ ] Prepare for webcast isue created
* [ ] On-demand switch issue created
</details>
/label ~mktg-demandgen ~dg-campaigns ~"Webcast - GitLab Hosted" ~"Webcast" ~"mktg-status::wip"
{: #partner-webcasts .gitlab-purple}
Partner webcasts are managed and moderated by Partner Marketing, working closely with partner counterparts, with techincal setup (Marketo, SFDC, ON24) by Campaign Managers.
{: #bt-partner-webcasts .gitlab-purple}
Create a webcast date request issue in the campaigns project.
status:plan to status:wip, and close out the date check issue{: #partner-project-management .gitlab-purple}
View the webcast workback timeline GANTT here
> Naming convention: [Webcast Title] - [3-letter Month] [Date], [Year]
> Start Date = date epic opened, Due Date = webcast date
## [GANTT >>]() - [owner to copy from this template](https://docs.google.com/spreadsheets/d/1A4c2OodEAsOlN4Ek-rBiLlwkdF0AvX5YBiY4mhkZd-M/edit#gid=1597899784)
## [Landing Page >>]() - `to be added when live`
#### :key: Key Details
* **Webcast DRI:**
* **Speaker(s) and Moderator:**
* **Official Webcast Name:**
* **Official Webcast Date:**
* [landing page copy]() - `doc to be added by Partner Marketing` ([clone the template here](https://docs.google.com/document/d/1xHnLKPCaXrpEe1ccRh_7-IqgNbAlzQsZVc-wr1W4ng8/edit#))
* [ ] [main salesforce campaign]()
* [ ] [main marketo program]()
* [ ] Sharing leads with our partner (check box if yes) - campaign manager to use *Form 2432: Partners*
/label ~"Partner Marketing" ~"Marketing Programs" ~"Webcast - GitLab Hosted" ~"Webcast" ~"mktg-status::wip" ~mktg-demandgen
{: #partner-tactical-execution .gitlab-purple} (Typically we host 2 webcasts per month with GitLab Partners)
Step 1: Creating a GitLab webcast
Step 2: Pre-webcast work
Step 3: Executing the webcast
Step 4: Post-event follow up
Step 5: Reporting
{: #field-abm-webcasts .gitlab-purple}
{: #field-workshops .gitlab-purple}
Virtual Workshops are managed and moderated by Field Marketing, working closely with Solution Architects and other GitLab team members, with partial technical setup by Campaign Managers.
For details regarding Virtual Workshops, please visit the Field Marketing Page.
{: #webcast-best-practices .gitlab-purple}
Marketing Programs to review and update against "general virtual events best practices" page
Review GitLab's general virtual events best practices for additional suggestions on how to make your virtual event a success.
{: #webcast-speaker-approval .gitlab-purple}
Marketing Programs sometimes depend on GitLab's subject matter experts to deliver webcast presentations. However, we must ensure that when we ask a speaker to participate on a webcast that the work is approved. Please use the following guideline when asking a subject matter expert to participate on a webcast.
{: #speaker-tips .gitlab-purple}
Here are some basic tips to help ensure that you have a good experience preparing for and presenting on a webcast.
Ask us any questions you have about the time commitment etc. and what exactly our expectations are. Talk about it with your manager if you're on the fence about your availability, bandwidth, or interest. Make sure you're both on the same page. We want this to be a meaningful professional development exercise for you, not a favor to us that you're lukewarm about — if you feel that way, none of will be able to do our best job. We'll be honest with you, so please do the same for us.
Select and set up your presentation space. Pick a spot with good wifi, and we recommend setting up an external mic for better audio quality, although this is optional. If you will be presenting from your home, alert your spouse/roommates of the time/date & ask them to be out of the house if necessary. Depending on your preferences and comfort level with public speaking, run through the script several times.
Try to get a good sleep the night before, and, if the presentation is in the morning, wake up early enough to run through your notes at least once. Review our Positioning FAQ, or keep the page handy in case you are asked in the Q&A about how GitLab compares to our competitors.
{: #technical-demo-series .gitlab-purple}
Technical demos are aligned with the GTM Motions and cover a range of topics relevant to leads in consideration & purchase stages.
Demo series run on a weekly cadence as live or pre-recorded sessions on Zoom / On24 Platforms with an option for written or live Q&A.
Primary goal:
{: #technical-demo-landing-pages .gitlab-purple}
Technical Demo Series are managed by Marketing Campaign Managers, in collaboration with Technical Marketing Managers who deliver the content. The technical set-up is executed by Campaign Managers and Verticurl agency.
Campaign Managers are responsible to maintaining the following technical demo pages:
Instructions video on adding/removing the technical demos from landing page are available here.
The following landing pages combining technical demos and workshops are being maintained by Field Marketing Managers:
{: #logistical-setup .gitlab-purple}
{: #add-to-calendar .gitlab-purple}
{: #bt-calendar}
On24 webcast calendar is used to log all planned and scheduled On24 webcasts and their related dry runs. The purpose of the On24 webcast calendar is to avoid scheduling overlapping webcasts and to provide visibility into all On24 webcasts across teams.
Adding to the calendar:
[Hold]
[Hold] TALK | 7 secrets of effective GitOpsDR (ex. [Hold DR] TALK | 7 secrets of effective gitops)[Hold] from the event title
TALK | 7 secrets of effective GitOps or RP | 7 secrets of effective GitOps{: #zoom-calendar}
The Field Marketing team manages the zoom webcast license calendar, which will be used to log all planned and scheduled Field Marketing hosted webcasts/workshops and their related dry runs. The purpose of the webcast calendar is to ensure Field Marketers don't schedule overlapping webcasts when using the shared webcast license and to provide executive visibility into all webcasts being hosted.
Anyone desiring to reserve the zoom license for a webcast must submit a Zoom license date request - please note that speakers must be secured and all details in the issue must be provided or the request will be rejected.
Planned webcasts:
[Hold WC Hosted] Webcast title (e.g: [Hold WC Hosted] Mastering CI) and create it as an all-day event (no time slot selected). Make sure to also include the link to the issue in the calendar description.Confirmed Webcasts
Hold from the event title [WC Hosted] Webcast title (e.g: [WC Hosted] Mastering CI). Specify the time on the calendar event and swap the issue link in the calendar description with the Epic link. Note: In the spirit of efficiency, please be sure to add all presenters (GitLab team members and external speakers), the epic or issue (if you have one) and your Zoom invite info to the calendar invite so you're not having to create multiple calendar invites.[DR WC Hosted] Webcast title (e.g: [DR WC Hosted] Mastering CI) and specify the date/time on the calendar event.{: #brighttalk .gitlab-purple}
{: #bt-quick-links}
{: #bt-types}
{: #zoom .gitlab-purple}
{: #configure-zoom}
Note: The webcasts@ zoom license can only be used for a single session at a time. This license is used for all field-marketing-run internally hosted webcasts. Therefore, when a webcast is requested please confirm there is not going to be a conflict between the pre-scheduled sessions - both live and dry-run - using that license by checking the webcast gcal. Schedule no less than 30min between sessions (before & after) so there is less chance of conflict and allows for a buffer.
Debunking Serverless security myths - October 21, 2019 - 8:30 am PT/3:30 pm UTC).Adding alt-host and panelist to a webcast
Adding poll questions to a webcast
{: #zoom-mkto-integrate}
{: #zoom-marketo-program}
A campaign folder.YYYYMMDD_{Webcast Title}_[Region - only if applicable]. For example, 20170418_MovingToGit.YYYYMMDD_{gtmcampaign}_{Webcast Title}_techdemo_[Region - only if applicable]. For example, 20220324_devopsgtm_BuildingMLApps_techdemo_APAC.GitLab-Hosted Campaign Webcasts or GitLab-Hosted Workshops folders.{: #zoom-marketo-connect}
Event Partner: with a link that says "not set".Zoom and in the Login drop down, select Zoom Webcast.{: #zoom-sfdc-campaign}
Salesforce Campaign Sync: with a link that says "not set".in progressEnable Bizible Touchpoints field to Include only "Responded" Campaign Members{: #zoom-marketo-tokens}
Buckle up! There are a lot of tokens, but for good reason. This is an advanced practice and best practice within Marketo templates to increase efficiency and speed. Updating these at the top level of the program allows them to cascade through the landing page, emails, automation, and alerts creating a significantly more efficient process of launching new webcasts.
{{my.apiKey}} - apiKey from Zoom{{my.apiSecret}} - apiSecret from Zoom{{my.bullet1}} - bullet copy with approved character limits{{my.bullet2}} - bullet copy with approved character limits{{my.bullet3}} - bullet copy with approved character limits{{my.bullet4}} - bullet copy with approved character limits{{my.emailConfirmationButtonCopy}} - copy for the email confirmation (when on demand), leave as Watch now{{my.formButtonCopy}} - copy for the form button, leave as Register now (when switching to on-demand, this will change to Watch now){{my.formHeader}} - copy for header of form, leave as Save your spot today! (when switching to on-demand, this will change to View the webcast today!){{my.heroImage}} - image to display above landing page form (options in Marketo here){{my.introParagraph}} - intro paragraph to be used in landing page and nurture email, with approved character limits{{my.mpm owner email address}} - not used in automation, but helpful to know who to go to about setup{{my.ondemandUrl}} - skip updating in initial registration page setup (update during on-demand switch), Pathfactory link WITHOUT the https:// NOR the email tracking part (lb_email=)
learn.gitlab.com/gartner-voc-aro/gartner-voc-aro - the code in the Marketo template assets will create the URL https://learn.gitlab.com/gartner-voc-aro/gartner-voc-aro?lb_email={{lead.email address}}&{{my.utm}}{{my.socialImage}} - image that would be presented in social, slack, etc. preview when the URL is shared, this image is provided by design/social, leave the default unless presented with webcast specific image.{{my.speaker1Company}} token with speaker 1's company name{{my.speaker1ImageURL}} token with speaker 1's image url in marketo design studio{{my.speaker1JobTitle}} token with speaker 1's job title{{my.speaker1Name}} token with speaker 1's full name{{my.utm}} - UTM to track traffic to the proper campaign in reporting dashboards (append integrated campaign utm or program name, if webcast is not part of an integrated campaign, to the utm campaign token){{my.valueStatement}} token with the short value statement on what the viewer gains from the webcast, this ties into the follow up emails and must meet the max/min requirements of the character limit checker{{my.webcastDate}} - the webcast LIVE date.{{my.webcastDescription}} - 2-3 sentences with approved character limits, this will show up in page previews on social and be used in YouTube and Pathfactory description.{{my.webcastSubtitle}} token with subtitle for the webcast.{{my.webcastTime}} token with the webcast time in local timezone/UTC timezone.{{my.webcastTitle}} token with the webcast title.{: #zoom-marketo-smart-campaigns}
00 Interesting Moments campaign.01a Registration Flow (single timeslot) smart campaign.{: #zoom-marketo-lp}
Registration Page and hover over URL Tools > Edit URL Settingswebcast-topic (or webcast-topic-region if region is relevant) - ex. webcast-mastering-cicd or webcast-mastering-cicd-italianThank You Page
webcast-topic-thank-you (or webcast-topic-region-thank-you if region is relevant) - ex. webcast-mastering-cicd-thank-you or webcast-mastering-cicd-italian-thank-you{: #zoom-adjust-speakers}
Less Speakers The speaker module is controlled in the Marketo landing page module. The template is initially set up to support three speakers (note: this is supported in both the My Tokens and the landing page template). If there are less speakers, follow the instructions below:
Edit DraftSpeaker sectionHTML on the toolbar<div><br /></div>
<ul>
<li>{{my.speaker3ImageURL}}</li>
<li>{{my.speaker3Name}}</li>
<li>{{my.speaker3JobTitle}}</li>
<li>{{my.speaker3Company}}</li>
</ul>
Less Speakers The speaker module is controlled in the Marketo landing page module. The template is initially set up to support three speakers (note: this is supported in both the My Tokens and the landing page template). If there are less speakers, follow the instructions below:
Edit DraftSpeaker sectionHTML on the toolbar<div><br /></div>
<ul>
<li>{{my.speaker3ImageURL}}</li>
<li>{{my.speaker3Name}}</li>
<li>{{my.speaker3JobTitle}}</li>
<li>{{my.speaker3Company}}</li>
</ul>
If additional assistance is required, please comment in the #marketing_programs slack for assistance if needed.
{: #zoom-multiple-timeslots}
:exclamation: Note from @jgragnola: let's see if we can simplify and remove the "multiple timeslot webcast" section so that there is just instruction on updating the form (or create a new program template in Marketo)
Note: These instructions are for a single webcast with multiple timeslots and the person can only register for one time. If you would like instructions for a single landing page for a webcast series of different topics, see Scheduling a multi-webcast series - Single landing page below.
The Marketo and Zoom launchpoint integration does not currently support recurring webinars. You must set up a unique Marketo program and unique Zoom webinar program for each session. Despite this limitation, the set up below allows you to streamline the registration process for our target audience by setting up a single landing page with forms configured for multiple date/time options (step 7) to route registrations to the appropriate webcast programs in Marketo/Zoom.
FORM 1419: Webcast_MultipleTimeSlots.Choose preferred time field, click Values>Advanced Editor .Event Date Code field and used to add registrants to the appropriate Marketo programs you will create in steps 2-6 below.Repeat steps 2 - 7 for each webcast date/time slots:
A campaign folder.GitLab Webcasts folder. Tip: you may want to create a new folder within the quarter’s folder to group all the recurring webcasts in 1 place.Event Partner.Zoom and in the Login drop down, select Zoom Webcast.My Tokens at the webcast program level.
{{my.email header alt}} token with the webcast title.{{my.email header image url}} with the image url in marketo design studio.{{my.landingPageUrl}} token with the webcast landing page url.{{my.utm}} token by appending the integrated campaign utm or Marketo program name (if webcast is not part of an integrated campaign) to the utm campaign token.{{my.ondemandUrl}} token for now (until the LIVE webcast has been completed).{{my.webcastDate}} token with the webcast LIVE date.{{my.webcastTime}} token with the webcast time in local timezone/UTC timezone.{{my.webcastTitle}} token with the webcast title.Assets folder nested within your webcast programOutbound -attendees and Outbound -no shows emails with relevant follow up copies relevant to the webcast.Interesting Moments campaign.01b Registration Flow (Multi-timeslot) smart campaign, modify the referrer link with the webcast landing page url without the https (e.g: about.gitlab.com/webcast/securing-serverless/). Add the appropriate Event Date Code(s) based on the unique server values outlined in step 1. Activate the smart campaign.{: #zoom-webcast-series}
Note: These instructions are for a multiple webcast series using a single landing page (supporting registration for multiple webcasts with one form submission). If you would like instructions for a single webcast with multiple timeslots and the person can only register for one time, see Multiple time-slot webcast - Zoom above.
The Marketo and Zoom launchpoint integration does not currently support multiple webinars. You must set up a unique Marketo program and unique Zoom webinar program for each session. Despite this limitation, the set up below allows you to streamline the registration process for our target audience by setting up a single landing page with forms configured to allow registering for multiple webcasts at one time to route registrations to the appropriate webcast programs in Marketo/Zoom.*
Repeat steps 1 - 5 for each webcast in the series:
If you have 3 webcasts, you will have 3 Zoom webcasts and 3 Marketo programs. Tip: you should create a new folder within the quarter’s folder to group all the webcasts in 1 place.
Complete Steps 1 and 2 above (Configure Zoom and Set up the webcast in Marketo/SFDC, and integrate to Zoom), just as you would for a single webcast.
Complete Step 3.A above (Update Marketo Tokens). You will not have the landing page yet, so you will need to return to this token after set-up is complete.
Activate the Interesting Moments Smart Campaign.
01a Registration Flow (single time-slot) smart campaign, modify the Smart List and Flow steps.
Fills out form trigger. From the sidebar, select the Program Status is Changed trigger. Program: is Enter the webcast program name. Add a constraint for New Status. New Status is Webcast > Registered.Step 1: Change Program StatusAssets folder nested within your webcast programOutbound -attendees and Outbound -no shows emails with relevant follow up copies relevant to the webcast.Set-up multi-webcast processing This is considered a complex set-up. It is recommended that you engage Marketing Ops to assist in the set-up, or at a minimum check the final set-up before you go live.
Clone JPUserCaseStudySeries. Name the new program according to your webcast series. :exclamation: Note for MOps - We need a new program template to clone
Complete the Marketo Tokens for the series. This information will be used to create the landing page. Token details can be found in section 3.A above.
New, then New Local AssetListAssets folder, click on FORM 3111. When you cloned the program, the form number changed. You can find the new form number by looking in the URL: https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/FO3111A1LA1. Update the form name to FORM [enter number here]: Name of Series. If you are unsure of the form number, you can click "Preview Form" and find the number in the URL here: https://na-ab13.marketodesigner.com/m?explictHostname=app-ab13.marketo.com#FOP3111Registration Page and hover over URL Tools > Edit URL Settingswebcast-topic (or webcast-topic-region if region is relevant) - ex. webcast-mastering-cicd or webcast-mastering-cicd-italianThank You Page
webcast-topic-thank-you (or webcast-topic-region-thank-you if region is relevant) - ex. webcast-mastering-cicd-thank-you or webcast-mastering-cicd-italian-thank-youprogram distribution campaign
Fills out Form trigger, with Form Name is [name of the form in the program]. This is the form you updated the name for earlier.Program to the program for your first webinar.Program to the program for your second webinar.Program to the program for your third webinar. (If you only have two webcasts, delete this step)List Name to the List you created for the first webinar.List Name to the List you created for the second webinar.List Name to the List you created for the third webinar. (If you only have two webcasts, delete this step)
* Schedule: Activate the campaign{: #zoom-webcast-invites}
:exclamation: Note from @jgragnola: we are working on further templatizing these invitations so that copy changes are not needed and tokens take care of these emails. (issue)
invitation 1 - 2 weeks prior, invitation 2 - 1 week prior , and if needed invitation 3 - Day before with relevant copies related to the webcast. Note: We normally use the same copy for all 3 emails and simply tweaked the templated subject lines to sound more like “Reminders”.Target List smart list and input the names of past similar programs and applicable program statuses to the Member of program filter. This will make sure people that have attended programs with similar topics in the past are included in the invite.{: #zoom-add-events-page}
{: #zoom-testing}
{: #zoom-after-webcast}
{: #zoom-on-demand-switch}
Please Note: Workshops are not converted to on-demand assets.
🤩 NEW! In Marketo:
{{my.webcastTitle}}){{my.contentDescription}})Unlisted so only people with the URL to the video can find itShow More option and check the box for allow embeddingformButtonCopy token to be Watch nowformHeaderCopy token to be Watch the webcast todayondemandUrl token with the Pathfactory link
https:// (it should begin with learn.gitlab.com/)? question marks (if it does, you did not update the custom URL slug) - WATCH THE EXPLAINER VIDEOlb_email= (this is already incorporated into all assets of the Marketo program template)Edit Draft
EditFORM 1592: webcast or relevant localized form) - you will change this to be FORM 2076: On-demand WebcastLanding PageSend Sample* asterisk)Watch now CTA and confirm that your email address is in the URL displayed (this happens quickly and disappears in the URL, so watch carefully!)01a Registration Flow (single timeslot) or 01b Registration Flow (Multi-timeslot) smart campiagn, click Deactivate once the webcast has completed.04 Viewed On Demand smart campaign - Smart List:
FORM 2076: On-demand Webcast. Web Page is (the name of your landing page).04 Viewed On Demand smart campaign, click Activate.{: #zoom-follow-up-emails .gitlab-purple}
Note: do not schedule the emails until you have completed the "on demand switch" process (and there is a Pathfactory URL ready to be used)
https:// (it should begin with learn.gitlab.com/)? question marks (if it does, you did not correctly update the custom URL slug)lb_email= (this is already incorporated into all assets of the Marketo program template)Send Sample* asterisk)Recording of the webcast and Watch now links and confirm that your email address is in the URL displayed (this happens quickly and disappears in the URL, so watch carefully!)02 Follow Up - No shows/Attended smart campaign to be the following business day.{: #zoom-reschedule .gitlab-purple}
In the event you need to change the date of your webcast, please follow the steps outlined below.
(Optional: for rescheduled webcast only) Import registrants from old program smart campaign. Doing this will also re-trigger the confirmation email to existing registrants.None.send webinar cancellation email to panelists and registrants.{: #zoom-cancel .gitlab-purple}
In the event you need to cancel your webcast, please follow the steps outlined below.
send webinar cancellation email to panelists and registrants since this is already covered in step 4.{: #on24 .gitlab-purple}
{: #0n24-quick-links}
{: #on24-types}
{: #on24-epics-issues}
Top Level Epic (ex: [FY24 Tech Demo Series] Automated Software Delivery)View the webcast workback timeline GANTT here
<!-- Naming convention: [Webcast Title] - [3-letter Month] [Date], [Year] -->
## [GANTT >>]() - [owner to copy from this template](https://docs.google.com/spreadsheets/d/1A4c2OodEAsOlN4Ek-rBiLlwkdF0AvX5YBiY4mhkZd-M/edit#gid=666473040)
## [Landing Page >>]() - `to be added when live`
#### :key: Key Details
* **Webcast DRI:**
* **Speaker(s) and Moderator:**
* **Official Webcast Name:**
* **Official Webcast Date:**
* **Sales Segment:** `Large, Mid-Market, or SMB`
* **Lifecycle Stage/Lead Status:** `Raw, Inquiry, MQL, Accepted, Qualifying, Qualified, Nurture`
* **Sales Region:** `AMER, EMEA, APAC`
* **Sales Territory (if specific):**
* **Goal:** `Please be specific on the KPI this is meant to impact. For example, drive MQLs against named account list, increase velocity of MQLs > SAOs, increase velocity of early stage opps to close.`
* [landing page copy]() - `doc to be added by Marketing Programs` ([clone the template here](https://docs.google.com/document/d/1xHnLKPCaXrpEe1ccRh_7-IqgNbAlzQsZVc-wr1W4ng8/edit#))
* [ ] [main salesforce campaign]()
* [ ] [main marketo program]()
* [ ] [ON24 webcast preview link]()
## :books: Issue creation
<details>
<summary>Expand below for checkboxes of issues to be created, use the GANTT to calculate the due dates.</summary>
* [ ] Secure presenters and schedule dry runs issue created
* [ ] Facilitate tracking issue
* [ ] Landing page issue created
* [ ] Invitation and reminder issues created
* [ ] Organic social issue created for social media manager
* [ ] PathFactory request issue created
* [ ] Follow up email issue created
* [ ] Add to nurture stream issue created
* [ ] Host dry run issue created
* [ ] Prepare for webcast issue created
* [ ] On-demand switch issue created
</details>
/label ~mktg-demandgen ~dg-campaigns ~"Webcast - GitLab Hosted" ~"Webcast" ~"mktg-status::wip"
{: #on24-setup .gitlab-purple}
{: #configure-on24}
Note: ON24 Elite license is used for all field marketing and campaigns internally hosted webcasts. Therefore, when a webcast is requested please confirm there is not going to be a conflict between the pre-scheduled sessions - both live and dry-run - using that license by checking the webcast gcal. Schedule no less than 30min between sessions (before & after) so there is less chance of conflict and allows for a buffer.
Setting-up a SEMU-live ON24 Webcast
Setting-up a LIVE ON24 Webcast
Adding poll questions to a webcast
ON24 Console choose Take Survey and add it to your event console. You can then set it to appear as post event survey, during the webcast, or both in the Configuration settings tab.
{: #on24-mkto-setup}
{: #on24-marketo-program}
A campaign folder.YYYYMMDD_{Webcast Title}_[Region - only if applicable]. For example, 20170418_MovingToGit.YYYYMMDD_{gtmcampaign}_{Webcast Title}_techdemo_[Region - only if applicable]. For example, 20220324_devopsgtm_BuildingMLApps_techdemo_APAC.GitLab-Hosted Campaign Webcasts or GitLab-Hosted Workshops folders.{: #on24-sfdc-campaign}
Salesforce Campaign Sync: with a link that says "not set".in progressEnable Bizible Touchpoints field to Include only "Responded" Campaign Members{: #on24-marketo-connect}
After completing the creation of an On24 web event, the next step is to connect the webinar to Marketo. Unlike other tools, the On24 room and Marketo program do not need to be connected via the Event Partner field on the Marketo program. All data transfer is done via the Event ID and smart campaigns.
Event ID and Audience URL handy.Templates - On24. Located in this folder are program templates Designed with triggers to work with On24's Marketo custom object. Make a copy of the needed program type template in the appropriate folder.04 On24 Processing - Attended04 On24 Processing - Follow Up Requested04 On24 Processing - No Show04 On24 Processing - On Demand01 Registration Flow (choose single or multi)00 Interesting Moments01a Registration flow (single timeslot) or 01b Registration Flow (Multi-timeslot)04 On24 Processing - Attended04 On24 Processing - Follow Up Requested04 On24 Processing - On Demand. Only activate this smart campaign if it is appropriate for the webinar, such as in the event the webinar will be left available for on-demand viewing.04 On24 Processing - No Show. No Show will not be activated as a trigger, but as a batch campaign scheduled to run 6 hours after the event has completed.04 On24 Processing - Attended campaign, which is no longer needed after the event ends.{{my.on24URL}}: This token needs to be updated as upon registration the registrant is sent an automatic email with the Audience URL attached to this token.{{my.key}}: This token needs to have the correct alphanumerical value taken from the Audience URL for the registration confirmation email to trigger.{{my.webcastDate}}, {{my.webcastTitle}} etc. are standard to update.{{my.On24password}}: Update this with the webinar password. If no password was set up in the console, completely remove token from registration confirmation email as it is not necessary.Registration Flow smart campaigns will send out the Audience URL for the event and have tokens arranged to share event passwords.Registration Confirmation and Reminder emails will be sent from ON24, make sure these are activated in the ON24 program (all template already have them activated).{: #on24-marketo-tokens}
{{my.bullet1}}-{{my.bullet4}}- bullet copy with approved character limits{{my.emailConfirmationButtonCopy}} - copy for the email confirmation (when on demand), leave as Watch now{{my.formButtonCopy}} - copy for the form button, leave as Register now (when switching to on-demand, this will change to Watch now){{my.formHeader}} - copy for header of form, leave as Save your spot today! (when switching to on-demand, this will change to View the webcast today!){{my.introParagraph}} - intro paragraph to be used in landing page and nurture email, with approved character limits{{my.ondemandUrl}} - skip updating in initial registration page setup (update during on-demand switch), Pathfactory link WITHOUT the https:// NOR the email tracking part (lb_email=)
learn.gitlab.com/gartner-voc-aro/gartner-voc-aro - the code in the Marketo template assets will create the URL https://learn.gitlab.com/gartner-voc-aro/gartner-voc-aro?lb_email={{lead.email address}}&{{my.utm}}{{my.socialImage}} - image that would be presented in social, slack, etc. preview when the URL is shared, this image is provided by design/social, leave the default unless presented with webcast specific image.{{my.speaker1Company}} token with speaker 1's company name{{my.speaker1ImageURL}} token with speaker 1's image url in marketo design studio{{my.speaker1JobTitle}} token with speaker 1's job title{{my.speaker1Name}} token with speaker 1's full name{{my.utm}} - UTM to track traffic to the proper campaign in reporting dashboards (append integrated campaign utm or program name, if webcast is not part of an integrated campaign, to the utm campaign token){{my.valueStatement}} token with the short value statement on what the viewer gains from the webcast, this ties into the follow up emails and must meet the max/min requirements of the character limit checker
@@ -883,66 +923,27 @@ PUBLISHING{{my.webcastTime}} token with the webcast time in local timezone/UTC timezone.{{my.webcastTitle}} token with the webcast title.{: #on24-marketo-lp}
Registration Page and hover over URL Tools > Edit URL Settingswebcast-topic (or webcast-topic-region if region is relevant) - ex. webcast-mastering-cicd or webcast-mastering-cicd-italianThank You Page
webcast-topic-thank-you (or webcast-topic-region-thank-you if region is relevant) - ex. webcast-mastering-cicd-thank-you or webcast-mastering-cicd-italian-thank-you{: #on24-practice-session}
{: #0n24-email-invitations}
:exclamation: Note from @jgragnola: we are working on further templatizing these invitations so that copy changes are not needed and tokens take care of these emails. (issue)
Invitation 1 - 2 weeks prior, Invitation 2 - 1 week prior , and if needed Invitation 3 - Day before with relevant copies related to the webcast.
List folder and edit the Target List smart list and input the names of past similar programs and applicable program statuses to the Member of program filter. This will make sure people that have attended programs with similar topics in the past are included in the invite.
{: #on24-webpage-listings}
{: #on24-webcast-testing}
Submit a test lead using your GitLab email on the LIVE landing page to make sure the registration is tracked appropriately in the Marketo program and you get a confirmation email from ON24.
Doing a QA for your ON24 Webcast Registration Page
{: #on24-ondemand-switch}
ON24 will automatically convert the video to on-demand in the ON24 platform. The steps below allow us to further leverage the webcast in Pathfactory.
{{my.webcastTitle}}){{my.contentDescription}})Unlisted so only people with the URL to the video can find it{: #zoom-on-demand-switch}
🤩 NEW! In Marketo:
{{my.webcastTitle}}){{my.contentDescription}})formButtonCopy token to be Watch nowformHeaderCopy token to be Watch the webcast todayondemandUrl token with the Pathfactory link
https:// (it should begin with learn.gitlab.com/)? question marks (if it does, you did not update the custom URL slug) - WATCH THE EXPLAINER VIDEOlb_email= (this is already incorporated into all assets of the Marketo program template)Edit Draft
EditFORM 1592: webcast or relevant localized form) - you will change this to be FORM 2076: On-demand WebcastLanding PageSend Sample* asterisk)Watch now CTA and confirm that your email address is in the URL displayed (this happens quickly and disappears in the URL, so watch carefully!)01a Registration Flow (single timeslot) smart campiagn, click Deactivate once the webcast has completed.04 On24 Processing - On Demand - On24 smart campaign - Smart List, add your On24 eventid. Flow: it's all set! For your first few, feel free to review the flows (but they are all using tokens, so it should be ready to go automatically). Go to schedule and click Activate.04 On24 Processing - On Demand - Pathfactory smart campaign - Smart List:
FORM 2076: On-demand Webcast. Web Page is (the name of your landing page).04 On24 Processing - On Demand - Pathfactory smart campaign, click Activate.{: #on24-reschedule}
In the event you need to change the date of your webcast, please follow the steps outlined below.
{: #on24-cancel}
The process is very similar to rescheduling.
Note: The WebEx license can only be used for a single session at a time. This license is used for all field-marketing-run internally hosted webcasts. Therefore, when a webcast is requested please confirm there is not going to be a conflict between the pre-scheduled sessions - both live and dry-run - using that license by checking the webcast gcal. Schedule no less than 30min between sessions (before & after) so there is less chance of conflict and allows for a buffer.
IMPORTANT: You can only use the WebEx account that is not tied to the SSO to schedule webinars. The account to be used is wbxmeet7@gitlab.com, you can find the credentials in the 1Password vault GitLab Webex Marketing Vault
Note: Registration Confirmation and reminder emails will not be sent automatically from WebEx. Those will have to be sent by Marketo. The registration email is integrated in the 01 Registration Flow smart campaign. Reminder emails will have to be scheduled and the tokens edited depending on the timeframe desired to send reminders.
WebEx Events(classic). In the left navbar, click on Schedule an Event. It is imperative to use the WebEx classic interface otherwise the integration will not be sucessfull
Debunking Serverless security myths - October 21, 2019 - 8:30 am PT/3:30 pm UTC).A campaign folder.YYYYMMDD_{Webcast Title}_[Region - only if applicable]. For example, 20170418_MovingToGit.GitLab-Hosted Campaign Webcasts or GitLab-Hosted Workshops folders.Event Partner: with a link that says "not set".WebEx and in the Login drop down, select WebEx API.Salesforce Campaign Sync: with a link that says "not set".in progressEnable Bizible Touchpoints field to Include only "Responded" Campaign MembersBuckle up! There are a lot of tokens, but for good reason. This is an advanced practice and best practice within Marketo templates to increase efficiency and speed. Updating these at the top level of the program allows them to cascade through the landing page, emails, automation, and alerts creating a significantly more efficient process of launching new webcasts.
{{my.bullet1}} - bullet copy with approved character limits{{my.bullet2}} - bullet copy with approved character limits{{my.bullet3}} - bullet copy with approved character limits{{my.bullet4}} - bullet copy with approved character limits{{my.emailConfirmationButtonCopy}} - copy for the email confirmation (when on demand), leave as Watch now{{my.formButtonCopy}} - copy for the form button, leave as Register now (when switching to on-demand, this will change to Watch now){{my.formHeader}} - copy for header of form, leave as Save your spot today! (when switching to on-demand, this will change to View the webcast today!){{my.heroImage}} - image to display above landing page form (options in Marketo here){{my.introParagraph}} - intro paragraph to be used in landing page and nurture email, with approved character limits{{my.mpm owner email address}} - not used in automation, but helpful to know who to go to about setup{{my.ondemandUrl}} - skip updating in initial registration page setup (update during on-demand switch), Pathfactory link WITHOUT the https:// NOR the email tracking part (lb_email=)
learn.gitlab.com/gartner-voc-aro/gartner-voc-aro - the code in the Marketo template assets will create the URL https://learn.gitlab.com/gartner-voc-aro/gartner-voc-aro?lb_email={{lead.email address}}&{{my.utm}}{{my.socialImage}} - image that would be presented in social, slack, etc. preview when the URL is shared, this image is provided by design/social, leave the default unless presented with webcast specific image.{{my.speaker1Company}} token with speaker 1's company name{{my.speaker1ImageURL}} token with speaker 1's image url in marketo design studio{{my.speaker1JobTitle}} token with speaker 1's job title{{my.speaker1Name}} token with speaker 1's full name{{my.utm}} - UTM to track traffic to the proper campaign in reporting dashboards (append integrated campaign utm or program name, if webcast is not part of an integrated campaign, to the utm campaign token){{my.valueStatement}} token with the short value statement on what the viewer gains from the webcast, this ties into the follow up emails and must meet the max/min requirements of the character limit checker{{my.webcastDate}} - the webcast LIVE date.{{my.webcastDescription}} - 2-3 sentences with approved character limits, this will show up in page previews on social and be used in YouTube and Pathfactory description.{{my.webcastSubtitle}} token with subtitle for the webcast.{{my.webcastTime}} token with the webcast time in local timezone/UTC timezone.{{my.webcastTitle}} token with the webcast title.{{my.registrationConfirmationButtonCopy}} token with the registration confirmation button message.{{my.webcastReminder1}}: token with the time reminder value for the first reminder{{my.webcastReminder2}}: token with the time reminder value for the second reminder{{my.Add To Calendar}}: token for Add to Calendar open for ICS file. Double click on it and edit the time slot and descruption00 Interesting Moments campaign.01a Registration Flow (single timeslot) smart campaign.Registration Page and hover over URL Tools > Edit URL Settingswebcast-topic (or webcast-topic-region if region is relevant) - ex. webcast-mastering-cicd or webcast-mastering-cicd-italianThank You Page
webcast-topic-thank-you (or webcast-topic-region-thank-you if region is relevant) - ex. webcast-mastering-cicd-thank-you or webcast-mastering-cicd-italian-thank-youLess Speakers The speaker module is controlled in the Marketo landing page module. The template is initially set up to support three speakers (note: this is supported in both the My Tokens and the landing page template). If there are less speakers, follow the instructions below:
Edit DraftSpeaker sectionHTML on the toolbar<div><br /></div>
<ul>
<li>{{my.speaker3ImageURL}}</li>
<li>{{my.speaker3Name}}</li>
<li>{{my.speaker3JobTitle}}</li>
<li>{{my.speaker3Company}}</li>
</ul>
Less Speakers The speaker module is controlled in the Marketo landing page module. The template is initially set up to support three speakers (note: this is supported in both the My Tokens and the landing page template). If there are less speakers, follow the instructions below:
Edit DraftSpeaker sectionHTML on the toolbar<div><br /></div>
<ul>
<li>{{my.speaker3ImageURL}}</li>
<li>{{my.speaker3Name}}</li>
<li>{{my.speaker3JobTitle}}</li>
<li>{{my.speaker3Company}}</li>
</ul>
If additional assistance is required, please comment in the #marketing_programs slack for assistance if needed.
:exclamation: Note from @jgragnola: we are working on further templatizing these invitations so that copy changes are not needed and tokens take care of these emails. (issue)
invitation 1 - 2 weeks prior, invitation 2 - 1 week prior , and if needed invitation 3 - Day before with relevant copies related to the webcast. Note: We normally use the same copy for all 3 emails and simply tweaked the templated subject lines to sound more like “Reminders”.Registration Confirmation, and if desired Reminder 1 , and Reminder 3 with relevant copies related to the webcast. Note: We normally use the same copy for all 3 emails and simply tweaked the templated subject lines to sound more like “Reminders”.Target List smart list and input the names of past similar programs and applicable program statuses to the Member of program filter. This will make sure people that have attended programs with similar topics in the past are included in the invite.Add to calendar token and the email values for the Google calendar in the Registration Confirmation, Reminder 1 and Reminder 2.*TBD - WIP - Go to ON24 page for more information.