GitLab Marketing Campaigns, 6 Dec 2020

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From YouTube: Demand Gen Weekly Update 2020-12-06 | Campaigns

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

A

Hey everyone: this is the campaigns team update for december so follow along for an update from each of the team members and some holiday flair, so welcome to december I'll kick off with an update, and you can again check the weekly recap notes for links to relevant updates.

A

So the first thing is amer west pipeline coverage mvc, and what this is is teaming up with sales, sdrs field, marketing and digital marketing to determine course, correction actions in the next 30 to 45 days, aimed at improving pipeline coverage for america's west in q1.

A

Some notable cross-functional motions include using db, 360 and linkedin to target the gl 4300 and sales identified accounts outside of the gl 4300 that are also critical in in region. We're also leveraging the competitive campaign offers and demand base against the target list using intent data, as well as integrating sales outreach into the competitive campaign.

A

Tactics they'll also be launching sixther campaign, pointed to the bi-weekly use case, demos, starting with america's west, for the as an nbc for this campaign, and, finally, our understanding from sales in the onset and brainstorming on ideas for improving pipeline coverage. For america's west was that gcp and partners do well in region, so as a part of this motion, we're also revamping the aws nurture and launching our gcp nurture in teaming with partner marketing and partner management teams.

A

Lots of people to thank and give shout outs so take a look at the epic and you'll see the the team. That's really teaming together to understand ways. We can improve vibrant coverage for america's west I'll also be providing an update for agnes, while she's out of office, she's kicking off a cadence of bright talk, bi-weekly demos in collaboration with technical marketing, starting with the vcc use case and live q. A that's also in working with jenny and william and launching on december 17th.

A

You can check out the bi-weekly demo, epic and the vcc use case demo. Epic, linked in the weekly recap notes, she's, also working with across many teams to launch the campaign. The jenkins campaign refresh update, and that includes landing pages and persona based nurtures that are now live and ads refresh sequences and sdr enablement, which are all which have also taken place. You can take a look at the mural with ended campaign flows for more information and again enjoy the rest of the updates. Thank you.

B

Hey so I'm excited to announce that the public sector, digital transformation, nurture stream, launched this week so responders to most public sector campaigns will be added into this stream going forward, and I just want to say a huge thanks to tracy for helping to select the content and review um all of the copy for the nurture stream. So next up we're going to work on a public sector security, nurture stream um and that will launch early in q1.

B

The mvc campaign for japan is progressing very well it'll launch at the beginning of january. This campaign will go into market with all translated content for the paid promotion, marketo landing, page forms, pathfactory track and a contact us page built all in marketo.

B

At least one translated webpage is expected in q1, so we'll have that additional support next quarter for now, landing pages are being handled through marketo for quick creation and translation.

B

So big, thank you to our sales team in japan for reviewing all of those translations so quickly, and the great news is that tad. The country manager for japan said that the translations he's reviewed from smartlane so far have been very high quality, so more on that in just a second during this process, um I've done a lot of translations that we're going to be able to use going forward so, for example, the forms and path factory navigation will be used in the campaign as we expand that out.

B

So we're laying a really good groundwork for going forward. Amy's been a huge help in building all of those forms. So thank you. Amy. um These assets are also some of the first that we're running through smartling and so we're getting a lot of information on um best practices as we go through it. Sarah and luke are helping to define those. So we can establish a process and document on the handbook to help our teams be more efficient, going forward as we're using smartly thanks.

C

Hello: here's an update from the emea large segment last month.

C

I have been working on an end-to-end dimension experience for france, so this will be utilizing the path factory explore pages which look like a landing page, and it will have a number of uh resources in in the french language and uh we will be utilizing the linkedin legion forms uh to promote this experience, uh which have proven to be performing very well uh in emea, which is great news, and thanks to sarah daley and amy waller, for helping me build this this page and forms and and french, and all that and also uh looking at implementing drift on the page.

C

So there is another connection with the sdr team regionally as well.

C

Another initiative, I'm working with with fiona um is, um is trying to find a way um to use more localized case studies, because we have all these great brands from me as well, but everything is in english and we don't have regional websites yet so um we would need to create pdfs in order to use the the localizations on path factory and that will require resources from the design team. So looking for a solution- uh maybe market landing pages for now until we have the regional websites.

C

uh Another thing that I'm working with fiona with is um is a list of promo options for um for customer case studies. So um we want to avoid all of the back and forth when we wanted to utilize a customer reference or their brand in ads.

C

um So um so I've created a a deck, with all the options that a customer can review before, agreeing to do a case, study and and say which ones they are more comfortable with in advance, and that can help us also use more of our case studies on campaigns and make our case studies work harder for us. That's all. Thank you.

D

Hi, this is an update for our commercial segment to me and aipac. I've also been covering a amara region while zach was on parental leave, but now he's back, which is great. um So a lot of things has happened since the last update I've been mainly working on finalizing q4 plans for commercial and executing q4 campaigns with digital marketing team.

D

So couple things to highlight: simplify devops integrated campaign has been launched this month. We are kicking this off with the simplify devops webcast that is due to run 16th of december.

D

Zack will be running this webcast, along with carmack foster.

D

And we will be promoting this uh through paid and also organic and email invitation. Email has gone out this week as well, um so another initiative, apart of as part of this integrated campaign, is the devops platform um demo, which is due to launch beginning of january.

D

We are planning to use this as retargeting tactic to the audiences from the webcast.

D

We are also updating the concurrent devops white paper as part of this campaign, um so a huge shout out to carmack foster um while providing support for this campaign from product marketing perspective, as well as um a content, team, brie and suri for helping out with content journey mapping and nurturing email copy for this campaign. So huge thanks to the team.

D

Another initiative I wanted to share is a part of the overarching ci uh um motion, so uh we are running a ci cd. Seeing is believing webcast um 15th of december, um which is aligned to the upcoming github universe event. um So I've been working with copper marketing team on that uh link through the landing page copying to the dock and a huge shout out to parker, and this has been great to deliver the content for this uh webcast and such a small um short time skill.

D

So a huge thanks to him and that's it for me and just wanted to wish happy holidays um and all the help. Thank you.

E

I jump into my updates. I just want to quickly thank the campaigns team for all of their support during my timeout on parental leave, especially andrei my counterpart on the commercial team.

E

I really was very thankful to have that time and be able to enjoy my son and not need to worry about work at that point in time. So I really appreciate everyone's support and help during my parental leave so to jump in with my updates. The simplify devops webcast is coming up on december.

E

16Th invitation, one has been deployed and paid ads are beginning in the next couple of days, a big shout out to andrei for getting all of that initiated and started in my absence uh shout out to cormac foster who's going to be presenting as well as matt for working this into our plans through the additional budget with png.

E

The end of availability for starter and bronze is in the planning process. The campaigns team will be supporting office hours, which will run similar to a webcast for kind of q, a faq type format that will be using brighttalk.

E

So we're going to be primarily supporting not necessarily the internal upfront communications, but the office hours and video recordings through that, in addition to those two things working with the partnership team, specifically elisa to revamp the current nurture path, factory experience for aws that's going to model our prescriptive buyer's journey that we're doing throughout our sales segments, but this is going to be specific to leads coming in from aws type of events, so we're organizing content, developing nurture programs, structuring path, factory tracks and hoping to have that done in the next milestone and, lastly, reviewing smb and single application content.

E

I've been holding a handful of meetings with sales leadership across the commercial segment and really wanting to start with smb as potential low-hanging fruit to build out that prescriptive buyer's journey across our practitioner and manager, um personas, and that is in the planning process. Currently.

E

F

Hi everyone, I'm gonna, give a quick update of what I've been up to in the last couple weeks.

F

um First, things: first pricing project, you probably already know what's going on with the pricing project, also known as pricing and packaging pnp.

F

um So just to reiterate, there are a lot of teams working on the pressing project, um I'm working with amy on marketing, ops, the data team, samya and a lot of other teams on the end of availability.

E

F

That deploys in january, we have an epic link here in the weekly recap document. I'm sure you're, aware of this already, but just wanted to reiterate next up is the email marketing database project also a project that you may be aware of todd. um This is slowly moving along. um Thank you to rob and the data team for their partnership um as well as growth, team and other teams. It's been really a cross-functional effort, really fun. um We had a kickoff this week.

F

The development epic is linked in the document as well and next up, we have really the reason resolved for the email marketing database project, which is the free user, email, marketing or self-managed uh sas or self-managed, um since marketing to both of those groups um is dependent on the email marketing database project.

F

um I will be working with growth, team um and marketing operations to um potentially send some some of these high value emails out of directly out of the product as an mvc or even an experiment um until we can get the email marketing database complete, there's an epic link for that as well.

F

And lastly, we are making some changes to the get lab newsletter um or moving from two editions per one per month down to one edition per month, um and then I'm working with val s on changing that one edition per month to be more of a developer, focused newsletter um check out the epic that I've linked this epic there's actually a brief campaign brief or newsletter brief document.

F

um That might be interesting to kind of understand where we're going with this. What kind of um campaign it is, what the audience is going to be um measuring success, etc.

F

Just wanted to make that available for people to look at. I think it's really important that we make sure that if we're you know if we have a newsletter that it's um that's something that is really tailored to our audience, um so I'm pretty excited about that um all right. That's all I got today thanks for your time.