GitLab Marketing Campaigns, 12 May 2021

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From YouTube: FY22Q1 QBR: AMER Large Demand Gen

Description

AMER Large marketing campaign manager, Agnes Oetama, going through Q1 demand gen results for the segment.

Link to slides referenced in the video: https://docs.google.com/presentation/d/16TYUUJs8SN8ewVTSXMPpNxaPOXufkyh4F-sE3KcheZY/edit#slide=id.gd3fdd3a2c6_0_9

A

Hello, everyone, my name is agnes and I am the campaigns manager for amer large segment in the next few minutes. I am going to be sharing q1 results for demand generation before we get started, I'd like to share how demand generation works, collaboratively with field marketing and sdr teams to produce sao for the sales team.

A

I've attached a visualization at the bottom of the slide to explain the relationship. Demand generation primarily focused on launching top funnel campaigns using various channels to generate inquiries. We continuously optimize our campaigns and channels by looking at cost metrics such as cost per inquiry and cost per mql, as well as conversion metrics such as inquiry to mql.

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Once we generate inquiries, we then launch additional retargeting campaigns and drop inquiries to email, nurture programs to try and convert them or convert prospects to mql.

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Once prospects are mql, we then work with field marketing and sdrs to convert them to saos by inviting them to field marketing events such as workshops and demo days.

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The dementia team primarily runs ci and github's campaigns in q1 for the amer large segment. However, as go to market teams launch additional campaigns such as devops platform, we look to incorporate them into the mix, the remainder team markets, the focus accounts list in channels where in select channels where it's possible to do so. We also generate additional inquiries by running prospecting campaigns against titles that fit our ideal customer profile.

A

Moving on to q1 results, I'm going to start with the highlights.

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Collectively, marketing generated about 14, 000 inquiries and 2000 mql in q1 for the amer large segment about a third of the inquiries and half of the mqls are generated through dimension effort.

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We exceeded paid mql goals by 35 in q1, and the dimension span is looking to be efficient on the front end. Coming in at 41 cost per inquiry against 51 cost per inquiry goal and 235 cost per mql against 387 cost per mql gold.

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We saw adwords as the top performing channel for the large segment in q1. Therefore, we are going to allocate a higher percentage of the q2 demand. Jump span to this channel.

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As far as the low lights, we saw two of our top inquiry generating channels in q1, namely email and linkedin, come in below average in query to mql conversion.

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Therefore, we are analyzing key email metrics to try and optimize the email channel and working closely with the digital ads team to try and optimize the linkedin channel.

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Looking forward to q2 we're going to continue on our always on campaigns with a few optimizations, such as adding top performing enterprise assets into our mixed use case nurture, which is our top inquiry generating nurture for the amer large segment.

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We are also going to test enterprise messaging on some of our ci ads and looking to optimize the path factory user experience for our linkedin leads to try and increase the inquiry to mql conversion.

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We also have a few new initiatives, such as launching retargeting campaign on linkedin to enterprise web page visits, retargeting them with additional enterprise specific ads and offers, as well as launching new campaigns that are in line with the go to market strategy.

A

Thank you so much for your time and for listening to this update. If you have any questions and feedback, please leave a comment on the issue. That's linked to this slide. I'd also like to close by thanking ginny rachel, as well as rich for the opportunity to co-present in the marketing portion of the qbr until next time,.