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Created Feb 05, 2020 by Kristine Setschin@KSetschin🦊Developer36 of 69 checklist items completed36/69 checklist items

Virtual Conference - DevOps Enterprise Summit (DOES) London, UK - June 23-25, 2020

🗒 Event Details

  • FMM Owner: FMM Name @KSetschin
  • Type: Virtual Conference
  • Official Event Name: DevOps Enterprise Summit
  • Date: 2020.06.23 - 2020.06.25
  • Expo Hall hours: 8:30am - 7pm
  • Location: INTERCONTINENTAL LONDON – THE O2, 1 Waterview Dr, London SE10 0TW, UK
  • Website or Landing Page: https://events.itrevolution.com/eur/
  • SFDC Campaign: https://gitlab.my.salesforce.com/7014M000001dg0H?srPos=0&srKp=701
  • If we went last year, link to SF.com campaign: https://gitlab.my.salesforce.com/7014M0000008t7X?srPos=2&srKp=701
  • Campaign tag: 20200623_DOESLondon2020
  • Budgeted costs (sponsorship + travel + collateral + etc.): $ 27,700 total ($25,000 virtual sponsorship + $2,700 ancillaries)

📎 Bookmarks

  • Event sheet
  • Briefing Document
  • UTM Report
  • iACV Report
  • Lead Status Report
  • Recap Doc

📣 Promotional Assets

DOES20_LON_SocialAssets2_1024x1024_2

DOES20_LON_SocialAssets2_300x90_1

DOES20_LON_SocialAssests_TechBeacon__1200x200__1

DOES20_LON_SocialAssets2_400x300_4

DOES20_LON_SocialAssets2_400x300_2

✅ MPM request checklist

What will this event contain/require? - if "MAYBE" please indicate estimated date of decision.

⚠️ This section must be filled out by the FMM before the MPM creates the epic and related issues. See handbook.

  • FMM added campaign tag to this issue under Event Details
  • Follow up email via Marketo - YES
  • Will the copy rely on content from the event? i.e. copy due 24 hours post-event (this will push out the send 2 business days). - YES
  • Add event leads to nurture stream? - YES (CI Build & Test Auto)
  • Landing page creation (requires promotion plan) - YES
  • Will the landing page contain a form for meeting/demo requests - YES
  • Invitation and reminder emails (requires promotion plan) - YES
  • Speaking session - YES
  • Workshop - NO
  • Dinner - NO
  • Party/Happy Hour - YES, virtual happy hours x 2
  • Alliances/Partner Marketing involved - NO (if yes, must designate a DRI)
  • Will this event include use of MDF? NO
    • if yes, please tag Tina Sturgis here, and complete the section below
      • MDF request completed by FMM and sent to Tina at least 1 quarter out
      • event accepted for use of MDF (tag Tina here for her to approve)
      • receipt submitted post event
      • proof of payment submitted
      • leads submitted

🕵 Description of event

DevOps Enterprise Summit is going virtual for the first time this year. It is a conference for the leaders of large, complex organizations implementing DevOps principles and practices. The event programming emphasizes both evolving technical and architectural practices and the methods needed to lead widespread change efforts in large organizations. The goal is to give leaders the tools and practices they need to develop and deploy software faster and to win in the marketplace.

Conference Demographics

  • 34% Managers
  • 30% Executives
  • 11% Developers/Engineers
  • 6% Architects
  • 17% Others

🎚 Sponsorship level & details

Sponsorship Level: Virtual BFF

Screenshot_2020-04-22_at_14.12.27

Sponsorship Benefits:

• 30 mins speaking session - incl. media kit (microphone and green screen) sent to the speaker prior to the event

  • Virtual booth - enterable through banners on the conference landing page on DOES website. A combination of a webpage hosted by organiser as a part of the conference, as well as GL own offers for items that come with our package (Slack, passport/raffle game, download/opt-in, etc.). Organiser will be driving attendees to visit the booths and slack channels for giveaways and downloads.

• Connections: connecting sponsors to delegates based on their main interests and sponsors' preferences

• 20 x complimentary full conference passes

• Link to offer (gated GL asset, leadgen)

• Individual slack channel

• Prize draw

• Branding - on conference platform, all pre-conference promotion sites, social media and email

Screenshot_2020-04-22_at_14.12.40

Sponsorship Level: Virtual Happy Hour

Sponsorship Benefits:

• 2 x virtual happy hours (1st and 2nd evening of the conference) - via a Unhangout platform

• Will be open-door for all conference attendees

• 10 attendees in each room (with the option to remove ppl from the room)

• Event organiser to promote tables

• GL can use SWAG incentives for the table attendees

Does this event have a speaking engagement?

  • 30 minutes customer keynote with William Hill
  • Tues 23rd @ 11:55am BST
  • pre-recorded video (speaker will be provided with a green screen and microphone before the event)

💰 Financial

  • Event evaluated and aligned to regional and company goals
  • Spend added to 5 QTRs Field/Corp budget planning - Google Sheets
  • Finance issue created in Issues · GitLab.com / Finance · GitLab
  • Campaign tag created
  • Invoice received. Instructions on procure to pay
  • Invoice paid

🏗 Prepare (starts when fully approved)

  • Update label from ~"status:plan" to ~"status:wip" once approved
  • Update all details in MPM request checklist section above
  • All calls scheduled or covered in regular synch meetings with attendees
    • Kick-off call with all DRI's scheduled 6 weeks pre-event
    • Prep call scheduled 1 week pre-event
  • SFDC campaign created and linked to top of issue - if there is an RSVP list, then only include those who have registered.
  • Event added to Events page. @Helenadixon How to add events to event page only if there will not be a landing page created. If a landing page is being created, then the MPMs will add this event to the events YML
  • Logo, company description and artwork sent to organizer Company description, Product messaging and GitLab positioning, GitLab Logos
  • Press list requested and shared with GitLab PR (Highwire PR for NAM, speakeasy for EMEA)
  • Slack channel created and attendees invited
  • Save the Date sent for staff
  • Everyone registered to event
  • Tickets allocated and ordered

Assets for Virtual Booth

  1. Video - Overview - GitLab — A single application for your entire software development lifecycle ✅
  2. Rport - DevSecOps Survey 2020 ✅

🗣 Speaker Checklist

For speaker requests to PMM team, use the A-SM-Support-Request. For EMEA speaker requests incl. customers as speakers, create your own issue and add @FionaOKeeffe

  • Speaker issue created
  • Speaker selected and confirmed
  • Date and times confirmed
  • Speaker brief + bio sent
  • Speaker presentation received and brand approved
  • Speaker Slides submitted to organizer
  • Speaker (s) final run through scheduled

Booth/Theatre

  • Booth issue created
  • Positioning and Messaging confirmed
  • Booth staff scheduled
  • Booth slide deck created
  • Click through demo setup (iPad) - Link to instruction in the handbook

📱 Event promotion

  • LinkedIn post template created and shared with sales to promote this event
  • LinkedIn campaign setup (for paid media)

Goals for SDR Team (to be filled in by FMM)

SDR project lead, please review the full issue to get an understanding of the event. If you need help with job titles and pulling an event list reach out to the FMM DRI listed at the top of the issue. Please review the handbook to understand the typical SLAs for the below action items.

  • Pre-event SDR goal:
    • Registration
    • Meetings at event
    • Drive regs via 50% discount tickets (100 available in total)
  • Post-event SDR goal:
    • Follow up and SAOs
  • Targets:
    • Inclusion Job Titles (Seniority):
    • Inclusion Job Titles (Function):
    • Target number of attendees: the event organisers cap the participation at 3,000 attendees. We need to make sure to drive as many as possible to this event

Pre Event (SDR)

  • Review the process in the handbook.
  • Create focus account list of contacts to personally invite. Please include a minimum of 10 accounts. Review the list of attendees and if applicable the SFDC report of last year's attendees linked at the top of this issue. Once your list is compiled, edit the description of this issue and link here.
  • Clone the appropriate master sequence and add in event-specific information or create a more personalized sequence. Please link the sequence that will be used here.
  • Send the new sequence to add it to the Outreach collection.
  • Work with your manager and, if needed the FMM, to determine the best day to start the sequence. Enable any other SDR reps assisting with this.
  • Update event sheet with all meetings set. NOTE pull event sheet from the 📎 Event Planning Spreadsheet & Recap above.

Pre Event (FMM)

  • Build a list from regional accounts and attendees from event to invite to a side event (Drink reception, Workshop etc...)

Post-event follow up checklist

MPMs/FMC to provide the template for the FMM to add the CTA (call-to-action)

  • Calendar invite
  • Landingpage copy - reuse existing for gated content
  • Invitation email
  • Reminder email
  • Confirmation email
  • Follow up mail (specify)
  • For attendees
  • For no-shows
  • Translate content as needed (French and German)

Staffing

  • Once you commit to an event, please make sure to plan to attend
  • Please read through our Event Handbook pages
  • Please add your request to the Staffing and speaking sessions overview for EMEA events FY21

📧 Post Event and Follow Up FMM/SDR

Follow up: planned from Field Marketing:

Follow up emails for

  • People engaging at our booth and via meeting roulette
  • People who download gated content
  • Attendees of our speaking session

Follow up: needed from SDR team:

  • Follow up with delegates attending the virtual happy hour tables
  • Follow up on MQL'ed contacts with personal reachout

Checklist

  • Leads will be added to nurture campaign (Link to Nurture)
  • Leadlist received from organizer
  • Picture from staff at booth added to follow up mail
  • All pictures uploaded to Google Drive
  • Lead cleaned up (24 hours after event close)
  • Leads uploaded to campaign and list locked (all changes after lock to be made in SFDC)
  • Sales notified of lead/contact assignments - auto-assign to match named accounts
  • After event follow up launched
  • After event survey sent
  • Event recap & Feedback Template

TO DO

  • Assign the issue to the FMM in addition to Jenny (who should be autoassigned)
  • Assign the Quarter and Region tags to the issue

cc @jjcordz @nlarue

Edited Jul 08, 2020 by Kristine Setschin
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