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