#### :rocket: Initial Launch Date: 2021-04-17 The CI/CD integrated campaign was first launched in April 2021 and has been continually iterated and optimized using data over the past two years. This is a continuation of the drumbeat of aligned activities (events, webcasts, new content, etc.) to this always-on integrated campaign. :books: **Previous FY Epics:** * [FY21 CI Campaign](https://gitlab.com/groups/gitlab-com/marketing/-/epics/741) - part of [FY21 Integrated Campaigns](https://gitlab.com/groups/gitlab-com/marketing/-/epics/749) * [FY22 CI/CD Campaign](https://gitlab.com/groups/gitlab-com/marketing/-/epics/1821) - part of [FY22 Integrated Campaigns](https://gitlab.com/groups/gitlab-com/marketing/-/epics/1785) :point_right: **[See visual overview of all integrated campaigns + regional activation + value plays](https://drive.google.com/file/d/16yxJe497spO4oXDj8EMCButP0D5bZiW5/view?usp=sharing)** #### :mega: Slack Channel: [#gtm-cicd](https://gitlab.slack.com/archives/C01DF0YMKCP) #### 🔗 Campaign UTM = `singleappci` [Read more about UTM Strategy](https://about.gitlab.com/handbook/marketing/utm-strategy) ## ⚡ Quick Links * [FY23 Meeting notes](https://docs.google.com/document/d/1BUKl2H-ORX3xEto1v19_Ai_n_t4nkicytHIGfw06ASs/edit#) * [FY22 Meeting notes](https://docs.google.com/document/d/1Fmv1gwayyqF0PL9a1sCgVSU9Kazoz-Z6uNpOFXhhLZ0/edit#) * [Handbook: CI Solution Resource](https://about.gitlab.com/handbook/marketing/strategic-marketing/usecase-gtm/ci/) * [Handbook: CD Solution Resource](https://about.gitlab.com/handbook/marketing/strategic-marketing/usecase-gtm/cd/) * [Handbook: CI Message House](https://about.gitlab.com/handbook/marketing/strategic-marketing/usecase-gtm/ci/message-house/) * [Handbook: CD Message House](https://about.gitlab.com/handbook/marketing/strategic-marketing/usecase-gtm/cd/message-house/) * [Website: CI Solution Page](https://about.gitlab.com/stages-devops-lifecycle/continuous-integration/) * [Website: CI Solution Page](https://about.gitlab.com/stages-devops-lifecycle/continuous-delivery/) * [2022-04-07 CI/CD Campaign Review Deck](https://docs.google.com/presentation/d/1mqYScmF1bjON0PsjfurmsChcVdCkMsjkDvTK5YyOlIQ/edit#slide=id.g5e411f22b2_0_0) * [2021-09-09 CI/CD Campaign Review Deck](https://docs.google.com/presentation/d/1TG7SAHUub3BqclJg4nawDARecOOaQ4NpMaxDnXWWtF8/edit#slide=id.g5e411f22b2_0_0) * [FY23 Campaign Flow and Visuals]() - need this ## :busts_in_silhouette: Campaign Core Team | Primary Stakeholder | Name | Contact | | ------ | ------ | ------ | | Campaigns (DRI) | Jenny Tiemann | @jennyt | | Product Marketing | ? | @? | | Technical Marketing | Itzik Gan Baruch | @iganbaruch | | Content Marketing | ? | @? | | Revenue Programs | Allison Gleisner | @agleisner | | Brand | ? | @? | | Partner Marketing (Partner) | ? | @? | | Partner Marketing (Alliance) | ? | @? | | Secondary Stakeholder | Name | Contact | | ------ | ------ | ------ | | Digital Marketing | Zac Badgley | @zbadgley | | SDR Leadership | ? | @? | | SDR Enablement | Christopher Wang | @cs.wang | | Corporate Marketing (Liaison) | ? | @? | | Field Marketing (Liaison) | ? | @? | ## :memo: Campaign Brief ### Campaign Focus Reasoning When we land with CI/CD, and especially in combination with SCM, this provides the best opportunity for stage expansion to our Ultimate capabilities that include Agile/Plan, Secure, Monitor and more. CI/CD is also where we have a significant leadership position in analyst reports, many customer references, and compelling buyer journey content and proven tactics to help customers create and release software faster. ### Business Objective(s) Land new first order accounts focused on senior individual contributors/dev management looking for a CI/CD solution either as a new technology or to replace existing tools (e.g. Jenkins, TravisCI, etc.). ### KPIs & Goals `to be added` ### Target Audience and Persona(s) * **Level:** Individual Contributor, Manager * **Function:** Development, App ### Marketing Message * Overall Message: Work better together. Automate and collaborate with GitLab CI/CD. * Key Messages: - **Increased efficiency:** CI automates builds and tests allowing developers to get faster feedback on errors and release small batches of codes often. GitLab built-in CI also eliminates the need to maintain fragmented/complex toolchains so developers can focus on productive tasks. - **Eliminate silos:** Having CI built into a complete DevOps platform promotes collaboration because Dev, Sec, and Ops teams are working together in 1 interface. No more “throwing things over the proverbial wall”. - **Greater visibility:** With full visibility across the entire SDLC, teams can solve problems faster with fewer roadblocks. - **Industry-leading CI/CD:** Teams don't have to sacrifice functionality for convenience. GitLab's CI/CD offers everything teams need for cloud-native application development and was voted #1 CI by the Forrester Wave. ### FY23 New Planned Content & Events * `To be added` * `To be added` ### Existing Content & Videos/Recordings * Needs to be added ### Marketing Channel Mix `to be added upon discussion with activation teams (digital marketing, lifecycle marketing, ABM, SDR, etc.)` Note that regional and global activation can ebb and flow in these always-on campaigns. The campaigns team and digital marketing continually review campaign performance to invest $$ (aligned to regional pipeline goals) based on campaigns and channels that are performing. Organic: * [x] Email * [x] Organic Social (LinkedIn, Facebook, Twitter) * [x] Site Merchandising * [ ] Podcast (audio) * [ ] YouTube (video) * [x] Outreach Emails Paid Media: * [x] Paid Social (LinkedIn, Facebook, Twitter) _any other channels to consider? where is our audience hanging out?_ * [x] Paid Search (Google Ads) * [x] Demandbase (Key Accounts)