@@ -430,6 +429,7 @@ Below are tools in the Marketing Technology stack, organized by tier.
-[Sprout Social + Bambu](/handbook/marketing/integrated-marketing/digital-strategy/social-marketing/team-member-social-advocacy/#team-member-social-media-advocacy-and-enablement)
## PAGE UNDER CONSTRUCTION - NOT ALL INFORMATION IS CORRECT
## About Brilliant
Brilliant Gifts will serve as GitLab's "swag" vendor platform (company-branded products) for the public-facing swag shop website.
### Storefronts & Warehousing
Brilliant has different warehouses throughout the world to reduce shipping costs and delivery times. Each storefront has their own specific shipping warehouses, as indicated below. We have warehouses in the USA, Australia, UK, EMEA (Netherlands) and APAC.
There are a few different storefronts to meet the needs of each team or group. The storefronts are:
- Retail (Public facing storefront for purchasing GitLab swag)
- Customer Advocacy 9 (EMEA)
- EMEA Field Marketing (EMEA, UK)
- Corporate Events (US, APAC)
- Contributor Success (US)
- People Experience
- Talent Brand (US)
- Absence Management (US)
- Human Resources (US)
## How to use
### Swag Requests
Please refer to the Brand Strategy handbook page on [swag](/handbook/marketing/brand-and-product-marketing/brand/merchandise-handling/) or to [request](/handbook/marketing/brand-and-product-marketing/brand/merchandise-handling/#suggesting-new-items-or-designs) new items.
### Creating New Campaigns
### Bundle
1. Enter campaign name e.g. On-Boarding Bundle.
1. Select warehouse. Example: EU for European sends and UK warehouse for UK ONLY sends.
1. Use the drop down to select what items you would like to send. Note you will need to have stock in your inventory first to do this.
1. Add a note. TIP - Make sure you always add a handwritten note to increase response rate.
1. Then click save! This will then appear in your Campaigns tab.
### E-Gift cards and reward pass
Gift cards are a great start as there is no sourcing required, cost effective (as you get your money back in 14 days if unclaimed) and instantaneous. Gift cards are sent as an email so ensure you add in a template including subject line and body.
A full list of E-Gift cards are here.
Note - gift cards must be built in the currency of the country you're sending to e.g. Uber Eats GBP only works in the UK not in Germany or Norway etc.
### Handwitten Note
Send a personalised note. However there are character limitations
### Marketplace
Reachdesk marketplace allows you to choose from a range of confectionary, flowers, cakes and other perishables from approved third party providers so you can send gifts on a 1-to-1 basis as an out-of-the- box feature. All items can be customised to give that personal touch. Items can be viewed [here](https://airtable.com/shrIR5jn2LQuADwWg/tblWVU3FlI11uBivB) or you can also view items on the campaign build section without actually building the campaign.
Please refer to GitLab's policies related to Gifts and Contributions [here](/handbook/legal/policies/gifts-contributions/)
## How to send a campaign
1. Please click the ‘Send Engage +’ button and select the campaign/gift you need to send to a prospect.
1. After selecting the campaign, you need to add personal details, this webpage will be different in case you are sending an e-gift or a physical gift.
1. Check the status of your gifts from the sends tab. E-gifts will be sent out immediately, like an ordinary email. In case of physical gifts you will have a 30 mins window to cancel or edit your orders. After that window expires please reach out to us at support@reachdesk.com in case of further assistance.
## Tracking Sends
- On your sends tab in Reachdesk, you'll see a full list of sends and status'.
- For physical items these are Sent, waiting for address confirmation, address confirmed, shipped, Delivered. You'll also get an email notification when they get delivered.
- For e-Gift cards these are Sent, Open, Click, Claimed.
You can also see the status of sends under the contact you've sent to in your chosen CRM.
- Go to the activity of the contact, and see [Reachdesk] *status**campaign name*
## Shipping
Brilliant can ship to over 160 countries around the world.
- Europe warehouse (EU-Ireland) ships to: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Lativa Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden.
Also items can be shipped from the Eu warehouse from the countries listed [here](https://docs.google.com/document/d/1ntR-DEd3h6VLCAB2nzHvKXN5m5gtueQS7QMLnPXSa84/edit)
- United Kingdom warehouse ships within the United Kingdom only
- Australia Warehouse ships to: Australia, Hong Kong, Indonesia, Japan, KOrea, Malaysia, New Zealand, Singapore, Taiwan, Thailand, Vietnam
- North America ships to United States
## Project management
## Branded banner for the e-gift emails
1. This image should be 600x80 pxl in Jpeg/Png format
1. The branding tab under 'Organization' only needs to be completed once, and is for address confirmation emails
## Creating a Triggered Campaign
### Trigger Reachdesk sends through Salesforce
1. Go to Triggered Campaign > Create Triggered Campaign. Then under Campaign Trigger, select Connector (Salesforce).
1. Select Salesforce as your connector and choose Object. This will depend on what you have in your own Salesforce.
1. Under Field, select Stage. Other options are Status, Opportunity ID, Opportunity Type, Probability, and Close Date.
1. Under Field, Select Campaign ID (to ensure it is sent to those in that specific campaign), Comparator is Equals. Under Value, copy and paste the Campaign ID from the URL of the campaign in Salesforce. (You have to create a SFDC campaign first with [these steps](/handbook/marketing/marketing-operations/reachdesk/))
1. Press AND + to add another field. This will then be sent to all members of that SF campaign.
1. Click Next and Save campaign
TIP: it's advisable to `Pause` triggered campaigns until it's ready to go live/active.
## Creating a Landing Page
This is one link that can be sent to multiple recipients, and the gifts will be automatically fulfilled via this page. The Landing page can be customised, here are some examples :
1. Create New Campaigns in Reachdesk, choose campaign type Marketplace. For each gift that you intend to offer to the recipient a new campaign will be created.
1. Search the marketplace by choosing Category and/or Country, choose gift and click build campaign
1. Add in a unique campaign name, Include logo and note
1. In CRM Sync - assign Salesforce name and salesforce Campaign
PLEASE NOTE: Do not tick `Ask recipient to confirm their address` for campaigns linked to a Landing Page
1. Complete this form to request a [landing page](https://form.asana.com/?k=mBpww9IX3k5mRbd1dt4D1A&d=1193162279639741)
### Best Practices when completing the Landing Page form
1. Create campaigns before completing the form and add the links of these campaigns into `What campaign(s) would you like to link to this landing page?`
1. Complete the form in the language the landing page will be in e.g German, French etc
1. Always state `Yes` for question `Would you like approval on submissions?`
1. Revisions will require additional turnaround time, so please allow 5 - 7 days prior to the launch date
## Shipping to Events **
Brilliant can ship items from our warehouses to events!
1. Submit an event shipping request
1. All requests must be submitted **2 weeks prior to the event** - but the more notice, the better! After your request is received a member of the reachdesk team will reach out within 24 business hours.
1. Only merchandise/giveaways can be shipped to events. No booths, signage, or other booth branding items. Items will be limited to a weight limit below 1 pallet.
1. Shipping to events is a one-way request, cannot pick up from an event.
1. Please partner with the reachdesk project manager for any ship to event requests.
## How to request an invoice for more credit
1. Go to: Organizations > Balances
1. Click on Add Credit on the top right of the page
1. In the Account & Amount section, select either Company Balance or User Balance and populate the amount of money and currency account you want to top-up.
1. In the Billing Entity section, select which Billing Entity you want the invoice to be addressed. In some cases, there is only one so this should be pre-selected. If there is no billing entity, or you cannot find the right billing entity, please contact `support@reachdesk.com` so we can add this billing entity to our invoicing system.
All campaigns must have a Salesforce.com attached. If this campaign involves Marketo, please skip to [those instructions](/handbook/marketing/marketing-operations/reachdesk/#marketo-campaigns), otherwise follow directions [below](/handbook/marketing/marketing-operations/reachdesk/#salesforce-campaigns).
## Integrations
Brilliant will be connected to 3 different systems: Base, Marketo and Salesforce.com (All WIP)
### Base Campaigns
This connector is not currently configured, but is WIP.
### Salesforce
This connector is not currently configured, but is WIP.
### Marketo
This connector is not currently configured, but is WIP.
@@ -98,6 +98,8 @@ This program type is used in conjunction with Marketo email programs. This progr
This is used for campaigns that can either be organised through a 3rd party vendor or GitLab, covering both in-person and virtual roundtables. It is a gathering of high level CxO attendees run as an open discussion between the moderator/host, GitLab expert and delegates. There usually aren't any presentations, but instead a discussion where anyone can chime in to speak. The host would prepare questions to lead discussion topics and go around the room asking delegates questions to answer. [Read More](/handbook/marketing/virtual-events/external-virtual-events/#overview).
Program type is included on the smart campaign meant to clear `dietary restriction` related fields. 7 days after an event's program statuses are recorded, the fields are cleared automatically.
**Bizible:** This is tracked as an _offline_ channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this [spreadsheet](https://docs.google.com/spreadsheets/d/1xR2Q7YKskfNaxclnfGOkK8Vi739zdKypQ6GgF9MLG58/edit#gid=92970564).
| Member Status | Definition | Success |
@@ -164,6 +166,8 @@ This is an event that we have created, own registration and arrange speaker/venu
**Bizible:** This is tracked as an _online_ and as an _offline_ channel because we manage the registration process through our website. Whenever someone registers, a TP will be created based on that online activity while another TP is added based on the campaign sync rules, for the campaign members with success statuses.
Program type is included on the smart campaign meant to clear `dietary restriction` related fields. 7 days after an event's program statuses are recorded, the fields are cleared automatically.
| Member Status | Definition | Success |
| ------------- | ---------- | ------- |
| No Action | default starting position for all records | |
@@ -278,6 +282,8 @@ Used for campaigns where a third party vendor is organizing one-to-one meetings
**Bizible:** This is tracked as an _offline_ Bizible channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this [spreadsheet](https://docs.google.com/spreadsheets/d/1xR2Q7YKskfNaxclnfGOkK8Vi739zdKypQ6GgF9MLG58/edit#gid=92970564).
Program type is included on the smart campaign meant to clear `dietary restriction` related fields. 7 days after an event's program statuses are recorded, the fields are cleared automatically.
| Member Status | Definition | Success |
| ------------- | ---------- | ------- |
| No Action | default starting position for all records | |
@@ -316,6 +322,8 @@ An in-person or virtual workshop where the attendees are guided through an agend
For logistical setup and more information, go [here](/handbook/marketing/field-marketing/field-marketing-owned-virtual-events/#virtual-workshops-1).
**Bizible:** This is tracked as an _offline_ Bizible channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this [spreadsheet](https://docs.google.com/spreadsheets/d/1xR2Q7YKskfNaxclnfGOkK8Vi739zdKypQ6GgF9MLG58/edit#gid=92970564).
Program type is included on the smart campaign meant to clear `dietary restriction` related fields. 7 days after an event's program statuses are recorded, the fields are cleared automatically.
| Member Status | Definition | Success |
| ------------- | ---------- | ------- |
| No Action | default starting position for all records | |
@@ -1295,3 +1303,17 @@ For conferences list loads with more than 5,000 attendees, consider not marking
1. Uncheck `Success` box for `Attended` and save
1. Load the list in with the attended members
1. Once the list is done processing and campaign members are added, go back into Admin>Tags>Channel>Conference, and recheck the `Success` box for `Attended`
## Instructions: How to collect Dietary Restrictions on event registration and view responses
1. For an owned event (Field Marketing), add `FORM 4286: Owned event with Dietary Restriction` to the LP. Note that we do have other forms that collect this data, for example DevSecOps World Tour forms. Check with MOps if you aren't sure which form to use for your use.
1. Update Smart Campaign to look for `FORM 4286` in the Registration Processing SC.
1. Create a smartlist to look for the responses from the form. From the program, click "New", then "New local asset", then "Smart List". Name the smart list "Dietary Requirements". Add the filters `Member of Program` (Program name) & `Dietary Restriction Details` (is not empty).
1. Next, you need to [create a custom view](https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/core-marketo-concepts/smart-lists-and-static-lists/using-smart-lists/create-and-change-views-for-lists-and-smart-list) in Marketo to see the details. Once you create the view, you will always have it available for selection the dropdown.
1. Click on the `Dietary Requirements` smart list you created, then go to the People tab.
1. Click where it says `View: Default`
1. Select Create View
1. Name the view Dietary Restrictions and under hidden columns, select `Dietary Restriction Detail` and `Dietary Restrictions: Other`
1. Click Create
The view you created will be saved for future use, so any time you need to see this specific view in the future, you will click View: Default and select "Dietary Restrictions" from your dropdown (the list is unique to you, so you will have different options than other people). Due to privacy requirements, we are not pushing this information to SFDC, but you can see it in Marketo up until seven days after the event. See details below for creating a report in Marketo to see the responses. The dietary restriction fields will automatically be cleared 7 days after the lead list is loaded.
@@ -19,7 +19,7 @@ Defined by Gartner, "Marketing Operations is the function of overseeing an organ
## 🔥 Hot Topics
Last updated: December 2023
Last updated: June 2024
### Marketing Trends in 2024
@@ -38,38 +38,42 @@ Last updated: December 2023
### Sales and Marketing Alignment
-[📹 C2 Marketing - How to Improve Funnel Velocity With SLAs](https://www.cs2marketing.com/revenue-growth-architects/how-to-improve-funnel-velocity-with-slas)
-[📝 Madkudu - Driving Sales And Marketing Alignment](https://www.madkudu.com/marketing-operations-guide/driving-sales-and-marketing-alignment)
-[Salesforce Trailhead - Learn CRM fundamentals for Salesforce Classic](https://trailhead.salesforce.com/content/learn/trails/getting_started_crm_basics)
-[LinkedIn Learning - Salesforce Essential Training (Lightning Experience)](https://www.linkedin.com/learning/salesforce-essential-training/accessing-salesforce-through-your-company?autoSkip=true&resume=false&u=2255073)
-[Salesforce Help Docs - Build a report in Salesforce Classic](https://help.salesforce.com/s/articleView?id=sf.reports_builder_editing.htm&type=5)
1. The velocity at which new AI marketing tools are launching is exponential in comparison to business organizations.
1. We are going to continue to see tools embed new AI functionalities to their solutions. AI will disrupt the marketing technology landscape, but it’s here to stay. We will see pioneers of AI gain technological and organizational benefits.
1. AI will empower experts to create more complex outputs without deep technical expertise.
### Buyer Journey
#### Main Takeaways
- 📝 [Zendesk - What is the buyer's journey? Definition, stages, and examples](https://www.zendesk.com/blog/buyer-journey/)
1. Tread carefully with AI, but also be keen to embrace it. The control that needs to be in place and the trust that can be lost if it goes wrong.
1. When everyone uses GenAI, we all lose the authenticity, and blend into the sea of sameness. Focus on human creativity and storytelling.
1. GenAI heavily relies on datasets to generate accurate outputs. However, collections and utilization of data raises significant privacy and ethical concerns. Be transparent with the users on how their data is handled and whether the data is AI generated.
1. Accuracy of AI will play in effect once a model becomes more trained. AI can have bias based data the algorithm is built from and will reflect in the output of the data. Always have a human in the loop of AI.
### Project Management
#### How to Start Using AI
- 📝 [GitLab - How to use GitLab for Agile portfolio planning and project management](https://about.gitlab.com/blog/2020/11/11/gitlab-for-agile-portfolio-planning-project-management/)
- 📝 [Adobe - Project scope - definition, best practices, examples, and more](https://business.adobe.com/blog/basics/project-scope-definition-best-practices-examples-and-more)
1. Start with the challenge and chances are there's an AI solution to solve that problem.
1. Start small, scale gradually and experiment with AI in a very controlled environment.
1. Current platforms already have AI features embedded in it, but we aren’t taking advantage of it. Lean on your partner and other resources to stay updated on AI.
1. Seek for opportunities to use AI to enhance productivity by handling repetitive tasks.
1. Build a Governance team to create a guidance that reviews the bias, how it’s used and where it goes (privacy). Involve cross-functional teams—sales, marketing, and IT—to ensure successful AI adoption.
1. Set up a 3-step AI adoption plan when using GenAI
1. Post and edit
1. Human oversight
1. Fully AI generated
### Marketing Technology Audit
#### Specific AI Use Case for Marketing Ops (They used PowerAutomate)
- 📝 [Blueconic - The MarTech stack evaluation guide](https://www.blueconic.com/resources/martech-stack)
- 📝 [Marketing Rockstar Guide - How to think about your Marketing tech stack](https://www.marketingrockstarguides.com/how-to-manage-martech-stack-3915/)
1. Normalize data with picklist values ie. country name. AI categorizes countries against picklist, normalizes the country value and matches to regions.
1. Categorize job title into job functions. Not all Directors and Managers are equal, so interpret the job title, seniority and fit in a company.
1. Extract activities to generate sales summaries by joining the interesting moment into one field (not as applicable to us)
1. Recommend content through the live chat to personalize call to action. Track their downloads and history to offer unread content.
1. Review static leads and opportunities without any activity, and set up flows for communicate to the lead and provide awareness of the sales and marketing team.
@@ -83,7 +83,7 @@ Sales Systems refreshes the [SFDC staging environment](/handbook/sales/field-ope
## Forms
Nearly all the forms on our website (`about.gitlab.com`) are Marketo embedded forms. Marketing Operations is responsible for maintaining existing forms and creating any new forms.
Use the instructions below with the documentation [here](https://internal.gitlab.com/handbook/marketing/marketing-ops-and-analytics/marketing-operations/operational-setup-marketo/). Nearly all the forms on our website (`about.gitlab.com`) are Marketo embedded forms. Marketing Operations is responsible for maintaining existing forms and creating any new forms.
We primarily use Global forms, which means the form is used on multiple landing pages and the automation for the form is handled on the individual Marketo programs. If you need fields that are not avaiable on the global forms, you need to request a custom form.
@@ -238,7 +238,7 @@ Based on certain criteria, a lead may auto-MQL. Note that any auto-MQL is consid
| [PTP Score](https://internal.gitlab.com/handbook/sales/propensity_models/) |Newly assigned a 4 or 5 score via the Propensity Model alongside being assigned an `A` or `B` ranking via Lead Score Classification.<br> See [Educational deck](https://docs.google.com/presentation/d/1dxSXekzw-SIF1g4pjNf6QGNBUY1L6euggsqqr9BTHUY/edit#slide=id.g1d24c3e4ddd_5_252) or handbook for details <br> | +100 | 1/90 days |
| Web Chat - <br>Qualified |Web chat interaction or meeting scheduled | +100 | 1/day |
|* Inbound - Med|Inbound form, not above | +100|1/day|
|* Inbound - Med|Inbound form, not above and excluding Startup applicants | +100|1/day|
#### Behavior Scoring
@@ -337,7 +337,9 @@ Marketo segmentations are used similar to a smartlist, but they are permanent an
The following segmentations that are approved and live.
<details><summary>[Buyer Personas - Function](https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/SG1008A1)</summary>
<details><summary>Buyer Personas - Function</summary>
[Segmentation in Marketo](https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/SG1008A1)
Based off of guidance on [Buyer Persona page](/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/roles-personas/buyer-persona/#buyer-personas).
