GitLab Marketing Campaigns, 1 Oct 2020

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From YouTube: Brainstorm ENT Buyer's Journey with FMM

Description

Brainstorming and alignment between Large segment campaigns, DMP, and FMM teams to framework the ideal ENT buyer's journey.

A

Jackie attached right to the sort of thing so jackie, can you help with not taking anything yeah um and basically yeah? We've we've been kind of brainstorming generally like between digital marketing um campaigns, and then yesterday we met with uh product marketing and um content just to align on.

A

I know like everyone's working on kind of like this buyer's journey, but it's specific to you know their section of the funnel, so I'd love to like just kind of sketch it out and get a framework on kind of how it will look like end to end just so that we have a rough idea on how to strategize, and um you know knowing which channels and offers um will be given to peop a person or a persona in each section of the funnel so yeah.

A

Definitely, this is like a brainstorming session, so we are looking for feedback, especially from the respective teams. On how um you know it looks like on you know what your plan you all are planning just so that we don't work on something. That's completely different from your plans and everything is actually captured in this visualization.

A

um So I think the easiest way would be to potentially start with going with a buyer persona example and walking through like what that could look like for this buyer persona um and I've picked the enterprise developer practitioner persona for just an example, and this is what um like the flow will look like for that persona. I think a couple things in mind that we wanted to we initially. The background for the reasoning behind this framework that we put together uh is one thinking that you know we want to win with vcc and ci.

A

Lan campaigns, utilizing demand-based insane data were available to kind of create the segmentation of the list, and then yesterday we talked with product marketing like we saw a really good mql to sao conversion for git ops, based on the first half um of this year's campaign. But again that is applicable to a different persona. So we will actually create a separate journey because that persona that is actually more aligned to the operations persona.

A

um So for this one that we're gonna go through today, uh we're gonna just look at vcci.

A

um So, first and again, like this proposal will be there's a caveat of course like based on looking at the target list and how that match up after we segment it. Based on these lists that you know, I'm kind of like proposing um to see if we can go forward with this framework. So.

B

Just one second before we continue, I think, to frame this again um and how it fits into the overall planning. That's taking place across teams.

B

Is that the idea of the prescriptive buyer journeys being a building block, along with the analysis of the targeted, countless to define what tactics we should be doing at different stages of the funnel, but again landing with ci and b c and c, um but in talking with some of the teams being prescriptive on the persona and then defining not only the content, but also the channels where each part of the journey fits is gonna, be included in this. This um mapping, so yeah.

A

So we're thinking of we start with the list first right, because we have that target account list and then there's we look at it. There's like intent, data that um can state like if they're interested in ci, just based on keywords and stuff and vcc, that's pretty easy and then there's everything else.

A

um So we thought we'd group it that way so, like the list will be, you know we'll segment it based on like okay, basically, those that are not interested in any use case and then on what stage they are at matching against, like salesforce database, whatever data we have so like, if they're in raw or inquiry, for example- and they don't have any intent data um or on you know, outside pcci, then or yeah, then we will basically run kind of like a linkedin paid social campaign, email and display and then push them to this use case.

A

Agnostic path, factory, track where it starts with the enterprise page and then let them actually self identify which use case will be the most interesting um I think most likely. I should take up devops, so it will be enterprise, vcc, rci and the price page, and then we see rci um kind of like blocks and then, if say, they click on the vcc block um and then that will have a cta linking to the pcc demo.

A

But then the idea, then, is that to take, for example, that one and push it to the vcc buyer's journey, so vcc buyer's journey. um It starts with yeah. It goes with, for example, accounts with vcc intent that is still in raw. uh We just you know, naturally.

C

Sorry question for you on that, so we've got intent data at the account level, but we don't do raw inquiry mql at the account level. That's at the person level so.

A

I'd clarify that so basically I can run it on your point. It is a contact within those account. I can create smart lists in uh marketo and that's where, like the dependencies is depending on how big that smart list is, you can see based on you know, you can put the account names or the domain names and then you will pull all the contacts within it and then that's how you identify if someone is in raw or inquiry or mql, or I think.

C

Things like that, okay got, it makes sense thanks.

A

Then, for those that are still in raw, you would run like organic social. You know, I think this. A lot of this is like just natural if they go to the vcc solutions page, but there's some potential that we could run. I think display campaign right. uh Lastly, and then we can push them to the vcc solutions page and then from there we talked about uh having kind of like a cta uh within that page.

A

I think it's gonna be a secondary cpa, actually that links to a path factory track, um promoting a vcc like demo or top funnel workshop or like webcast, um and then it will continue to get basically offers other kind of like offers that are relevant in the awareness stage. We also will push uh target accounts with these uh with vcc and gender still in inquiry um using.

A

I think the easiest would be paid social linkedin, probably because you can actually use account names and target based on account, names there and then email display and retargeting from the pc. Those that have visited the vcc solutions page again pushing to the same path, factory track with the same offer, and then we talked about potentially letting people also like once they enter that factory track.

A

They have like we have and nurture. Basically, we we we're going to nurture them with offers, but for one offer two that are vcc related and then offer three vcc related. But then we will have a sub offer there, a kind of like piece or some offer that is like ci and if they are interested in doing clicking that, then, if they click that, then they will get uh pushed into the ccc. I'm sorry ci buyer's journey.

A

uh The reason why is we don't want to actually just force feed someone with just the pcc content? If say, you know they're interested in other offerings as well and also, I think, that's a good way to showcase that we are kind of like a single platform that you can use for vcc mci um and we have strong offerings there.

A

So I think that's kind of where you know the inquiry uh journey and then once they enter a work, you know that journey or like they. They responded to the workshop or the demo.

A

I think this is where we'll collaborate with field marketing, so then uh we will send them into this retargeting right, retargeting those people using retargeting apps and having fdr follow-ups, potentially, maybe even including linkedin, email uh and conversation ads, as well as email, email, just email from marketo, inviting them to your kind of like hands-on workshop that you all will be uh potentially like running. Like so vcc theme, hands-on workshop um after they responded to that workshop. They will then also be nurtured, push into the nurture and then offer kind of like more consideration.

A

Stage offers and again similar like we'll, do three offers with the third one having a ci type of like hands-on workshop. Stop offer basically cross-promoting that and then, if they they responded, then they will get pushed to the ci buyer's journey um and then, finally, uh with after they do that we'll also retarget them continue to retarget them and for, like a more bottom, funnel purchase stage.

A

Vcc pipeline progression, webcast, which I also think will be run by field marketing, um and I will use the same tactics basically like linkedin inmail conversation ads, retargeting, direct mail, email and the cell follow-up to push to that webcast.

A

If that makes sense, and then we'll continue to uh the same thing once they respond, continue to push them into, nurture, link to path factory with more purchase stage offers um and then again cross promoting ci at the third offer.

A

So this is, I think, where we we would love to get your feedback on like if this framework makes sense, especially with field marketing focusing on mql and saos. um So I'll put that here, um yeah.

C

I think it makes sense. I think one thing that um ci and vcc are very so like this vcc hands-on workshop. It's not called it's the devops automation workshop. Just so you all know, and then the pipeline progression webcast is interesting because we haven't built anything from a pro pipeline progression. Standpoint, that's been super focused on a use case, um not to say that we won't, but we don't have anything like that. Like can.

D

C

What's this specific content for the the get grilling, because part of that too, is also to kind of foster that relationship that we can't like that we're trying to build um virtually since we can't be in person right now, so um yeah go ahead. Ken.

E

So the so the content around it. It's only like about a 15 to 20 minute pre-zo and it's a high level get lab with the vcc and ci message.

C

Okay cool, so it's sprinkled in there, um but to give you all kind of context of really kind of. What's the point of the progression workshop.

E

Yeah we and we may tweak that leslie and and team just based on an analysis of who actually registers for the event.

E

So if I take a look at the data of everybody, who's nominated, it's pretty much even vccci kind of hybrid, um but once we get the final registration list, if we're more ci heavy, then we're going to tailor the message that way.

B

Cool. Thank you.

A

Okay, that's really good to know, and so yeah we have the same so we'll just need to figure that out where it fits, whether it's gonna be pcc pipeline progression, rci or maybe then it's just one and we can combine uh just send them all to that. That progression.

C

Are you thinking that, when we build this out that, like the workflow's gonna be, if you come to, let me actually look at it on my screen like we're automatically putting people in and inviting people based on what they're doing is that kind of what this is trying to build out, or is this just showing us an example.

A

Yes, that's kind of like uh the idea is to have automatic like like, for example, retargeting. If we have that workshop page, then matt can run retargeting automatically based on that workshop page, and then we just pushed to the um the pipeline progression webcast that you know we would have planned right.

C

So then, that would mean that, like the idea that in angus, you might not know this, that we've been talking about with field marketing, jackie- and I were talking about a few weeks ago- was having one workshop registration page. We probably shouldn't just have one. We should probably have one for devops automation, which is our vcnc and then one for ci, and if we do a security, one we'll need to kind of keep them broken out in that way. That way, this automation works.

B

Yeah, I think we were planning to still have separate market landing pages for each. We just would also have it's.

C

Right, oh right,.

B

B

Can also consider that okay yeah good point yeah.

A

And then one other thing that I wanted to talk about also today is for the target accounts that have, for example, unknown mq they're, an mql stage.

A

For example, they have contacts within them that are in mplsage and in sao stage, but they they're not within the vcc or ci intent, intend not showing any of those inside like what should we do, because I know like I've been kind of brainstorming about, like just the top funnel portion, but like is there any plans for field marketing to run specific webcasts that are not related to maybe vcc rci that we could drive these people to? Or I don't know what? What are your thoughts.

E

um Unless, unless the project management, one falls under one of those umbrellas.

C

No, I don't think it does right now. The east is looking really hard if y'all haven't heard on project management. So that's why that's coming.

E

It's just those were really popular and really successful, and I know we're running another one in q4.

A

So yeah, basically, this area is still like a big question mark. I I don't really well.

C

And how are you planning on pulling like intense so like in salesforce? We only see the top five versus. What we see in demand base is a lot more so like if you see stinson, what's the number that we see in demand based, is it like, if all the intent or.

D

Yeah, so I think you can actually download like a full list of intent for accounts, but I think you have to do it per account.

F

D

F

A as a group um hey.

C

D

Hey, I'm sorry, I'm late.

F

um You can do it as a list. I actually started doing it for the 4300 and the 4000 just to do an initial pull, so you guys can start working on it. um Leslie- and I chatted about this earlier, but what we can do is actually create through site analytics and demand base um use, case-based, dynamic audiences and with a new platform those actually push to salesforce.

F

So you will be able to see accounts that are trending towards those keywords and those are dynamic so as they as they you know, are added in or fall out of those audiences you'll be able to see that.

A

F

A

Support that audience to a spreadsheet or something right if I need to like push it into or is that you know like if I need to understand which accounts fall within that audience. So I can put it in my kettle to pull the contacts.

F

Yes- and there is an integration with demandbase and marketo as well um yeah, which we're still wrapping our heads around everything, I think demandbase is still wrapping their heads around everything it's going to be offering, but there is a direct integration in there, so we can actually see in demand base if they've opened one of our emails as part of their intent. So if we send a ci email that goes as an intent piece into demand base and that will count kind of towards their their behavior, so we can see um sales activity.

F

We can see scr outreach. We can see marketo emails. All of that will be within the platform as well.

A

Gotcha, that's great so.

F

We are just so everybody is aware. We are working on our renewal right now. The renewal is not until the end of january, but if we sign early we get early access. So that is something that we're pushing on to get this implemented as quickly as possible, because it will be a fairly significant lift for marketing ops to get us set up with all of this, with the marketo integration and new salesforce integration, and that kind of thing.

C

So then, I think bigger, bigger picture. What I was trying to understand is um like how deep are we gonna go and assuming that someone's intent is ci like if they've got, you know, um transformation, aws cloud like and then they've got ci at like point 50.? Are we going to put them in the ci if they've got ci anywhere on there.

F

No, I would say that it's probably a combination of keywords that they are searching for so like the actual words association, either on our website or off site and also based on what they interact with us. So if there is, um if there's like, if there are emails that they open and they do click and they click through and they engage with that content like that will be a heavy indicator.

F

I don't know exactly what site analytics is going to look like from like what how we can filter that for intent audiences, um but it's one of the things that we're looking at with our demand based profile right now is how do we actually gauge high intent? So it's not just every keyword that we're looking for and then, therefore you know they are showing intent towards gitlab like it's now going to be okay, they're, showing intent towards git lab because of ci or through version control. You know like that type of that type of audience.

F

A

That will be super helpful, um yeah, so I'd love to probably work more with leslie and um emily. Just on creating those lists right, we shouldn't sync up and understand how to best pull it, but I think generally like the framework. This is the framework so glad to kind of sync up and understand. If this will work- or you know things like that,.

F

And I think um you know the the project that's going on right now to kind of refine our profile is to make sure that our profile accounts for all of our use cases, but also kind of gets rid of those junk intent, keywords that aren't really a propensity to buy gitlab um and once we have that it's fairly easy, so we're working with john jeremiah's team on that project. Once we have that it'll be very easy to kind of set up those audiences inside analytics and make sure that we have those kind of refined.

A

Is there a lot to ask for when you know it'll be done, but I guess to get a rough idea and you have a rough idea on when that will be done just so that we can.

F

Kind of yeah, so we we met on september 16th and john jeremiah, and his team said that they would be able to get to it this weekend. Next, um I don't see that they have started the work on it just from the keywords, um but I'm hoping you know by the beginning of q4. We have all of that kind of built out.

D

A

Yeah and thank.

F

You leslie yes for dropping in the the epic.

A

Let me see what are the chats?

A

A

Yeah, I think that is really it. I'm opening this up for discussion, additional discussion, thoughts on you know.

B

I think also what would be helpful um like this is kind of at least giving us a starting point and starting to build bridges between teams. But what would be great to also kind of even just like map out or brainstorm on is how we build that collaboration between teams, because well campaign. Member managers are focused on the top, funnel kind of those like initial pads and audiences.

B

Those later stages, I think, are a prime opportunity for field marketing to um to be working together, make sure it's cohesive, but also make sure we're implementing some of those later stage activities so kind of an open question on to ken and leslie and and also for abm. Like I, I don't know if you have thoughts specifically on the marketing tactics that you've been considering like how do those? How do we maybe align those also into the journeys or is that a separate journey.

E

No, I think I think they align. I. I think that um I think we have more tactical activities than we're actually, including in this and understanding. This is a whip. um You know we're focusing very heavily on workshops which are very, very effective, but the field marketing team, at least in the americas, is going to be doing.

E

You know several acceleration type of events um as well as virtual trade shows. So I don't want to. I don't want to limit the journey to just offering up the workshops, because we're also going to have some demo days that will be mid funnel, but also support top of funnel activities. So you know there's the collaboration piece there.

A

So, where are you um sorry like which tactics do you think potentially would fit into kind of more like the middle ones? Can you share that again and then like which ones will be potentially more top funnel just so that I can have that.

E

The workshops and the acceleration events are definitely mid-funnel mid to late stage, and the virtual trade shows and demo days would probably be top to mid funnel.

E

Does that help.

C

Yeah, I definitely think that the virtual trade shows, like third parties, that we're doing those will definitely be top of funnel.

E

Yeah, I we we can leverage those because we'll have mid funnel target accounts that are attending those shows.

C

E

Schedule side meetings you know and additional activities around those.

B

So are those more like going to conferences like things that corporates sometimes does yeah we've had like.

E

B

They've been regional and in person in the past and now we're doing them virtually.

E

C

How are you handling this for corporate? Because I guess those could be just considered the same thing.

B

Yeah, that's something I've been considering like how do we build that also into like this is almost a continuation of that initial mural of thinking about the different stages of the funnel but mapping it out more prescriptively and more focused on the personas and the use cases so diving deeper into what it actually looks like from a buyer perspective.

B

But some of those some of the corporate activities will hit a range of people that are across the funnel, but they are, I think, a lot of times. The aim for those virtual trade shows or events is top funnel new legion. So I'm going to work with emily on that. How do we incorporate that into the plans.

A

Yeah, they definitely say it's more for like awareness type thing and then maybe I think something to think about as well like well. Those trait shows are they geared more towards like um like a practitioner or is it more for because again we're thinking back to personas like or is that more aligned to like a manager persona or is it kind of across the board.

E

Hey they run the gamut, I would say the majority of the ones that we do in region are focused more on at the practitioner level, although we do do some executive level. um Cio type engagement events so but the majority would be at the practitioner.

A

I level that's good to know too, because again this is like for a practitioner, but I would definitely build a different one once, like you know, we just kind of have a high level framework, and if this makes sense, then I'll build a different one for manager, persona and potentially sea level.

E

Yeah and I'm I'm asking my team to throttle back a little bit on the executive level events unless it's a closing event, I don't see a lot of acceleration and velocity that comes out of the executive level. Events that we do executive level engagement, I think, is more effective when we are really bottom of the funnel getting close to clothes.

B

I think just reading the idea of this kind of mural is to make sure that we're aligning across all the different teams and aligning to the segment marketing plan, and ideally we would have everything kind of living in one spot and we can reference it as the source of truth and everyone in marketing is rallying around it.

B

So it's been we've gotten some good feedback and I think that there's more to be, you know brainstormed and I ideated on and once we kind of lock in some of those prescriptive motions across the funnel, then it'll make the tactical pieces fall into place, um but this is kind of a prerequisite that we've been working through now we need to band together with all teams on.

A

And then for these events, like one more question on the kind of like virtual trade shows and demo days, are they targeted like meaning only to the target accounts or are they are we thinking of? Actually, you know broad, like broader right. It's not specific to like target accounts.

E

Previously they were more broad-based as we move forward and align to the segment marketing plan and the account centric approach. They're going to be more targeted on the targeted account list, um it's going to be a hybrid, it's going to be majority um target accounts, but if we have accounts in the sales process right now that fall outside that list, we're not going to exclude them, and then we're also going to take into consideration some very few, not a whole lot.

E

um But if we have a you know, a high potential high propensity prospect that is outside of the account list. We will probably include those as well uh by sales nomination, but as far as our awareness and attendance generation, we're focused on the on the list.

C

Yeah and keep in mind agnes with some of the third parties, like we don't control that. But what we control to ken's point is the awareness and the interest to those forty three hundred and forty.

C

We need a better short term mm-4000 list, I'm.

F

E

Let's come up with one more acronym come on. We can do this.

F

Glm it's it's kind of. It works.

A

So speaking to that, then it seems like we will be invited like we will be driving invitations and stuff like that to that fourth gl for the 300 list, for example to those events. But then, if obviously like, if there's just other accounts, that's interested and they come to us and go straight- shows we're not gonna reject it.

C

Yeah right because part of our job is to intercept the demand. That's right.

E

You know using using our get grilling um acceleration program- that's happening this month. This was born before the list was out, um so we've got very few accounts that are on the list that are going to be part of that, but these are all accounts that are mid to late funnel stage.

E

A

A

Okay, cool um and then emily any ideas how abm might fit into this kind of like buyer's journey. um I'm just kind of wondering that as well.

F

Yeah so we're gonna be um kind of re-redoing, our account tiering model in abn. So right now we have kind of the one-to-one one to view one-to-many and there's a a static campaign running to each of those. um The way that it's going to work moving forward in beginning in q4 is there will be anywhere from like three to five campaigns running within that tiered model, but there's going to be a slice of it.

F

So for if we're running a financial services campaign, there will be accounts in tier three tier two and tier one based on their engagement and where they're at in the funnel. So the tier three will still be a one to many so kind of awareness generating um kind of account penetration there tier two will be kind of that one to few and then tier one is the customized landing page. You know working towards adoption of gitlab within the company um and really working on expansion.

F

um So that's I mean for us because we're such a small team. I think we kind of almost took on too much of what we wanted to customize, so we'd like to kind of be able to collaborate with probably mostly field marketing, to make sure that we're kind of leveraging what they're doing and they're able to leverage what we are doing as well and kind of work. In tandem on the accounts that that we're targeting as a as a team.

A

Yeah, I just wonder if there's a further drill down from this journey, you know like if you are running more your vertical base campaigns, for example right then there's going to be a segment of these segments that will, you know, go towards that campaign. um Things like that that might need to be incorporated not like.

F

Yeah, I think there probably is- I, I think likely what it will look like is we'll have you know one or two vertical campaigns running and then maybe a use case campaign running as well. If we have a group, it's it really will be based on here's 150 accounts that we're targeting what do? How do we bucket them into like groups? So we can market them, so we don't have to do a one-to-one campaign for each one of them.

F

um So I can kind of spend some time uh megan and I have a working session on monday to to build out that plan, um but some of it again will be kind of based on what accounts end up in our account list, because we are going to be dropping a fairly significant amount out of of the abm strategy and and looking for new nominations, beginning in q4.

A

And that and again those accounts, that's going to be in the abm strategy is a subset of the gl 4300 right. They.

F

Will be yeah, so we are 85. Percent of them will be first order logos. um We are going to keep about 15 um in a strategic expand play so um like we have intel right now. Oracle, like those really like big rock strategic companies. Those will stay in kind of their own one-to-one campaign, but it'll be a very small subset of what we work on.

A

E

I'd love to your earlier point. I wanted to jump in, but I was still on mute. um We are totally open and on board, as at least the america's field, marketing organization working hand-in-hand with you on.

F

Yeah, I think it's going to be awesome.

E

Our stuff and and leveraging your stuff for our purposes as well so totally aligned there.

F

Yeah, I think it'll, be, I think, it'll work really well, especially like you know. I keep coming back to apex because it was the one thing we had budget to actually do but like we don't have enough accounts to run like a c suite like bottom of the funnel type event. But if we combine with like the the accounts that you're really looking to get to that point as well, and if we're sharing budget on that, then it becomes a much lower lift per team. But we're able to kind of combine forces on those.

E

Absolutely like, like this acceleration event that we're doing at the end of this month, um it would have been great to get some of your your folks involved in that um and, as we come up with more of these for q4 and through fy22, we'll definitely keep you in the list, as as part of, or you know, keep you in the loop as part of the nomination process.

F

Yeah- and I think too, it'll help um the way that the scr organization is going to kind of be re-orged um it'll be easier because those those teams or the abm sdr team will have better visibility into what field marketing is actually executing.

F

um So I think that will help a little bit as well, just with kind of the relationship.

E

A

Just smiling because I just caught up with the chats and I found that interesting.

A

G

Yeah age myself, I have a question around um get more like identification of, what's working um so for driving like paid digital ads to some of these top funnel pages and tactics, I guess I'm trying to figure out like what's the best way, to get understanding if that stuff's working and filtering through to your teams and then also um get understanding of how we can leverage some of the workshops that you all are doing.

G

So if we, if we see they stop I'll use this example of like some a bunch of people coming in through vcnc content, you have something that's related as far as a workshop.

G

How would we be able to identify those people and then do something like a remarketing effort to help promote um and get people to your workshops?.

A

Yeah, I think that's where the collaboration comes in. I don't again. I think I put it here as retargeting, but I think that's exactly like what I'm thinking. I would that be more of a something that field marketing, just collaborate with you matt right to open up that issue. To tell you like what what workshops coming up.

B

Question, though, like based on what you were saying earlier, the way that we're slicing the data and getting these like living lists, wouldn't we tap into those like for the things that they'd be focusing the workshop for we would be pulling. We basically have a living list of people who have shown in vcnc and that are in mql plus state but prior to seo. If, for example, it's a progression, that's specifically for mql to sao, then.

F

B

F

Yeah- and I think probably and and leslie can jump in if you have other ideas about this but um field marketing is, is in demand based much more now and they're, being kind of enabled to be able to pull that intent. So they will be able to see with the especially with the new platform they'll be able to see that that this is working, or these are the accounts that are interacting with this content.

F

So, if they're running a vcc workshop, they can easily pull everybody who's kind of interacted with that within demandbase and and surface that and then and then work with. You know matt and leslie to do some retargeting ads or you know that type of thing yeah and when.

E

You nailed it that that's exactly our approach.

G

C

E

G

With with it orchestration is that what's called the orchestration tool um in theory, would we be able to push? I guess that information from demand based back up to to marketo and then we can just leverage that list.

A

F

Yeah, I'm going to tag all of you in the procurement issue, just to make sure that we actually get the enterprise version.

G

I want to see another procurement issue ever.

F

When I say go, you all are just going to give it a big thumbs up to make sure.

E

Does that mean that we can tag you in our alocadia issue to make sure that we get it.

C

F

Yes, because if you all have to see the spreadsheet that I have to pull for all the field, marketing campaigns at the end of each month and like the number of conversations I have to have over like a 50 cent delta, is I can't and at some point I won't.

E

Hey trust me leslie, and I are both coming off of our accrual meetings. Our monthly accrual meetings today.

F

I had three much fun.

E

I know bless you, I'm so sorry.

C

um So matt, if I understand your retargeting comment properly, or maybe the retargeting that it says on here like there would not be a need for a field marketer to open a digital marketing issue. Well, I guess there would be if we wanted to target the people who are not already in the pool right, because you're only retargeting the people who are there, so we will still need to be opening that issue right.

G

It depends like based off of this um journey.

G

um The hope is to have um that communication so that we just know what y'all are running so that, if we're pushing data to marketo and I'm able to see it's like hey, here's there's people that are engaged that we pcnc and here's this webcast or this um this. Oh it's the word, I'm looking for my brain doesn't work right now. Workshop is workshop. Thank you.

G

um This workshop that you all are doing, um then I know hey people that are have shown interest or admit funnel right now, let's push them to your uh your workshop and in essence that wouldn't necessarily require like an actual individual um uh issue, for a request. However, if you're looking for like hey, we need we need net new around the specific event. Then that's when I think you would submit a a an issue so that we can get eyes around a specific event or a a new audience.

A

Okay, you can chat more about the workflow. I think we might need to talk about that. Just because, like I would love, maybe it's going to be easier, because once I have things with the field marketing teams, I would also understand, like okay, what hands-on workshop will be coming up like having all that pre-planned and so that we could collaborate ahead of time right, matt like so I I would know like okay, this hands-on workshop will be coming in next month or whatever. We should use that as an offer for these.

C

Group of leads yeah, and that's one thing that I know ken and the team have been talking about from an america standpoint- is getting that calendared out like six months ahead of time. Kind of in a rolling and uh emea is going to be kicking off in q4, with more workshops as well, so that timing in advance is very important for this to work.

E

Yeah, for example, um for q4, we will probably have four probably four workshops and one will be around ci. One will be around vcc, one will be around pm and one will probably be pub sex specific.

E

um Just to give you a heads up agnes, so that's kind of what we're looking at right now, the team's putting their plans together.

E

We had some realignment on our team right now, so we're a little behind in the planning process, but our plan should be baked by the end of next week, and one of the things that I wanted to do is have you involved in that process, because a lot of what you've got on your plan for q4 can drive what we want to do um and then some of the things that we want to do could probably help you put some offers in front of it.

A

Yeah for sure that will help.

C

Like in terms of next steps from a flow standpoint, not from a flow standpoint but from like, I think, it'd be good if ken agnes and the americas team gets on and goes through this and talks through kind of exactly what we've done now. Now that we agree to what's on here and then same jackie with irini and with the mia. Was that what you were thinking.

B

That should be in motion. I talked to irene about it today. I think I talked to agnes about it yesterday, and so that should, if it's not calendar now it should be calendared soon so basically and walk through some of this and then start to based on like it should be a very collaborative conversation about what would be proposed. I think, having some ideas already, you know, partially faked, to bounce off of each other will be really helpful, but starting to align on those prescriptive buyer journeys and the channels and the offers will be real.

C

B

C

The field marketers plans are due this weekend next week, so they have to have their plans done it's. It can be tweaked, according to whatever discussion you all have yeah, but I think that's very important for this conversation, because some of the questions that you're asking like again, the devil, is in the detail and we need to know the details of what they're going to be doing. So we can um figure out like what what are these offers like.

C

I don't know what those are and then how the team's going to take advantage of them so yeah I'm. I think this is going to be really helpful to help drive the conversation so yeah.

A

For sure this is a starting point, but again I think framework. So the next step is to be like actually detailed, like we actually have the specific offers like right.

E

Some of what we are doing could actually be the offer.

D

A

I think that's the idea here like we don't want to recreate it right like these have workshops or whatever, whatever you all have already planned. If it's already it fits into that stage, then sure, but if you know we can also, obviously if we don't have offers for that, then we can figure something out like funnel or whatever yeah, um but yeah. I just uh wednesday. I have a meeting with the field.

A

Marketing team, that's for america, so I um I'm gonna go through this framework as well as just share a little bit about, uh hopefully by then I'll, have like more specific number of lists within the segments that you know like how many contacts will fit into vcc intent uh with vcc intent, raw or inquiry, or things like that and then also sharing gonna, be sharing our high level plan like longer term timeline, also on when we are going to launch what a launch segment.

E

Agnes, would you mind adding me to that I'm looking at my calendar, I don't have it.

A

Yeah I didn't input yet, but I thought it was just thinking with the individual marketing, um but I will include you if that helps.

E

Trust me, I think you want me there.

C

I do as well, oh do you want.

E

Oh, come on: leslie join the party.

C

Oh, no, that's fun! For you!.

B

And then I also think beyond kind of getting that alignment between field marketing campaigns, digital and abm, then even bringing it full circle and starting to connect the dots with them with product and content, and just laying out that we have a very concerted plan with tactics and offers and prescriptive persona based. I think that will set us up really well for q4 and then from there bringing together um sdr's and sales.

B

I think that there's still those standing meetings, but if we can present a kind of full, funnel cohesive plan with with each other, that would be really good to balance ideas too. Just get buying.

C

I I'm happy for that. What I feel like there's um like you, want agnes in the weekly meetings with the sdr field, marketing manager and the s and the sal okay can. Will you just ask your team to load up agnes's calendar she might have to work when she's eating supper, but she'll at least.

B

I think it might, I don't know agnes, you can talk about timing, but it might make sense to do that when we've worked out. Some of the plans like it's a little bit more, fully baked and kind of have to be the the first stepping stone and then having that cadence of getting feedback from the sdr is kind of hearing. Some. Some of the thoughts from sales and sdr's will be helpful.

A

So, maybe not yet, but to your point like after we kind of have a more fully baked plan, so maybe in a month or so hopefully right, then we start launching these. I think that's when I would love to get feedback from sales to understand like is this working or is this you know what what can we improve? This type of thing.

C

Well, keep in mind with sales, and this is your prerogative if you want to wait a month, that's totally fine, but to ken you know ken mentioned earlier this week. We need to take them on our journey as well, um so I don't think it would hurt getting you know if you from a timing, standpoint don't have time between now and a month, um but I do think it might be good just to go ahead and get them on your calendar and you join. If you can.

B

Yeah, I was gonna say I think, timings we. We should be kind of sharing out that that plan of tactics and that cohesive plan before the start of the quarter and I'm like gosh october, isn't october tomorrow.

E

B

Flying but I think we do need to um increase, we've been working really fast, but maybe we can start setting some milestones on not technical, gitlab milestones, but milestones that we need to hit like having the prescriptive buyer journeys planned out with content and product marketing and just having that buy-in across the different teams and then having that initial set of tactics in this plan. um That would be a good starting point. I think we could do that before the start of the quarter.

B

They need to be brought along on the plan. Yeah.

E

I think we definitely have to yeah.

A

Okay, yeah so yeah. If you can include me I'll, join when I can definitely and then I'll. Even initially, I could like shadow and understand what the format is and see where I could like potentially fit in the flow.

A

Okay, I guess that's it if everyone's kind of good with the next steps. Thank you for everyone's feedback. I think we could probably end ten minutes early.

C

Yeah, I think we're seven minutes over, but oh no.

A

I thought it was like still 1 45. Well, maybe I only scheduled 45 minutes.

B

Actually, on time, okay,.

E