Lifecycle Marketing
Lifecycle Marketing
Overview
Lifecycle Marketing is responsible for strategizing, executing, and optimizing a data-driven user lifecycle communications strategy and overall email marketing plan, including ongoing nurture email campaigns.
This role works closely across Marketing for all things email, and directly with the Product Growth, Data, and Self-service Teams to collaborate, plan, and prioritize communication to better engage GitLab users and progress them through the buyer and customer lifecycle. Our goal is to showcase GitLab’s value, empower effective product use, and drive meaningful connections through touchpoints like sales meetings, events, and webinars.
For more information on email marketing at GitLab, please visit the following pages:
Communication
In line with GitLab’s overall communication guidelines, lifecycle marketing managers work through issues first and Asana second (in order to preserve documentation). Our slack channel #lifecycle-marketing is used for team updated and quick questions.
Contacting the Team
For new requests or questions:
- Preferred: Submit an issue using our request templates (see below)
- Quick questions: Message us in our team Slack channel #lifecycle-marketing
- Documentation: Always create an issue or MR to preserve important information
Response times:
- Urgent requests: Same day response
- Standard requests: Within 2 business days
- Email campaigns: Minimum 5 business days lead time required
Meeting Cadence
- Bi-weekly - Lifecycle Marketing Team sync (lifecycle marketing)
- Weekly - Email Stakeholder call
- Bi-weekly - Digital Strategy sync
- Monthly - Marketing All-Hands (all marketing)
Issue Templates
We ask that teams request work using the following issue templates in the campaigns project. These templates more clearly indicate what information and details are required in order for the request to be triaged.
Note on timelines: The campaigns team is focused on campaign strategy, execution, and optimization. Team member milestones focus on work to drive MQLs and SAOs, and requests will be committed to as bandwidth permits at discretion of Lifecycle Team Manager.
Request Issue Templates
Below are the issue templates to make a lifecycle request. For processes, please see our processes handbook page.
- lifecycle-add-to-nurture
- request-email-followup
- request-email-invitation
- request-email-newsletter
- request-email-reminder
- request-email - only for general email requests For customer communications, please work with Marketing Ops.
- request-corp-conference-email
Campaign Team Issue Templates
The following issue templates are used by the campaigns team to organize their work, with appropriate labels applied for project management.
-
- to be used by Campaign Managers ONLY for simpler project management for their own initiated issues
- puts straight in WIP status with pre-set for curent milestone and assignment to the person opening the issue
Key Resources
Emails & Nurture Programs
Emails Processes
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