Commit 095c55df authored by Agnes Oetama's avatar Agnes Oetama 🇺🇸

Merge branch '20190103_mpm_handbookupdates' into 'master'

Add campaign reporting to MPM section

See merge request !17771
parents 7bdd068d 235f6177
Pipeline #42590725 passed with stages
in 19 minutes and 51 seconds
......@@ -32,15 +32,15 @@ Marketing Programs Managers focus on executing, measuring and scaling GitLab's m
## Responsibilities
**Agnes Oetama**
* *Virtual Events*: project management, set up, promotion, and follow up of all virtual events (webcasts, demos, virtual sponsorship)
* *Ad-Hoc Emails*: coordination of copy, review, and set up of one-time emails (i.e. security alert emails, package/pricing changes)
* *Bi-weekly Newsletter*: coordinate with cross-functional teams on topics and set up newsletter in marketo
* *Nurture Campaigns*: strategize and campaigns (email nurturing)
* *International Field Event Support*: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
* **Virtual Events**: project management, set up, promotion, and follow up of all virtual events (webcasts, demos, virtual sponsorship)
* **Ad-Hoc Emails**: coordination of copy, review, and set up of one-time emails (i.e. security alert emails, package/pricing changes)
* **Bi-weekly Newsletter**: coordinate with cross-functional teams on topics and set up newsletter in marketo
* **Nurture Campaigns**: strategize and campaigns (email nurturing)
* **International Field Event Support**: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
**Jackie Gragnola**
* *NORAM Field Event Support*: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
* *Gated Content*: implement tracking, review copy, create landing pages, and test flows for gated whitepapers, reports, etc.
* **NORAM Field Event Support**: campaign tracking, landing pages, invitations, follow up, and reporting of all events (working closely with Field Marketing team)
* **Gated Content**: implement tracking, review copy, create landing pages, and test flows for gated whitepapers, reports, etc.
**JJ Cordz**
......@@ -144,6 +144,37 @@ Process to request an email can be found in the [Business OPS](https://about.git
Primary party responsible for various email types can be determined using the [table above](#responsibilities).
## Campaign Reporting
MPM uses SFDC reports and dashboards to track program performance real-time. Data from the below SFDC reports/dashboards along with anecdoctal feedback gathered during program retros will be used as guidelines for developing and growing various marketing programs.
The SFDC report/dashboard is currently grouped by program types so MPMs can easily compare and identify top performing and under performing programs within the areas that they are responsible for.
#### [Webcast dashboard](https://na34.salesforce.com/01Z6100000079e6)
The webcast dashboard tracks all webcasts hosted on GitLab's internal webcast plaform. It is organized into 3 columns. The left and middle columns tracks 2 different webcast series (Release Radar vs. CI/CD webcast series). The right column tracks various one-off webcasts since Jan'18.
#### [Live Demo dashboard](https://na34.salesforce.com/01Z6100000079f4)
The LIVE Demo dashboard is organized into 2 columns. The left column tracks the bi-weekly Enterprise Edition product demos (1 hour duration). The bi-weekly Enterprise Edition product demos ran between Q1'18 - Q2'18.
The right column tracks the weekly high level product demo + Q&A session (30 minutes duration). The weekly high level product demo + Q&A session was launched in Q4'18 and currently running through the end of Feb 2019.
#### Virtual Sponsorship dashboard (coming Feb'19)
### Key Metrics tracked in ALL virtual events dashboards
*Note: Virtual Events include Webcast, LIVE demos and Virtual Sponsorship*
**Total Registration :** The number of people that registered for the virtual event regardless whether they attend or not.
**Total Attendance:** The number of people that attended the LIVE virtual event (exclude people who watched the on-demand version).
**Attendance Rate:** % of people that attended the LIVE virtual event out of the total registered (i.e: Total Attendance / Total Registration).
**Net New Names:** The number of net new names added to our marketing database driven by the virtual event. Because a net new person record may be inserted into our CRM (SFDC) as a lead or a contact object therefore, we need to add `Total net new leads` and `Total net new contacts` to get the overall total net new names.
**Influenced Pipe:** Total New and Add-on business pipeline IACV$ influenced by people who attended the LIVE virtual event. The webcast and live demo dashboards currently use SFDC out of the box `Campaigns with Influenced opportunities` report type because Bizible was implemented in June'18 and therefore the attribution report did not capture data prior to this. We plan to migrate webcast and live demo influenced pipe reports to Bizible attribution report in the next dashboard iteration so they align with overall marketing reporting.
## Program logistical set up
### Webcast
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