Commit 73d4036f authored by Agnes Oetama's avatar Agnes Oetama 🇺🇸

Add vendor arranged meetings and virtual roundtables. Change sponsored virtual...

Add vendor arranged meetings and virtual roundtables. Change sponsored virtual events terminology to external virtual events.
parent f23db5cb
Pipeline #173791658 passed with stages
in 6 minutes and 43 seconds
......@@ -5,10 +5,12 @@ title: "External Virtual Events"
# Types of external virtual events
External virtual events are, by definition, not owned and hosted by GitLab. They are hosted by an external third party (i.e. DevOps.com). The two types of external virtual events are below, and involve epic and issue creation, designation of DRIs, and workback schedule definition between requester (commonly FMM or Corporate events) and Marketing Programs.
External virtual events are, by definition, not owned and hosted by GitLab. They are hosted by an external third party (i.e. DevOps.com). The various types of external virtual events are below, and involve epic and issue creation, designation of DRIs, and workback schedule definition between requester (commonly FMM or Corporate events) and Marketing Programs.
* [Sponsored Webcasts](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/virtual-events/external-virtual-events/#sponsored-webcast): A sponsored webcast is hosted on an external partner/vendor platform (e.g: DevOps.com). The partner/vendor is responsible for driving registration, moderating and hosting the webcast on their platform, and delivering a lead list after the event.
* [Virtual Conferences](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/virtual-events/external-virtual-events/#sponsored-virtual-conference): In a virtual conference, GitLab will pay a sponsorship fee to receive a virtual booth and sometimes a speaking session slot or panel presence. **Presence of a virtual booth is a requirement for the external virtual event to be considered a Virtual Conference.**
* [Executive Roundtable](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/virtual-events/external-virtual-events/#executive-roundtable): An executive roundtable 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.
* [Vendor Arranged Meetings](/handbook/marketing/revenue-marketing/digital-marketing-programs/marketing-programs/virtual-events/external-virtual-events/#vendor-arranged-meetings): A vendor arranged meeting is used for campaigns where a third party vendor is organizing one-to-one meetings with prospect or customer accounts. This does not organize meetings set internally by GitLab team members. An example would be a "speed dating" style meeting setup where a vendor organized meetings with prospects of interest to GitLab.
## 📌 Sponsored Webcast
......@@ -143,25 +145,149 @@ The project owner is responsible for following the steps below to create the epi
/label ~"Marketing Programs" ~"mktg-status::wip" ~"Virtual Conference" ~"Corporate Marketing"
```
## Adding sponsored virtual events into the calendar
## 📌 Executive Roundtable
The [sponsored virtual events](https://calendar.google.com/calendar?cid=Z2l0bGFiLmNvbV8xOGVqOHN0NmlxajZpYXB1NTNrajUzNHBsa0Bncm91cC5jYWxlbmRhci5nb29nbGUuY29t) calendar will be used to log all planned and scheduled sponsored webcasts and virtual conferences. **The purpose of this calendar is to provide visibility and help the sponsoring team minimize topic overlap with other GitLab virtual events happening around the same time and to provide executive visibility into all GitLab sponsored virtual events.**
*An executive roundtable 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. The project owner (field marketing) is responsible for creating the epic and related issue creation, and keeping timelines and DRIs up-to-date. Mareting Ops is responsible for uploading the list to our database and Marketing Programs is responsible for sending post-event follow-up emails (when relevant)*
**DRI adding to sponsored virtual events calendar: Sponsor owner**
### Process in GitLab to organize epic & issues
The project owner is responsible for following the steps below to create the epic and related issues in GitLab.
1. Project owner (FMM) creates the main tactic issue
1. Project owner (FMC) creates the epic to house all related issues (code below)
1. Project owner (FMC) creates the relevant issues required (shortcut links in epic code below)
1. Project owner (FMC) associates all the relevant issues to the newly created epic, as well as the original issue
1. Project owner (FMC) sets due dates for each issue, based on agreed upon SLAs between teams for each task, and confirms accurate ownership for each issue
*Note: if the date of the tactic changes, FM/requester is responsible for changing the due dates of all related issues to match the new date, and alerting the team members involved.*
### Code for epic
```
<!-- Name this epic: Executive Roundtable - [Vendor] - [3-letter Month] [Date], [Year] -->
## [Main Issue >>]()
## [Copy document >>]() - [template](https://docs.google.com/document/d/1j43mf7Lsq2AXoNwiygGAr_laiFzmokNCfMHi7KNLjuA/edit)
## :notepad_spiral: Key Details
* **Project Owner/Field Marketing Manager:**
* **Marketing Programs:**
* **Field Marketing Coordinator:**
* **Type:** Executive Roundtable
* **Official Name:**
* **Registration URL:**
* **Account Centric?** Yes/No
* **Budget:**
* **Campaign Tag:**
* **Launch Date:** [YYYY-MM-DD]
* [ ] [main salesforce program]()
* [ ] [main marketo campaign]()
* [ ] Campaign UTM - Project Owner/FM to fill in (Format: campaign tag - change to all lowercase, no spaces, hyphens, underscores, or special characters)
## User Experience
[Project Owner/FMM to provide a description of the user journey - from communication plan, to what the user experiences upon reciept, plus triggers on our end like confirmation email and how GitLab fulfils with the vendor, up until receipt by the user and answering whether or not we get confirmation that they received it... what is the anticipated journey after that?]
## Additional description and notes about the tactic
[Project Owner/FMM add whatever additional notes are relevant here]
## Issue creation
* [ ] [Facilitate tracking issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-01-facilitate-tracking) - FMC creates, assigns to FMC or MPM (depending on [program type](https://about.gitlab.com/handbook/marketing/marketing-operations/#marketo-program-and-salesforce-campaign-set-up))
* [ ] [List clean and upload issue created](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/new?issuable_template=event-clean-upload-list) - FMC creates, assigns to FMM and MOps
* [ ] [Follow up email issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-04-follow-up-email) (*optional*) - FMC creates, assigns to FMM, FMC and MPM
* [ ] [Add to nurture issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-05-add-to-nurture) - FMC creates, assigns to FMM and MPM
* [ ] Optional*: [Marketo landing page copy issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=marketo-landing-page-copy) - Corp/FMC creates, assign to Corp/FMM and FMC
* [ ] Optional*: [Marketo landing page creation issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=marketo-landing-page-creation) - Corp/FMC creates, assign to MPM
**Optional: create the optional issues only if we have rights to recording and content is worth gating*
/label ~"Marketing Programs" ~"mktg-status::wip" ~"Field Marketing" ~"Executive Roundtable"
```
## 📌 Vendor Arranged Meetings
*A vendor arranged meeting is used for campaigns where a third party vendor is organizing one-to-one meetings with prospect or customer accounts. This does not organize meetings set internally by GitLab team members. An example would be a "speed dating" style meeting setup where a vendor organized meetings with prospects of interest to GitLab. The project owner (field marketing) is responsible for creating the epic and related issue creation, and keeping timelines and DRIs up-to-date. Mareting Ops is responsible for uploading the list to our database and Marketing Programs is responsible for sending post-event follow-up emails (when relevant)*
### Process in GitLab to organize epic & issues
The project owner is responsible for following the steps below to create the epic and related issues in GitLab.
1. Project owner (FMM) creates the main tactic issue
1. Project owner (FMC) creates the epic to house all related issues (code below)
1. Project owner (FMC) creates the relevant issues required (shortcut links in epic code below)
1. Project owner (FMC) associates all the relevant issues to the newly created epic, as well as the original issue
1. Project owner (FMC) sets due dates for each issue, based on agreed upon SLAs between teams for each task, and confirms accurate ownership for each issue
*Note: if the date of the tactic changes, FM/requester is responsible for changing the due dates of all related issues to match the new date, and alerting the team members involved.*
### Code for epic
```
<!-- Name this epic: Vendor Arranged Meeting - [Vendor] - [3-letter Month] [Date], [Year] -->
## [Main Issue >>]()
## [Copy document >>]() - [template](https://docs.google.com/document/d/1j43mf7Lsq2AXoNwiygGAr_laiFzmokNCfMHi7KNLjuA/edit)
## :notepad_spiral: Key Details
* **Project Owner/Field Marketing Manager:**
* **Marketing Programs:**
* **Field Marketing Coordinator:**
* **Type:** Vendor Arranged Meeting
* **Official Name:**
* **Registration URL:**
* **Account Centric?** Yes/No
* **Budget:**
* **Campaign Tag:**
* **Launch Date:** [YYYY-MM-DD]
* [ ] [main salesforce program]()
* [ ] [main marketo campaign]()
* [ ] Campaign UTM - Project Owner/FM to fill in (Format: campaign tag - change to all lowercase, no spaces, hyphens, underscores, or special characters)
## User Experience
[Project Owner/FMM to provide a description of the user journey - from communication plan, to what the user experiences upon reciept, plus triggers on our end like confirmation email and how GitLab fulfils with the vendor, up until receipt by the user and answering whether or not we get confirmation that they received it... what is the anticipated journey after that?]
## Additional description and notes about the tactic
[Project Owner/FMM add whatever additional notes are relevant here]
## Issue creation
* [ ] [Facilitate tracking issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-01-facilitate-tracking) - FMC creates, assigns to FMC or MPM (depending on [program type](https://about.gitlab.com/handbook/marketing/marketing-operations/#marketo-program-and-salesforce-campaign-set-up))
* [ ] [List clean and upload issue created](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/new?issuable_template=event-clean-upload-list) - FMC creates, assigns to FMM and MOps
* [ ] [Follow up email issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-04-follow-up-email) (*optional*) - FMC creates, assigns to FMM, FMC and MPM
* [ ] [Add to nurture issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=MPM-05-add-to-nurture) - FMC creates, assigns to FMM and MPM
* [ ] Optional*: [Marketo landing page copy issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=marketo-landing-page-copy) - Corp/FMC creates, assign to Corp/FMM and FMC
* [ ] Optional*: [Marketo landing page creation issue created](https://gitlab.com/gitlab-com/marketing/digital-marketing-programs/issues/new?issuable_template=marketo-landing-page-creation) - Corp/FMC creates, assign to MPM
**Optional: create the optional issues only if we have rights to recording and content is worth gating*
/label ~"Marketing Programs" ~"mktg-status::wip" ~"Field Marketing" ~"Vendor Arranged Meeting'
```
## Adding external virtual events into the calendar
The [external virtual events](https://calendar.google.com/calendar?cid=Z2l0bGFiLmNvbV8xOGVqOHN0NmlxajZpYXB1NTNrajUzNHBsa0Bncm91cC5jYWxlbmRhci5nb29nbGUuY29t) calendar will be used to log all planned and scheduled sponsored webcasts and virtual conferences. **The purpose of this calendar is to provide visibility and help the sponsoring team minimize topic overlap with other GitLab virtual events happening around the same time and to provide executive visibility into all GitLab external virtual events.**
**DRI adding to external virtual events calendar: Sponsor owner**
##### Planned sponsored virtual events
##### Planned external virtual events
As soon as you create the epic for the sponsored virtual event, add the event to the sponsored virtual events calendar by creating an event on the day the sponsored virtual event will be live.Make sure to also include the link to the epic in the calendar description.
As soon as you create the epic for the sponsored virtual event, add the event to the external virtual events calendar by creating an event on the day the sponsored virtual event will be live.Make sure to also include the link to the epic in the calendar description.
* For sponsored webcast please use the following naming convention `[Hold WC sponsored] Event title` (e.g: `[Hold WC sponsored] Securing your pipeline with GitLab and WhiteSource`).
* For sponsored virtual conferences, please use the following naming convention `[Hold VC sponsored] Event title` (e.g: `[Hold VC sponsored] Predict 2021`).
* For executive round tables please use the following naming convention `[Hold ER sponsored] Event title` (e.g: `[Hold ER sponsored] DevOps 101`).
* For vendor arranged meetings, please use the following naming convention `[Hold VA sponsored] Vendor Name Region` (e.g: `[Hold VA sponsored] Captive Eight APAC `).
##### Confirmed sponsored virtual events
##### Confirmed external virtual events
Once the sponsorship has been confirmed, go to your calendar event and remove `Hold` from the event title. **Note:** In the spirit of efficiency and to avoid creating multiple calendar invites, please include the epic or issue, add the marketing DRI, any GitLab speakers and/or attendees (SALs, SAs, etc.), as well as any other team members who would benefit from being included in the calendar invite as this invite will provide a hold for team members participating in the event. The 3rd party sponsor will send out additional event details separately.
* For sponsored webcasts, change the event title to `[WC sponsored] Event title` (e.g: `[WC sponsored] Securing your pipeline with GitLab and WhiteSource`).
* For sponsored virtual conferences, change the event title to `[VC sponsored] Event title` (e.g: `[VC sponsored] Predict 2021`).
* For executive round tables, change the event title to `[ER sponsored] Event title` (e.g: `[ER sponsored] DevOps 101`).
* For sponsored virtual conferences, change the event title to `[ER sponsored] Vendor Name Region` (e.g: `[ER sponsored] Captive Eight APAC`).
## Rescheduling Sponsored Virtual Events
## Rescheduling external virtual events
Once the DRI has identified that the date will change, **DRI** will:
......@@ -177,7 +303,7 @@ If the date changes after the sub-issues, epic, and tracking for the event have
* Marketo: Change the ISO date in the Marketo Program to the new date and update the tokens.
* GitLab: Update event date in epic and sub-issues. Update due dates and email deployment dates.
## Cancelling Sponsored Virtual Events
## Cancelling external virtual events
Once the DRI has identified that an event is cancelled, **DRI** will:
......
Markdown is supported
0% or
You are about to add 0 people to the discussion. Proceed with caution.
Finish editing this message first!
Please register or to comment