@@ -65,7 +65,7 @@ Below are best practices when running a roundtable:
- Ensure questions are prepared between host and GitLab presenter beforehand to lead the conversations within the session
- Assign notes of each delegate to list leads for upload onto SFDC
- Pre-analysis of delegates - check to see if their organization is currently a user of GitLab, whether they're CE or EE customers. This could be a great way to start or dig into deeper conversations with the delegate.
- Ensure you have familiarised yourself with the [White Glove Event Follow Up process](/handbook/marketing/sales-development/#white-glove-event-follow-up-sequence-saes-included) for this type of event.
- Ensure you have familiarised yourself with the [White Glove Event Follow Up process](/handbook/marketing/sales-development/#white-glove-event-follow-up-flows) for this type of event.
## 3rd Party Events
@@ -200,6 +200,17 @@ Field Marketing utilizes the below issue templates and epic codes for virtual ev
Not every field event or lead are the same. There will be times when meeting/scanning leads and notetaking for the interaction will require a tweaked processing procedure. A few examples are below:
`High Priority` leads: There are situations where GitLab leadership wants extra attention placed toward a prospective lead/account, assuming the right criteria is met for that lead/account. These leads are referred to as `High Priority` and utilize the `high priority` process. This label not only means its namesake, but it also means the lead will circumvent our normal lead routing and MQL processes to be sent immediately to SDR/BDR for strategic outreach. There are a few reasons why a lead would be marked as `High Priority`, but for this particular handbook page there are two primary definitions to focus on:
-**High Priority Campaign**: This lead was acquired during a `high priority` event. While strategizing for the quarter and year, Sales and Marketing leadership discuss what upcoming field events will be important based on GitLab's current and future goals. If a field event is determined to fit the criteria, all leads collected from this event will be marked as `high priority` and quickly routed for follow up. Leadership will communicate what campaigns qualify
-**White Glove**: A white glove lead needs strategic outreach and will involve the [SDR, Account Executive and maybe more](/handbook/marketing/sales-development/#white-glove-event-follow-up-flows). Generally, these leads were highly engaged in conversation about GitLab, have detailed event notes about the engagement and or were engaged with specific GitLab team members during the event. White glove leads can exist within a high priority campaign, so use best judgement on which label is most appropriate between the two
Recording `high priority` status for either of these types is simple and included in the spreadsheet used for [self-service list uploads](/handbook/marketing/marketing-operations/automated-list-import/#data-cleaning-instructions) under the `High Priority Reasons?` column - as a dropdown option. The reason feeds into Marketo's `High Priority Reason temp` field, which [then processes](https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/SC56504A1ZN19) the lead for early lead routing.
## Post event lead flow for each campaign
After Field Marketing has executed a campaign, the Field Marketing Manager is responsible for ensuring that the campaign has been fully operational to include the following:
@@ -369,6 +369,8 @@ The Marketing Operations team maintains the [Marketing technology tiering system
The SSoT for all tools at GitLab is the [Tech Stack Applications page](/handbook/business-technology/tech-stack-applications/).
We are constantly evaluating new tools to help create efficiency, data accuracy and provide additional functionality. If you have a pain point, or have come across a new technology you'd like to explore further, please let us know by creating a tool eval issue. To see our current list use the label `Ops Tool Evaluation` or [click here](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/?sort=created_date&state=opened&label_name%5B%5D=Ops%20Tool%20Evaluation&first_page_size=20). Please also follow process and directions [listed in the sections](/handbook/marketing/marketing-operations/#new-tool-purchase-process).
As a compliment to the Tech Stack, we created a visual of the Tier 1 and 2 tools in Marketing Technology stack, aligned to our customer journey.
<figureclass="video_container">
@@ -385,7 +387,6 @@ Below are tools in the Marketing Technology stack, organized by tier.
If you are interested in or would like to request a new tool be added to the tech stack, [please submit an issue using the tools eval issue template](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/new?issuable_template=tools_eval) in the Marketing Operations repository. Marketing Operations should be included in new tool evaluations to account for system integrations, budget, etc. Any new tools desired after the budget is set will be handled by transferring budget from the other department to Marketing Operations. Once an issue is submitted, Marketing Operations will evaluate the request and assign the tool a tier.
If you are interested in or would like to request a new tool be added to the tech stack, [please submit an issue using the tools eval issue template](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/new?issuable_template=tools_eval) in the Marketing Operations repository. Marketing Operations should be included in ALL new tool evaluations to account for system integrations, budget, etc. Any new tools desired after the budget is set will be handled by transferring budget from the other department to Marketing Operations. Once an issue is submitted, Marketing Operations will evaluate the request and assign the tool a tier. To see current and previous tool evaluations, please [click here](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/?sort=created_date&state=opened&label_name%5B%5D=Ops%20Tool%20Evaluation&first_page_size=20).
The process for requesting a new tool is:
@@ -500,7 +501,7 @@ The process for requesting a new tool is:
- Assign the new Epic to the business and technical owners
- Update the intake issue description with a link to the new Epic.
1. Tier 3 tools will be handled on a case-by-case basis. If the tool requires extensive evaluation and Marketing Operations support, the above process will apply.
1. The business owner is the DRI for tier 4 tool evaluations and implementations.
1. The business owner is the DRI for tier 4 tool evaluations and implementations, but still must include Marketing Operations.
Once the evaluation Epic is created, the following evaluation steps should be followed:
@@ -541,6 +542,10 @@ For more information about lead lifecycle, visit [this handbook page](/handbook/
A Marketing Qualified Lead (MQL) is a lead that has reached a certain threshold, we have determined to be 100 points accumulated, based on demographic/firmographic and/or behavioral information. The `Person Score` is comprised of various actions and/or profile data that are weighted with positive or negative point values. You can find more details about the scoring model on the [Marketo Page](/handbook/marketing/marketing-operations/marketo/#scoring-model)
### What are MQL SLAs?
SLA (or Service Level Agreement) is the agreed upon amount of time that a lead which has MQL’d and routed to a Sales Development Representative will be actioned. Right now, the SLA time has been set to 2 business hours. More information on how the SLA reporting functionality works can be found [here](/content/handbook/marketing/marketing-operations/mql-sla.md).
## Campaigns and Programs
Campaigns are used to track efforts of marketing tactics - field events, webcasts, content downloads. The campaign types align with how marketing tracks spend and align the way records are tracked across three of our core systems (Marketo, Salesforce and Bizible) for consistent tracking. Leveraging campaigns aligns our efforts across Marketing, Sales and Finance.
@@ -555,9 +560,11 @@ Marketing Ops is responsible for maintaining the email marketing database. Go to
## Initial Source
`Initial Source` is the first "known" touch attribution or when a website visitor becomes a known name in our database, once set it should never be changed or overwritten. For this reason Salesforce is set up so that you are unable to update the `Initial Source` field. If merging records, keep the `Initial Source` that is oldest (or set first). When creating Lead/Contact records and you are unsure what `Initial Source` should be used, ask in the `#mktgops` Slack channel. `Initial Source` in Marketo is named `Person Source`, and should only update when empty.
`Initial Source` is the first "known" touch attribution or when a website visitor becomes a known name in our database, once set it should never be changed or overwritten. For this reason Salesforce is set up so that you are unable to update the `Initial Source` field. If merging records, keep the `Initial Source` that is oldest (or set first). `Initial Source` in Marketo is named `Person Source`, and should only update when empty.
The values listed below are the only values currently supported. If you attempt to upload or import leads or contacts into Salesforce without one of these initial sources you will encounter a validation rule error.
The values listed below are the only values currently supported. If you attempt to upload or import leads or contacts into Salesforce without one of these initial sources you will encounter a validation rule error. If you think that there needs to be a new Initial Source added to this list and into Salesforce please [open an issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new) with the marketing ops team. When a new initial source is added, the bucket must also be updated in a SFDC workflow to properly show in Sisense.
If you want to add a new Initial Source, please ask someone in Mops to [Add to this sheet](https://docs.google.com/spreadsheets/d/1s0n1vrcROrG7qjJ55hz3qs5UyOLvSO-ljEx4IT5ENf4/edit?gid=2063842207#gid=2063842207). When a new initial source and bucket are added, they will automatically flow through to our reporting.
@@ -164,7 +164,7 @@ The following data cleanup is required for any list prior to sending it to the M
1. Member Statuses must match exactly to the program type and member status [listed](/handbook/marketing/marketing-operations/campaigns-and-programs/#campaign-type--progression-status). If you are updating the member status for an event where we collected registrations through a form, you must include both `No Show` and `Attended` records.
1. If list contains non-Latin characters (ex. Asian languages), it must be uploaded to Marketo using UTF-8 and UTF-16. [Marketo instructions here](https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/email-programs/managing-people-in-email-programs/import-a-non-latin-characters-list). Salesforce Data Loader requires UTF-8 encoding, [instructions here](https://help.salesforce.com/articleView?id=faq_import_dataloader_specialchars.htm&type=5).
1. If list contains non-Latin characters (ex. Asian languages), it must be uploaded to Marketo using UTF-8 and UTF-16. [Marketo instructions here](https://docs.marketo.com/display/public/DOCS/Import+a+Non-Latin+Characters+List). Salesforce Data Loader requires UTF-8 encoding, [instructions here](https://help.salesforce.com/articleView?id=faq_import_dataloader_specialchars.htm&type=5).
1. If there are notes added to the `Last Event Notes` column, add the `SFDC campaign name` to the column titled `Last Event SFDC Campaign Name` for each lead that has notes. If there are no notes for that lead, do not add anything to either column. This column is used to automatically move notes to the `Qualification Notes` field found on lead and contact pages in Salesforce. That field is not overridden like the `Last Event Notes` field and it's where we can keep the notes for much longer.
@@ -182,6 +182,8 @@ The following data cleanup is required for any list prior to sending it to the M
-`Preferred Language` must be listed as a language, not a location. See the table below for common languages.
- The `High Priority Reason?` dropdown column is to be used as a replacement for inputting `High Priority` shorthand into the `Last Event Notes` column. Despite no longer needing to input the `High Priority` call signs into the notes column, it's still highly useful to include notes in the `last event notes` column to help identify _why_ the lead was labeled with the `High Priority Reason`. As of Nov 2024, there are only 2 usable options for the dropdown, `High Priority Campaign` and `White Glove`. As noted in the chart below, it's best to know when to use each option. `-` is an option in case the `Reason` needs to be removed, but the Workato bot will _not_ carry the `-` value through the [Marketo processing flow](https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/SC56504B2ZN19)
</details>
| Field Name | Required | Accepted Values | Notes |
@@ -197,6 +199,7 @@ The following data cleanup is required for any list prior to sending it to the M
| Label as Opt-In? | No | Yes/No or True/False | Leave blank if no option is provided |
| CRM Partner ID | No | You can find a list of these IDs [here](/handbook/marketing/marketing-operations/campaigns-and-programs/#partner-crm-ids) | If this import is a part of a joint event with partners, you must include the CRM Partner ID as a column in your list upload. You can find a list of these IDs [here](/handbook/marketing/marketing-operations/campaigns-and-programs/#partner-crm-ids) |
| Preferred Language | No | Must be written exactly: French, German, Japanese, Italian, Korean, Spanish, Portuguese. Other languages available [here](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/8945). | Leave blank if value is English or unknown |
| High Priority Reason? | No | High Priority Campaign <br> White Glove | Only used if leads [need to appear in front of SDRs quickly due to some high propensity to purchase reason](/handbook/marketing/sales-development/#sdr-lead-views). Familiarize yourself with the [white glove](handbook/marketing/sales-development/#white-glove-event-follow-up-flows) process to determine if that dropdown should be used|
@@ -15,7 +15,7 @@ Marketing attribution is the process of assigning revenue credit to marketing ac
This process allows Marketing to understand the value of each marketing activity.
## Adobe Marketo Mesure Components
## Adobe Marketo Measure Components
### Touchpoints
@@ -219,7 +219,7 @@ Note: Some Online Touchpoints do not fall into a specific rule with a well-defin
| Content.Content Syndication | Inbound Paid | Offline | White Paper or other content offer that is hosted by a third party. |
| Content.Gated Content | Inbound Paid | Offline | White Paper or other content offer. |
| Content.PF Content | Inbound Free Channels | Online | This campaign type is used to track consumption of specific PathFactory assets. |
| Digital.Inbound Request | Inbound Free Channels | Online | Any type of inbound request that requires follow up. |
| Inbound - Offline.PQL/Drift/Qualified | Inbound Free Channels | Offline | Any type of inbound reques (PQL, Drift, Qualified), which can't be tracked through online means. |
| Direct | Inbound Free Channels | Online | Unknown or direct (NOTE: this is not the same as Web direct/self-serve in SFDC, this is a Web referral where the original source was not captured) |
| Display.Google | Inbound Paid | Online | A display ad from Google |
| Display.Other | Inbound Paid | Online | A display ad from an unspecified source |
Humantic AI helps salespeople communicate effectively with their buyers by combining the best of Generative AI and DISC Selling.
We are currently using the light mode version that includes Humantic AI Chrome Extension, Dashboard, Email Personalization, and Calendar Integration.
To following along on the project, follow to epic: https://gitlab.com/groups/gitlab-com/marketing/-/epics/5310
### Access
Humantic AI will be made available to AMER BDRs and a couple SDRs. The platform is limited to english speakers as personalization in other languages are currently offered.
