User Signal > Signal Detected updates

| No Action | default starting position for all records |  |

| Signed Up | Signed up for Trial | Yes |

#### User Signal

Track cohort of User Gems identified leads that have previously been a "GitLab Champion", indicating a former GitLab user capable of championing GitLab at their current company.

_Bizible:_ As intended, this campaign type will not create Bizible Touchpoints. 

| Member Status | Definition | Success |

| ------------- | ---------- | ------- |

| Member | default starting position for all records |  |

| User Signal > Signal Detected | Signals have been detected via tracking tools circling around this person's former "GitLab champion" status | Yes |

#### Vendor Arranged Meetings

Used for campaigns where a third party vendor is organizing one-to-one meetings with prospect or customer accounts. This does not organize meetings set internally by GitLab team members. An example would be a "speed dating" style meeting setup where a vendor organized meetings with prospects of interest to GitLab. [Read more](/handbook/marketing/virtual-events/external-virtual-events/#overview).

## Ways to access Cognism

Your direct login allows you to login in either the [Cognism Web App](https://app.cognism.com/auth/sign-in) or in the Cognism Chrome Extension. Both can be used to access the Cognism data. Additionally, Cognism data is populated directly into our SFDC instance, on the Cognism fields for the leads that meet the criteria to be automatically enriched or, on the leads that have been exported manually from the Chrome Extension or from Cognism Web App.

Cognism is accessed through Okta and can be opened in either the Cognism web app or the Cognism Chrome extension. Both interfaces provide access to Cognism data. Cognism data is also written to Salesforce on lead records that meet the criteria for automatic enrichment and on records exported manually from the Chrome extension or web app.

## Who can use Cognism at GitLab?

For the moment, the Cognism Web App and the Cognism Chrome Extension are only used by the Sales Development Organization and specifically by the BDR role. We do allow for temporary licenses outside of the BDR role if we have them available, however, the temporary license will get revoked as soon as a BDR needs it.

Cognism licenses are primarily assigned to the BDR role in the Sales Development organization and the AE role in the Sales organization.

The Cognism data that was enriched on specific lead records, however, can be viewed by anyone by just checking the Cognism fields on the lead & contact objects.

Temporary licenses may be granted to team members outside these roles if seats are available. These temporary licenses may be reassigned if they are needed for a new user in one of the primary roles.

Note, we redistribute inactive seats to new Cognism users. Any users who have not logged in to Cognism in the last 2 months are at risk of losing their seats. If you wish to keep your Cognism seats, please be sure you are regularly logging in and using the platform.

If a licensed user does not login to Cognism for 2+ months their seat may be reassigned to new users.

Unlicensed team members can still view Cognism-enriched data on lead and contact records in Salesforce.

## Training

**NOTE:** All leads that have been enriched with email information, are, by default, opted out of email communication. These are not opted in and we can only reach out if we get the proper `express consent`.

## Cognism <> Openprise Automated Enrichment

## Cognism <> Workato Automated Enrichment

GitLab now uses Workato, rather than Openprise, to run automated Cognism enrichment for existing Salesforce lead and contact records. This integration does not create net-new leads or contacts; it only enriches records that already exist in Salesforce.

The current setup works in two steps. First, RingLead Mass Update identifies records that meet the approved enrichment criteria and sets the Enrich with Cognism checkbox. Once that field is set, Workato picks up the record, calls Cognism’s API, and writes the mapped Cognism data back to Salesforce.

The integration runs on an hourly basis in production. If a record was already enriched by Cognism in the last month, it is not re-enriched until a month has passed since the last Cognism enrichment.

As part of the enrichment, the process writes back Cognism custom fields and can also populate standard fields such as Phone and Email when those fields are blank. Lead ownership is not changed by this process.

The current enrichment cohorts are:

- **Working EMEA Trial**

1. Status is one of `MQL`, `Accepted`, or `Qualifying` *AND* Impartner Partner Account is `null` *AND* `[Cognism] Automatically Enriched` is `False` *AND* Account Demographics: Region is `EMEA` *AND* Currently in Trial is `True` *AND* `[Cognism] Automatically Enriched` relative date before `Last Month`.

- **Recently Engaged High-Score PQLs**

1. Last Interesting Moment Date equals `Last 60 Days` *AND* `[PQL] Product Qualified Lead` is `True` *AND* `[PTP] Score Value` is `4, 5` *AND* `[Cognism] Automatically Enriched` relative date before `Last Month` *AND* `Enrich with Cognism` is `False`.

- **Request Contact & ZoomInfo Exported Records with no Email/Phone**

Using Openprise and the Cognism API Key, we're able to leverage our Cognism Credits and automatically enrich salesforce records on a daily basis. Once the record meets the below criteria, it is added to the enrichment queue and automatically enriched if it matches Cognism's database.

1. Initial Source is `Request - Contact` *OR* `Zoominfo` *AND* Owner Name does not contain `Disq`, `Inel`, or `Jihu` *AND* (Phone is `blank` *OR* Email is `blank`) *AND* Demographic Score is greater than `59` *AND* Created Date is `This Fiscal Year` *OR* `Last Fiscal Year` *AND* `[Cognism] Automatically Enriched` relative date before `Last Month` *AND* `Enrich with Cognism` is `False`.

The current enrichment criteria is the following:

- **APJ Missing Number**

1. Owner Profile contains `SDR, Sales Development` *AND* Initial Source equals `AE Generated, Cognism, DiscoverOrg, Email Request, etc.`, Lead Status equals `Accepted`, *AND* Created By not equal to `Marketo Integration, Outreach Integration`;

2. Last Interesting Moment Date equals `Last 30 Days` *AND* [PQL] Product Qualified Lead equals `True` *AND* [PTPT] Score Group equals `4,5`;

3. Initial Source equals `Zoominfo` *AND* (Phone equals `blank` *OR* Email equals `blank`) *AND* Demographic Score greater than `59`;

4. Initial Source equals `Request - Contact` *AND* (Phone equals `blank` *OR* Email equals `blank`) *AND* `Lead Owner` does not contain `disq,inel,jihu`.

5. Lead Status equals `MQL, Accepted, Qualifying` *AND* Impartner Partner Account equals `blank` *AND* Campaign Field - Member First Responded Date equals `Current FY` *AND* Campaign Field - Campaign Type equals `Trial` *AND* [Cognism] Automatically Enriched equals `False` *AND* Account Demographics: Region equals `EMEA`.

6. WIP to enrich APJ phone numbers - `Account Demographics: Territory` contains `APJ` *AND* (Phone is `NULL` *OR*  Mobile is `NULL`) *AND* Account Demographics: Territory does not contain `SMB` *AND* Account Demographics: Employee Count is greater than `101`

1. Account Demographics: Territory contains `APJ` *AND* Account Demographics: Territory does not contain `SMB` *AND* Account Demographics: Employee Count is greater than `101` *AND* Phone is `blank` *AND* Mobile is `blank` *AND* Created Date is `This Fiscal Year` *OR* `Last Fiscal Year` *AND* `[Cognism] Automatically Enriched` relative date before `Last Month` *AND* `Enrich with Cognism` is `False`.

- **EMEA SMB Growth Team**

1. Owner Name is one of `Arthur Gabor`, `Bastien Escudé`, `Ben Quilligan`, `Camilo Hernandez Murillo`, `Deepika Raj`, `Emma Szász`, `Hugo Barennes`, or `Kellie Lewis` *AND* `[Cognism] Automatically Enriched` relative date before `Last Month` *AND* `Enrich with Cognism` is `False`.

- Accepted Leads

1. Owner Profile contains `SDR` or `Sales Development` *AND* Initial Source is one of `AE Generated`, `Cognism`, `DiscoverOrg`, or `Email Request` *AND* Status is `Accepted` *AND* Created By is not `Marketo Integration` or `Outreach Integration` *AND* `[Cognism] Automatically Enriched` relative date before `Last Month` *AND* `Enrich with Cognism` is `False`.

If a team needs records enriched with Cognism data outside of the automated cohorts above, they should open a Marketing Operations issue in the Mops project and tag `@RobRosu` for review.

## Cognism Licensing Policy & Procedures

### Administration

Cognism management is exclusively done by the Marketing Operations team. We currently have 70 seats for Cognism, seats which are all dedicated to the Sales Development Org and specifically to BDRs. Outside of the BDR roles, we only allow for temporary licenses, for other roles, when such a license is not needed on the BDR side.

Cognism is currently co-managed by the Marketing Operations and Revenue Technology teams.

Primary license ownership is reserved for the BDR role in the Sales Development organization and the AE role in the Sales Operations organization.

Temporary licenses may be assigned to team members outside these roles when seats are available. These temporary licenses may be reassigned if they are needed for a new user in one of the primary roles.

### Access & Help

BDRs receive acces to Cognism as part of the onboarding process. If the team member did not receive access or if access has been removed and you would like it back, you will need to open an [individual access request](/handbook/security/corporate/end-user-services/access-requests/access-requests/).

BDRs and AEs should request Cognism access via Lumos during onboarding.

If a team member loses access or needs access restored, they should submit a new access request via Lumos.

If you are experiencing issues with Cognism, feel free to chime in #mktgops slack channel and ask for help. You can also reach out to Cognism directly at help@cognism.com

For help with Cognism issues, ask in the #mktgops or #sales-tools-support Slack channels, or contact Cognism Support directly at help@cognism.com.

### Monthly License Review

Due to the limited seats available, licenses will be reviewed on a monthly basis to ensure alignment with our policy. Our current policy states that for an active, non-admin license will be flagged for review it needs to meet the criteria below:

Due to the limited number of available seats, licenses are reviewed monthly to ensure alignment with the licensing policy.

1. It must be integrated with both SFDC & Outreach;

2. A minimum number of more than 10 profiles have been viewed in the last 3 months;

An active, non-admin license may be flagged for review if it does not meet the following criteria:

Before a license is deactivated, Mops will reach out to the user and confirm if they still need access to the platform. If they do not need access, then the user is removed from Zoominfo. Please not that even if the user access is removed, they are still able to see the Cognism field data in SFDC.

Integrated with Salesforce

More than 10 profiles viewed in the last 3 months

### Detailed Process

Marketing Operations will contact users in their org to confirm whether access is still needed. If the user does not need access, or does not respond, the license may be reassigned.

1. Log into Cognism, Dashboard, User Activity Section;

2. Check users for the criteria above;

3. Reach out to users on Slack;

4. Deactivate users who no longer need access; (A lack of response will be considered as if the license is not needed)

5. Create an issue in Mktgops Project, keeping track of the users who have been deactivated. The label Mktg Tool Audit will be used.

Unlicensed team members can still view Cognism-enriched data on lead and contact records in Salesforce.

### Detailed Process

If a temporary license is assigned to a non-BDR role it can be revoked at any time if it's needed for a BDR Role.

1. Review Cognism user activity in the dashboard.

2. Identify users who do not meet the monthly review criteria.

3. Contact those users in Slack to confirm whether access is still needed.

4. Deactivate or reassign licenses that are no longer needed.

5. Create an issue in the Marketing Operations project to track deactivated users and apply the Mktg Tool Audit label.

### Pending Invites

| Web Chat - <br>Qualified  |Web chat interaction or meeting scheduled | +100 | 1/day |

|* Inbound - Med|Inbound form, not above and excluding Startup applicants |    +100|1/day|

|MM+ Valuable Trials | MM+ and Valuable Trials w/ EDU exclusion (SaaS & Self-Managed)  |+100 |1/6 months|

|User Gems Past Champ |Person has been tagged by User Gems as a prevous champion|+100|1/3 months|

#### Behavior Scoring