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Product Marketing Focus Areas

GitLab
May 04, 2016
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Product Marketing Focus Areas

After spending time speaking with sales, BDRs, and Customers, we created focus areas for our product marketing efforts.

GitLab

May 04, 2016
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Transcript

  1. Suggested Actions • Buyer persona research • Sales Training a.

    GLU content calendar, template, and presentations • Sales Enablement a. Existing content audit b. Sales process content mapping c. Updated pitch deck (with pivots for different audiences) [Dependent on research] d. EE feature highlight slides e. GitLab product breakdown sheet f. Objection handling • Initial to move CE to EE a. CE and EE customer survey b. CE to EE sales tear sheet (value, message, trap-setting questions, proof points) c. CE to EE sales collateral d. CE to EE programmatic approaches (i.e. quarterly upgrade email, etc.) • Site: a. Site audit and content update to most visited pages b. Site directory (internal to support sales and BDRs) c. CI/CD updates to the site d. Update to GitLab homepage and pricing page (to support the re-design) e. Comparison pages (note that this page sees low pageviews) i. GitLab vs. GitLab ii. GitLab v. competitors
  2. Approach Interview sales and BDR team Same set of questions

    around landscape, challenges, areas of opportunity and their wishlist Spoke with a couple customers with Phil Missing: • More customer interviews • SalesForce data analysis • Support team interviews
  3. Market Landscape Company realities • Shrinking or more stringent IT

    budgets • New generation of developers who want new tools • IT-admins need the following answered when evaluating tools: is it secure, does it scale, can it integrate, what is the migration, what about updating systems • Most admins do the research themselves Git solution • Big migration to Git based tools ◦ Companies have a lot of investment in the old tools but they are pressured to get the new tools in • Biggest opportunity for GitLab: Migrating off a legacy system (not even on Git). There is a lot of traction with being evaluated ◦ Still 40% of the market is still in SVN (Clearcase or subversion) ◦ They want to move to work more efficiently and get the latest software for their development team • Second: Moving CE customers to EE • Last: Some people coming from GitHub or Bitbucket but this is rare GitLab reality • Strongly product offering in the market but we don’t have the same brand awareness as Jira and GitHub
  4. Sales Landscape External • We usually do not talk to

    the budget owners at first (most often devs are using the tool for a while before procurement gets involved) • More of a bottom up sale but not the top down • When we get one team in they do not really want to do a company wide adoption. There is a benefit to keeping the solution within their team. It is currently hard to get introduced to people who will grow the accounts across the company. Internal • Today, we do not capture the type of people who are trying EE (so we do not know who to target in the future) a. Collect more information in the trial EE process [Name, email address, title, and size of team] • The company is too focused on the community we need to get to the economic buyer • Pricing can be confusing • We usually get CE to move to EE after they have been using CE for a year. a. Certain EE features are considered a nice to have not budget-inducing (we need to research what would get budget and see about building there) • Difficult to sell the support package bc next day biz support is fine for them
  5. Areas of Opportunity Sales • Move people from free to

    paid when the free offering is so good • Finding the SVN customers and run campaigns against these people (on why you would move to Git) • GitLab CI and Deploy are big competitive advantages to us and we should feature this more • Make the site web content more visible (for sales and customers) • To move people from CE to EE, highlight the new EE only feature as a follow up or nurturing (perhaps a quarterly email campaign for CE to EE [highlight new EE features and the benefits of EE]) BDR • Update BDR email copy to preemptively answer common questions (this could help remove support questions from their inboxes) • FAQs for BDRs to help the answer questions more quickly • BDR collected intel on what customers use https://docs.google. com/document/d/1PNKJA6FDdc_ZFo1b_m9se2ikpsPgSjfpCWdq6xw11uQ/edit
  6. Wishlist External Marketing • Strong comparison page (e.g. CFS/MS Visual

    Studio) a. Most people do all the research on their own. This is for people who have not reached out to us at all. It is a self selection process. b. Will also be good for the sales team Shoot a link to the main differences and then have a call to say more • Outbound prospecting messaging (to people who are not on CE and are on a legacy system) • Customer stories and case studies (vertical ones would be good) • Research to answer who are our audiences and why do they buy one thing over another • 1-pager that makes it easy to understand the offering of GitLab enterprise (nice infographic and something easy to send over) • Then 1-pagers that are specific to unique features • Slides for level setting: this is gitlab, what we do, what git is, how we are different than github, and who our customers are and why • Slides and elevator pitch for a variety of different audience and interest in GitLab a. Elevator pitch for GitLab for different audiences (make sure screen the audience to focus on the write messaging points) • Product brief as a PDF [See Perforce marketing materials] (Chad’s preference are to make these site landing pages vs. PDF) • Breakdown sheet of our own products as well as our competitors • Focus on 3-5 specific EE features and create slides about this • More on CI/CD bc it is a hot topic and customers need to educated on this topic as well. Internal Sales • Training for sales team • Objection handling • GTM process for bigger features/experiences
  7. Content Ideas • Series of competitive content [GitLab vs. GitHub,

    Bitbucket, SVN etc.) • Series of content related to our integration (GitLab and Jira, Jenkins, etc.) • More content around moving from SVN (explain advantages of Git, Git solution selection criteria, migration process, etc.) • Highlight specific EE features • Securing budget for EE (budgeting cycles, how to evaluate if you should ask for budget, how to make an argument, tools) • FAQs • POV and features for CI/CD • Keeping your workforce on the latest tools (culture/perception of tools in the development community) • Power/Necessity of choice (i.e. on prem and cloud) • Migration process/change management within an organization • Answer IT admins questions: is it secure, does it scale, can it integrate, what is the migration, what about updating systems