---
layout: handbook-page-toc
title: "Marketo"
---

## On this page
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- TOC
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### Tools Uses  

### Forms   
Nearly all the forms on our website (`about.gitlab.com`) are Marketo embedded forms. Marketing Operations is responsible for maintaining existing forms and creating any new forms.   

All forms should follow these guidelines:  
- Field labels are always ALL CAPS
- Label width = 150 / Field width = 300
- Fields should be stacked in a vertical line
- `State/Province` only visible when `Country` = `United States` or `Canada`; the visibility rule dynamically displays `Province` when `Canada` selected or `State` when `United States` selected 
- Generally `City` is only visible when `Country` = `Ukraine`
- Forms should all contain a checkbox for the acceptance of the privacy policy
- When `Country` = `Ukraine` there is an additional checkbox for the submitter to confirm they do not belong to the Crimean region of the Ukraine  

### Smart Campaigns - Operational 

There is a set limit of 250,000 records that can be processed through a given smart campaign. If the smart campaign smart list is set to update or email over 250,000 records, it will not run and will be `aborted`. This is in place to prevent accidental mass updates and emails. If you need to run a campaign over that limit, reach out to MarOps.

#### Standardization of Country &/or State values

There are several workflows that clean the `Country` &/or `State` fields to ensure the value meets required Salesforce format. All of the standardization smart campaigns are contained in:  

`Marketing Activities` -> `Operational - Do not edit` -> `Data Management` -> `01 Data Management` -> `04-Normalize Data`   

If a `Country` &/or `State/Province` standardization is needed, please open an issue in the [Marketing Operations project](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/new?issue%5Bassignee_id%5D=&issue%5Bmilestone_id%5D=).


#### Scoring Workflows

### MQL Definition
A Marketo Qualified Lead is a lead that has reached a certain threshold, we have determined to be 90 points accumulated, based on demographic/firmographic and/or behavioral information. The "MQL score" defined below is comprised of various actions and/or profile data that are weighted with positive or negative point values.
When a  `Person Score` changes it will be inserted into the routing flow. Using LeanData every time a `Person Score` is updated, LeanData will run a check to see if the record needs to be processed through the flow.

### MQL Scoring Model
The overall model is based on a 90 point system. Positive and negative points are assigned to a record based on their demographic and/or firmographic information, and their behavior and/or engagement with GitLab marketing.

The MQL scoring model below is correct as of 11 March 2020. Additional changes are being made and the following will be updated over time.

#### MQL = 90 pts
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|**Action**|**Token**|**Points**|**Type**|**Program Status Changes**|**Type**|**Schedule/Flow Limit**|
|:-----:|:----------:|:-----:|:--------:|:-------------:|:-----:|:-----:|
|Attends Webcast or Virtual Sponsorship|{{my.Attends Webcast}}|+15|Behavior|Webcast > Attended<br>Virtual Sponsorship > Attended|Trigger|Everytime|
|Attends on Demand Webcast or Virtual Sponsorship|{{my.On Demand Webcast - Default}}|+15|Behavior|Virtual Sponsorship > Attended On-demand<br>Webcast > Attended On-demand|Trigger|Everytime|
|Requested Follow up - Virtual Sponsorship, speaking session, owned event, field event, conference|{{my.Live Event - Requested Follow Up}}|+100|Behavior|Virtual Sponsorship > Follow Up Requested<br>Speaking Session > Follow Up Requested<br>Owned Event > Follow Up Requested<br>Field Event > Follow Up Requested<br>Conference > Follow Up Requested|Trigger|Everytime|
|Registered - Virtual, Webcast, Owned, Field Event|{{my.Registered - Events or Webcasts}}|+15|Behavior|Virtual Sponsorship > Registered<br>Owned Event > Registered<br>Webcast > Registered<br>Field Event > Registered|Trigger|Everytime|
|Visited Booth - Field Events, Conference, Virtual Sponsorship|{{my.Visited Booth}}|+30|Behavior|Virtual Sponsorship > Visited Booth<br>Field Event > Visited Booth<br>Conference > Visited Booth|Trigger|Everytime|
|Content Download - Form Fill|{{my.Content Download - Default}}|+30|Behavior|PF Content > Content Consumed OR<br>PF Specific Forms|Trigger|Everytime|
|Content Download - [high intent](#glossary)|{{my.Content Download - High Intent}}|+90|Behavior|Specific Forms on <br>/just-commit/reduce-cycle-time<br>/just-commit/lower-tco/<br>/just-commit/secure-apps/|Trigger|Once|
|Demo Request|{{my.Demo Requested}}|+90|Behavior|Campaign Requested|Trigger|Once|
|Attends on Demand Webcast or Virtual Sponsorship - [high intent](#glossary)|{{my.On Demand Webcast - High Intent}}|+45|Behavior|Live Stream and Webcast > Attended On-demand|Trigger|Once|
Interest in Enterprise|{{my.Interest in Enterprise}}|+50|Behavior|Visits - about.gitlab.com/free-trial/|Trigger|Once|
|Multiple Career Page Visits|{{my.Multiple Web Visits - Career}}|-25|Behavior|Vists 3x about.gitlab.com/jobs/|Trigger|Once|
|Subscribe - Live Event|{{my.Subscribe - Live Event}}|+10|Behavior|Live Events / Conferences (L) is True|Trigger|Once|
|Subscribe - Newsletter|{{my.Subscribe - Newsletter}}|+10|Behavior|Newsletter (L) is True|Trigger|Once|
|Subscribe - Security|{{my.Subscribe - Security}}|+10|Behavior|Security Alerts (L) is True|Trigger|Once|
|Subscribe - Webcast|{{my.Subscribe - Webcast}}|+10|Behavior| Webcasts (L) is True|Trigger|Once|
|Contact Sales Form|{{my.Contact Request Form}}|+100|Behavior|Fills out form: FORM 1415: Contact Request - Light4|Trigger|Once|
|Professional Services Request|{{my.Contact Request Form}}|+100|Behavior|Fills out Form: FORM 1476: prof_serv_rqst|Trigger|Once|
|Request - Public Sector|{{my.Contact Request Form}}|+100|Behavior|Fills out Form: wf_federal_sales.FORM 1411: PubSec Contact|Trigger|Once|
|Trial - Enterprise|{{my.Trial Form}}|+100|Behavior|Fills out Form(2): FORM 1318: Self-Hosted Enterprise Trial Form<br>FORM 2150: Self-Hosted Enterprise Trial Form v2|Trigger|Once|
|Trial - Enterprise (in Product)|{{my.Trial Form}}|+100|Behavior|Trial - Enterprise = True AND<br>SFDC Created date in last 24 hours AND<br>Does not meet Trial-Enterprise Criteria|Batch|Every Morning / Once|
|Trial - GitLab.com|{{my.Trial Form}}|+100|Behavior|Trial - Gitlab.com = TRUE AND<br>SFDC Created in last 24 hours|Batch|Every Morning / Once|
|Generic Email Address|{{my.Generic Email}}|-5|Demographic|Has Generic Email Domain|Trigger|Once|
|Title - VP, Manager, Director, Senior, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief, Executive or Lead|{{my.Title - High Tier}}|+50|Demographic|Title contains: VP, Vice President, Manager, Director, Senior, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief or Lead|Trigger|Once|
|Title - VP, Manager, Director, Senior, Head, CIO, CEO, CFO, CSO, Founder, CTO, Chief, Executive or Lead|{{my.Title - High Tier}}|+50|Demographic|Not in Trigger Campaign AND <br>Title Contains: VP, Vice President, Manager, Director, CIO, CEO, CFO, CSO, Founder, CTO, Chief or Head|Batch|Every Morning / Once|
|Title - Developer, Engineer|{{my.Title - Low Tier}}|-10|Demographic|Title Contains: developer, engineer AND <br> Title not contains: Executive, Manager, Director |Trigger|Once|
|Unsubscribes from Emails|{{my.Unsubscribed}}|-25|Behavior|Unsubscribes from Any Email OR<br>Unsubscibe = TRUE|Trigger|Once|


^In-product trial requests for SaaS and self-hosted are applied using batch method that runs daily at 6a Pacific time.

##### Visited Booth - Field / Conference / Virtual Sponsorship   

This [smart campaign](https://page.gitlab.com/#SC7097A1) is only triggered when the **Program Status** of *ANY* program is changed IN MARKETO to:  
- `Virtual Sponsorship > Visited Booth`
- `Field Event > Visited Booth`
- `Conference > Visited Booth`

When the workflow runs it adds **30 points** to the `Person Score`. A person record can flow through this smart campaign workflow **every time** it is triggered.

##### Follow Up Requested - Field / Owned / Conference / Speaking Session / Virtual Sponsorship

This [smart campaign](https://page.gitlab.com/#SC7098A1) is only triggered when the **Program Status** of *ANY* program is changed IN MARKETO to: 
- `Virtual Sponsorship > Follow Up Requested`
- `Speaking Session > Follow Up Requested`
- `Owned Event > Follow Up Requested`
- `Field Event > Follow Up Requested`
- `Conference > Follow Up Requested`

When the workflow runs it adds **40 points** to the `Person Score`. A person record can flow through this smart campaign workflow **every time** it is triggered.

### Folder Structure

Marketo Marketing Activities are broken up into three sections: `Operational Programs`, `Active Marketing Programs` and `Archive`.
Below is the folder structure to hold and categorize different operational programs and marketing programs.

- Active Marketing Programs
    - Conferences
    - Emails
        - Newsletters
        - Security
        - Adhoc Emails
    - Field Events
    - Gated Content
    - Integrated Campaigns
    - Nurtures
    - Owned Events
    - Virtual Events
        - GitLab Webcasts
        - Virtual Sponsorships
    - Web Forms
- Operational - Do not edit
    - Data Management
    - Sales Insight
    - Scoring
- Archive

*Nested under each folder there are programs. Quarterly folders are created at the end of the quarter to help with organization. Quarterly folders will be archived after two quarters. In the future if we have additional types of folders to add, we can do so.* 

### Geographic DMA List   

The Geographic DMA (direct marketing area) were built for the Field Marketing and Marketing Program team to target & sends emails/invitations related to Field &/or Corporate marketing events. 
The **MktgOps** team is responsible for creating & maintaining these lists. 

If a new DMA list is needed, please open an issue in the Marketing Operations project & utilize the [DMA_request issue template](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/new?issuable_template=dma_request). 

#### AMER
##### East
- Atlanta, Geogia
- Baltimore, Maryland
- Boston, Massachusetts 
- Charlotte, North Carolina
- Chicago, Illinois
- Cincinnati, Ohio
- Dallas, Texas
- District Of Columbia
- Houston, Texas
- Miami, Fla
- Montreal, Quebec, Canada
- Nashville, Tennessee
- New York City
- Philadelphia, Pennsylvania 
- Quebec City, Quebec, Canada
- Raleigh, North Carolina
- San Antonio, Texas
- Tampa, Florida
- Toronto, Ontario, Canada

##### West
- Boise, Idaho
- Calgary, Alberta, Canada
- Denver, Colorado
- Des Moines, Iowa
- Irvine, California
- Los Angeles, California
- Minneapolis, Minnesota
- Phoenix, Arizona
- Portland, Oregon
- Salt Lake City, Utah
- San Diego, California
- San Francisco, California
- San Jose, California
- Seattle, Washington
- St. Louis, Missouri
- Vancouver, British Columbia, Canada

#### APAC
- Adelaide, Australia
- Auckland, New Zealand
- Bangalore, India
- Bangkok, Thailand
- Beijing, China
- Brisbane, Australia
- Busan, South Korea
- Canberra, Australia
- Chennai, India
- Christchurch, New Zealand
- Darwin, Australia
- Guangzhou, China
- Hanoi, Vietnam
- Ho Chi Minh City / Saigon, Vietnam
- Hobart, Australia
- Hong Kong
- Kolkata, India
- Kowloon, Hong Kong
- Kuala Lumpur, Malaysia
- Manila, Philippines
- Melbourne, Australia
- Mumbai, India
- New Delhi, India
- Oksaka, Japan
- Perth, Australia
- Quezon City, Philippines
- Seoul, South Korea
- Shanghai, China
- Shenzen, China
- Singapore
- Sydney, Australia
- Tianjin, China
- Tokyo, Japan
- Wellington, New Zealand
- Yokohama, Japan

#### EMEA
- All Netherlands
- All of United Kingdom
- Amsterdam, Netherlands
- Barcelona, Spain
- Berlin, Germany
- Cape Town, South Africa
- Helsinki, Finland
- London, United Kingdom
- Manchester, United Kingdom
- Munich, Germany
- Stockholm, Sweden
- Stuttgart, Germany
- Toulouse, France
- Vienna, Austria