Onboarding Campaign Plan
Timeline:
- February 16 - Kickoff meeting - Discuss timeline, roles, dependencies, and plan
- February 23 - Checkpoint 1 - Present research
- March 1 - Checkpoint 2 - Working week
- March 9 - Checkpoint 3 - Working week
- March 16 - Checkpoint 4 - Testing, proofreading, final touches
- March 22 - Full launch
Project Goal
To create an onboarding experience for developers signing up for GitLab.com through email, retargeting, quickstarts, and/or a getting started tutorial.
Dependencies outside of marketing team
- Front end development if creating new-design for quickstart
- Do we need anyone to code the emails? Nope. Luke can do this.
- Engineering to turn off current onboarding emails (if any)
- Engineering - understand current marketo api integration to .com signup?
Tasks and owners (please link corresponding issues besides your task where applicable)
Due Feb 23
-
Luke/Heather - Take a look at popular developer tool sign-up campaigns -
Emily - Current status of onboarding for GitLab.com, GitLab CE, GitLab EE -
Ron/Hank - Take a look at popular developer tools business development campaigns -
Axil/Ivan - Quickstart and getting started tutorials - who does it well? -
Ron - Talk to some new users about what would have made it easier to get started -
Hank - Work with Eng to understand API integration into Marketo for new signups to gitlab.com -
Heather - Research our triggers for drip campaign? Sign-up, clicked download(?), 7 day wait step(?) What is our flow?
Due March 2
-
Luke - Design templates onboarding campaign see comment -
Heather - Flow of sign up and touch points. Intro to GitLab webcast. -
Hank - Email flow - including business development campaign + onboarding campaign -
Emily - Find where located - Make sure current onboarding is turned off at launch - Mailgun? -
Axil/Ivan - Outline of onboarding see comment -
Mitchell - retargeting research on CE and driving CE leads to signup GitLab intro webcast -
Hank/Mitchell - Newsletter landing page? Confirmation to newsletter signup email?
Due March 9 - Implementation
-
Luke - Implement the template in Marketo (working meeting) -
Heather - Content for emails Content drafted here(working meeting) -
Hank - Needs landing page content and templates to implement. Test sign up campaign. (working meeting) -
Emily - Will figure out who the person will be to turn it off or edit it -
Mitchell - Will have some ads done by next week. Data to share? -
Hank - Testing signup campaign w/ @rspeicher -
Ron - Work w/ content to make sure all the things customers are asking for are included in onboarding -
Hank/Mitchell - Newsletter confirmation inline, not a landing page. -
Axil - After "sign up" form submitted for gitlab.com, can lead to onboarding page instead of coming back to same signup page. (waiting feedback in issue https://gitlab.com/gitlab-org/gitlab-ce/issues/14098)
Due March 16
-
Luke - content plugged into templates -
Heather + Luke + Hank - work together to understand what content. WORKSHOP OMG!!!! -
Ashley - review content in emails prior to launch. -
Emily - Own timeline for updating copy in that one hard-coded email to verify email account -
Mitchell - Ads are working everywhere but Google. LinkedIn doesn't have retargeting. Content pieces + webinars only. Next channel to test. -
Axil - continue followup on signup page being a redirect to on-boarding content. (not happening in 8.6 https://gitlab.com/gitlab-org/gitlab-ce/issues/14098#note_4247056) -
Ashley - CE downloads partnership plan and timeline -
Axil - clarify status of quickstarts and where they are. (draft MR for landing page https://gitlab.com/gitlab-org/gitlab-ce/merge_requests/3225)
key things - email content/design + onboarding page
Due March 22 - Launch checklist
-
Hank - Final email formatting -
Hank - Transferring stuff into Marketo -
Axil - Share content for redirect page -
LAUNCH
Pushed out (to create new issues)
-
Ashley - partner stuff -
Axil - Onboarding page
CC: @axil @nearlythere @hanktaylor @sytses @EmilyKyle @lukebabb