GitLab Group Conversation, 13 Oct 2020

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From YouTube: Strategic Marketing Group Conversation | 2020-10-13

Description

This is the Strategic Marketing Department Group Conversation highlight video. The SM Group Conversation itself is scheduled for Tuesday, October 13th at 08 AM Pacific / 11 AM Eastern / 5 PM Central European → https://www.worldtimebuddy.com

Find the deck and the agenda below. Please ask us anything any time, we are here to help.

Deck → https://docs.google.com/presentation/d/14whoXnymvwzVcDH6MXzGlAcgSn4mKFYCTfqrEp1VdE0/edit?usp=sharing

Agenda → (available on Oct 13th) https://docs.google.com/document/d/1zELoftrommhRdnEOAocE6jea6w7KngUDjTUQBlMCNAU/edit

A

Hi, I'm ty davis with strategic marketing here to present the group conversation for october 13 2020.. Let's get going and talk about what strategic marketing has been up to in the last few iterations.

A

um What we'll see uh going through this uh a group conversation deck is uh we'll talk about first, some big news that um happen for the strategic marketing team and for git lab as a whole. uh We'll talk about the top three results in each area: uh what's new or what's been delivered and what's new what's next and where we can use your help from the greater organization in helping us move forward in certain areas.

A

So a very big announcement is, after establishing a publicly ambitious goal in 2018, based on the challenge by sid to influence and encourage the defining of a new analyst category that reflected the challenges and opportunity ahead. We are pleased to announce that gartner, the leading industry analyst in our market has defined a new market category, which is the devops value stream, delivery platforms or vsdp a gartner's creation of this category.

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It validates gitlab's single application strategy, uh just as importantly, it's going to validate the very real challenges facing our customers and community and realizing devops and now this is the result of amazing efforts and contributions across the company, literally over the last few years, from the ar team, especially from the ar team to product managers to sales to customers.

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The numerous demos from the tech, marketing team and briefings from product marketing, uh really everyone at gitlab, has contributed to this amazing amazing result.

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Next, um the product marketing alliance, also known as the pma, is a large reputable organization and they facilitate product marketing events, training and certifications across the world. The pma also hosts a product marketing awards ceremony, and um this year gitlab won the 2020 uh product marketing award for best places to work uh beating out both salesforce and zendesk.

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So the pm team recorded a an acceptance speech that you could find linked in the deck and so really awesome great big news about how our product marketing team was recognized on a global level for their abilities and working at a company as awesome as get lab.

A

The next big piece of news is um the strategic marketing as a whole. In our last few iterations has worked on fully transitioning our comparison pages to this new landscape format.

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So um you'll take notice that there's you know a very clean, um better ui um and when you look at the competitors, it's going to put one against each other um as it did before, but it has these um status bars that are going to show where there's gaps and then it's going to dive deeper into what's missing and as a direct result, we have seen a bounce and exit rates decrease by 60 percent, impression to other parts of the gitlab website.

A

Up 85 key ctas engaged up 500 percent and then traffic being sent to pricing of four times what it was and two free trials up seven times what it was. The alpha mentioned. We can see strategic marketing is intervally and continuously working on delivering valuable results that help continue to push git lab forward, highlighting some of those top deliverables. From the past couple iterations, we take note again of the collaborative effort between the strategic marketing teams on delivering research and competitive updates to 75 competitor pages.

A

There was shared focus between product and technical marketing around sast, with major analyst engagements, and then there's been continued efforts in the rollout of rollout and enablement of the microsoft competitive strategy and then the release of 11 demo, videos, highlighting solution, overviews and differentiators by the tech, marketing team and two new use cases. A new use case, release with the customers, converseka and passler.

A

Product marketing continues providing great value ad enablements within the organization externally by supporting events throughout the world and creating the new content. As seen here that aid current and future campaigns mentioned earlier, tech marketing was hard at work during these iterations compiling demo. Assets directed as well as blogs towards use case solution, overviews, differentiators and more as they continuously do. Throughout the year.

A

Tech marketing delivered gitlab specific demos to analysts, firms showing the great capabilities of get lab enablement from the tech marketing team is providing using each individual subject matter, expertise in their respective areas and often in collaboration with the customer success team, um and this has carried over into uh at a collaboration with enablement team in establishing a field product certification.

A

That's aligned with use cases taking a slight detour, but something that's a great piece to add is the technical market team has many of their assets located at gitlab.com, learn and I'd like to highlight one category of those assets which is simulation, demos, sim demos they ensure every demo presentation uh with groups, small or large is done perfectly every time and limiting technical and content challenges you may have. Maybe, with a live demo, sim demos they're reliable, easy to present and they give the audience a life like demonstration.

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Every single time you can check out the inventory via the learn, git lab link on this slide.

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Covered in the beginning, competitive has worked tirelessly on the overhaul of our competitor pages. Moving to the new format and further competitive intelligent has been built around microsoft, jfrog and others.

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The customer reference team published two great case studies, one on devsecops with converseka and one updated on ci cd with pestler and they've. All. We also had four great external speakers that were secured and um for a series of events held over the the past few iterations and not to be overshadowed by the industry. Analyst team's biggest highlight around gartner's devops value stream, delivery platforms, market guide, category creation, the the team continued, maintaining a heavy schedule of analyst inquiries and briefings a top three priorities.

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Looking forward, I vary amongst the teams from continuing on mvc improvements to new early stage, work on things like sales, kickoff and use case collateral for agile and cd, as well as market research and competition.

A

Here you can get a timeline view of competitive tactics, just click in for details to understand a little more and something that we want to draw attention to is next, we are embarking on benchmarking capabilities against major competitors, so competitive benchmarks are critical to draw sharp contrast and differentiation between gitlab and other competitors.

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So please check out more via this issue and review the approach we are looking to take, offer your input, your collaborative ideas and, let's have a discussion.

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um This is diving into our asset inventory. You can take a look at any point of what our deliverables are, what we planned and where we are currently at and where we need your help, as always help us identify and connect with customers. Invite us to customer meetings um provide you know, keep going after those references, referenceable customers.

A

These are amazingly important to gitlab and having these at the uh front of how we're helping companies succeed um and then anything else you you know you may need in terms of content, that would be helpful to helping you and your job, um whether it's um something that a customer needs or uh maybe a campaign, we're here, we're listening. um Let us help in any way that we can.

A

I appreciate you taking the time to listen to the strategic marketing october group conversation, I'm ty davis, part of the technical marketing team um reach out to us on our slack strategic marketing. Let us know how we can help and have a wonderful week. Thank you.