GitLab Weekly Inbound Marketing Recap, 16 Jul 2020

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From YouTube: Growth Marketing Weekly Recap 2020-07-16

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Growth Marketing Weekly Recap 2020-07-16

A

um I'm gonna cover the metrics portions of the call today and so um yeah. So right now we're 82.4, oh before I get too far started. um Let me share my screen, so we can look at some of these graphs and the agenda together on the video so we're 80 share. I click share all right, we're 82.4 percent of the way through the quarters- that's q2 fiscal year, 2021 and so uh everything's on track on website traffic.

A

Our goal there is to increase uh 20 year-over-year, so we've increased users, um 20 year-over-year, we're at 23.96 uh year-over-year, uh looking back to june july, 16th to july 15th, um and then pageviews is uh over 20 as well. There has been a little dip here in july. um I think most of that's just due to you know holidays.

A

um You know other global events that kind of stuff, but overall trend is still strong above our our target goal. uh Moving on to mqls, so um you know large, is at risk. I mean realistically looking at the time we have and the pace we're on right now. I don't see that we're going to obtain uh the large mql.

A

But again um you know pipeline is still strong in uh that segment, and so, um while we want to hit 100 of this number, we do look at that and realize you know we are hitting the pipeline goal. So excite you know a little bit of like mixed news, but still it's not it's not terrible news um and then mid market smb are on track there, um and then um we still have pipeline generation.

A

So um we're, like you know just under halfway of the way through fiscal year, 2021- um and um you know, todd covered this on the marketing strategy call. Today there are some discrepancies in pipeline as far as what we expect to. Actually, you know be available to close in the next fiscal year. So um yeah, I just adjust this down by saying. Look so take the big number in june. That's like you know, uh are some really big.

A

You know future opportunities, um let's cut those down to like a realistic june, and what does that give us and so um putting june at kind of a more realistic level that puts us at about 66.3 obtain attainment for the year uh with pace to you know kick over 100 on pipeline.

A

So that's exciting um with that, though, um I've covered metrics and I'm going to pass it over to shane b for uh to kick off, show and tell.

B

Thanks so it is show and tell time, as you said so anybody on the team who would like to share something they've completed this week that they're proud of I invite you to do so and it looks like first up is danielle.

C

Awesome, so I just wanted really I'm just proud of this. I didn't complete much here, because really everybody else did on all these other wonderful underlying things. um We had our first conversation in cmo staff so for those who are fairly new to the team. Well, this is a new team, those who are fairly new to marketing.

C

Sometimes we haven't really had our okrs figured out until we were a week into the quarter and that can be kind of frustrating, so we're working really hard to get them done ahead of time. I asked you all for your okr candidates and they were all linked to this document and I've sort of started to organize these more into themes.

C

So we looked really good. We looked like the kid that was absolutely front of the class hand raised maybe a little bit type a as an adult, but please check this out because there's a lot here and all of your work rolls up into it the issues that you wrote, the initiatives you put together the input you had on the strategy for your teams.

C

This is by no means locked in so we still can work on it, but it just gives us a nice framework to discuss and a good way to see what your team mates are working on, especially wanted. The website refresh strategy.

C

I think it'd be really great to get more input since that's going to be a multi-quarter initiative and we want to phase that correctly and that one probably go to michael and shane bouchard to start and then for things that are more around website operations like seo go to shane rice he's also working on conversion for content marketing, um maybe start with erica lindberg, if you're not on that team.

C

But if you click through each of these, you can kind of see who owns what and then from brand strategy um talk to shane, bouchard and then becky's also helping here with some of the guidelines so that we can have the external folks in the company. You know if they're going to make contributions. Hopefully, those contributions can align, so they make less work for the team I'll own the strategy plan and budget overview, but I think this will be collaborative for fy22 at the end of the quarter.

C

We want to have that prepared, so we're proposing our budget last year we kind of received a budget and then had to work backwards from there. So thanks for making us look good everybody with that, I will hand it off to shane rice.

A

I clicked on mute, it didn't unmute and then I had to unmute again. So here we are. um Let me I'm going to share my screen again and show you uh some of the work I've been doing in google analytics. um This is in conjunction with empirical path, our analytics agency. They resell, google analytics 360 for to us, and so they help us execute. Some uh they've helped me execute some changes to how we report things.

A

So I just want to show you what cta events look like say last month and before that, so um before we had google analytics 360, we had some really strict limitations on what we could see in an unsampled report in google analytics and so the way I worked around, that was to use events and then use the event label as kind of a really dense home for lots of information. um So you can see here, you see, you know um the link that somebody clicked on.

A

um You know what page they were on when they clicked that link behind that you have start your gitlab.com free trial. That's there. You know the click text. um You see the the the css selector of the event they clicked on. um You see where they click to all. These things are captured in the event label. It's great, but it's really dense and really get any useful information. Out of this. We've got to put this into. You know: google sheets split everything out and then you know combine it and it's a very manual process right.

A

We can't you can't even get into daily studio for a dashboard um so fast forward to today. If you start, you know we actually launched these changes the middle of last month, so around june 14th or 15th, I think, was a date. um But if you just look say, go back at july 1st and look, and so if you go to cta now, what you will see is you'll see the page that that event happened on and then we added these uh secondary dimensions.

A

So we can see additional information, so we can see okay, so we can see the click class. What the button looked like. We can see click text here and we can see click url. So if we want to look at you know the home page and see where people are clicking on the home page, we can see it's. You know free trial. um You know they're clicking on demo.

A

We can see how many times they did that um and then, if we go back to all uh categories again, you know we have all of our as it loads up. We have all of our forms are now in a single category called forms. When you go to event label now, you can see all of the different form events. So, like you know, we have resources, webcast trial, demo, um sas trial click so right now we don't.

A

We can't view into the sas trial funnel when somebody actually submits a sas trial, and so the most we can do at this point is just see the click into gitlab.com we're working on rolling out some changes where we'll still be able to track that funnel completion for users that are logged out and actually have that data to see how often people are clicking on free trial to gitlab.com and actually completing the trial process.

A

um So and again you know this has all the same secondary dimensions. So if we need to see you know, um you know what page they were on um those kind of things we can always. um You know dive deeper into the data that way so, but it makes it a lot easier to pull this data out in google analytics as well as display this information in google data studio. um So it's not something that's completed this week, but it's something we've been working on steadily over.

A

You know uh the last you know six weeks, so I'm excited about the results there and with that I'm gonna pass it off to michael.

D

Awesome, I thought, since I shared um the link in the chat I might as well just do a quick overview. um Let me just share my screen.

D

So what I everyone sees this here great, so what I really think was great again, as danielle mentioned, just how collaborative and in the open this was we kind of took a stab at some requirements and through excellent conversation and just really limiting you know a single individual's blind spots, getting an understanding of what we need, which then we pulled in to do a spreadsheet um and there's a few things. We wanted to clarify like one with this requirement. Does a cms actually solve this?

D

Because there are some things like you know: easily choose and apply a tested template, that's more a design system, so really making sure we are talking about the right problem space and who the group it affects and then starting to rank them into must have should have could have, which is uh on shane buschar's recommendation, which is great, and it's really nice to see the team understanding that we are going to have to prioritize some of these features because in the past um definitely have worked with some teams that are like it's all necessary and it's like well.

D

Is it um so lawrence lauren brandon, and I are frantically targeting end of day to go through all of these options that we have ahead of us and ranking them and then we'll have a little bit of waiting against the must have should have could haves, which will ultimately result in a score, so we're going through some like qualitative like let's talk about it, let's talk it out and then let's apply some numbers to it and not we're not necessarily going to just say like oh, this is the highest number we're going to choose it because you know adobe am that's a huge platform.

D

It's super awesome, but it's a black box and it's adobe, so we can probably make something better, but at least we've done our due diligence and we're we're informed and have our eyes open and what I'm really enjoying erica uh lindbergh is doing and rebecca are in here we're doing a lot of horse trading around like must-haves and should have so. I really really appreciate that collaboration to make sure we're getting a what what problem we're solving right and that we're solving them in the right order.

D

For the people that are going to be the most.

B

All right think that wraps show and tell and uh hand it off to you danielle for shout outs.

C

Cool yeah, I have some shout outs so first for jean and eric on the static side, editor team, I had to learn a lot of information very quickly and that you're very tolerant and patient, and um I kind of pulled him into this meeting with sid and then discovered that maybe they hadn't actually had a lot of conversations with him. So thank you for letting me bump up your visibility and ask you a bunch of questions and maybe make a little extra work for you this week.

C

I think we learned a lot and came to a better place together, we're super stoked to make personas for you uh kind of from the perspective of content marketing. I also want to thank everybody by name who- and of course this is frozen, and I can't see. Okay, there we go jonathan brandon, erica lauren, shane and shane michael hannah nile will brie valerie and anyone else who participated in the thoughtful discussion of the cms requirements.

C

I think that was the first time I saw just team-wide discussion and it was a really awesome issue and I think it really modeled the way we want to work together on important decisions. So thanks for collaborating there and also just leading by example, so I'll pass it off to shane rice.

A

Thanks danielle yeah, so I want to shout out samia on the product marketing team. She got proof of document to compile a lot of plan information for tests on the pricing page. So it's things we're going to use in the next test, but also texts that we can switch out and test in multiple variants going forward so really help appreciate her help there and want to shout out on this call uh with that I'll pass over to matt.

E

Sure thanks, uh I wanted to first of all thank the brandon digital crew. I think in the last week, in the interest of you, know, get that value of transparency. We've all been saying uh things that are going on in our jobs and our worlds and and you know, successes and frustrations or issues we may be having, and- and I know it's not something- that's really happened in a lot of teams- I've been with before and it can kind of snowball and become an issue later on.

E

So it's awesome that everybody is hopefully feeling good about speaking up and you know owning a success or identifying an issue so hopefully we'll keep on rolling with that. And secondly, uh this one is going to sound super ass casey. But thank you to the ceo.

E

um He had ama yesterday and asked him a question because I've been here for a few months and I find that there's a lot of assumptions that are going to be made about sid and how he thinks about things and then decisions made from a person based on those assumptions.

E

So I asked him: do people make unfair assumptions about you, because you're, a ceo or an engineer, he felt that people don't really make unfair assumptions, but what they do, what he does field is people take a verbal thought. He'll have and take that as an order. So he reinforced that, like everybody, who's responsible for their projects are responsible for their projects and his thoughts are valuable, but they are not the be-all end-all words.

E

So I thought that was a refreshing thing to hear from a ceo and very encouraging so from there uh we have erica.

F

Hi people- um I just wanted to thank monica for her ongoing support and help at the last minute for uh gitlab tv stuff.

F

uh We work really well and quickly together and it's super nice, and so I appreciate that um and then from there sarah kasabian, I'm always gonna, be like yay, um because she really helps with digital production projects and has ongoing support and is working with us on some new okrs that are coming down a pipeline and then obviously the amazing sarah daly and shane rice, um both in helping getting tooling moving forward and then also uh just video tracking and like where are things going after?

F

The videos are up so we're we've been working on those things, and I really just want to thank those folks for all their help and rock. Once again, thank you for joining get lab moving forward from there michael.

D

Yeah another just quick thanks to everyone involved in the npc one for the enterprise page, I think the from idea to execution. It was seven business days which I'm I'm new to the team, and I'm aware that's fast to me and I'm aware of this team that that's really super fast and uh specifically steven and erica um lindbergh, I know were really um you know, handing things back and forth quite quickly with content and design and laid down a good baseline that I'm really excited to see.

D

You know getting matt and the team on really elevating that. So very well done, and it's just just the beginning I'll pass that back over to matt.

E

Thank you. I just was reminded uh when erica was thanking monica to say thanks to monica for the giant uh e-book layout, buffet she prepared so uh at some point, it'll be walk in and say like. I will have lasagna and stir-fry for some reason, but she has prepared all these options, so everybody can uh speed up the development of ebooks and you know different layouts for different amounts of content, different covers and all that. So thank you very much monica for that. That was a lot of hard work and looks great.

C

Well, I think this brings us to the end of our agenda. Does anyone else have any other thanks or thanks for thanks all right? I'm gonna stop the recording.