Campaigns and Programs

Campaigns

Campaigns are used to track efforts of marketing tactics - field events, webcasts, content downloads. The campaign types align with how marketing tracks spend and align the way records are tracked across three of our core systems (Marketo, Salesforce and Bizible) for consistent tracking. Leveraging campaign aligns our efforts across Marketing, Sales and Finance.

Marketing Ops partners with the Field Marketing and Corporate Events teams to provide Marketo program set-up and configuration, providing these teams with an internal partner to provide advise on the best technical set-up to reach their goals and streamlining more complex program requirements. Visit the Marketo Program/Campaign Support page for additional details.

Campaign Cost Tracking

For information on how Marketing tracks campaign costs, please visit this page.

Campaign Type & Progression Status

A record can only progress one-way through a set of event statuses. A record cannot move backward though the statuses.

i.e. Record is put into Registered cannot be moved backwards to Waitlisted

Conference

Any event that we have paid to sponsor, have a booth/presence and are sending representatives from GitLab (example: AWS re:Invent, DevOps Enterprise Summit). This also includes any virtual event that we sponsor and/or participate in that we do not own the registration but will generate a list of attendees, engagement.

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 due to success criteria. Read more.

For list loads greater than 5,000 attendees, Mktgops will need to confer with the Field Marketing Director on legitimacy of labeling the program members as success as doing so affects Bizible Touchpoints. Follow directions here on how to do this (MktgOps only).

Bizible: This is tracked as an offline channel, because we do not host a registration page, and receive a list of booth visitors post-event. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Invited	Invitation/Information about event sent by Sales/SDR
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Marketing Invited	Marketing geo-targeted email
Waitlisted	Holding state if registration is full will be moved to Registered if space opens
Registered	Registered for event
No Show	Registered but no verification of attendance, presumed no show
Meeting Requested	Meeting set to occur at conference
Meeting No Show	Scheduled meeting at conference was cancelled or not attended
Meeting Attended	Scheduled meeting at conference was attended	Yes
Attended	Attended the event	Yes
Visited Booth	Stopped by booth for any reason	Yes
Follow Up Requested	Requested to be followed up with by sales post event	Yes
Attended On-Demand	Watched/consumed conference materials post-event on-demand	Yes

Content Syndication

White Paper or other content offer that is hosted by a third party.

Bizible: This is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Downloaded	Downloaded content	Yes

Direct Mail

This is when a package or piece of mail is sent out.

Bizible: This is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success	E-gift Card or Physical Gift
No Action	Default starting position for all records		Not applicable
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing		Not applicable
Processed	Physical gift shipping request is being processed		Physical
Sent	Email with e-gift card has been sent to recipient		E-gift card
Opened	The prospect has opened the Reachdesk offer emailed to them		E-gift card
Claimed	The recipient has claimed the Reachdesk gift	Yes	E-gift card
Clicked	The prospect has clicked the link in the offer emailed to them		E-gift card
Shipped	The recipient’s gift has been shipped		Physical
Delivered	The selected gift has been successfully delivered to the recipient	Yes	Physical
Cancelled	The recipient has requested their gift be cancelled		Physical
Returned	The recipient has returned their gift		Returned

Email Send

This program type is used in conjunction with Marketo email programs. This program type is available to sync into SFDC, but should only be synced into SFDC if the email send in question has significant business impact that needs associated opportunity tracking. Please keep in mind that some email addresses will block Marketo’s tracking, so these cannot be 100% accurate.

Bizible: This is technically tracked as neither an online or offline channel. Touchpoints are technically not created by the program type itself, but rather the action of an email recipient clicking an in-email link and visiting a Touchpoint enabled website.

Member Status	Definition	Success
No Action	Default starting position for all records
Member	Added to program. If still in this status after the email send, it can be assumed they were blocked from being sent the email
Email Bounced	Marketo’s email tracking detected the recipient email address bounced
Email Delivered	Marketo’s email tracking detected the recipient email address received the email sent
Email Opened	Marketo’s email tracking detected the recipient opened the email
Clicked In-Email Link	Marketo’s email tracking detected the recipient opened a link found in the email	Yes
Replied to Email	Likely to be unused step as we do not prompt for email replies
Unsubscribed	Marketo’s email tracking detected the recipient unsubscribed from further communications via the in-email preferences link

Executive Roundtables

This is used for campaigns that can either be organised through a 3rd party vendor or GitLab, covering both in-person and virtual roundtables. It 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. Read More.

Program type is included on the smart campaign meant to clear dietary restriction related fields. 7 days after an event’s program statuses are recorded, the fields are cleared automatically.

Bizible: This is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Waitlisted	Holding state if registration is full will be moved to Registered if space opens
Registered	Registered for the event
Cancelled	Registered, but cancelled ahead of the event
No Show	Registered, but did not attend the event
Attended	Attended the Event	Yes
Follow Up Requested	Requested follow up during the event	Yes

Gated Content

White Paper or other content offer.

Bizible: This is tracked as an online channel.

Member Status	Definition	Success
No Action	default starting position for all records
Downloaded	Downloaded content	Yes

Inbound - offline

Bizible: This is tracked as an offline channel because touchpoints cannot be applied directly via online means, e.g. Qualified and PQL handraises. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Requested Support	Took a handraise action to request support from the GitLab team
Requested Contact	Filled out Contact, Professional Services, Demo or Pricing Request	Yes

Inbound Request

Any type of inbound request that requires follow up.

Bizible: This is tracked as an online channel.

Member Status	Definition	Success
No Action	default starting position for all records
Requested Support	Took a handraise action to request support from the GitLab team
Waitlisted	Submitted a request to purchase a future SKU
Requested Contact	Filled out Contact, Professional Services, Demo or Pricing Request	Yes

Operational

This is used for non-traditional list uploads in which we are looking to a) avoid scoring the uploaded leads b) avoid tradition nurture emails c) fulfill some other various operational related task. e.g., educational conference list uploads.

Bizible: This is tracked as an online channel because we participated in an event, where applicable.

Member Status	Definition	Success
Member	default starting position for all records
Registered	Registered (presumably did not attend)
Attended	Attended live event	Yes
Attended Virtually	Attended an event virtually. Attendance can be live or post-event	Yes

Owned Event

This is an event that we have created, own registration and arrange speaker/venue (example: GitLab Commit or Meetups). Also considered in this grouping would be 3rd party auxiliary events that are added on to a conference sponsorship (i.e a happy hour or VIP dinner at a conference).

Bizible: This is tracked as an online and as an offline channel because we manage the registration process through our website. Whenever someone registers, a TP will be created based on that online activity while another TP is added based on the campaign sync rules, for the campaign members with success statuses.

Program type is included on the smart campaign meant to clear dietary restriction related fields. 7 days after an event’s program statuses are recorded, the fields are cleared automatically.

Member Status	Definition	Success
No Action	default starting position for all records
Subscribed to Updates	Subcribed to GitLab event updates via form fill
Sales Invited	Invitation/Information about event sent by Sales/SDR
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Marketing Invited	Marketing geo-targeted email
Declined Invitation	Event nvitation declined by recipient
Waitlisted	Holding state if registration is full will be moved to Registered if space opens
Registered	Registered for event
Cancelled	Registered, but cancelled ahead of the event
No Show	Registered but did not attend event
Attended	Attended event live	Yes
Attended On-demand	Watched/consumed the presentation materials post-event on-demand	Yes
Follow Up Requested	Requested additional details about GitLab to be sent post event	Yes

Paid Social

Bizible: This program is designated to house leads and programs brought in by social related campaigns (e.g. LinkedIn campaigns) and is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Responded	Took an action related to social campaigns, like a form fill	Yes

Partner - MDF

This is for an activity that our partner is executing utilizing MDF Funds. We track membership, but the partner, not GitLab follows up with these leads. See more details here.

Bizible: This is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
Member	default starting position for all records
Sales Nominated	status for when leads have been sales nominated for the program
Responded	Attended event or campaign	Yes

Prospecting

This program type is specific to non-event related list uploads, such as partner lists or data upload centric lists.

Bizible: This is not tracked on Bizible.

Member Status	Definition	Success
No Action	default starting position for all records
Uploaded	Status lead is normally transitioned to upon successful upload
Do Not Use (Responded)	Not to be used. Included because Marketo requires a success step	Yes
Member	Indicative of a special member status for this program type. Meaning of “special” is dependent on use case

Speaking Session

This campaign type can be part of a larger Field/Conference/Owned event but we track engagement interactions independently from the larger event to measure impact. It is something we can drive registration. It is for tracking attendance at our speaking engagements.

Bizible: This is tracked as an offline channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Invited	Invitation/Information about event sent by Sales/SDR
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Marketing Invited	Marketing geo-targeted email
Registered	Registered or indicated attendance at the session
No Show	Registered but did not attend event
Attended	Attended speaking session event	Yes
Follow Up Requested	Had conversation with speaker or requested to be followed up with by sales post event	Yes

Sponsored Webcast

This is webcast hosted on an external partner/vendor platform. The status of Attended On-demand accounts for GitLab hosted On-Demand and non-GitLab hosted On-demand webcasts. Read more.

Bizible: This is tracked as an offline channel for both types of touchpoints (TPs) mentioned below.

For Sponsored Webcasts we’re creating TPs in two ways:

1. Registration TPs, which mimic the TPs created for Owned Events through the online registration method (bizible script on our LPs). However, because for Sponsored Webcasts, we don’t own the LP registration, this method is unavailable. Instead, we’re replicating these TPs through the Marketo Program membership method.

The Maketo Program membership rule creates a “Registration TP” for all program members housed in Marketo programs that sit in a Marketo folder with the folder’s name containing “Sponsored Webcasts”. As long as this naming convention is followed, these TPs will be created automatically. The Touchpoint Date for these touchpoints is the Program Membership Date.

1. Responded Status TPs, which are created based on the AMM Channel/Sub-Channel Rules for Offline Touchpoints(Rule on row 19) for responded status campaign members only. The TP Date for these TPs is the Member First Associated Date in the associated SFDC Campaign. Please see below the campaign statuses for the Sponsored Webcasts campaign type:

Member Status	Definition	Success
No Action	default starting position for all records
Sales Nominated	Used by marketing for invitee tracking
Registered	Registered for webcast
No Show	Registered but did not attend event
Attended	Attended event	Yes
Follow Up Requested	Requested to be followed up with from GitLab	Yes
Attended On-demand	Watched/consumed the presentation materials post-event on-demand	Yes

Survey

A survey that we or a 3rd party sends out. Tracks respondents and new leads we receive.

Bizible: This is tracked as an offline Bizible channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Member Status	Definition	Success
Member	default starting position for all records
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Invited	Was invited, but did not participate in survey
Filled-out Survey	Filled out survey	Yes
Follow Up Requested	Filled out survey and requested to be contacted by sales	Yes

Trial

Track cohort of Trials for each product line (Self-managed or SaaS) to see their influence.

Bizible: In-product self-managed and SaaS trials are tracked as an offline Bizible touchpoint. The self-managed trial utilizing a Marketo form is an online Bizible touchpoint.

Member Status	Definition	Success
No Action	default starting position for all records
Signed Up	Signed up for Trial	Yes

Vendor Arranged Meetings

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. Read more.

Bizible: This is tracked as an offline Bizible channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Program type is included on the smart campaign meant to clear dietary restriction related fields. 7 days after an event’s program statuses are recorded, the fields are cleared automatically.

Member Status	Definition	Success
No Action	default starting position for all records
Registered	Registered for the event
No Show	Registered, but did not attend the event
Attended	Attended the Event	Yes
Follow Up Requested	Had conversation with speaker or requested additional details to be sent post event	Yes

Webcast

Any webcast that is hosted and held by GitLab. There are a few different groups that run webcasts. Go their specific pages to see additional details on setup.

• Campaign webcasts
• Field Marketing webcasts
• Partner webcasts
• On24 webcasts

Bizible: This is tracked as an online Bizible channel as well as an offline channel. We own the registration process so whenever a person registers to a webcast, a TP will be created based on the Bizible snippet that lives on our landing pages, while another TP is created for campaign members with success/responded statuses.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Invited	Invitation/Information about event sent by Sales/SDR
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Marketing Invited	Marketing geo-targeted email
Registered	Registered through online form
No Show	Registered, but did not attend live webcast
Attended	Attended the live webcast	Yes
Follow Up Requested	Requested to be followed up with by sales post event	Yes
Attended On-demand	Watched the recorded webcast	Yes

Workshop

An in-person or virtual workshop where the attendees are guided through an agenda of real life use cases within GitLab.

For logistical setup and more information, go here. Bizible: This is tracked as an offline Bizible channel. Touchpoints for offline channels are created through our AMM (formerly known as Bizible) campaign sync rules that can be found in this spreadsheet.

Program type is included on the smart campaign meant to clear dietary restriction related fields. 7 days after an event’s program statuses are recorded, the fields are cleared automatically.

Member Status	Definition	Success
No Action	default starting position for all records
Sales Invited	Invitation/Information about event sent by Sales/SDR
Sales Nominated	Sales indicated record to receive triggered event email sent by Marketing
Marketing Invited	Marketing geo-targeted email
Waitlisted	Holding state if registration is full will be moved to Registered if space opens
Registered	Registered or indicated attendance at the session
Cancelled	Registered, but cancelled ahead of the event
No Show	Registered, but did not attend event
Attended	Attended workshop event	Yes
Follow Up Requested	Requested additional details about GitLab to be sent post event	Yes

Marketo Program and Salesforce Campaign set-up

The Marketo programs for the corresponding campaign types have been prebuilt to include all the possible necessary smart campaigns, email programs, reminder emails and tokens that are to be leveraged in the building of the program.

For LinkedIn Social Ads follow the instructions documented in the LinkedIn section

For virtual events, there are additional set up details on this page.

For all other campaign types, follows steps below. All steps are required.

Parent/Child Campaigns Setup

For some tactics, there are mutiple campaigns that occur as a part of a single initiative. Some examples of these could be a conference with speaking session or ancillary event, content syndication, or hybrid events (where in-person and virtual leads will be tracked separately). When this happens, a parent campaign should be created in SFDC and have each child campaign represent the individual tactics. When creating a parent campaign, it should always be named with _PARENT at the end of the campaign name.

Two important aspects that need to be avoided when it comes when creating/editing parent campaigns are the following:

1. Do not add any campaign members to the parent campaign as we want to minimize the risk of creating duplicate bizible touchpoints for the same activity.
2. Parent campaigns shouldn’t have values in the Actual Cost in Campaign field, while in the Budgeted Cost in Campaign field, do not put more than $1 value. The true Budgeted Cost & Actual Cost are to be updated only on the child campaigns and not on parent campaigns, as we should not be running any ROI on the parent campaigns.

Additionally, if you are an Allocadia user, you will not include a sub-category ID in Marketo when syncing to SFDC and creating the new parent campaign. You will only use an Allocadia ID when creating the child campaigns. Since we do not have the same parent/child relationship structure available in Marketo, you will create a folder that will house all of the shared tactics together.

To associate a child SFDC campaign to a parent SFDC campaign (the parent campaign needs to be created before the child), go into what will be the child SFDC campaign and at the top of the campaign, click Edit. This will open the SFDC fields and then you can add the parent SFDC campaign name into the Parent field. Click Save.

An example of a folder setup in Marketo is:

• Conference Name (Folder)
  • Conference Name (Program w/ members)
  • Demo program (Program w/ members)
  • Speaking Session 1 (Program w/ members)
  • Speaking Session 2 (Program w/ members)

Important Notes

1. The Active checkbox must be checked on the SFDC campaign for Marketo to be able to “see” the campaign. This will happen automatically if you follow the process below, but if there is a time you cannot find a SFDC campaign in Marketo, check to make sure that box is checked in SFDC. Additionally, if this box is unchecked, Marketo cannot send leads or update campaign member status for that SFDC campaign.
2. If you are creating a parent campaign, please make sure that the campaign name of a parent campaign reflects the fact that it’s a parent, by adding _Parent at the end of the Campaign Name. In the event of a mishap, when a parent campaign was setup by mistake to house responded campaign members, adding _Parent at the end of the campaign name, makes sure that it gets seen by our campaign sync rules that control the generation of touchpoints for offline campaigns and does not create double touchpoints for campaign members that may be housed in both the parent and child campaigns.
3. If you are creating a campaign that relies on offline touchpoint generation, please make sure to double check that the campaign type is selected appropriately and that the campaign name does not contain words like test, DONTUSE, template, parent, because based on the campaign sync rules that govern the creation of offline touchpoints, these campaigns will not have touchpoints created for them.
4. We have a trigger in SFDC that stamps the start date, end date, reporting date, and fiscal quarter by taking the first 8 characters of the name of the campaign (if they are numbers) and converting that into a date (example: 20210505 == 5/5/2021, so YYYYMMDD). So, campaigns starting with a number must contain a valid date, otherwise you will receive an error.
5. Campaign statuses other than Aborted are automatically set by SFDC workflow based on Start and End Dates.

Status	Definition	When does it update?
Planned	The campaign is expected and has been set up, but the start date hasn’t happened yet (could also be where its pulled back to if an event is postponed)	Prior to the Campaign Start date - upon Creation
In Progress	The campaign has begun	On Start date
Aborted	Campaign has been suspended, cancelled, aborted	Manually when campaign is aborted
Completed	The campaign took place and has ended	After the Campaign End Date

Steps to Setup Marketo programs and Salesforce Campaigns

Step 1: Clone the Marketo program indicated below

Be advised that some templates are being used for both in-person and virtual events. These templates have been marked as Hybrid template. For these templates, the naming convention is slightly different in that additional campaign information appears in the name. When naming the program, EventType is replaced with either Virtual, In-Person, or Hybrid (if an event will be both in-person and virtual).

If this is to set up a program that involves a channel partner, you must also follow the directions on that setup page. You will still clone the program from the list below to get started.

How to Clone the Marketo program

• Click on the appropriate template for your tactic below (you must be logged into Marketo to proceed)
• Right click on the template in Marketo and select Clone
• In the Clone To field, select A campaign folder
• In the Name field, input the campaign name (this should be the campaign name previously created in Allocadia - example: 20220704_BestEventEver) - The date should be the START date of your campaign.
• In the Folder field, select the appropriate folder based on your campaign type. Most folders are also organized by fiscal year and quarter.
• In the Description field, paste your epic URL
• Click Create

Hybrid Marketo Templates

• Executive Roundtables - Hybrid template: YYYYMMDD_ExecutiveRoundtable_Topic_Region_EventType_template
• Speaking Session - Hybrid template: YYYYMMDD_SpeakingSession_EventType_Template
• Vendor Arranged Meetings (1:1 meetings) - Hybrid template: YYYYMMDD_ArrangedMeetingsVendorName_Region_EventType_template
• GitLab Hosted Workshops - Hybrid template: For virtual workshops, please follow directions in the virtual workshop set-up section. In-person workshops utilize a similar setup, but do not involve the Zoom requirements. If you have a workshop to set up that is not one of the workshops listed below, you can still utilize any of these templates for backend setup and then use a copy doc to indicate all copy adjustments that are required (you will also update the baseline Marketo tokens during the setup process).
  • Project Management: YYYYMMDD_Workshop_ProjectManagement_EventType
  • Security: YYYYMMDD_Workshop_SecurityWorkshop_EventType
  • Advanced CI/CD: YYYYMMDD_Workshop_CI/CD_EventType
  • Jenkins YYYYMMDD_Workshop_Jenkins_EventType
  • AI in DevSecOps: YYYYMMDD_Workshop_AIDevSecOps_EventType
  • GitHub GitLab Migration: YYYYMMDD_Workshop_GitHubGitLab_EventType
  • GitLab Basics: YYYYMMDD_Workshop_GitLabBasics_EventType

Other Tactic Marketo Templates

• Conference - Virtual: YYYYMMDD_YYYYMMDD_Vendor_VirtualConfName1 (Virtual Conference Template)
• Conference - In person: skip to specific setup details here
• Conference - Meetings (FM led) In person: skip to specific setup details here
• Content Syndicaton: skip to specific setup details here
• Direct Mail: YYYYMMDD_DirectMail_Template
  • Direct Mail not needing a Marketo Program: skip to specific setup detais here
• Gated Content: YYYY_Type_Content_Template
• Integrated Campaign: FY20IntegratedCampaign_Template
• Surveys - For templates and setup instructions for surveys, skip to specific setup details here.
• Owned Event - Hybrid: YYYYMMDD_OwnedEvent_EventType_Template

Webcasts Marketo Templates

• Zoom GitLab Hosted Webcast: YYYYMMDD_WebcastTopic_Region
• Sponsored Webcast: YYYYMMDD_ExternalWebcastVendorName_Topic_Region

Partner Campaign Setup

• Partner MDF Funded campaigns go this page.
• Joint GitLab/Partner campaigns, follow the directions for each campaign type above/below. There are additional steps here you’ll need to complete as well.
• Partner Trials setup, go to this page

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync “not set”, click on “not set”
  • Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything.
  • If you are a user of Allocadia, you will need to add the Allocadia sub-category ID to the Description field.
  • Click “Save”

Step 3: Update Marketo tokens

• Complete the information for each token. Instructions for what to enter for each token are included in the template.
  • Note that it is important that all tokens are completed as the “Interesting Moments” Smart Campaigns pushes information to Salesforce based on the tokens. Depending on the campaign, some auto-responders and emails rely on tokens as well.
  • Note that the token for Event Location should be filled in with the City for In-Person events and Virtually for virtual events.
  • You do not need to update the following tokens upon setup:
    • {{my.email header image url}} - This is optional. You will need this if you had custom images created.
    • {{my.ondemandurl}} - This will be entered AFTER the event date. It is the link to the recorded webcast. You will need to come back after the event and update this token.
• Update the utm_campaign field following the process outlined here.
• Partner Campaigns will need to also to update the {{my.partner name}} and {{my.partner crm id}} for proper routing
• For live events, be sure to update the reply email token. This is used in the confirmation email. You need to add the correct email address for cancellations or special accomodations, and update the subject to something descriptive. Keep the %20 between each word in the subject so the subject populates correctly.

Step 4: Activate Marketo smart campaign(s)

• If this is a Gated Content campaign, follow the detailed set-up instructions on the content in campaigns page.

• If this is a Vendor Arranged Meeting:

  • Click the Smart Campaigns folder
  • Select the 01 Interesting Moments smart campaign
    • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign

• If this is Speaking Session follow the below activation instructions:

  • Click the Smart Campaigns folder
  • Select the 01a Registration Flow smart campaign
    • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the Schedule tab and click Activate
  • Select the 04 Interesting Moments smart campaign
    • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the Schedule tab and click Activate
  • (NO ACTION) If a list is used to import registrants/attendants, the 03 - Processing - No Shows / Attendees smart campaign will be run after the list is uploaded.
  • For Speaking Session also select the 02-Interesting Moments smart campaign, click to the Schedule tab and click Activate

• If this is an Executive Roundtable

  • Click on the Campaigns folder
  • Click on Interesting Moments, click to the Schedule tab and click Activate
  • If you are creating a Marketo landing page for this event, click on 01 Registration Flow, click to the Schedule tab and click Activate. If you are doing a list upload, this step is not necessary.

• If this is Workshop follow the below activation instructions:

  • Click the Smart Campaigns folder
  • Select the 00 Interesting Moment smart campaign, navigate to the Schedule tab and select Activate
  • Select the 01a Registration Flow smart campaign
  • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the Schedule tab and click Activate
  • If this is an Owned Event follow the below activation instructions:
  • Click the Campaigns folder
  • If you have a Marketo registration page for this event, select the 01b - Registration smart campaign
  • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the Schedule tab and click Activate
  • Select the 02a - Interesting Moments smart campaign
  • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the Schedule tab and click Activate
  • LIST UPLOAD ONLY: If you do not have a registration page and responses will be uploaded via a list load, MOps will activate the 02b - Manual Upload Processing campaign if necessary.

• For all other campaign types, follow the below activation instructions:

  • Click the “Smart Campaigns” folder
  • Select the Interesting Moments smart campaign.
  • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the “Schedule” tab and click Activate.
  • Select the 01 Processing smart campaign. (Does not apply to Virtual Conference or External Webcast)
  • The correct program should automatically apply when cloned, so you don’t need to do anything here. However, you can confirm that the campaign tag appears on in the Smart List and Flow. If the name of the template appears anywhere, replace it with the campaign tag.
  • Click to the “Schedule” tab and click Activate.

• If you do not see an Interesting Moments campaign, check to see if that step is in 01 Processing or Viewed on Demand campaigns.

• For Speaking Sessions with pre-registration, find the Pre-Registration folder, and activate the 01 - Form Fill step after populating the smart list with the correct form and landing page.

Step 5: Setting Landing Page / Smart Campaign Expiration (Asset Expiration)

As of early 2022, Adobe has introduced a new feature to Marketo called asset expiration, which can be read about in Marketo’s documentation here. This applies to smart campaigns and landing pages. For GitLab’s use case, we have enabled this feature for the following role permissions: Field Marketing User, Marketing Program Managers and Marketing User. If you do not have these permissions would like this feature enabled, please submit an access request.

Asset Expiration Use Cases

All programs have different necessities so it will be important to determine how asset expiration should be utilized for various program types. Guidance can be supplied by MktgOps, if needed, but utilize this method for the majority of cases:

• Conference, Direct Mail, Executive Roundtable, Owned Event, Speaking Session, Sponsored Webcast (if no on-demand component), Survey, Vendor Arranged Meeting, Workshop: For one-time programs that are completely done after a specific date and will not use an Attended On-Demand member status over time, set the expiration of assets at 4 weeks after the event and at the end of the day, so at 23:55 PST. For example, if a conference or executive roundtable program type occurs on the April 3, schedule asset expiration for end day on May 1.
• Content syndication or Campaigns where the end of the campaign is difficult to pinpoint: there are 2 different options to consider:
  • Set up expiration 12 weeks after the estimated campaign end, again at the end of the day. This is useful for campaigns where a third-party is handling lead collection for us and we are manually uploading lead lists. This also supplies a buffer in the event the SLA is not met on schedule and the campaign runs longer than anticipated.
  • Do not use asset expiration at all. We often have content syndication focused programs that go on indefinitely so expiration does not make sense to utilize in this case. Assets can be discontinued in the future.
• Gated Content: It is not recommended to use asset expiration as these remain in use for long periods of time.
• Webcast: It is not recommended to use asset expiration as these typically have an on-demand component.

Setting Asset Expiration On A Program

• Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
• A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
• Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are landing pages, active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
  • Prioritize setting expirations on smart campaigns.
  • Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation and on-demand flows.
• To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

Step 6 Setting up optional self-service cancellation

*This option is only available on specific program templates: the Owned Event template and the Executive Roundtable template. Workshop templates may be added at a later time._ When a person fills out the cancellation form, their status in the program is updated to cancelled and an alert is sent to the event owner listed in the tokens. If the person cancels using a different email address, they will be added to the campaign as cancelled and the event owner will need to update the original registration to cancelled.

• Self-service cancellation should always be utilized for Field Marketing’s Owned Event and Executive Roundtable programs.
• Included in the mentioned templates are 2 landing pages and 2 email templates - in the Self Service Cancellation Assets folder. To provide a self-service option for recipients to cancel their reservation, these landing pages and email templates will need to be updated.
• Grab the URL of the Cancel Page landing page and place it in the token called my.cancellation page. If this is not done, the link included in the registration confirmation email will be broken.
• Activate the 01 Cancellation Flow smart campaign
• For the Send Alert step, determine the preferred internal GitLab email address that will receive the cancellation alert. This flow step alert notifies stakeholders of cancellations. If only one email should be notified, fill in the {{my.event owner email address}} token in the program tokens with the appropriate email. If more than one email should be notified, change the token as previously described - then within the 3 - Send Alert flow step, add each additional email to the To Other Emails field after the token, with each email separated by a comma
• Activate asset expirations for 2-3 days after the event is over for all live cancellation assets

Step 7: Update the Salesforce campaign

If you are utilizing the Allocadia, please see below instructions.

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.

  • Change the Campaign owner to your name

  • Confirm that start date and end date populated correctly (this is automated).

  • Update the Is this an in person event dropdown, based on in-person vs virtual type

  • Update the event epic

  • Update the description (if any)

  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.

  • Update Region and Sub-region, if these are local or targeted to a specific region

  • Update Budget Holder - Do keep in mind that the Budget Holder field should be updated only if:

    • The campaign results in offline Bizible touchpoints based on campaign type (i.e. content syndication, sponsored webcast, etc.) - NOTE: an offline Bizible touchpoint happens when we gather a lead offline and in order for the system to have this name you must go through a list upload process;

    OR:

    • There were GitLab Dollars spent on the campaign (Field, Digital, Corporate, Community etc.) - can be left blank in the cases when we have campaigns that do not utilize budget; - NOTE: By updating the budget holder, we do NOT run the risk of double counting touchpoints, however, do keep in mind that since the field is not always filled out, it shouldn’t be used for measuring each team’s performance.
• All other fields on the campaign are not required and are not used for reporting - take Status as an example. You WOULD update this field to Aborted if the campaign was cancelled for any reason. We have a process that goes into more detail specifically when offline events are cancelled.
• Click “Save”
• Add the Marketo program link and SFDC campaign link to the epic.
• For all SFDC campaign types run by Corporate Events or Field Marketing, please check the High Priority check box on the campaign level.
  • Details on our pilot we ran with the business development team which led us to add this!

Step 8: Update the Salesforce campaign - Using Allocadia

Using an integration from Allocadia > Marketo, Marketo > SFDC, the information you’ve provided in Allocadia will push to your SFDC campaign.

Please Note: You must NOT edit the campaign until the Allocadia connector has time to work. This is normally done near-real time, but if the data does not push immediately, be aware it can take minutes to hours to do so. You’ll know the Allocadia connect has completed its work when you see the SFDC campaign owner change from Marketo Integration to the name of the actual person who is running the camapign as well as well as when all details are populated from Allocadia to SFDC. If you edit the campaign before the connector pushes the data over, it will break the build and you will manually have to edit all of the fields listed. For additional Allocadia details go here.

Training Videos for Setting up SFDC Campaign - Using Allocadia

• Instructional Video
• Sync Results Video

Based on the Step 5. list above, the only thing you will need to manually update in SFDC is the following:

• Budgeted Cost in SFDC pulls from your plan number, not your forecast number from Allocadia. If you do not have a plan cost in Allocadia then Budgeted Cost in SFDC will remain blank. If this is the case, you will want to add in your Budgeted Cost manually into your SFDC campaign. The initial Plan Cost in the campaign needs 1 night to synch. The campaign meta data is a one time synch, where as the Actual Cost in Campaign (which is run off of the Campaign Tag to be Created field in Allocadia), synchs every nightly.

Please Note: Budgeted Cost in SFDC pulls from your plan number, not your forecast number from Allocadia. If you do not have a plan cost in Allocadia then Budgeted Cost in SFDC will remain blank. If this is the case, you will want to add in your Budgeted Cost manually into your SFDC campaign. If cost is $0 list $1 in the Budgeted Cost field. There needs to be at least a $1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.

Waitlist processing - Owned Event, Workshop, Webcasts

If you need to change an event from registration to waitlist, or you want to start off with a waitlist, use these instructions.

• Confirm that the email copy you would like to use is set-up in the Confirm - Waitlist email. This email uses tokens and should be set for you, but you can customize as necessary.
• Confirm that the {{my.event owner email address}} is completed in the tokens section. The Waitlist program will send an alert to this email address so you know each time someone is added to the waiting list based on this token.
• Deactivate the 01b Registration Smart Campaign
• Activate the 01a Waitlist Smart Campaign
• Activate the 01c Waitlist to Registered Smart Campaign You have now activated the waiting list processing. If you need to reactivate Registration, you will deactivate the two Waitlist campaigns, and reactivate 01b Registration.

Moving from Waitlist to Registered - Owned Event, Workshop, Webcasts

Use these instructions to move people from the waiting list to Registered.

• Click on the Marketo program (the name of the campaign)
• Click on Members
• Change the filter to Waitlisted
• Click on the person/people you would like to move to Registered. They will highlight when they are selected.
• Click on Change Status
• Select Registered Once you click Registered, the status will change and the 01c Waitlist to Registered Smart Campaign will send the Registration Confirmation email.

Post Event Processing for Waitlisted Members - Owned Event, Workshop, Webcasts

In the situations where you have an event that had the waitlist feature turned on and you had hit capacity, follow these steps to process waitlisted leads. After you’ve processed the No Show + Attended leads you will need to process the Waitlisted leads since they technically are neither Attended or No Show. The important thing here is that we don’t want them receiving follow-up emails for No Show or Attended. Please follow these steps to ensure no emails are sent and interesting moments and behavior scores are updated.

• Click on the Marketo program (the name of the campaign)
• Navigate to the Campaigns Folder
• Navigate to the 01c Waitlist to Registered campaign.
• Click into the Flow Steps and remove step 1 Send Email (Registration Confirmation email) to avoid sending communication.
• Navigate back to the Member list for the event.
• Filter Status to waitlisted or click on the person/people you would like to move to Registered. They will highlight when they are selected.
• Click on Change Status
• Select Registered Once you click Registered, the status will change and the 01c Waitlist to Registered Smart Campaign will now update the Interesting Moments & behavior score and NOT send the Registration Confirmation email. After this is complete and they are moved to a registered stats, we can still send them a follow up email, based on the registered status. You will need to complete a no show, attended, and registered (all separate copy) email issues.

Setting up a controller Marketo program for a muti-day event

This is an optional feature for anyone looking to run an event on multiple days while using the same form and landing page for all included days - but with each day having its own Marketo programs/SFDC campaigns. Note this streamlined workflow exists on only 2 templates at the moment but work similarly on both templates: YYYYMMDD_EventName_Webcast_On24_template and YYYYMMDD_WebcastTopic_Region. If there is demand, this can be requested for other program templates via an issue.

• First, determine the number of days needed for your event. If the event requires anything different than 3 days, complete as much setup as possible following the below directions and then ping MktgOps on your current issue so we can finish the setup. The intention here is to allow for use of a tokenized global form rather than individual forms for each program. The form is FORM 1419: Webcast_MultipleTimeSlots. If your event requires a different number of days, MktgOps needs to clone 1419 and change the number of days allotted in the dropdown
• Clone the program template you will need for as many days as your multi-day event will require - then clone one more and name the extra program as your controller program - with a name that somewhat alludes to your child programs. Keep all of your programs near each other and within the same Q1/2/3 or Q4 folder, if possible. Be sure to list the programs in play in the issue if you require finishing touches by MktgOps
• In the controller program, add FORM 1419: Webcast_MultipleTimeSlots to the Marketo landing page. FORM 1419 is tokenkized with these local program tokens: Date 1, Date 2, Date 3, Date 1 Option, Date 2 Option and Date 3 Option. Fill in the Date tokens with the time, date and timezone exactly as they should appear on the dropdown menu on the landing page. The dropdown will appear on the landing page for users to select, so formatting is important. Fill in the Option tokens with a keyword relating to your individual multi-day events. e.g. Day 1 = Aug 23 7:00 and Day 2 = Sept 1 5:00 so Day 1 Option = August and Day 2 Option = September. There cannot be overlapping information on the Option tokens as they are part of some contains logic in the processing smart campaign
• Speaking of that, still in the controller program, move on to the smart campaign 01 Registration Flow (Multi-timeslot). The rest of this setup continues to be similar as a regular program set up. Click on Flow and scroll down to step 3. Change Option 1, Option 2 and Option 3 to match the keywords from the Date 1/2/3 Option tokens. This will add leads to static lists for safe keeping. It will also help monitor for errors. If your events only span 2 days, remove Option 3 and if there are more than 3 days MktgOps will handle adding more days as this requires more logic and tokens
• On Flow Step 4, again change the Option 1/2/3 to match your token keywords. In the Requested Campaign field, find the registration smart campaigns from your child programs and plug them in here. Be careful to select the correct smart campaigns here. Their names will start with the name of the child campaign but they will all have the same or similar smart campaign name of 01a Registration Flow - Form fill
  • Note, the registration processing smart campaigns in the children programs need to be activated in order to appear as a request campaign option in the controller program’s Multi-timeslot smart campaign
• Note there is an alert that will be set to an email of your choosing if there is something arry with the registration flow
• On the controller campaign there is nothing left to set up. Activate the appropriate processing smart campaigns on your child programs (busy as usual), including all needed processings, such as Interesting moments, Attended flows, Follow up Requested, etc. Remember to sync the child campaigns to sfdc, but there is no need to sync the controller program to sfdc as it does not house program members with relevant program statuses

Setting up assets for Late/In-person Registration

This is an optional feature only available for the Owned Event program template. Utilize this feature if a team wants flexibility to register unregistered attendees that have appeared in-person to an owned event but the normal registration process through the landing page form has been prevously closed down. The teams in charge of the event should agree on whether to use this feature before the event and setup should be done prior to when the event starts. This allows the landing page/form to be manually added as a bookmark on check-in devices, such as on GitLab owned tablets and laptops.

• Locate the Late Registration Assets sub-folder found in the Assets folder. This only exists in the YYYYMMDD_OwnedEvent_EventType_Template template
• Request in the MktgOps Slack channel that someone with the needed permissions to approve Marketo program assets activate the Late Registration page and Late Thank you page landing pages. These are by default not approved in the program template. Be sure to check beforehand for anything that needs to be changed, such as the included form on the landing page.
  • It’s highly suggested to change the landing page URL to something short and easier to type before approving the landing page, e.g. https://page.gitlab.com/EventNameLateReg.html
• Take the Late Registration page URL and place it in the program token named {{my.late registration page}}, leaving out the https://. This allows there to be a circular pattern on the registration Thank you page. The Thank you page displays a return link to the late registration page for the next registrant to utilize
• Activate the 01 Late Registration smart campaign to activate the flow
• Right click on the program to set up the asset expiration dates for all late registration assets. These are not meant to be left on and should be set to expire the day after the event ends or when it is estimated no more regsitrants will be accepted
• Share the late registration page URL with the appropriate team participating in the upcoming event so the page can be added to check-in devices, such as GitLab owned tablets and laptops, where it can be accessed on the event floor with ease

Steps to Setup in-person Conferences

Step 1: Clone this program

• Clone this program
• Use format YYYYMMDD_Conference_EventType

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with “not set”, click on “not set”
  • Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything.
  • If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
  • Click “Save”

Step 3: Update Marketo tokens

• Update all tokens as they feed the email and interesting moments
  • You do not need to update Request tokens if there are no meetings being set up for the conference
  • If you are scheduling in person meetings, be sure to update the reply email token. This is used in the confirmation email. You need to add the correct email address for cancellations or special accomodations, and update the subject to something descriptive. Keep the %20 between each word in the subject so the subject populates correctly.

Step 4: Activate Marketo smart campaign

• 00 Send Sales-Driven Invite (optional) can be turned on and scheduled to send on a reoccurring basis if sales and XDRs are going to be inviting people to the conference. This is not required on all campaigns and should be activated after building the Sales-Driven email. After scheduling, Sales can add someone to the campaign in SFDC and that person will be automatically sent an email invite. There is a separate email for sales invites listed in the email folder
• 01 Manual upload processing this will be activated by MOps if a manual upload is required. If you upload using the self-service process, this is not required.
• 02 Add as Marketing Invited should only be used if XDRs are planning to follow up and drive attendance to the event. This should be scheduled AFTER the first email invite is scheduled to send. It will update everyone who had the email invite sent to them as Marketing Invited. They will be updated in the campaign and visible in SFDC. Do not use this unless there is planned event drivers
• 03 Interesting Moments Activate this campaign. This should be turned on before any lists are uploaded.

Step 4a. Meeting Request Processing

These steps are not yet configured. If you are planning to do this for your next event, please create an issue with the Marketing Operations team.

Step 4b. Set-up Asset Expiration

• Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
• A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
• Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are landing pages, active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
  • Prioritize setting expirations on smart campaigns.
  • Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation flows.
• To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

Step 5: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic.
• If the program is being ran by Digital Marketing, add the SFDC campaign under the parent campaign Demand Gen Pulishers/Sponsorships

If utilizing Allocadia, follow these steps.

Steps to Setup in-person Conference Meetings

The instructions below are designed for meetings led by Field Marketing at large conferences.

Step 1: Clone this program

• Clone this program
• Use format YYYYMMDD_Conference_Meetings_FM_Template

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with “not set”, click on “not set”
  • Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything.
  • If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
  • Click “Save”

Step 3: Update Marketo tokens

• Update all tokens as they feed the email and interesting moments. Don’t skip the epic token because it is included in the internal alert.
  • Be sure to update the reply email token. This is used in the confirmation email. You need to add the correct email address for cancellations or special accomodations, and update the subject to something descriptive. Keep the %20 between each word in the subject so the subject populates correctly.

Step 4: Activate Marketo smart campaign

• 00 Send Sales-Driven Invite (optional) can be turned on and scheduled to send on a reoccurring basis if sales and XDRs are going to be inviting people to the conference. This is not required and the email needs to be updated before scheduling. After scheduling, Sales can add someone to the campaign in SFDC and that person will be automatically sent an email invite. There is a separate email for sales invites listed in the email folder
• 01 Manual upload processing this will be activated by MOps if a manual upload is required. If you upload using the self-service process, this is not required.
• 02 Add as Marketing Invited should only be used if XDRs are planning to follow up and drive attendance to the event. This should be scheduled AFTER the first email invite is scheduled to send. It will update everyone who had the email invite sent to them as Marketing Invited. They will be updated in the campaign and visible in SFDC. Do not use this unless there is planned event drivers
• 03 Interesting Moments Activate this campaign. This should be turned on before any lists are uploaded.
• 01a Meeting Request Processing Activate this campaign if you have a landing page. Do not activate it if you are only uploading leads.

Step 4b. Set-up Asset Expiration

• Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
• A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
• Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are landing pages, active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
  • Prioritize setting expirations on smart campaigns.
  • Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation flows.
• To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

Step 5: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.

  • Change the Campaign Owner to your name
  • Click on the Parent Campaign lookup, change the dropdown to All Campaigns then find the parent campaign for the conference the meetings are being held at. Select this campaign. This associates your meeting campaign to the main conference campaign in the hierarchy.
  • Update the event epic
  • Update the description
  • Update the budget holder to fmm
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Be sure to update all other relevant fields for your campaign
  • Click Save

• Add the Marketo program link and SFDC campaign link to the epic.

If utilizing Allocadia, follow these steps.

Steps to Setup Content Syndication in Marketo and SFDC

Use these instructions if you are NOT working through Integrate DAP. For the instructions for campaigns through DAP, go to the section below.

Step 1: Clone this program

Clone this program.

• Do not use this program if your campaign is running through Integrate DAP. See instructions below for DAP.
• Use format YYYY_Vendor_NameofAsset
• If the content syndication is part of a package with an external vendor, promoting several assets or webcasts, keep all of the Marketo programs together in a folder for easy access as part of a single vendor program.

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with “not set”, click on “not set”
  • Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything.
  • If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
  • Click “Save”

Step 3: Update Marketo tokens

• Change the Content Title to be the title as it appears in the Content Syndication program
  • If you have multiple assets, you can add additional tokens by dragging the text token into the main window and naming it (for example Content Title2)
• Change the Content Type to be the type of content
  • The only available options are Whitepaper, eBook, Report, Video, or General
  • If you add a Content Type value other than the above, the record will hit an error when syncing to Salesforce because these are the only currently available picklist items for Initial Source

Step 4: Activate Marketo smart campaign

• 02 Interesting Moments If you have multiple assets, you can create different interesting moments to indicate which asset was downloaded. To do this, click on Flow. In step 1 (Interesting Moment), click Add Choice. Choice 1 will appear. Select If Last Event Notes contains [name of asset]. Then, Type: Milestone, Description: Enter the Interesting Moment that you would like to appear. You can do this for as many assets as you have. Activate this campaign. This should be turned on before any lists are uploaded.
• Click to the “Schedule” tab and click Activate. It should be set that a person can only run through the flow once.
  • IMPORTANT: When you do your list upload, you must use the exact same wording in the Last Event Notes field so the automation will trigger. For example, you can say Downloaded Guide to Software Supply Chain Security in the Last Events Notes field. In Marketo, you can use software supply chain in the choice and the correct Description will trigger. Do not use the same string of words in your choices. You can see an example of the Interesting Moments set-up in the flow of program. Disregard the rest of the processing as our process has changed.
• 01 Manual upload processing - this will be activated by MOps if it is required. It will only be used on a manual upload and is not necessary if you use the self-service upload process.
  • When the leads are loaded to the campaign, the leads will immediately have an interesting moment, +15 score, and initial source, person source and person status update as needed.

Step 4a: Set-up Asset Expiration

• Content syndication or Campaigns where the end of the campaign is difficult to pinpoint: there are 2 different options to consider:
  • Set up expiration 12 weeks after the estimated campaign end, again at the end of the day. This is useful for campaigns where a third-party is handling lead collection for us and we are manually uploading lead lists. This also supplies a buffer in the event the SLA is not met on schedule and the campaign runs longer than anticipated.
  • Do not use asset expiration at all. We often have content syndication focused programs that go on indefinitely so expiration does not make sense to utilize in this case. Assets can be discontinued in the future.

Setting Asset Expiration On A Program

• Right click the Marketo program to open the program menu and select Set local asset expiration. Please note, this will not work without the correct permissions.
• A menu with all expiration capable assets will be shown as a segmented list. Example assets that can appear are landing pages, active trigger campaigns and Reocurring batch campaigns.
• Use the asset checkboxes to select all assets you wish to set an expiration for and select set expiration when ready. Assets that should be expired are active trigger campaigns and Reocurring batch campaigns. Set your date and time and then submit.
  • Prioritize setting expirations on smart campaigns.
  • Be mindful of which smart campaigns are set to expire and when because such an event will disable program registation flows.
• To remove expirations at a later date, right click on the program to return to the capable assets and submit changes.

Step 5: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic.
• If the program is being ran by Digital Marketing, add the SFDC campaign under the parent campaign Demand Gen Pulishers/Sponsorships

If utilizing Allocadia, follow these steps.

Steps to Setup Content Syndication in Marketo and SFDC - Campaigns through Integrate DAP

If your content syndication program is not running through Integrate DAP, please use the instructions above.

The SFDC campaigns for these are set-up by Region/Vendor/Asset combination. The Marketo programs are created by Region/Vendor pair. If your region/vendor already exists in Marketo, you only need to add the new asset to the tokens and automation. If you only need to add a new asset to an existing Region/Vendor pair in Marketo, skip to the instructions below.

You must keep the same Asset number for existing assets, otherwise the existing automation will fail. A complete list of the current assets is available here. Be sure to add new assets to this list to maintain a SSOT for reference.

Instructions to add a new Region-Vendor-Asset combo

Step 1: Create SFDC campaigns

• Create the SFDC campaigns directly in Salesforce. Each asset requires a campaign.
• Format: YYYY_Region_Vendor_AssetName (examples: 2024_AMER_Demand_Science_2023DevSecOpsReport:ProductivityEfficiency, 2024_EMEA_Integrate_AchieveDevSecOpswithGitLabCI/CD)
  • Set the campaign to Active
  • Change the Campaign Owner to your name
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion
• Associate this campaign to the appropriate parent campaign.

Step 2: Clone this program

Clone this program

ContentSynd_Region_Vendor_DAP_Assets_Populated: This is the recommended template. Note that this program has the asset titles and types pre-populated. If you want a version without the asset tokens populated (not recommended only because it requires more set-up work), clone ContentSynd_Region_Vendor. You will still need to add the SFDC campaign tokens in both versions.

• Use format ContentSynd_Region_Vendor
• Save the program to the folder for the appropriate FY under Content.
• For new EMEA programs only: After the program is created, go to the program and select New > New Local Asset. Then select List. Name the list German Leads and click Create. After the list is created, drag and drop it into the Assets folder.
• For new EMEA programs only: Have a member of the MOps team make the following updates. You can put a note in the #mktgops Slack channel and provide the new program Marketo link and a link to these instructions, OR you can add the MktgOps:: 00: Triage label to your set-up issue with this information in a comment. MOPS: Go to this program (opt-in value change).Add the German Leads list that was just created to the Member of List exclusion list. Add the Marketo program name to the Member of program exclusion list. This makes sure that the compliance fields for Germany are not overwritten by our system processes.

Step 3: Update Marketo tokens

• If you are adding new assets as well, please follow the instructions below for new assets in addition to these instructions for setting up a new Region/Vendor.
• If you used the program template with the {{my.Assetx-Title}} and {{my.Assetx-Type}} prepopulated, complete the {{my.Assetx-sfdc_campaign}} for each asset.
• In order to complete the {{my.Assetx-sfdc_campaign}}, the campaigns must be created in SFDC first and the campaign in SFDC must be marked as Active. This token will validate the campaign exists in SFDC in order to populate. Pay close attention to the asset number you are populating. The tokens are not in order.
• If you used the program template without tokens pre-populated, complete each {{my.Assetx-Title}}, {{my.Assetx-Type}}, and {{my.Assetx-sfdc_campaign}}. Be sure to reference the existing asset list when you complete the tokens. Do not include the Asset [number] - in the token value. If you are not using a specific asset (for example, you aren’t using Asset 4 in your program), skip that token. You will delete it from the automation later.
  • For {{my.Assetx-Type}}, the options are Whitepaper, eBook, Report, Video, or General
• Complete the {{campaign owner email}}, {{region}}, and {{vendor}} tokens.

Step 4: Modify & Activate Marketo smart campaigns

It is critical that any reference to asset number in Marketo automation (not tokens) uses the format Asset [number] - (“asset number space -”). For example Asset 1 - and Asset 12 -. This allows the automation to select the proper asset since we are using “contains” to trigger the automation. Without the (space) - after the asset number, both Asset 12 and Asset 1 will be recorded as Asset 1.

• 02 Interesting Moments
  • Smart list: No changes. Confirm that all references to the Marketo program match your program name.
  • Flow: Step 2-Interesting Moment - Delete the selection for any assets you are not using for this Region/Vendor by clicking the X next to the relevant Choice. Confirm that you are deleting the choice referencing the correct asset. For example, Asset 4 is a French asset. If you are not using it in AMER, you will click the X next to Choice 4 (confirm this is the choice referencing Asset 4 before deletion). You will delete the same selections for Processing and Manual Upload processing. Note that it is not obvious when the selection deletes. Please confirm that the asset number you are deleting is correct before you click again.
  • Schedule: Click on Activate. This should be set to Each person can run through the flow every time.
• 01 Processing
  • Smart list: No changes. Confirm that all references to the Marketo program match your program name.
  • Flow (confirm that program references match the Marketo program name): Step 1 - Add to List- Delete any assets you are not using from the asset list. This will cause any responses that come in with that asset number to go into the error list and you can manually add them to the correct SFDC campaign.
    • Step 2 - Add to SFDC Campaign - Delete the selection for any assets you are not using for this Region/Vendor by clicking the X next to the relevant Choice. Confirm that you are deleting the choice referencing the correct asset. If you do not delete the choices for unused campaigns, the responses will be added to the template campaign in SFDC.
  • Schedule: Click on Activate. This should be set to Each person can run through the flow every time.
• 03 Manual upload processing
  • Smart list: No changes. Confirm that the program name in the filter matches your Marketo program name.
  • Flow (confirm that program references match the Marketo program name): Step 2 - Add to List- Delete any assets you are not using from the asset list. This will cause any responses that come in with that asset number to go into the error list and you can manually add them to the correct SFDC campaign.
    • Step 5 - Add to SFDC Campaign - Delete the selection for any assets you are not using for this Region/Vendor by clicking the X next to the relevant Choice. Confirm that you are deleting the choice referencing the correct asset. If you do not delete the choices for unused campaigns, the responses will be added to the template campaign in SFDC. Note that it is not obvious when the selection deletes. Please confirm that the asset number you are deleting is correct before you click again.
  • Schedule: No changes. This will be activated by MOps if it is required. It will only be used on a manual upload and is not necessary if you use the self-service upload process.
• Not added to SFDC - This isn’t a campaign to activate, but this report will help you track issues with leads being added to SFDC.
  • Smart List: In filter 2 - Member of SFDC Campaign add the specific SFDC campaigns for this program. Click on green plus sign, then start typing. A list of SFDC campaigns will come up and you can click on them to add them to the list. Click OK.

Step 5: Important information for content syndication list uploads

When you do your list upload, you must be sure that the Asset [number] - that corresponds to each asset is included in the Content Syndication Asset field so the automation will trigger, using the format Asset [number] - (“asset number space -”). The recommendation is to populate the Content Syndication Asset field using the format Asset [number] - Name of asset (example: Asset 2 - 2023 Global DevSecOps Report: Security & Compliance). A complete list of current assets with their asset number can be found here. This also applies if the responses are set directly from the vendor. They must be set-up in the vendor system with the appropriate asset number.

It is critical that any reference to asset number in the upload or send from the vendor uses the format Asset [number] - (“asset number space -”). For example Asset 1 - and Asset 12 -. This allows the automation to select the proper asset since we are using “contains” to trigger the automation. Without the (space) - after the asset number, both Asset 12 and Asset 1 will be recorded as Asset 1.

Step 6: Test lead flow into your Content Syndication programs

There are a few common errors we see with Content Syndication leads. You can address most of these before sending the first test by working with the vendor to confirm they have the correct values.

• Employee Bucket (Employee count): Values here. These values must be written exactly as shown (using commas and correct spacing).
• State: We only accept State values for the United States, Canada, and Australia. The vendor must pass blank values for any other country, otherwise SFDC will reject the lead.
• Content Syndication Asset: The values for this field need to be passed exactly as outlined above in step 5. If they are not, the automation on the program will fail.
• After verifying the common field mistakes above, work with the vendors to submit test leads through DAP.

1. After the test lead is submitted, go to Marketo, click on the “Database” tab, and enter the email address of the test record in the search box under “Quick Find”. You can always get to this box by clicking on the “Default” folder in the left sidebar.
   • If the record was found, that means the pass to Marketo worked properly and you can continue to the next step.
   • If it was not found, confirm the email address and search again. If you still do not find the record in the database, confirm with the vendor that they sent the test leads and that their system is properly configured to pass records directly to Marketo.
2. Open the test record in the Marketo database. Go to the Activity History tab. If you have done this before and saved your view, select your custom view called “Content Syndication Verification”. If this is the first time you are completing this process, click “Filter: None”, select “Custom” and set-up a custom view as follows:
   • Under Smart Campaign, select “Change Program Status”, “Interesting Moment”
   • Under Salesforce.com, select “Add to SFDC Campaign”
   • Click “Save As” and name the view “Content Syndication verification”
3. Confirm that the program you are testing is the program that the lead was added to with a status of “Downloaded”. You will see this as a “Change Program Status” and it will show “name of the program” changed from “Not in program” to “Downloaded”.
   • If the record was not added to a program, confirm that the 01 Processing campaign is activated in the program. If not, activate it and have another test sent through. If the campaign is active or the lead was added to the wrong program, this means the vendor pushed an incorrect ID for the program and you need to follow-up with them directly to correct it.
4. Confirm that the record was added to the correct SFDC Campaign for the asset that was tested.
   • If you see an SFDC campaign name, this means the addition to SFDC was successful.
   • If you see an error that looks similar to "Failed: {Invalid_OR_NULL_FOR_RESTRICTED_PICKLIST} for the “Add to SFDC Campaign” activity type, this means the record did not push to SFDC. Read the error as it will tell you what was wrong. It is usually either due to a State Value or an incorrect value in Employee Bucket. Have the vendor correct this and push another test lead.
   • If there was no failure but the lead either wasn’t added or was added to the wrong campaign, this means that the SFDC campaign was not added to the correct token, the asset was not added to the Flow steps, or the Content Syndication Asset field value was incorrect from the vendor.
5. Confirm that the correct Interesting Moment was Triggered
   • If no IM triggered, confirm that the 02 Interesting Moments campaign is active in the program. If it is active, check to make sure that you have all of the assets set-up correctly in the Flow steps. You are likely missing an asset in the flow steps or the format of the Content Syndication Asset field was incorrect from the vendor.
6. If you need to check the email deployment, change the “Filter” view to Email and confirm that the correct email was sent. In most cases, this should be the Welcome Email without a language specified.

Steps to Setup Content Syndication - Campaigns through Integrate DAP - adding a new asset

If your content syndication program is not running through DAP, please use the instructions above.

The SFDC campaigns for these are set-up by Region/Vendor/Asset combination. The Marketo programs are created by Region/Vendor pair. If your region/vendor already exists in Marketo, you only need to add the new asset to the tokens and automation. These instructions are to add a new asset to an existing region/vendor program in Marketo. You can also use these instructions to add additional assets (beyond the 15 already determined) to a new Region/Vendor Marketo program.

Step 1: Add new assets to the SSOT spreadsheet

You must keep the same Asset number for existing assets, otherwise the existing automation will fail. A complete list of the current assets is available here. Be sure to add new assets to this list to maintain a SSOT for reference.

Step 2: Create SFDC campaigns

• Create the SFDC campaigns directly in Salesforce. Each asset requires a campaign.
• Format: YYYY_Region_Vendor_AssetName (examples: 2024_AMER_Demand_Science_2023DevSecOpsReport:ProductivityEfficiency, 2024_EMEA_Integrate_AchieveDevSecOpswithGitLabCI/CD)
  • Mark the campaign as Active
  • Change the Campaign Owner to your name
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion
• Associate this campaign to the appropriate parent campaign.

Step 3: Find the existing Marketo program for your Region/Vendor pair

Step 4: Add new Marketo tokens

• Click and drag the word Text into the token area.
• Under Token Name, name the token Assetx-Title. Marketo will add the my. and brackets. For example, if you are adding asset 18, name the token Asset18-Title.
• Under Value, enter the name of the asset without the Asset Number. This will be used to populate the Interesting Moments and the asset number isn’t necessary.
• Click Save.
• Click and drag the word Text into the token area.
• Under Token Name, name the token Assetx-Type. Marketo will add the my. and brackets. For example, if you are adding asset 18, name the token Asset18-Type.
• Under Value, enter the asset type. The options are Whitepaper, eBook, Report, Video, or General
• Click Save.
• Click and drag SFDC Campaign into the token area.
• Under Token Name, name the token Assetx-sfdc_campaign. Marketo will add the my. and brackets. For example, if you are adding asset 18, name the token Asset18-sfdc_campaign.
• Under Value, start typing the SFDC campaign you created in Step 2. It may take time for SFDC to sync to Marketo, so if it is not immediately available, use a placeholder campaign and set a reminder to come back to it after you complete the other steps.
• Click Save.

Step 5: Modify Marketo smart campaigns

It is critical that any reference to asset number in the Marketo automation below uses the format Asset [number] - (“asset number space -”). For example Asset 1 - and Asset 12 -. This allows the automation to select the proper asset since we are using “contains” to trigger the automation. Without the (space) - after the asset number, both Asset 12 and Asset 1 will be recorded as Asset 1.

• 02 Interesting Moments
  • Smart list: Add the Asset number to Data Value Changes: Attribute=Content Syndication Asset, New Value contains [Asset list]. Follow the same convention that is already in the list.
  • Flow: Step 2-Interesting Moment - Click Add Choice.
    • To add the new choice, change it to Content Syndication Asset contains Asset x -, Type: Milestone, Description: Downloaded {{my.Assetx-Type}}-{{my.Assetx-Title}} from 3rd party site: {{my.vendor}}. Replace the x in the token with the asset number.
• 01 Processing
  • Smart list: Add the Asset number to Data Value Changes: Attribute=Content Syndication Asset, New Value contains [Asset list]. Follow the same convention that is already in the list.
  • Flow: Step 1 - Add to List- Add the Asset number to the asset list. Follow the same convention that is already in the list.
    • Step 2 - Add to SFDC Campaign - Click Add Choice.
    • To add the new choice, change it to Content Syndication Asset contains Asset x -, Campaign: {{my.Assetx-sfdc_campaign}}. Replace the x in the token with the asset number. This is the token you added in Step 4. Status: Downloaded.
• 03 Manual upload processing
  • Smart list: No changes
  • Flow: Step 2 - Add to List- Add the Asset number to the asset list. Follow the same convention that is already in the list.
    • Step 5 - Add to SFDC Campaign - Click Add Choice.
    • To add the new choice, change it to Content Syndication Asset contains Asset x -, Campaign: {{my.Assetx-sfdc_campaign}}. Replace the x in the token with the asset number. This is the token you added in Step 4. Status: Downloaded.
• Not added to SFDC: This isn’t a campaign to activate, but this report will help you track issues with leads being added to SFDC.
  • Smart List: In filter 2 - Member of SFDC Campaign add the specific SFDC campaigns for this program. Click on green plus sign, then start typing. A list of SFDC campaigns will come up and you can click on them to add them to the list. Click OK.

Step 6: Important information for content syndication list uploads

When you do your list upload, you must be sure that the Asset [number] - that corresponds to each asset is included in the Content Syndication Asset field so the automation will trigger, using the format Asset [number] - (“asset number space -”). The recommendation is to populate the Content Syndication Asset field using the format Asset [number] - Name of asset (example: Asset 2 - 2023 Global DevSecOps Report: Security & Compliance). A complete list of current assets with their asset number can be found here. This also applies if the responses are set directly from the vendor. They must be set-up in the vendor system with the appropriate asset number.

It is critical that any reference to asset number in the upload or send from the vendor uses the format Asset [number] - (“asset number space -”). For example Asset 1 - and Asset 12 -. This allows the automation to select the proper asset since we are using “contains” to trigger the automation. Without the (space) - after the asset number, both Asset 12 and Asset 1 will be recorded as Asset 1.

Step 7: Test the new asset in your Content Syndication programs

Follow the instructions in Step 6 above to test the new asset. Focus specifically on the Add to SFDC Campaign and Interesting Moments to QA a new asset.

Integrate DAP Closed Loop Feedback

Feedback on leads received via the Integrate service is an automated process done via Marketo webhooks, with 7 in total. The smart campaign triggers, smartlist filters and “holding” smart campaign used for the automation are found on this program. There are two smart campaigns used and for two reasons: The Activation trigger acts as a holding cell that allows for newly received leads to go through multiple GitLab processes before firing a webhook, e.g. being contacted by SDRs, receiving scoring, being marked as a non-deliverable email. The flow also separates normal leads from test leads. The second trigger, Webhook calls, calls a webhook after the 5 day hold ends. Marketo webhooks require the use of trigger campaigns, so this should not be set to a scheduled campaign.

The 7 webhook feedback automations we send to Integrate are:

Accepted Webhooks

• Accept: This is a generally accepted lead
• Low: This is also an accepted lead, but we share the feedback that the lead was low quality. This can be for multiple reasons, ranging from the leads being Disqualified to having a very low demographic score

Not Accepted Webhooks

• Bad Data: This should be generally thought of as being similar to a “spam” lead
• Bad Phone: Fired when a SDR marks the lead’s listed phone number as not usable or wrong. Inegrate can return these leads to us with the phone number corrected, while other return webhooks will cannot be returned
• Bounce: The email address was deemed unreachable by Marketo. Either our emails have bounced or are being blocked. We cannot accept or use the lead
• Competitor: The lead is part of a competing company and we are not interested in receiving further leads from this competitor. Use this as an error notification, meaning our lead sourcing filters that needs to be addressed
• Test: When Integrate needs to send us test leads, this webhook will be triggered by those incoming leads. Please make sure the teams sending us leads via the service are aware of the needed filters to trigger the automated feedback via webook

Steps to Setup Surveys in Marketo and SFDC

Please Note: Once you have created your survey program, please ping Marketing Ops in the #mktops Slack channel and link your program for review. Each survey is unique and may require tweaks to the setup.

Step 1: Clone program template

• General survey template
• Use format YYYY_MM_SurveyName

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with “not set”, click on “not set”
  • Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything.
  • If you are a user of Allocadia, you will need to add the Allocadia ID sub-category ID to the Description field.
  • Click “Save”

Step 3: Create issue for lead upload

• If the survey requires a manual upload via a list upload, focus attention on updating the 01 Processing batch smart campaign. For manual list uploads, the batch will be activated manually by MktgOps during the upload process.
• If the survey requires a Zapier automation, consult MktgOps via issue on building out the automation, MktgOps will also be the ones to activate the 01 processing campaign

Step 4: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Update the event epic
  • Update the description
  • Update Start Date to the date of launch
  • Update End Date
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic.

If utilizing Allocadia, follow these steps.

Step 5: Troubleshooting

1. Look at the Results tab of the smart campaign, if there are errors, you will clearly see them there.
2. If the lead is not pushing to SFDC? Make sure that the Person Source is not SurveyName
3. If existing leads are not being pulled into the program, it is likely the SurveyName field is capturing the wrong name.
4. If net-new leads are not being pulled into the program, it is likely the Person Source SurveyName was not updated correctly.

Steps to Setup Direct Mail Campaigns

Step 1: Create the Salesforce campaign

• Clone the #TEMPLATE - Direct Mail
• Update Campaign name to whatever your campaign tag is
• NOTE: You do NOT need a corresponding Marketo campaign. All information and tracking is done via this campaign.

Step 2: Update the Salesforce campaign

• Click on Advanced Setup to make sure statuses correspond to those listed in the Direct Mail progression statuses. Do not edit these, if you need them updated, please reach out to MktgOps.
• Change the Campaign Owner to your name
• Confirm the type is Direct Mail
• Update the event epic
• Update the description
• Update Start Date to the date of launch
• Update End Date
• Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
• Update Region and Subregion if you have the data available
• Click Save

Steps to Setup LinkedIn Lead Gen Form

We have listeners set up in Marketo listening certain parameters. Please check the Marketo Listener column below to see if a program is already set up in Marketo. If it is, you do not need to create a new listener, you only need to add the content to the program. Otherwise, please follow the process outlined below to ensure leads are being captured.

Active or in progress campaigns

Campaign	Campaign Parameter for Tracking	Marketo Listener?
DevOps GTM - active	devopsgtm	Yes
AutoSD - active	autosd	Yes
DevSecOps Platform -	devsecopsplat	No
Security & Compliance	seccomp	Yes
CI Use Case	singleappci	Yes
PubSec - DevOps GTM only	amer-pubsec	Yes

Deactivated or old campaigns, no longer in use These listeners are no longer active and would need to be set-up prior to running a LinkedIn campaign for them.

Campaign	Campaign Parameter for Tracking	Marketo Listener?
Version Control & Collaboration Use Case	vccusecase
Simplify DevOps	simplifydevops
Jenkins	cicdcmp2
Increase Operational Efficiencies	operationalefficiences
Deliver Better Products Faster	betterproductsfaster
Reduce Security and Compliance Risk	reducesecurityrisk
CI Build & Test Auto	cicdcmp3
OctoCat	octocat
DevSecOps Use Case	devsecopsusecase
AWS	awspartner
GitOps Use Case	iacgitops

If this form is in a different language, make sure that the LinkedIn Form has that exact language in the form name (as spelled below). We currently support:

• Japanese
• Italian
• French
• Spanish
• Korean
• German
• Portuguese

When someone fills out these forms, they will be automatically added to the Language Segmentation allowing them to receive messages in their local language.

Create LinkedIn Lead Gen Form in LinkedIn (digital marketing)

• Clone the form template according to the region your campaign is located (AMER, EMEA/APAC). The reason for the different forms is compliance related, so please be sure to use the correct template for the region. If you are setting up all three regions, you will need to use both templates.
  • Ensure the ‘form name’ includes the utm_campaign exactly as it appears in the table above
  • Form name should also include the utm_content exactly as listed in the issue
  • Form names in AMER forms also need to include amer in the form name
  • Example of correct format
    • Ex.devopsgtm_amer_guide-to-devops_feb2023
    • NOTE: If there is a segment specific version, add the segment inside the content name for better tracking. devopsgtm_amer_guide-to-smb-devops_feb2023…
• Fill out ‘offer headline’ and ‘offer details’
• Update ‘confirmation message’ and landing page URL
  • The template has the homepage as a standard landing page URL, but if there is a more appropriate page, update the URL and keep the UTMs the same
• Update hidden field for utm_campaign and utm_content
  • This is very important to have the correct campaign naming to ensure the lead data is passed to Marketo
• Save Form
• Navigate to the campaign that will be using the new form and edit
• In form details select download as the call-to-action and select your new form
  • Note: If your new asset is launching in multiple regions, confirm you’re adding the correct form to the correct regional campaign

Step 1: For new campaigns not listed above

clone this program

• Use format YYYY_Social_[Name]_[parameter]_LinkedIn Lead Gen
• Campaign parameter must be one of the GTM campaign parameters (usually used as utm_campaign - ex. devopsgtm or autosd). The Salesforce campaign name must include the campaign parameter for the responses to roll up to the correct campaign on the Sisense dashboards.

e.g.: 2020_Social_AutomatedSoftwareDelivery_autoSD_LinkedIn Lead Gen

Step 2: Sync to Salesforce

• At the program main screen in Marketo, where it says Salesforce Sync with “not set”, click on “not set”
  • Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything.
  • Click “Save”

Step 3: Update the Salesforce campaign

• Now go to Salesforce.com and check the All Campaigns by create date view. Sort by create date and your campaign should appear at the top. You may also search for your campaign tag in the search box. Select the campaign.
  • Change the Campaign Owner to your name
  • Add Parent Campaign of 2020_Social_LinkedIn_Lead Gen
  • Update the epic link in the description
  • Add the Integrated Campaign
  • Update Start Date to the date of launch
  • Update End Date
  • Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
  • Update Region and Subregion if you have the data available
  • Click Save
• Add the Marketo program link and SFDC campaign link to the epic or issue.

Step 4: Go back into Marketo Template

• Update local program tokens. Note: The template is set-up for one asset per form. If you have multiple assets, you can add additional tokens for each asset. Smart List
• Update the campaign smart list filter with contains and the prefix
  • Fills out LinkedIn Lead Gen Form, Lead Gen Form Name contains [parameter]
  • Available parameters are listed above, or create new if not listed.
• Filled out LinkedIn Lead Gen Form filter - Make sure that other programs are excluded if your new campaign will use a similar LinkedIn Lead Gen form name. Common exclusions are amer-pubsec and abmkeyas these flow through separate campaigns. This is not a full list of all exclusions required as this will be based on what you are setting up. You can review existing LI Lead Gen programs for examples of exclusions.
• Other programs are looking for the parameters listed above. If your LI Lead Gen form contains any of these, you will need to exclude your campaign from the existing program processing (for example, if your LI Lead Gen Form contains devsecopsusecase, you will need to exclude your LI Lead Gen form name from processing through the others that use devsecopsusecase). Please see the testing section below as this provides instructions to make sure you captured exclusions properly. Note that the ABM Team runs LinkedIn campaigns using abmkey and the campaign parameters above, so abmkey must always be excluded. Flow
• No change to 1 - Remove from Flow - If you remove this temporarily to test, be sure to add it back in before going live. Remove from Flow: Choice 1: If Email Address contains @gitlab.com. Campaign: this campaign. Default Choice: Campaign is Do nothing
• 2 - Send Email - This step will vary. In general, you will set Choice 1: If Filled out LinkedIn Lead Gen Form contains [content name from form] then, Email [select appropriate email autoresponder]. You can have multiple choices here, one for each asset. Even if you only have one asset, best practice is to set up a choice with the default of Do Nothing. This is another backup in case the automation fails and will make sure that people don’t receive an autoresponder email for another asset because the content name won’t be found. You can view an example with multiple assets here.
• No change to 3 - Change Program Status - This is automatically in the template. Program: [Marketo program name] - New Status Paid Social > Responded
• 4 - Interesting Moment Set this up the same way as the Send Email logic, except you will change the description to match the asset. In general, you will set Choice 1: If Filled out LinkedIn Lead Gen Form contains [content name from form] then, Type Milestone, Description: Filled out LinkedIn form to view asset: [asset name]. Default choice should be generic: “Filled out LinkedIn form to view [GTM name] asset.”
  • If you set up additional tokens for each asset, you can use the tokens to populate the Interesting Moments
• No changes to steps 5 and 6.
• Step 7: For EMEA or APAC: 7 - Change Data Value - Delete this step. Those forms use a checkbox to gather consent, so the correct opt-in status will be applied upon submission and this step cannot be included in the flow.
• Step 7: For AMER: 7 - Change Data Value - No change. Keep this step. In AMER, the opt-in language is included on the form, so this step is required to complete the opt-in.
• Turn on / Activate the triggered campaign in the schedule tab of the smart campaign
• All LinkedIn programs with your form prefix will now flow through this campaign

Step 5: Autoresponder email

• The autoresponder is based on tokens and will not require any changes if you only have one asset.
• If you have multiple assets, you will need to clone the autoresponder email and update all of the tokens in the email to match the additional tokens you added to the program for each asset.

Step 6: Test your LinkedIn Lead Gen Set-up

• Have Digital Marketing send a test record through the form. You can request this in the issue using the following text, updating the indicated sections: The Marketo program has been set-up for [name of asset] in [segment/region if applicable - you will not always need to provide this]. The automation will trigger based on [gtm code] and [content name]. Please submit a test record.
• After the test lead is submitted, open the test record in the Marketo database. Go to the Activity History and confirm:
  1. The form that was submitted. You will pay attention to the gtm name and the content name. Make sure this is the form you wanted to test. If confirmed, move to step 2.
  2. Confirm the correct autoresponder for the requested asset deployed (digital)
  3. Confirm that no other autoresponders were sent (campaigns)
  4. Confirm that the correct Interesting Moment was triggered (campaigns)
  5. Confirm that the test record was added to the SFDC campaign (this may take a few minutes) (campaigns)
  6. Confirm that the test record was not sent any other emails or added to other programs as a result of this test (campaigns)

Step 7: Update this Handbook page

• Update this handbook page with the parameter with a yes and a link to the parameter and campaign you have set up.

Test your Marketo program setup

1. Submit a test registration on the webpage for this campaign. If you need to create a new test record (instead of using your existing email address), you can add a + after your username: for example jdoe+testuser@gitlab.com. When you run your test, pay attention to if the flow has a “Remove from flow” for GitLab email addresses. If this is the case, you need to either delete that flow step or test with another email address.
2. After the test lead is submitted, go to the Marketo database by clicking Database in the Marketo navigation. Then click on Default on the left side menu.
3. Search for the email address you used for your test record and open the test record in the Marketo database. Go to the Activity History and confirm:
   1. The form was submitted
   2. The record was added to the correct program with a successful status (should not be No Action)
   3. Confirm the correct autoresponder for the requested asset deployed
   4. Confirm that no other autoresponders were sent
   5. Confirm that the correct Interesting Moment was triggered
   6. Confirm that the test record was added to the SFDC campaign (this may take a few minutes)
   7. Confirm that the test record was not sent any other emails (except double opt-in email for Germany if applicable) or added to other programs as a result of this test

Raffles

Raffles can be associated with many different campaign types and have various ways to enter. You must complete the legal requirements before launching your raffle.

In general, the YYYYMMDD_SurveyName Marketo program and Survey Campaign type will be used for raffles. Due to the potential set-up complexities for raffles, Marketing Ops will need to be involved even if you use the instructions below. Use these instructions to create the program and to engage Marketing Ops for additional set-up or review.

For a Raffle Update Smart Lists, Flows and Tokens

• Clone the YYYYMMDD_SurveyName
• Name the program using the following syntax: YYYYMMDD_NameofProgram_Raffle. You will likely have another campaign type associated as well (for example, a Conference) and this program should be housed in the folder for that event. This is a similar process to creating a speaking session associated to a conference.
• Sync to SFDC at the program main screen in Marketo, where it says Salesforce Sync with “not set”, click on “not set”, Click “Create New.” The program will automatically populate the campaign tag, so you do not need to edit anything except click Save.
  • If you are a user of Allocadia, you will need to add the Allocadia raffle line item ID to the Description field. Click Save.
• Update the SFDC campaign and associate it to the parent campaign where applicable.
  • If you are a user of Allocadia, please see instructions here.
• Go back to the Marketo program and complete the tokens. Update the {{my.Survey Name}} token with the word “Default” - do not use another entry on this token.
• If you are using a landing page: Update your Registration page, thank you page, and registration confirmation email.
• If you are using a landing page: Click into the 01a Registration Flow and change the Smart List to “Form Name is any” and “Web page is” should already be populated with the registration page for this program. The Flow should already be populated for you, but update Step 5 - Interesting Moment to read: “Filled out form to enter raffle {{my.Survey Title}}” in the Description field of Step 5. Go to Schedule and click “Activate”.
• Responders to the form will be added to the program and SFDC campaign as Filled out Survey and will be scored according to the Survey - Low entry in the scoring model.
• Due to the potential set-up complexities for raffles, Marketing Ops will need to be involved. You can add the MktgOps::00:Triage and MktgOps-Support labels to your Marketo LP and Automation issue for assistance with set-up.
• If you are not using a landing page, MarketingOps will help you determine the correct processing for this campaign.

Updating Member Statuses for Owned Events from Marketo Programs

Once an Owned Event (that included a GitLab-run landing page where we collected leads) is complete, DRIs are able to update the member statuses directly from Marketo, versus submitting a lead list upload. NOTE: This is ONLY for status changes. If you have notes to add to leads, you will need to submit a lead list upload.

1. Log into Marketo and click into the appropriate program for your campaign
2. Click on the Members tab at the top of the page
3. Click on the line item for the member that requires a status change
4. Select Change Status at the top of the screen
5. Select the appropriate status in the drop down (Attended, Follow up Requested, No Show, etc.)
6. Marketo will take a few moments to adjust the status and then the status will be updated

Removing Registrations from Marketo Programs

Once a landing page has been set up for a campaign, it is good practice to have multiple people test the registration to make sure everything is integrated and running properly. As a result, there are often various test registrations in the Marketo program. To remove these test registrations, follow the below instructions.

1. Log into Marketo and click into the appropriate program for your campaign
2. Click on the Members tab at the top of the page
3. Click on the line item for the member you wish to remove and make sure that line item is highlighted
4. Select Change Status at the top of the screen
5. Select Not in Program in the drop down
6. Marketo will take a few moments to adjust the status and then the name will be removed from the Members list

Removing SPAM from Marketo Programs and Zoom

On occassion, SPAM bots attack our webcast registration. Follow these steps to remove from Marketo and SFDC. You must open an issue with Mops to complete. Please include the marketo program link in your issue request and the dates of the event. The SPAM registrants will not be removed from zoom, and will need to be manually removed. However, it is OK to leave them in the zoom campaign, because it will not affect your campaign numbers.

1. Find the program in marketo
2. Isolate the SPAM and add them to a newly created static list.
3. Remove the SPAM from the program, by Select All in the static list. Then right clicking then Marketing > Change Program Status. Choose the Campaign and update the status to Not in Program This will also remove them from Salesforce.com campaign
4. Go to your static list. Highlight all and Delete Person
5. Agree to popup, and also remove from SFDC.

After program ends, double check your Marketo program for SPAM, as people that registered (but were excluded from registration filters) would be added to program as No Action becuase the form is a part of that program. Re-run the steps above to fully remove them from any campaingn stats.

Canceling an Email send

There are cases where an email is set to send, but you need to cancel it. There are a few ways to do this based on the type of program.

Smart Campaign - Scheduled Send

1. You can cancel specific runs by going into the smart campaign > schedule and clicking the red x next to the date and time of send.
2. To cancel the entire run, go into the smart campaign > schedule > campaign actions > Abort Campaign .
   • You can still reschedule the send after you abort it

Marketo documentation:

• Stopping campaign runs
• Aborting campaign

Smart Campaign - Triggered Send

1. If the campaign is running on a triggered basis, you should go into the smart campaign > schedule and click the deactivate button. This will stop any lead from qualifying from the campaign again.
2. If the campaign is running through multiple flow steps, in order to halt the leads from continuing in the flow, you must go into the smart campaign > schedule > campaign actions > Abort Campaign. This will stop leads from continuing in the flow, and stop any further emails from being sent out.

Marketo Documentation:

• Deactivating a smart campaign
• Aborting a smart campaign

Email Batch Campaign

This program type has a mailbox icon.

1. If a campaign is scheduled, but hasn’t sent yet. Click into the main program (mailbox) and view the control panel. You’ll see 4 boxes. In the bottom right box, click unapprove and the email will not go out. When you are ready to reschedule, update date and time, and click approve in the bottom right box. All boxes will have a green checkmark signaling it is ready for send.
2. If a campaign is actively sending and you want to stop it, click into the main program (mailbox) and in the bottom right box click Abort Program. This will stop the sending of emails, but will not recall any email that was already sent. You will see how many you send in the dashboard view. Once an email program is aborted, you cannot reschedule it again.

You can view screenshots and further documentation from Marketo here:

• Aborting an email program
• Unapproving an email program

Instructions: How to update Conferences with more than 5,000 attendees

For conferences list loads with more than 5,000 attendees, consider not marking them as success. If the acting Field Marketing Director agrees to avoid marking these members as success, these are the steps to avoid that from happening. This can only be done by a member of the MktgOps team!

1. Open Marketo, Navigate to Admin>Tags>Channel>Conference
2. Uncheck Success box for Attended and save
3. Load the list in with the attended members
4. Once the list is done processing and campaign members are added, go back into Admin>Tags>Channel>Conference, and recheck the Success box for Attended

Instructions: How to collect Dietary Restrictions on event registration and view responses

1. For an owned event (Field Marketing), add FORM 4286: Owned event with Dietary Restriction to the LP. Note that we do have other forms that collect this data, for example DevSecOps World Tour forms. Check with MOps if you aren’t sure which form to use for your use.
2. Update Smart Campaign to look for FORM 4286 in the Registration Processing SC.
3. Create a smartlist to look for the responses from the form. From the program, click “New”, then “New local asset”, then “Smart List”. Name the smart list “Dietary Requirements”. Add the filters Member of Program (Program name) & Dietary Restriction Details (is not empty).
4. Next, you need to create a custom view in Marketo to see the details. Once you create the view, you will always have it available for selection the dropdown.
5. Click on the Dietary Requirements smart list you created, then go to the People tab.
6. Click where it says View: Default
7. Select Create View
8. Name the view Dietary Restrictions and under hidden columns, select Dietary Restriction Detail and Dietary Restrictions: Other
9. Click Create
10. Note that you can follow the same steps above if you need to view Physical Accommodation requests in a Marketo report. The fields for this are Physical Assistance Needs and Physical Assistance Detail.

The view you created will be saved for future use, so any time you need to see this specific view in the future, you will click View: Default and select “Dietary Restrictions” from your dropdown (the list is unique to you, so you will have different options than other people). Due to privacy requirements, we are not pushing this information to SFDC, but you can see it in Marketo up until seven days after the event. The dietary restriction fields will automatically be cleared 7 days after the lead list is loaded.