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From YouTube: 1HFY23 Global Campaigns Review : CI and DevSecOps
Description
1HFY23 Global Campaigns Review : CI and DevSecOps
Epic: https://gitlab.com/groups/gitlab-com/marketing/-/epics/3236
A
A
To
the
second
session
for
the
global
campaigns
review
yesterday,
I
really
indrick
covered
devops
and
devops,
so
today,
I
will
be
covering
cicd,
followed
by
I,
really
who
will
be
covering
this
account
just
wanted
to
remind
everyone
to
put
your
questions
in
the
nuts
and
we
will
try
to
allocate
time
after
each
of
the
presentation
to
address
them
live.
If
we
run
out
of
time,
we
will
address
them
asynchronously
in
the
document
or
feel
free
to
come
to
next
week's
AMA
session,
with
the
campaigns
team
on
Monday
at
8am.
A
B
A
All
right,
so
a
little
bit
of
background
on
the
CI
campaign.
The
CI
campaign
was
initially
launched
in
April
of
2020,
so
this
is
one
of
our
actually
longest
running
campaign.
We
have
to
date
the
audience
that
was
targeted
for
the
campaign
we
targeted
for
the
campaign
are
individual
contributors
and
managers
of
apps.
A
A
So
we
spent
a
total
of
443
000
in
the
first
half
of
fiscal
year,
23
for
the
campaign,
so
a
couple
of
key
takeaways,
so
we
decrease
investment
in
the
CI
campaign
from
the
second
half
office
for
year.
22.
part
of
the
reason
was
because
it
was
one
of
the
more
expensive
use
case
campaign
in
terms
of
cost
per
inquiry,
but
we
also,
you
know,
wanted
to
allocate
more
spam
to
kind
of
like
our
Focus
Campaign,
which
is
the
devops
platform.
A
A
In
terms
of
localized
campaign,
the
French
CI
localized
campaign
actually
performed
really
well.
It
performs
better
than
the
English
campaign,
there's
also
huge
opportunities
for
top
funnel
optimization
for
the
CI
campaign
in
big
digital
channels.
So
would
love
to
work
with
the
pay
digital
team
on
this
and
brainstorm
additional
ideas.
A
Large
segment
is
the
top
performing
segment
for
the
ciu's
case
campaign
in
terms
of
inquiries
volume,
as
well
as
conversion
to
linear
Sao.
A
lot
of
these
down
funnel
success
is
actually
attributed
to
the
retargeting
efforts,
both
with
the
field
marketing
workshops,
as
well
as
the
ti
for
graphic.
So
thank
you,
affiliate
marketing
team
for
the
collaboration
on
this
and
then
emea
is
the
top
performing
region
for
CI,
partly
due
to
the
strong
performance
of
the
French
localized
assets.
A
A
So
the
French
digital
ads.
We
actually
ran
this
since
last
year,
but
we
deposit
in
December
through
February,
due
to
budgetary
reasons
as
well
as
holiday
season.
So
we
resume
that
in
March
for
the
Mia
and
then,
as
you
can
see
here,
a
lot
of
our
kind
of
like
initiatives
are
very
focused
on
the
consideration
stage,
which
is
really
a
lot
of
tech,
demos
and
then
also
some
purchase
stage,
which
is
run
by
field
marketing,
both
from
a
sponsored
webcast
perspective
perspective
and
the
virtual
workshops.
A
So
here's
some
examples
of
the
apps
for
the
CIA
campaigns.
So,
as
you
can
see
the
digital
apps
here
we
didn't
really
differentiate
between
the
manager
or
the
individual
contributor
Persona.
They
are
all
getting
kind
of
the
same
app
copies.
So
that's
definitely
an
area
of
improvement
that
we
can
look
at
in
terms
of
sub,
funnel
optimization
and
then
looking
at
the
offers.
A
Here's
an
example
of
the
nurture
and
prime
factor
experience
for
the
CIU
space
campaign,
so
we
broke
them
by
persona,
but
each
of
the
Persona
or
the
manager
Persona
and
the
individual
contributor
Persona
will
have
something
something
like
this.
So
multiple
email,
actually
not
just
one
email
for
each
stage
of
the
journey
linking
to
a
fat
Factory
track
for
each
of
the
funnel
stages
with
about
three
or
four
relevant
assets.
For
that
stage,.
A
A
So
again,
the
inquiries
decreased
because
of
the
decreasing
span
and
actually
the
cost
per
inquiry
has
not
improved.
It's
still
the
highest
amongst
the
other,
compared
to
other
active
use,
case
campaigns
and
actually
slightly
increase
like
two
dollars,
I
think
from
the
second
half
of
the
story
of
22.,
however,
the
cost
per
mql
and
cost
per
Sao
actually
improved
from
the
second
half
of
the
year.
22..
A
A
A
So
one
note
on
the
German
campaign-
metrics,
it
actually
is
I
would
say
understated
or
looks
to
be
understated,
because
the
inquiry
volume-
or
this
is
a
visible
inquiry
volume
compared
to
I-
know
PMG
captured
Google
analytics
inquiries
is
different
by
quite
a
bit,
so
the
Google
analytic
inquiries
was
at
100
something
and
then
the
inquiries
for
Visible
set
too.
So
that's
I
feel
like
that's
the
data
data
glitch
there
that
I
need
to
look
at
that.
A
And
then
here's
the
campaign
performance
by
Channel,
so
just
a
note,
we
use
the
paid
digital
channels
to
primarily
promote
awareness
level
assets.
However,
as
you
can
see,
the
cost
per
inquiry
for
these
channels
are
quite
High
compared
to
other
activities.
This
campaigns-
I,
don't
know
if
it's
really
because
it's
more
competitive.
C
A
Foreign
and
then
this
is
a
quick
view
of
the
campaign
performance
by
offer.
As
mentioned
earlier,
the
CI
awareness
level
assets
haven't
been
refreshed
since
launch,
so
I
am
working
with
Chandler
I've,
communicated
with
him
to
try
and
put
together.
Maybe
a
new
ebook
using
you
know,
existing
content,
maybe
something
along
the
lines
of
beginner's
guide
to
TI,
or
something
like
that.
A
A
However,
the
large
segment
actually
has
higher
inquiry,
Sao
conversion
rate,
and
then,
if
you
look
at
both
large
and
mid-market
they're
inquiry,
the
Sao
conversion
rate
is
actually
higher
than
SMB
likely
due
to
the
fact
that
we
retargeted
these
segments
with
build
marketing
workshops
for
the
funnel,
and
we
don't
really
do
that
for
Less.
Any
second.
A
A
A
A
A
Interesting
things
to
point
out,
so
the
CI
awareness
practitioner
tracked,
as
well
as
the
Legacy
cicd
track,
has
really
high
average
session
time
due
to
a
popular
webcast,
which
is
the
master
and
continue
software
development
webcast.
That
is
like
one
of
our
oldest
webcasts
for
CI,
but
still
generating
a
lot
of
interest
so
looking
to
see
how
we
can
continue
to
leverage
that
as
well
as
repurpose
and
then
the
German
localized
track
has
the
highest
bench
rate,
suggesting
High
appetite
for
German,
localized
content.
A
And
then
one
thing
to
note.
Since
we
roll
out
the
CI
campaigns,
we've
kind
of
played
around
with
how
we
structured
things
in
that
factory
and
launch
multiple
tracks
like
different
ways
to
try
and
see
if
we
can
kind
of
get
people
to
binge
more
on
our
assets.
But
it's
actually
making
it
quite
difficult
to
for
ongoing
maintenance.
So
I
think
one
action
item.
A
In
terms
of
next
steps
and
recommendations,
I
covered
quite
a
bit
earlier,
so
have
started
chatting
with
Chandler
to
develop
new
top
funnels
CI
assets
to
replace
the
fatigue
ones
in
digital
channels
would
love
to
like
looking
at
the
campaign.
Journey
also
like
it
doesn't
feel
like
there's
cohesiveness
with
RCI
apps
offers
an
email
Banner.
A
A
A
D
D
When
she
talks
on
Slide
Five
about
hey,
we
have
this
asset,
but
then
we
have
these
other
assets
related.
It's
because
when
somebody
lands
on
that
asset
and
path,
Factory
they're
served
these
other
pieces
of
content
that
might
be
relevant
that
we
think
are
relevant,
and
so,
if
they're
spending
up
to
the
threshold
of
time
on
each
of
those
assets,
they're
getting
a
score
trigger
each
time
that
they're
hitting
the
threshold
so
also
they
can
get
a
binge
scoring
and
that
just
helps
progress
them
to
mql.
D
So
the
reason
we
use
path
Factory
so
heavily
with
the
email
channel,
is
because
email
is
a
great,
a
great
channel
for
progressing
leads
through
the
funnel
and
using
path.
Factory
helps
us
to
integrate
that
scoring
it
all.
Does
it
automatically
so
I
just
want
to
give
some
context
there
for
anybody
who's
not
as
familiar
with
path
Factory
and
how
the
campaigns
are
set
up
and
kind
of
the
the
whole
motivation
of
using
path
Factory
in
our
Journeys
I
know:
I
have
the
other
two.
D
First
any
questions
on
that
team,
and
if
anybody
has
questions
you
can
add
them
behind
mine
I.
You
also
I,
think
touched
on
this
in
the
end
about
recommendations,
but
the
brick
with
regards
to
cost
per
inquiry,
because
it's
on
the
inquiry
and
like
maybe
also
comparing
the
cost
per
impression
for
CI
campaigns
we
can
indicate
like
is
the
is
the
cost
up
front
or
cost
per
click?
Is
that
consistent
with
other
campaigns,
but
then
they're
landing
on
the
landing
pages
and
not
converting
or
is
it
potentially
just
a
Content
refresh?
D
D
A
D
Yeah,
that's
what
I
think
your
recommendation
around
talking
about
new
content
for
cicd
is
great,
because
those
two
e-books
like
we've
had
those
in
rotation
for
so
long
that
it
could
just
be.
People
are
viewing
the
same
ads
and
if
they're
exhaust
there's
exhaustion
they're
either
maybe
they've
downloaded
already
or
they've.
Just
they're
like
oh
it's
noise,
like
I've,
heard
this
before.
What's
the
new
content
so
refreshing
that
could
give
us
a
higher
return
and
then
my
last
one
was
on
the
localized
campaigns.
D
D
Yes,
cost
for
inquiry,
so
that
was
at
142
and
amia's
at
79,
and
sharing
that
the
French
campaign
really
impact
the
the
decrease
in
cost.
Frankly,
that's
something
that
we
can
replicate
in
APAC
and
I'm,
just
kind
of
curious
that
we
have
a
metric
on
what
percentage
of
our
spend
is
going
towards
localized
campaigns
versus
General
campaigns
or
English
campaigns,
and
seeing
if
that
comparison
can
be
tracked
over
time
and
Zach
I
see
you
have
an
answer
in
here.
If
you
wanted
to
speak
to
it,.
E
Yeah,
so
you
don't
really
I,
don't
believe
we
have
a
specific
number
as
far
as
budget
different
campaigns,
we've
seen
different
results,
so
the
French
campaign
has
performed
well.
Germany
campaigns
have
been
a
little
bit
Hit
or
Miss.
Amer,
East
and
West
is
a
good
example
where
we
really
shrunk
our
audience.
Our
I
call
it
our
addressable
advertising,
Market
We,
Shrunk
it
by
dedicating
specific
campaigns
to
Ameri,
East
and
West.
E
So
that's
another
example
where,
when
we
open
that
up
more
broadly,
we
were
able
to
drive
significantly
more
efficiencies,
particularly
on
the
front
end,
so
it
is
something
that
we
want
to
explore.
We
just
haven't
really
found
the
right
way
to
do
it
without
sacrificing
the
cost,
I
think
in
certain
cases,
if
we
can
drive
trials,
those
higher
costs
are
okay.
E
If
we're
just
driving
clicks
to
the
website
or
form
fills
for
a
piece
of
content,
that's
when
the
higher
costs
are
not
necessarily
warranted,
so
definitely
something
that
we
would
like
to
partner
with
each
campaign
manager
to
figure
out
where
we
can
do
more
localized
content,
I.
Think.
On
the
APAC
side,
we
are
trying
to
work
with
an
agency
within
region
to
help
us
figure
out
kind
of
the
watering
holes
that
our
audience
are
engaging
with
that
maybe
are
not
the
same
in
other
regions.
D
E
F
Perfect,
okay,
so
devsecops
I'll
start
by
sharing
a
bit
of
history
about
this
campaign
because
it
has
changed.
It
took
turns
in
the
last
two
years.
So
when
we
first
launched,
V1
of
the
accept
of
deafsa
cops
we're
targeting
security
personas
and
the
campaign
was
not
performing
as
well
as
expected.
So
for
version
2,
then
we
pivoted
the
strategy
and
used
devsecops
for
retargeting
play,
and
this
is
like
this.
F
Recording
deck
is
about
that
V2
version
background
in
fiscal
year,
23,
the
first
half
and
that's
where
most
of
our
budget
for
devsecops
went
towards
retargeting.
So
we
were
Landing
with
CI
and
we
target
with
deficit
cops
and
that
was
aligned
with
the
SL
strategy
as
well
at
the
time,
but
the
new
version
of
this
campaign,
so
in
fiscal
year,
23,
Q3
and
Q4
we're
aligning
devsecops
as
part
of
the
security
and
compliance
lightning
strike
and
the
campaign
is
getting
fully
refreshed.
F
So
everything
that's
on
the
left
about
messaging
and
objectives
is
aligned
to
that
security
and
compliance
like
like
lightning
strike.
So
thank
you,
Sonia
and
the
rest
of
the
lighting
stride
team
for
the
updates.
So
we
are
now
looking
at
security
and
compliance
professionals,
and
the
overall
messaging
is
about
empowering
team
to
balance,
speed
and
security
and
automate
the
software
supplying
the
automating,
the
the
software
delivery
and
securing
end
to
end.
F
The
objectives
is
because
so
we
use
this
lightning
strike
and
this
topic
because
first
it
drives
ultimate
Revenue
as
it's
aligned
security,
it's
top
of
Mind
across
I.T,
and
also
it
continues
to
face
pressure
to
act
now.
Given
the
new
regulations
for
compliance,
however,
the
cost
like
previously
it
has
been
104k
which
is
lower
than
than
the
than
the
reporting
period
before,
but
now
in
Q4.
We
will
get
more
budget
towards
this
campaign
more
on
that
in
a
little
bit
so
adding
to
the
key
takeaways.
F
So
at
12
it's
the
highest
we've
seen
amongst
campaigns
for
bottom
funnel
tactics,
and
we
have
noticed
an
outstanding
performance
for
mid-market
Segment
across
the
full
planner,
which
is
interesting
to
see
and
also
a
great
Pub
SEC
top
funnel
performance
and
Pub
said
is
part
of
security
and
compliance
lighting
strike
for
the
next
reporting
period.
So
it's
good
to
see
how
how
that
progress,
how
that
will
progress
and
the
next
steps
and
recommendations
we
can
talk
about
later
in
more
detail
after
we
go
through
the
full
reporting.
F
These
are
the
how
to
achieve
depth
of
cops
with
giddle
of
cicd
and
the
guide
to
software
supply
chain
security.
So
they
are
both
still
being
used
and
they're.
Now
getting
a
brand
and
content
refresh
as
we
speak
and
on
the
right
hand,
side
is
more
of
the
newer
materials
that
have
been
updated
like
have
been
created
with
a
new
branding
in
mind.
So
it's
it's
all
work
in
progress
to
get
the
older
materials
into
the
new
branding
and
update
the
messaging
towards
the
security
and
compliance
lighting
strike.
F
In
terms
of
the
path
Factor
experience
previously
for
devsecops
2.0,
there
was
different.
There
were
different
tracks
for
its
funnel
stage,
so
awareness
consideration
conversion,
whereas
with
we
are
updating
those
to
be
one
track
for
user
Persona
and
One
Track
for
manager
Persona,
and
it
would
be
an
interesting
test
also
to
run
some
digital
other.
Would
that
would
Target
those
two
personas
and
compare
so
the
content
that
we're
creating
and
the
one
that
we're
updating
is
aligned
to
those
two
different
tracks.
F
However,
the
best
number
to
see
is
the
eight
percent
mql
to
Sao.
Although
it's
green,
it's
so
it's
red,
it's
the
highest
amongst
all
gitlab
campaigns,
so
we
haven't
reached
like
it
was
four
or
two
percent
or
five
percent,
but
the
eight
percent
it's
really
high.
And
that's
because
of
the
way
this
campaign
was
used
as
a
tactic.
Previously,
all
costs
have
decreased
significantly
from
the
previous
reporting
cycle
and
it's
interesting
to
note
that
the
cost
per
mql
specifically
dropped
by
half.
F
Looking
at
the
different
channels,
the
email
nurture
and
protect
demo
invites
so
they're
all
packets
in
one
email,
Channel
has
really
high
mql
to
Sao.
So
it's
a
lower,
funnel
tactic
at
8.8
percent
and
we're
seeing
a
very
good
inquiry
to
mql
percentage
for
LinkedIn
Legion
forms,
although
it
was,
it
was
used
mainly
for
as
a
retargeting
tactics
so
for
bottom
panel
contents.
F
Looking
at
campaign
performance
by
offer,
the
devsecops
technical
demos
are
converting
with
really
high
numbers
down
funnels,
so
12
percent
mql
to
Sao,
which
is
really
high
for
what
we
Works
in
with
other
campaigns
and
the
two
ebooks
that
we
have
invested.
The
most
are
showing
good
results
in
their
respective
funnel
States,
so
achieving
that
goes
with
gitlab.
Cicd
is
more
consideration
stage
asset,
whereas
the
guide
to
software
Supply
engine
security
is
more
awareness
and
they
are
showing
good
numbers
in
their
different
stages.
F
F
It's
interesting
to
note
also
pop
SEC,
because
more
than
half
of
the
gaps
that
cops
and
choir
is
converted
into
mqls.
However,
they
failed
to
turn
into
saos,
so
some
something
to
think
about
and
look
at
efficiencies
there
on
that
segment
funnel
the
large
segment
has
been
the
worst
performing
segment
for
devsecops
for
this
period
and
again
it's
something
to
look
about
how
the
content
will
resonating
with
that
segment.
F
F
F
F
2022
is
already
picking
up,
although
it's
just
been
live
for
less
than
a
month,
and
it
has
a
lot
of
form
captures
58,
although
the
audience
that
enters
the
track
is
known
because
we
haven't
promoted
in
any
like
digital
channel,
yet
pay
digital.
So
it's
good
to
see
that
it
means
that
it's
being
served
amongst
other
people
that
have
not
been
captured
through
our
digital
channels,
foreign.
F
F
F
G
Yeah
I
had
a
couple
questions
in
here.
One
was
just
curious,
any
thoughts
or
insights
on
why
it
is
performing
so
well
in
mid-market.
I.
Think
that's
really
interesting,
especially
as
we
think
about
where
security
might
land,
but
just
wondering
if
there
was
any
thoughts
on
why
that
is
performing
so
well.
F
I
I
don't
have
a
lot
of
insight
into
that
because
it
wasn't
I,
wasn't
able
to
look
into
that
through
the
PMG
reporting
like
because
it
was
all
recording
back,
but
that
it
wasn't
easy
to
get
those
insights.
But
if
anyone
else
knows
if
I'm
in
this
or
anyone
covering
mid-market
segments
have
any
insights
on
that.
A
G
I
would
say,
even
even
if
it's
like,
anecdotal
or
or
or
from
a
Content
perspective,
you
think
you
know
that
message
resonates
well
and
just
be
curious.
If
there's
anything,
especially
as
we
think
about
mid-market
messaging
and
and
often
we
get
the
you
know,
you
get
the
Enterprise
messaging
squished
down
or
you
SMB
sort
of
leveled
up
seems
like
there
might
be
something
in
terms
of
the
way
the
content
is
presented,
that
it's
sort
of
sweet
spot
for
mid-market,
so
just
curious,
either
qualitative
or
quantitative.
B
So
my
hypothesis
is
that
you
know
mid-market
companies.
Typically,
you
know,
may
not
have
expanded
their
security
rule
set,
so
they
are
more
aligned
with
the
messaging
around
having
one
platform
to
kind
of
help
them
out
compared
to
let's
say
an
Enterprise
segment
and
and
I
expect
the
same
to
be
for
SMB.
So
I
cannot
explain
why
SMB
is
not
resonating
with
that
message,
but
both
SMB
and
mid-market
typically
may
not
have
expanded
their
security
portfolio.
B
So
the
one
devops
message
or
the
devops
platform
message
kind
of
resonates
better
in
that
segment
rather
than
in
the
Enterprise
segment
per
se.
Right.
So
that's
that's
a
hypothesis
we
can.
We
can
test
that
and
actually
I
had
a
question
later
on,
as
well
where,
because
I
really
said
that
you
know
some
of
the
content
does
not
seem
to
be
working
for
Enterprise.
So
maybe
we
can
actually
test
some
different
messaging.
Irony
I
think
today
we're
we're
running
the
same
content
or
similar
content
for
both
SMB
mid-market
and
Enterprise
right.
B
G
Ahead,
I
think
your
your
comment
too,
about
sort
of
the
the
one
solution
is
really
interesting
and
I
think
that
would
be
curious
for
us
to
think
about
other
areas
too,
and,
and
if
that
is
like,
if
we
heavy
up
on
that
sort
of
like
one
and
done
kind
of
thing
for
Mid
Market,
that's
that's
I,
think
really
interesting
and
I.
Think
I
leave
it
to
the
the
campaigns
and
digital
teams
to
sort
of
comment
to
you.
G
If,
like
my
only
question,
would
be,
would
a
week
or
two
really
give
us
anything
tangible
enough
to
see,
make
a
difference.
I
think
it
depends
what
we
did
if
it
was
email
or
something
like
that,
maybe,
but
we
might
need
to
run
things
longer
to
really
get
a
good
feel
for
things
too
and
I
think
that's
okay,
I
think
just
so
that
we
set
expectations
in
terms
of
when
we
would
see
or
get
good
insights
from
running
some
tests.
F
Yeah
that
could
be
interesting
and
I
will
take
that
as
a
takeaway
to
look
at
the
different
segments
and
how
we
can
adjust
messaging,
maybe
like
the
devops
beginner
guide
devops
for
SMB,
for
example,
has
been
a
really
good
asset
for
SMB.
So
the
same
in
the
same
way
like
we
could
look
at
adjusting
assets
for
for
the
different
segments
for
this
campaign
as
well.
So
yeah
take
that
as
a
note,
it's
an
action.
A
H
So,
with
I
answered
my
own
question,
which
we
were
calling
the
tech
demos
but
they're,
the
tech
webinars
that
are
working
but
I
was
just
curious
if,
if
there
would
be
any
need
or
desire
for
Tech
demos
outside
of
just
the
tech
webinars
that
we
could
pass
along
just
for
whether
it's
nurture
or
anything,
we
have
a
good
running
list
of
videos
that
are
effective
or
not
effective.
Sorry,
that
are
that
are
just
rebranded
and
very
good
that
are
for
an
equal
one's
consumption.
So
just
more.
C
H
H
Yeah
no
problem,
there's
a
some
yes
I
could
do
that.
There's
they're
all
different
and
like
like
some,
are
like
three
to
five
minutes
and
then
some
might
go
up
to
like
15
20
minutes,
but
I'll
link
those
I'll
get
those
two
in
your
channel.
I
have
to
create
a
new
epic,
because
we
just
rebranded
everything
and
I
have
to
put
all
the
rebranded
videos
in
a
new
location.
F
Yeah,
that
would
be
great
just
to
look
at
those
and
see
like
where
they
would
fit,
and
the
in
the
Journeys
in
the
corner
Journeys
for
the
different
campaigns.
I
think
it's
great
to
have
like
some
more
technical
videos
there
as
part
of
like
the
journeys
and
maybe
email
nurture
as
well.
So
yeah
would
be
great
to
share.
So
we
can
kind
of
figure.
Those.
D
H
We
did
around
free
to
pay
or
free
to
premium
premium
ultimate.
In
addition,
we
have
some
more
basic
ones
that
were
created
for
people
that
joined
free
trials,
and
so
it's
it's
simply
like
creating
an
issue
creating
a
merger
Quest,
and
so,
if
you
were
to
go
into
a
free
trial,
these
are
things
that
the
the
growth
team
has
listed
inside
for
someone
to
try
out
and
we
created
videos
or
demos
around
someone
doing
that
just
to
help
handhold
them
as
they
go
through
that
process.
D
Okay,
great
yeah
and
I
think
that's
right.
These
I
think
are
more
used
for
like
by
alley
on
lexic
marketing
for
trial
and
free
user
flows,
because
it
is
simply
like
here's
how
you
use
the
different
functionality
yeah,
but
yeah.
Okay,
great
still
might
be
a
place
for
those
in
the
decision
or
the
consideration
stage.
So
we'll
share
that
out,
but
first
needs
to
be
a
path:
Factory,
okay,.
B
I
alluded
to
it
earlier,
but
I
think
looking
at
how
some
of
the
assets
are
performing
differently
in
different
segments,
I'm
wondering
if
we
could
perhaps
run
a
test
and
I,
don't
know
how
we
would
Define
a
test
and
how
long
the
test
would
need
to
be
run
for
us
to
get
any
insights.
But
you
know
we
definitely
like
to
get
some
insights
on
what's
performing
from
a
messaging
point
of
view
and
then
tweak
it
if
it's
not
working
in
certain
segments
per
se.
F
Yeah
and
at
the
very
least,
if
we
don't
have
the
budget
or
the
resources
to
do
it
for
pay
digital,
we
could
do
it
for
the
email
nurture.
So
look
at
different
messaging
of
the
same
content,
but
different
messaging
in
the
email,
because
those
are
separate
for
Enterprise
make
Market
SMB.
So
it
would
be
a
quick
test
to
run
and
see
if
that's
resonating.
B
D
I'm,
just
adding
a
quick
note
in
here
too,
because
we've
been
doing
some
testing
and
we've
been
working
with
the
product
marketing
team,
on
defining
those
tests
defining
the
hypotheses
and
how
we
actually
roll
them
out
to
get
statistical
significance.
So
you
would
message
or
mentioned
really
quickly,
Samia
content,
but
then
you
also
mentioned
messaging,
but
when
you're
discussing
the
testing,
let's
make
sure
to
choose
just
one
variable
at
a
time
so
that
we
can
make
sure
it
gets
to
statistical
significance.
And
it
actually
has
a
good
takeaway,
because
we
have
too
many
variables.
D
C
D
And
just
to
verbalize
for
the
recording
one
of
the
things
that
we
found.
Success
with
in
increasing
conversion
rates
is
to
use
the
vertical
within
the
ad
copy.
So
we
did
a
couple
different
variations
for
LinkedIn
testing
against
the
financial
services
industry
and
specifically
for
two
of
our
tier
one
accounts,
JPMorgan
Chase
in
America's,
nhsbc
and
emea,
and
when
we
use
when
we
had
the
copy,
also
include
the
industry.
We
saw
an
uptick
in
conversion.
D
So
even
though
we're
using
the
same
content,
we
simply
said:
what's
the
quickest
NPC,
we
could
get
out
the
door,
and
that
was
to
layer
in
financial
services
in
the
copy.
And
then,
if
we
were
pointing
to
a
landing
page
to
have
like
have
a
version
of
the
landing
page
with
financial
services
inserted
in
there,
and
we
did
see
an
increase
in
conversion.
D
So
I'll
drop
in
a
slide
of
the
findings
from
those
tests,
but
all
to
say,
if
we
could
do
some
of
those
tests
with
Cub
SEC,
we
might
be
able
to
squeeze
a
bit
more
out
of
the
spend
if
you're,
just
simply
saying
this
for
the
public
sector
and
then
seeing
if
we
see
that
uptick
still,
perhaps
that's
a
reasoning
to
think
about
some
like
taking
the
content
and
shifting
it
slightly
to
be
more
relevant
for
the
pubset
public
sector,
but
using
content.
We
already
have.
G
Mean
it's
probably
also
a
question
and
I
think
it
sounds.
It
looks
by
by
the
thread
that
it's
resolved,
so
it's
probably
worth
just
sharing
with
everybody.
The
analytics
team
has
done
a
lot
of
work.
In
the
last
couple
weeks
we
had
a
lot
of
issues
with
some
account
demographic
mapping,
which
very
heavily
impacted
public
sector
reporting,
but
also
our
SMB.
G
There
was
I
think
every
most
people
probably
know
we
had
about
50
percent
of
sort
of
our
inquiries
and
everything
coming
in
as
undefined,
and
so
they've
done
a
lot
of
work
there
to
have
that
mapped
and
so,
depending
on
when
your
data
was
pulled
or
things
like
that,
it
might
influence
it
and
I
see
that
some
of
this
has
come
from
the
PMG
dashboard.
So
I
don't
know
if
that
then
also
has
gone
back,
but
I
think
just
for
people
to
be
aware
if
you've
pulled
anything
prior
to
Christine.
G
Correcting
me
if
I'm
wrong,
like
probably
two
weeks
ago,
some
of
it
may
be
skewed
because
we
weren't
getting
Folsom
data
there.
So
I
think
that's
just
a
call
out.
It
seems
like
perhaps
the
data
that
was
pulled
for
this-
has
that
incorporated,
but
just
so
everybody's
aware,
particularly
in
a
public
sector,
but
it
pretty
heavily
emphasis
some
of
the
SMB
numbers
as
well.
I
I
Guess
it's
on
my
list
to
kind
of
close
the
loop
with
you
more
absolutely
on
this
one
but
yeah
we
saw
the
nulls
reduce
from
like
I
think
it
was
more
than
50
percent
down
to
like
less
than
one
percent
for
inquiries
and
down
to
like
15,
I,
think
10
for
mqls.
So
that
should
solve
some
of
our
our
big
reporting
problems.
A
D
Yes,
let's
see,
oh
so
I,
just
remember
this
from
I
think
the
dubstep
Ops
2.0,
what
which
we
launched
last
summer,
if
I'm,
remembering
correctly
the
conversation
around
not
just
focusing
on
Security
Professionals
and
Sami
I,
see
you
have
some
notes
in
here,
but
just
wanted
to
open
up
that
up
for
conversation.
If
we're
still
thinking,
that's
the
right
direction
to
Target
people
outside
of
security
and
compliance,
so
that
devops
professionals
included
are
seeing
the
value
of
Shifting
left
and
working
with
their
security
teams
internally,
I'll
turn
it
over
to
the
pmm
team.
B
It
includes
Ops
professionals
and
Deb,
as
well
so
I
linked
to
the
buyer,
Persona
research
that
Tracy
has
been
doing,
and
you
can
see
there
as
well
that,
although
it
says
infosec
professionally,
the
titles
they
have
is
both
security
and
devsecops
right
and
also,
if
you
look
at
the
results
from
the
devsecops
survey,
multiple
teams
said
that
they
are
they
own
responsibility
for
security.
So
that
also
goes
to
prove
that
it's
not
just
security
responsibility.
B
D
That
was
that
was
helpful.
It's
kind
of
just
discussing
and
thanks
for
sharing
this
deck
I
think
I'd
seen
the
Google
Sheets
that
hadn't
seen
it
in
tech
form.
So
this
is
helpful
to
read
it
in
a
different
format
and
then
the
one
of
the
content.
Just
a
quick
aside,
one
of
the
content
type
tests
that
I
mentioned
before
something
we're
trying
to
roll
out
kind
of
formalize
with
the
AVM
team,
is
to
validate
some
of
the
research
on
what
types
of
content
engage
different
buyer
groups
throughout
the
journey.
D
B
A
Thank
you,
everyone
again
for
a
good
second
session
and
Irene
for
your
hard
work
in
presenting
not
one
but
two
Global
campaigns
performance.
So
we
will
regroup
tomorrow
for
the
final
session
on
the
GitHub
campaign.
That's
on
the
Lighter
Side
really
very
likely
have
these
initiative,
but
looking
to
share
out
that
performance
tomorrow
and
yeah.
Also,
if
you
again
thank
you
Carrie
for
submitting
your
comment
as
well
on
how
we
can
scale
back
some
of
these.