GitLab Inbound Marketing, 24 Feb 2021

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From YouTube: Measuring inquiry KPI

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Replying to some questions in https://docs.google.com/document/d/1jqcqsrjD92QwGEJXwo1GqzDVcxpZePOBYx5JR4Yg6SM/edit

A

Hey becky, um I and oh thank you, michael and brandon. Sorry, um I'm going through this document. I just want to kind of um record my responses and kind of talk about some of the things that I mentioned here. um So um I'm not going to go into the things that I documented, um but I do want to um point out that uh there is some there's an item here about. You know um a question around.

A

Should you know paid motions count toward you know inbound inquiry numbers and my instinct is know that we want organic search, organic social uh referrals and direct to be where we count our inquiries from, um but I also see how you know we hand those inquiries, whether they're paid or not, to the demand gen team to mql and so um yeah.

A

I think that's really a question for danielle and how we want to approach that um and then um you know you asked what can we do to attribute inquiries to new projects and ongoing work where we've added trials or other items? So we can do this in size sense.

A

You know, I think, the challenge there is it's kind of hard to do deep, dive data and sizes from what I've seen um it doesn't mean it's possible. It's not possible just means, I don't. I haven't seen it and I'm definitely not qualified to do the work inside sense, um but we can get some of this in google analytics so for any kind of form of it, whether it's a trial or resource. You know anything like that.

A

We can go to uh google analytics and we can go under the behavior tab to events to top events. And then, when we go here and look at all, of course, it decides to be slowed down.

A

We can go to event category and go to forms.

A

And we can go to event label and we can say: okay, so self-managed trial. Let's see how many self-managed trials there were well. This doesn't really tell us much because it just says submit so this just tells us how many there were, but then we can go here and we can say okay. So let's look at landing page. What landing page did people land on before they submitted a trial during this time period and then what we can do is we can go to advanced here and we can say: okay, so include.

A

We don't want to event action because that's submit we want landing page containing and then it would be. The url of you know. Whatever page we've been working on so as an example, let's see, if there's anything in topics, I don't know that there is, but let's see- and we hit apply all right yeah. So this is a docs page. Actually, so somebody landed on docs topics, auto devops, quick, start guide and then hit the trial page. So that's super interesting right, um but you see how you can apply this to ongoing work.

A

So it does take some manual reporting on this, but then, once you have it, you can, you know present it and save it. The other option is, we can, you know, create some data studio dashboards that replicate this so that you could say: okay, I want to see form events and then you can select. You know, form events that have trial and the label, and then you can look at the landing pages in data studio. So it's just a repeatable report.

A

The other thing we can look at so, for example, on the enterprise page. Our motion there is a cta to the free trial. So if we go back to all events, all of it categories specifically, we have a cta category here. So click on that and then it has know different types of ctas, which is great, but we're really looking at the event label here. So this is the page that the cta click occurred on. So for this, if we go, you know we can say slash enterprise, and this will show us yeah.

A

So it shows us the enterprise page and that there are uh 88 total events, 83 unique events for the past week on that page. So we have free trial, contact sales and ctas there. We can even go and add um a secondary dimension. Here we can say, go to custom dimensions or you can just type in the search.

A

Here you can say: click text and that'll tell us what people clicked on here so start your free trial contact sales, somebody click, 11, people clicked on the get free trial in the or sorry sorry, try get lab free. There must be a get free trial here as well get free trials down here.

A

Oh right here, yeah good, all right cool, so you can see all that breakdown here um and then, let's see going back to the agenda here um as far as partner pages, um what we have is, we have this self serve about.getlab.com dashboard, and so let me I, I actually recorded this video once and then forgot to record my screen, so I had to re-record it. um So let me um you what you do is you you know go to this page drop down you unselect pages.

A

First and then you say about.getlab.com partner and hit enter okay, and now um this, when we hit this button, now it'll only check the pages that are currently in this search result. So we should click that, and so now we have um where people are, what pages people are visiting in that partner section- um and this is we can do this. This is self-serve for any part of the marketing website. This only looks at about.getlab.com, and so I'm going to add actually I'll do this now. Let me add that link to our agenda.

A

All right and then we can always update this with additional information. You know like if you say hey, I really want to know you know this thing x. Then we can try to find a way to display that on um that dashboard um and then uh ci solutions. So I added this uh here in the agenda.

A

I just want to call it out so this product pages section here um that includes so we used to have a subfolder that was slash product, so about.gitlab.com product it had pages like continuous integration and some other product features, but um about a year ago I noticed that stages of the devops life cycle was garnering a lot more attention, especially from search visitors, and so I decided to try to move the product pages to that folder.

A

So now, in stages of the in stages dash devops life cycle, um there are pages for continuous integration and source code management, some other things, um and so um I talked to um into your question so sorry getting ahead of myself.

A

um So I think the dashboard that you shared and linked to in the notes here in this doc needs to include that product pages uh notation and and here's why we have um topics which is very awareness level like you know what is ci kind of topic right and then we have the use case that says: here's how you use get lab ci, um but what we need is we need a product type page that says: okay, so git lab ci does xyz very, like you know, uh product descriptive.

A

So almost like a uh you know, like a a a page about a specific sweater on an e-commerce site or something like that right, and so um I think I see that as what the stages of the devops lifecycle pages are and what need they feel for that customer journey somewhere between the awareness and consideration phase and then, as far as you know, your follow-up question about folder structures absolutely agree. We need to look at this.

A

I had a conversation with william about this related to kind of the overall ideas for the nav, and how do we keep that? You know updated and fresh, and how do we, you know, get as much of our content to the top of our site as possible, so that people can easily find all the sections um and learn some interesting things about that that that area stages of the devops lifecycle?

A

Basically, you know our stages are unique to us. The way we think about them, and so we have you, know, uh stages, dash, devops, lifecycle, dash, verify or slash uh verify right. So that's where ci live so really what we should, as we should have that verify stage have its page that talks about our vision for verify. Why we think of verify as its own stage and then behind verify. We have that contiguous integration page.

A

um So that's something that william- and I talked about that document's linked here, um so yeah just um wanted to record a short video. Some of the things that um you know probably need a little bit deeper explanation. So I hope that's helpful excited about next steps. So let me know how it can help thanks.