GitLab Weekly Inbound Marketing Recap, 8 May 2020

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From YouTube: Growth Marketing Weekly Recap & Demo Day 2020-05-08

Description

Growth Marketing showcases metrics and work completed for the week to celebrate the wins!

A

Happy Friday to those watching on YouTube and to the team. This is the new growth marketing team as of this week, and we are going to start off with our metrics from Shane rice.

B

Thanks Danielle sorry, neither the unmute and so the goals for this team. What are the goals for this team? So number one goal is generate website traffic and then generate inbound leads, so leads that we are not paying to get traffic to us to them, convert so organic search, referrals direct those are all things that we're focused on so so far.

B

This quarter we're on track to increase website traffic 20% you grow over a year, so you know starting from January 1st of this year, compared to going to May, 8th and then compared to last year. We have some information here for the number of users year-to-date, so we're about 18 points, almost 19 percent above where we were last year at this point for users and then for new users. um We have actually increased above our goal at 24 point nine percent, so almost 25 percent increase year-over-year the difference.

B

There is so a user I'm somebody that we count in Google Analytics that has visited our website and had they may have returned. They may have been here multiple times, but they go into that user. Bucket. New users are people that, for our purposes of our analytics had not been here before and so there's no Google Analytics cookie, and so we count those as new users. So our audience are, our new user counts a little higher than you might see in other segments.

B

Part of that's because our audience is very developer focused, and so they reset their cookies frequently, and this number is a little higher than you may see in other places, moving on to MQL inbound MQL commitments for q2 for this year, so you know you can see they're large medium SMB, broken-out I'm, not gonna, go over each one individually. At this point, just to show you that we are tracking to be on target for how far we are into the quarter with what we need to produce so and again.

B

Remember to that, you know for last quarter, we we were behind on some of these MQL goals, but we still exceeded pipeline expectations. So, as we look at this, you know we we are trending in the right direction. I mean there's a chart here where you can also see that in queue, ELLs historical and few Isles by quarter- and you can just see the mql today there so that covers metrics. For this week, I'm gonna pass it over to Shane, be for the Show and Tell or demo day.

C

In change so with that we'll go ahead and kick off Show and Tell and look which will cover various projects we completed this week and with that I will hand it over to Daniel.

A

I created the growth marketing group in gitlab and started to organize our projects, big shout out to Jon Jeremiah as part of this just because I didn't have access to a lot of things and also everyone being so patient issues around I. Don't know I want to show, but it's done Shane. You are next Brandon.

C

Okay, so some time ago, Todd asked that we put together a way for all of anyone in marketing to request that something be promoted on our homepage. There's really two areas that we can do that the homepage hero and then above the net, which is just below the navigation, the large panel or above the navigation. There's a very small banner that you'll sometimes see appear that we call the hello bar that's a another place.

C

Obviously the heroes, the the largest promotion and has more emphasis, and then the hello bar is a way to promote other things that maybe aren't quite as important or relevant to everyone. In any case, I'll go ahead and share my screen quickly, with Brandon's help.

C

There we go so we were able to finish this task, so we have. We now have a template that anyone can use to submit something that they'd like to promote on the home page, and then those submissions will be reviewed by Todd on a regular basis. He will decide which ones we commit to and once they're committed to. We will add them to a this Google home.

A

Do we lose them.

A

Want to take over for Shane.

D

I was listening and paying attention, but I lost the train of thought of exactly where he dropped off, but basically.

A

D

Yeah so I think that was pretty much near the end of what he was going to say, but yeah it's basically, we created the new issue, template and that'll be reviewed by THAAD and then that'll help us decide what to put on the homepage and when there's a chat thing. Okay, so yeah I think that's kind of the gist of it. Thanks.

A

A

Oceana and who you want to head Stephen awesome.

E

Sure yeah, so I dropped the link in the agenda there, but basically Becky had gotten up a page, maybe a week ago, maybe a little more than that. That was this gate lab for remote teams, page essentially trying to get people to sign up to watch the video how to use get lab for room team, which is nice and relevant to our day and age that we're in right now.

E

But so they got a page up quickly and then I kind of just went over it did a design and development refresh tried to make it a little more kind of conversion focus, bring the form up, draw some attention to the form and just kind of spruce up the design a little bit so nothing too crazy, but just you know, kind of a nice get lab style iteration. So thanks, Becky and Brandon for the help on getting it up. Oh, you know: I shared my screen here: I shared.

A

It for you, while you did.

E

Okay, good thing: I wasn't like looking at cat videos or somebody. Okay,.

A

Alright who's next Brandon mark I, don't landing page template. Yes,.

D

Just a moment, while I pull this up here, but the the issue is that marketing has a hard time setting up landing pages on their own, like it requires kind of a decent amount of intervention from us, and so they requested to have a way to make that easier, using Marketo landing pages, shane rice and Shane Bouchard and I and Jackie all looked at.

D

You know where what the use cases might be for this, and basically any content where you know we need to get it up quickly and it's not meant to last forever it's it's. It would make sense to use a landing page template on Marketo for that and then for the things that are more long-term. We need this to be a you know: an organic ranking, high quality page, that's pretty custom. We would keep on about gitlab, but I just kind of want to show.

D

So this is what's called a guided landing page in Marketo and it's you know every section can be toggled or edited. I'm should have prepared this better here but make sure my ice cream. Once I get this organized okay, I'm sure screening.

D

Once I figure out how to use area so and I will look at the Edit draft, so this is mimicking the structure of our existing templates, like the design of the current event landing page for a commit, and some of the other elements like we all what we for downloading resource left column with bullet points in a right column with you know the the form to fill out in Marketo, and then you know, there's certain things. We can reuse this for things like webcasts or downloadable forms or events or whatever.

D

So one of the example modules is speaker module, and this is all in Marketo. It's really easy to adjust.

D

Some things that are like I can toggle the nav on and off, and hopefully, it'll show up in a minute. I can update the CTA copy in the nav. So if you know up here, it'll change in a moment- and it just makes it really easy to you know- have this- would be a self-serve kind of thing and there's others modules for the hero. You know there's different kinds of hero, so you can do the full width, image and.

D

You know you can toggle the sections. For you know these are related resources. You can turn that on or off turn off the final CTA. You know. Maybe you want to update the company logos that are here for the trust section, because you're not targeting DevOps you're targeting something else, and you know here's the speaker list going away, because this isn't the speaker so things like that. It's the design is something that we're looking to iterate on. But for now it's got all the core parts for the MVC.

A

So Brandon, if we want to use these we'd, be doing kind of some kind of training or how people use these today.

D

So we could definitely do that. This is mainly meant for people who have access to Marketo, so I'm, not sure who that would be, but this is for setting up a lot of the quicken things like you know, anytime, there's an event that they're looking to put on or a resource download.

D

Sorry I blinked on what the question was. I know that I'm not answering it at the moment, but I guess. The short answer is yes, we could train you to do it, but yeah that.

A

Way of other people ask us they want to make a page. We'll know this exists and we can onboard other people. That's great yep. All right next up is Monica awesome.

F

So I guess I'll share my screen, but it's not too much to look at okay. So we finished up the all remote library, and that is a Google Drive that has all types of media assets for all remote. So social images illustrations that Vic helped make, and we also have Dex and photography, and we created like a git lab filter to use on these photos so that they look a little bit more consistent.

F

But this is in a really good place and the great part about it is that it's shareable like beyond get labs so for working with contractors. We have this instructions right here for like how to use the library and then also how to work with our team to review any of the assets if they're being used elsewhere. So that's in a great place to share out, even if you all, are using something that has to do with all remote.

F

A

You want to hand off the next person.

F

Yes, so let's see Becky.

A

G

I've been working through some things, looking at everything, that's there so I started these I'm calling this the staff trial, email, epic, just going through, we were gonna, do a drip campaign, but there are some drip campaigns already in existence. So I've been doing some research on what exists already, what the systems are working really closely with Newt on that and then I started a growth marketing production project that is not to change anybody's process that they have going. This is more for, like the high level so that we can work at the same thing.

G

I started with an issue there about updating our templates so that we can set them up more, like briefs, update the old ones that they are have all the relevant tags and assignees and information that they're needed, and then we can go through and look at what we need for external requests and internal requests. Also, and then I sent out thanks to you, thanks to Monica working through this idea of like a level up, forget lab remote, we're doing like a little animation test for organic social to see how that works.

G

So we just took when Monica sent over and then I just added, like quick little gif animation to it to kind of make sure that people understood what was happening. So we're gonna see how that does, and that was a social team which is awesome so I will hand over to Vic.

H

Hi yeah I've been sort of working on the old, remote Jenny ma the diagram which I'll share my screen actually so.

H

Yeah I built out this diagram with help of Shane and Darren and I'm just waiting on a bit of feedback.

H

You know to see how we can tighten this up a little bit, but this is essentially a diagram showing you know from not norm or two or more and how you know best practices software: how to solve approaches all that work, life balance, benefits, not hiring stuff and then I also started the phases journey as well so I'm hoping at least you can kind of be used together, but yeah I think this is going to be mainly used internally, but I know myself and Jen have discussed how best to use this and we're not 100% sure.

H

Yet we know there's not a lot of good information now with you know the opportunity to use this in a really structured, successful, we're so yeah. That's me next up, I think it's Luke yep.

I

Awesome thanks: Vic cool I'll share my screen here. Real quick.

I

This is very small kind of thing they did this week but, as you all know, we're working through Eastgate campaigns, so I'm gonna get the name running this one code, change version, control and collaboration, so finalized main concept, graphics and supporting graphics for that. So it's exciting it's starting to tie together. We've done devstack ops before this, so starting to see kind of some cookies significant cohesiveness between the two, while still having kind of their own unique visual concept as well.

I

So that's that and more importantly, I've been working out of my email inbox for four years. It's a really long time, so I'm really excited to say that I feel confident working through issue boards and like within get lab still fine-tuning at mentions. So if things fall off, that's why just bug me in slack but yeah super excited about that. So with that I will hand it off to you. Shane rice, yeah,.

B

Thanks Luke so really quickly. I'm going to share my screen, you can click through on the link, I added there as well. If you want to look on your own, workstation I made an update to install, so we did the CTA inventory and then we compared that to top pages to see what top pages don't have a CTA on them of any kind and install was one of those and so looking at the page, I thought. Well. You know people are on this page to try to install gitlab.

B

Why don't we offer them a free trial for self managed? So if you click that button it'll take them to the self managed trial and then also while I was on this page I noticed that the h1 was gitlab installation, which is not a bad title, but it's kind of passive and so most people, when they search are using active terms, so they'll say install self-manage, so updated the h1 to match what we anticipate.

B

You know user behavior would be when they're looking for this page so that we can hopefully capture more search traffic and then also convert those visitors to a free trial, and this is also part of an effort to try to increase the amount of information we have for people that are using the free version get lab so that we give them opportunity for a trial and they continue to use it or free, at least we kind of know who they are and how they found this.

B

So I was excited about that improvement this week and I'll pass it over to Vic.

B

No wait, oh, are enough down in the doc.

J

Yeah so I will quickly share my screen just show a couple things.

J

J

See it so one of the things I got done was that the next episode, the universal remote cast, saving that energy out the door so and kind of set that all up now, so that the all about to be able to now take the ball and run and do all the you know, work with editor directly on all that stuff also got the first draft of the video playbook for forget, lab TV.

J

Just the video playbook part map. There's looking meet you, but anyway, this one is just to give folks information on how they're gonna be able to self-serve, create videos and do that sort of thing, and we did it in a internal review of that. So I'm gonna be doing some updates on that today and then also just open it an issue and research. Some metrics here that we're gonna be looking at for auditing all of our videos and we kind of move forward on this effort.

J

So that's that and Becky I think you're next to talk about shoutouts yeah.

G

So this part of the meeting we, if you guys want to thank somebody, do a shout out just add your name and who you want to shout out to, and it doesn't necessarily need to be on this team in particular. So the first one here is steep and so I'll hand that, off to you, yeah.

E

Cool no I just wanted to send a quick Brandon lion he's just rocked out tons of merger quests and I. Was he Lauren's out at the moment, so probably I kind of like divvy them up? You know in the past, but now Brandon's kind of getting the brunt of them so just appreciate all his help and he always has good feedback and ways to make things better and a little nuances to code, and things like that are super helpful. So thanks Brandon.

G

So mine I'm, throwing it right back to Stephen and I'm saying thank you to him for get lab for remote page for getting it cleaned up, and it doesn't look like what it originally was, which is copy and pasting code to get it out the door and also Newt for all of her help with getting email questions because is a bit of a challenge right now so handy and off Luke yep.

I

Thanks Becky, yes, there's quick shout out to the brand team, so Victor Monica for welcoming Matt, who is their newest member of the team for getting him up to speed so quickly, wrapped up on boarding last week, I think so. He's already started on a project which is awesome. So thank you both for that and if you haven't met Matt yet feel free to set up a coffee chat. Super awesome, guy, I'm real lucky to have him so and I will hand it off to Shane Shane rice thanks.

B

Luke, so I've got a shout out right now, but first thing I want to shout out is I'm so excited to see content team faces on a team call with me again for the first time in like 18 months. It's like Erica when you popped up and we're talking about the video you made I was like you know like this is the first time Erica's been on a team call with me in forever, and so I'm really excited about that. So I'm excited to see y'all here.

B

The second thing I'll add out is nyle Iranian injury. They have all done a lot of work to catalog and help us identify top pages for the CI use case and then match those with CTAs call to actions that make sense for those pages, and so they've done really good. Work and I'm excited to be implementing those changes and look forward to doing this with additional use cases in the future and with that looks like I'm passing it off to Erica.

J

It's good to see you too, it's been a while um I just wanted to shout out to Sarah Kassabian, who has been helping me a lot with this swag project. This we could get lab it's project that we're working on to essentially kind of feature, some top videos of the week from the unfilter channel to kind of help, kind of streamline that and a situation and flag some of the good stuff for people to see and her help has been allowing me to focus even more on the get lab TV stuff.

J

So I really appreciate all of her help and I am gonna, send it over to Danielle. It looks like.

A

Awesome so I don't see any questions in here. I'll prep this agenda for next week. So throughout the week, if you think of things you want to add at the Q&A section or any of these sections, you don't have to wait till Friday to prep or if there's any questions and raise your hand now. Otherwise, five four three two one I think it's Friday, so I, don't we wrap it up and I hope everyone has an awesome weekend, then thanks so much for making me feel so welcome on this team.