Commit 298f2e02 authored by Sarah Daily's avatar Sarah Daily
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Merge branch 'mktg-ops-hb-updates-20210201-20210214-pt-2' into 'master'

MOps Handbook Updates 20210201 - 20210214

See merge request !74243
parents dde3117f 919a879a
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......@@ -523,7 +523,7 @@ We have listeners set up in Marketo listening certain parameters. Please check t
 
| Campaign | Campaign Parameter for Tracking |Marketo Listener?|
|------------------------------------------|---------------------------------|-----------------|
| CI Use Case | singleappci |:white_check_mark: |
| CI Use Case | singleappci | :white_check_mark:|
| GItOps Use Case | iacgitops |:white_check_mark: |
| Version Control & Collaboration Use Case | vccusecase |:white_check_mark: |
| Simplify DevOps | simplifydevops |:white_check_mark: |
......
......@@ -344,7 +344,7 @@ At GitLab, we strive to communicate with people in a way that is beneficial to t
 
Certain emails can bypass unsubscribe and invalid emails by being marked as `operational`. Examples include critical system alerts, account updates (policy updates, etc.), event reminders with necessary link to attend event, and auto-responders for post event recording and slides emails. Please folloow this decision tree for auto-responder emails to help determine whether or not your email fits the operational standards. If they do not, you must include the proper email compliance filters in order to send the email, and also uncheck the operational check box on the email.
 
Emails that contain mostly marketing or promotional content like newsletters, event invites and sales emails are not considered `operational`. Only Mops and certain MCMs have access to this feature in Marketo. If you have any questions on whether or not your email is operational, contact Mops. **When in doubt, ask!**
Emails that contain mostly marketing or promotional content like newsletters, event invites and sales emails are not considered `operational`. Only Mops and certain MCMs have access to this feature in Marketo. If you have any questions on whether or not your email is operational, contact MOps. **When in doubt, ask!**
 
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......@@ -37,7 +37,7 @@ We do have a sandbox to work in for Marketo. The sandbox is used for training, c
If you'd like access to the sandbox, please fill out an [AR](/handbook/business-ops/team-member-enablement/onboarding-access-requests/access-requests/frequently-asked-questions/).
 
 
### Forms
## 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. If you need a new form created, please open a [form creation issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=form_request).
 
Form documentation can be found [here](https://docs.google.com/spreadsheets/d/1cV_hI2wAzLxYYDI-NQYF5-FDDPXPXH0VV5qRBUJAQQk). It contains all of our current forms, as well as standardized country and state picklists.
......@@ -104,9 +104,9 @@ All of the standardization smart campaigns are contained in:
- The following countries have common variations updated to their accepted values: United States, Bolivia, Canada, China, France, Germany, Hong Kong, India, Iran, Ireland, Macao, Myanmar, Netherlands, Russia, South Korea, Sweden, Switzerland, United Kingdom, Venezuela, Vietnam.
 
 
### MQL Definition
A Marketing Qualified Lead 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 "MQL score" defined below is comprised of various actions and/or profile data that are weighted with positive or negative point values.
When a `Person Score` changes it will be inserted into the routing flow. Using LeanData every time a `Person Score` is updated, LeanData will run a check to see if the record needs to be processed through the flow.
## MQL Definition
A Marketing Qualified Lead 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 MQL Score defined below is comprised of various actions and/or profile data that are weighted with positive or negative point values.
When a `Person Score` changes it will be inserted into the routing flow. Using LeanData every time a `Person Score` is updated, [LeanData](/handbook/marketing/marketing-operations/leandata/#record-validation) will run a check to see if the record needs to be processed through the flow.
 
### Re-MQL
 
......@@ -120,15 +120,21 @@ When a lead `Re-MQLs` from `Nurture` to `MQL`, their `Nurture Reason` field is s
 
Follow the workflow mural:
 
<div style="width: 600px;" class="embed-thumb"> <div style="position: relative; height: 0;overflow: hidden; height: 400px; max-width: 800px; min-width: 320px; border-width: 1px; border-style: solid; border-color: #d8d8d8;"> <div style="position: absolute;top: 0;left: 0;z-index: 10; width: 600px; height: 100%;background: url(https://murally.blob.core.windows.net/thumbnails/gitlab2474/murals/gitlab2474.1601481962008-5f74acea0e54f6444736cac9-24283f3a-1be5-41ba-a8d6-97433efd70a5.png?v=21e54b2e-50e9-447d-bec6-d64822e5092a) no-repeat center center; background-size: cover;"> <div style="position: absolute;top: 0;left: 0;z-index: 20;width: 100%; height: 100%;background-color: white;-webkit-filter: opacity(.4);"> </div> <a href="https://app.mural.co/t/gitlab2474/m/gitlab2474/1601481962008/7e957440dbd811156bf37e29eb4394d89f2d4d31" target="_blank" rel="noopener noreferrer" style="transform: translate(-50%, -50%);top: 50%;left: 50%; position: absolute; z-index: 30; border: none; display: block; height: 50px; background: transparent;"> <img src="https://app.mural.co/static/images/btn-enter-mural.svg" alt="ENTER THE MURAL" width="233" height="50"> </a> </div> </div></div>
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<div style="position: absolute;top: 0;left: 0;z-index: 10; width: 600px; height: 100%;background: url(https://murally.blob.core.windows.net/thumbnails/gitlab2474/murals/gitlab2474.1601481962008-5f74acea0e54f6444736cac9-24283f3a-1be5-41ba-a8d6-97433efd70a5.png?v=21e54b2e-50e9-447d-bec6-d64822e5092a) no-repeat center center; background-size: cover;"><div style="position: absolute;top: 0;left: 0;z-index: 20;width: 100%; height: 100%;background-color: white;-webkit-filter: opacity(.4);">
</div>
<a href="https://app.mural.co/t/gitlab2474/m/gitlab2474/1601481962008/7e957440dbd811156bf37e29eb4394d89f2d4d31" target="_blank" rel="noopener noreferrer" style="transform: translate(-50%, -50%);top: 50%;left: 50%; position: absolute; z-index: 30; border: none; display: block; height: 50px; background: transparent;"> <img src="https://app.mural.co/static/images/btn-enter-mural.svg" alt="ENTER THE MURAL" width="233" height="50"> </a>
</div>
</div>
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### Scoring Model
The MQL model is based on a 100 point system. Positive and negative points are assigned to a record based on their demographic and/or firmographic information, and their behavior and/or engagement with GitLab marketing. Their `Person Score` is the sum of their `Behavior Score` and their `Demographic Score`. The `Person Score` must reach `100` in order to MQL.
 
There is a flow that runs everynight to reset leads that have gone negative back to `0`.
 
The model below is updated as of 2021-01-18.
The model below is updated as of 2021-02-09.
 
Some leads are exluded from scoring if they:
* Have a `@gitlab.com` email address
......@@ -204,9 +210,15 @@ Generic Domain|Contains generic email domain| -5 |{{my.Generic Domain}}|Triggere
 
### Folder Structure
 
Marketo Marketing Activities are broken up into three sections: `Operational Programs`, `Active Marketing Programs` and `Archive`.
Below is the folder structure to hold and categorize different operational programs and marketing programs.
 
<details>
<summary markdown='span'>
Folder Structure
</summary>
- Active Marketing Programs
- Conference
- Direct Mail
......@@ -241,6 +253,8 @@ Below is the folder structure to hold and categorize different operational progr
 
* Nested under each folder there are programs. Quarterly folders are created at the end of the quarter to help with organization. Quarterly folders will be archived after two quarters. In the future if we have additional types of folders to add, we can do so.*
 
</details>
## Lists and Segmentation
 
### Segmentations
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