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Description
Jackie, Manager of Campaigns Team (Demand Gen).
Not really sure who will find this video helpful, but I created this in response to a lot of great questions and conversations with various teams and individuals in the past week related to the Segment Marketing Plan.
Just brain dumping my understanding of the segment plan - I'd love to hear thoughts on different interpretations, other questions this brings about, and transparently discuss where we're headed.
I also touch on the ungating concept, which is still very much work-in-progress and I'll go into more detail in another video and after discussing with the relevant teams/team members.
This is a first go at diagraming some example channels and tactics in relation to the funnel, and I anticipate that as we work together, collaborate, and plan, this will be iterated over time.
Welcome feedback! Here's an issue to track questions if you have them (whoever happens lands on this): https://gitlab.com/gitlab-com/marketing/demand-generation/campaigns/-/issues/50
A
A
there.
There
are
a
lot
of
questions
and
I'm
like
how
was
the
best
way
to
communicate
this,
because
there's
so
much
included
in
these
in
these
slides.
But
what
are
some
critical
pieces
beyond
the
specific
strategies
based
on
segment?
Are
the
newer
north
star
metrics,
as
well
as
kind
of
the
first
principles,
must
do's,
which
I
think
there
have
been
some
updates
recently,
but
I'm
just
gonna
kind
of
talk
through
my
interpretation
of
the
segment
plan
and
what
this
means
for
us
specifically
in
the
changes,
as
relates
to
campaign
managers
and
field
marketers.
A
But
I
just
wanted
to
address
some
of
the
most
common
questions,
one
of
which
is
definitely
been.
Where
are
the
handoff
points?
What
are
the
lines
between
each?
What
each
team
does?
What
tactics
does
each
team
own?
What
if
the
changes
come
that
you
know,
campaign
managers
own
more
top
funnel
or
demand
gen
owns
the
top
funnel,
then
what
are
other
teams
supposed
to
be
doing,
and
I
would
kind
of
reframe
some
of
these
questions
to
be
more?
A
So
I'd
love
for
us
to
all
round
around
this
idea,
also
of
like
kind
of
a
tactic,
agnostic
approach,
I've
heard
positive
feedback
from
other
managers
and
other
teams
about
this
as
well,
but
thinking
less
along
the
lines
of
this
team.
Does
this
tactic
and
this
team
does
this
tactic
and
think
more
about
which
tactics
best
support
the
movement
at
different
parts
of
the
funnel?
A
So
again,
I'm
just
gonna
start
by
sharing
this
diagram
a
little
bit.
It's
not
perfect
by
any
means,
but
it
does,
I
think,
illustrate
most
channels
and
tactics
as
aligned
to
the
funnel
kind
of
giving
a
more
visual
representation
of
how
things
fit
together
and
one
of
the
biggest
challenges
or
change
not
biggest
challenges.
A
So
I've
jotted
a
few
things
down
here,
but
there
are
so
many
exciting
and
critical
tactics
that
can
be
implemented
in
the
later
stages
of
the
funnel,
and
it
really
is
a
green
field
of
opportunity
for
us
to
jump
on,
because
we
haven't
done
many
of
these.
If
we
have,
they
haven't
prescriptively
been
written
into
a
plan.
So
this
is.
A
This
is
something
that
we
can
rally
around
together
and
build
that
really
cohesive
flow
from
the
time
that
somebody
sees
an
ad
or
sees
a
social
post
and
lands
on
the
website
to
engage
them
with
the
right
content,
helping
to
convert
them
with
the
right
offer,
educating
them
through
our
nurtures
and
like
retargeting,
and
some
of
these
other
tactics
and
channels
and
then
progressing
them
once
they've
shown
interest
in
mql.
How
do
we
from
the
buyer's
perspective?
A
What
would
be
the
best
offer
to
help
them
move
from
an
mql
to
an
sao
or
sao
to
closed
one
and
really
crispin
up
what
those?
What
that
message
is
what
those
offers
are
and
and
see?
What's
working
like
it's,
it's
a
great
opportunity
for
us
to
do
more
testing
and
to
implement
some
of
these
tactics
that
we've
never
done
before
so
like.
This
will
continue.
Obviously,
the
there's
already
a
good
alignment
between
field
marketing
and
sdrs
and
sales,
but
I
think
this
even
gives
it
a
more
prescriptive.
How
are
things
progressing?
A
A
Let's
see
what
else
would
I
want
to
cover
on
the
top
funnel?
I
think
we
do
need
to
simplify
our
approach.
Do
less
but
lean
on
the
data
that
we
have
and
put
our
time
and
energy
into
the
tactics
that
will
that
we
believe
will
help
progress
things
along,
but
again,
I
I
think,
doing
less
and
really
focusing
in
on
on
less
tactics,
but
maybe
thinking
about
it
more
from
the
buyer
perspective
will
help
us.
I
think,
especially
in
a
more
lean
organization.
That's
going
to
be
really
critical
and
then,
like.
A
Obviously,
we
kind
of
are
drawing
some
some
basic
lines
on
like
where
are
priorities
lying
and
where
our
responsibility
is
lying.
But
in
all
honesty
I
I
kind
of
don't
want
to
have
lines
between
anything,
because
this
strategy
shouldn't
be
made
in
a
vacuum.
Each
team
should
be
working
together
and
this
isn't
just
field
marketing
and
campaign
managers
and
digital
marketing
growth,
marketing
and
everyone
focused
on
the
website
and
the
different
channels.
A
But
really
everyone
cohesively
thinking
about
the
content
that
it
takes
to
get
this
to
work
and
making
sure
that
everything
we're
doing
has
an
impact
on
the
segment
marketing
plan.
I
guess
is
kind
of
what
I'm
thinking,
but
again,
the
goal
at
the
at
the
end
of
the
day
is
to
have
a
cohesive,
full,
funnel
marketing
plan,
with
content
that
aligns
to
the
segments
and
the
buyer
and
the
personas,
and
that's
where
a
strong
alignment
across
all
marketing
and
beyond
to
sdrs
and
sales
is
super
important.
A
Everyone
plays
like
a
really
critical
role
in
making
this
work,
and
it's
going
to
obviously
take
some
time
to
organize,
to
get
aligned
on
this
plan
and
to
be
running
all
together
in
the
same
direction,
so
I'm
kind
of
just
brain
dumping.
What
I've
been
thinking
about
over
the
past
couple
of
weeks,
but
I'd
love
to
hear
questions,
comments.
A
The
intent
would
be
to
un-gate
so
that
we
can
build
that
trust
and
they
can
be
binging
on
the
content
and
have
like
kind
of
rephrased
to
make
sure
that
we
have
a
really
compelling
persona
based
content
journey,
prescriptively
written
out
and
then
use
pro
proven
ctas,
some
of
those
being
trial,
webcasts
demos
to
convert
them
and
then
carry
them
through
the
nurture
and
beyond.
We
really
need
to
double
down
on
the
email
marketing
piece
of
this.
A
Communication
is
a
huge
priority
for
me,
obviously,
with
as
it
relates
to
them
gaining,
because
that
is
something
that's
kind
of
in
my
wheelhouse.
I'm
not
going
to
be
just
removing
landing
pages
in
any
way
so
that
that's
not
something
to
be
concerned
about,
but
epic,
let's
see
what
epic
is
it?
Have
it
open
somewhere?
A
Epic
1432
is
the
best
location
to
find
kind
of
the
strategy,
steps
for
the
ungated
content
journey.
I
have
kind
of
a
v1,
but
I
want
to
give
it
a
little
bit
more
thought.
There's
some
technical
questions.
I
have
about
the
capabilities
in
path
factory
and
then
we'll
be
I'll,
be
syncing
with
some
team
members
who
have
a
lot
of
experience,
especially
with
path
factory
with
website
how
this
will
play
out
content
marketing,
but
definitely
open
to
feedback
on
everything
related
to
this,
and
I
I
guess
this
other
part
of
the
funnel
stage.
A
A
I
don't
know
yet
so
this
might
completely
change,
but
I
just
wanted
to
remind
us
of
the
overarching
strategies
for
large,
mid-market
and
smb
are
different,
large,
being
aim
high
land
low
aim
at
high
propensity
accounts
and
low
in
the
account,
so
individual
contributors
are
going
to
be
a
key
audience
that
we
are
targeting
in
the
large
segment
mid
market
bottoms
up
and
tops
down.
So
again,
you
can
read
all
of
the
details
related
to
this
in
the
dock
here.
This
is
large.
It
has
kind
of
a
description
of
what
these
different
approaches
mean.
A
So
I
I
won't
review
all
of
this,
but
just
to
know
that
you
can
find
some
of
the
thinking
there
and
then
smbs
are
the
inbound
waves.
So
I
think
we'll
be
doing
less
of
the
outbound
approach
and
a
really
important
piece
here
will
obviously
be
email,
because,
if
they're
converting
off
of
organic
channels,
then
we
can
build
the
right
paths
to
help
them
move
to
either
move
to
move
more
quickly
through
the
funnel
and
yeah.
I
don't
know
nothing
else
to
add
on
that.
A
So
again,
just
check
back
here
open
to
feedback
thoughts,
ideas,
questions
I
literally
just
put
names
or
like
kind
of
teams
against
these-
that
I
thought
made
sense
out
of
the
segment
marketing
plan.
Again,
it's
my
interpretation
of
what
that
plan
looks
like,
but
ask
me
any
questions.
I
did
also
mention
in
here
some
of
the
events.
I
saw
them
as
channels
because
if
we
weren't
attending,
for
example,
regional
events
or
live
conferences
in
the
future
postcovid
we
wouldn't
normally
we
wouldn't
be
getting
those
names.
A
So
I
thought
as
a
channel
they're
kind
of
a
channel
and
a
tactic,
but
I
didn't
really
know
how
to
represent
that.
So
I
put
that
in
for
channels
and
we'll
build
this
out
all
together
as
a
team.
That's
that's
my
go.
I
just
wanted
to
get
that
kind
of
on
a
recording,
so
I
can
share
with
my
team
and
other
teams
and
we
can
move
on
from
there
thanks.
So
much
for
listening.