GitLab / Demand Generation

Stack Overflow onboarding and training video on 2021-08-02 with Stack Overflow and internal GitLab team

Updates in this video:

1. February Demand Generation performance
2. MQL trend to FY21-Q1 Outbound goal based on TOPO model goals
3. Channel performance review
4. Areas for improvement
5. Things we will test and optimize in the quarter to help improve some metrics

Updates in this video:

1. Early performance of translated French CI campaign in paid demand generation
2. Incorporating responsive display ads with Google Display Network
3. Documenting benchmarks by paid demand generation channel
4. Update on INQ to MQL conversion rate
5. Update on paid search

Update from Matt Nguyen and Leslie Stinson where we talk about:

- Tests running on paid social
- Localization campaigns being run
- Ad testing initiative for FY22
- Some updates about media spend for FY22 and the addition of non-brand SEM and Public Sector
- Digging into INQ to MQL conversion rate drop-off
- Webinar that David DeSanto led on ISSA https://www.brighttalk.com/webcast/17523/461041
- Using view-through conversions to show impact in display ads, outside of just direct response performance (Stack Overflow test case)

Check out this doc for links to relevant epics!

https://docs.google.com/document/d/1Y1wqDUbeGwzMMWiUpTLzSutAyuveCz80drTTev_3cZ0/edit#heading=h.6z4cbros5fzu

No description provided.

Notes & Links: https://docs.google.com/document/d/1Y1wqDUbeGwzMMWiUpTLzSutAyuveCz80drTTev_3cZ0/edit#heading=h.6z4cbros5fzu

Working session for storyboarding strategy.

Latest update from Digital Marketing. In this video, we get into some of tests we are doing in FY22-Q4. High level overview:

- Budget pacing strategy on paid digital ads
- GitLab security capability awareness tests
- New Display platform going live, Digital Video 360
- LinkedIn in-platform lead gen forms
- Tests on different ad units on paid social (LinkedIn and Facebook)
- How we are aligning efforts on Display ads with ABM team with Demandbase
- Enterprise campaign update on paid
- Jenkins competitive campaign update on paid

Meeting Notes: https://docs.google.com/document/d/1xovVtczdg86gFZEpO9ZmHykgNty4HRAIzVIt8Fa21sY/edit#heading=h.tmhgmkq9xd1m

Uploaded by: Jackie Gragnola (Demand Generation Team; Manager, Marketing Campaigns)

Key Campaigns Team links described in the video:
- Campaigns Handbook: https://about.gitlab.com/handbook/marketing/demand-generation/campaigns/
- Milestone Board: https://gitlab.com/groups/gitlab-com/-/boards/1884920
- Issue Templates: https://about.gitlab.com/handbook/marketing/demand-generation/campaigns/#issue-templates
- Example Issuable Template: https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/new?issuable_template=request-program-tracking
- Example Issue for Triage: https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/131
- SLAs: https://about.gitlab.com/handbook/marketing/demand-generation/campaigns/#turnaround-time-and-slas
- Project Management Epic: https://gitlab.com/groups/gitlab-com/marketing/-/epics/1299

Weekly update from the Demand Generation: Digital Marketing Team

Discussion on direction for Pathfactory as relates to prescriptive buyer journeys as part of FY21-22 Segment Marketing Plan.

Covered some challenges to tracking, direction for shorter, more prescriptive content journeys by persona, and the idea to open up permissions to remove blockers.

Bi-weekly connect to discuss our content journeys and campaign planning as aligned to FY21-22 Segment Marketing Plan, in addition to relevant content-related topics (for example, the transition to compelling ungated content journeys).

This will be a high-level collaboration to gain alignment between managers of teams producing content, and teams utilizing content throughout full-funnel campaigns.

Notes Doc: https://docs.google.com/document/d/1xovVtczdg86gFZEpO9ZmHykgNty4HRAIzVIt8Fa21sY/edit

Jackie, Manager of Campaigns Team (Demand Gen).

Not really sure who will find this video helpful, but I created this in response to a lot of great questions and conversations with various teams and individuals in the past week related to the Segment Marketing Plan.

Just brain dumping my understanding of the segment plan - I'd love to hear thoughts on different interpretations, other questions this brings about, and transparently discuss where we're headed.

I also touch on the ungating concept, which is still very much work-in-progress and I'll go into more detail in another video and after discussing with the relevant teams/team members.

This is a first go at diagraming some example channels and tactics in relation to the funnel, and I anticipate that as we work together, collaborate, and plan, this will be iterated over time.

Welcome feedback! Here's an issue to track questions if you have them (whoever happens lands on this): https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/50

How to move projects between workspaces in MURAL (for transition from trial to paid instances)

Created by: Jackie Gragnola, Marketing Programs
Handbook: https://about.gitlab.com/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/gated-content/#marketo-automation-and-landing-page-creation

Created by: Jackie Gragnola, Marketing Programs
Handbook: https://about.gitlab.com/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/gated-content/#marketo-automation-and-landing-page-creation

Handbook: https://about.gitlab.com/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/gated-content/#marketo-automation-and-landing-page-creation

If that doesn't work, try this:
https://about.gitlab.com/handbook/marketing/gated-content/#marketo-automation-and-landing-page-creation

Nout Boctor-Smith, Senior Marketing Program Manager, shares initial research, findings, and planning for lifecycle email marketing. More to come!

Integrated campaign retrospective openly discussing design processes, single source of truth, timelines, and DRIs to improve process moving forward. Follow up conversations to come.

FY21 integrated campaigns retrospectives epic: https://gitlab.com/groups/gitlab-com/marketing/-/epics/1097