Marketing

This handbook page details processes specific to working with and within this department.

Team

Contact us

• To make a request of the Marketing department, create an issue and a team member will get back to you within one business day. (If urgent, at-mention a team member in the :help-marketing Slack channel.)
  • Please use issue comments and GitHub mentions to communicate follow-ups or answer questions related to your request.
  • Any Fleet team member can view the kanban board for this department, including pending tasks and the status of new requests.

Marketing assets

This list (for now) will be in chronological order as assets are created:

Responsibilities

The Marketing department is directly responsible for achieving revenue pipeline targets, increasing awareness and interest in the open-source project, customer training curriculums, prospect enablement, and nurturing the Fleet community through participation in video, sponsored events, and other programs.

Organize work in GitHub issues with marketing labels

In the Marketing department, we're using the following issue labels to organize our work into different categories/buckets.

Prepare "Let's get you set up!" meeting notes

Before each group call, copy the attendees from the "Lets get you set up! (group office hours)" calendar event and paste them into the correct section of the "Let's get you set up!" meeting notes, be sure to use the format listed in the doc.

Refresh event calendar

Fleet's Head of Marketing is directly responsible for the accuracy of event locations, attendance dates, and CFP deadlines in the event strategy workbook. At the end of every quarter, the Head of Marketing updates every event in the "Event strategy workbook" (private Google doc) by following these steps:

1. Visit the latest website for each event.
2. Update the workbook with the latest location, dates, and CFP deadlines from the website.

Begin or modify an advertising campaign

Any new ads or changes to current running ads are approved in "🦢🗣 Design review (:help-design)".

To propose an ad, or a change to an ad:

1. Evaluate the buying situation before proposing any changes to ads. This determines the audience that will see each ad and which campaign it will be placed in. (Device management, vuln management, endpoint ops - security, endpoint ops - IT)
2. Experiment campaigns must follow the YYYY-MM-DD.{buying_situation}-{ad_name} format. (2024-01-12.mdm - Cross-platform MDM waitlist)
3. Image ads should follow the recommended size, centering, and asset guidelines. These are available on Figma.
4. Add your proposed ads to the "🧫 Experiment review" agenda (private Google doc) and attend the next episode. During the meeting, existing ads will be compared against the newly proposed ads within the corresponding ad platform. (Google Ads, LinkedIn Campaign Manager, etc.)
5. Make revisions and re-attend the meeting as needed until the planned change is executed.
6. Create a calendar reminder to check ad performance two weeks from the date changes were made.

Promote a post on LinkedIn

1. Create a classic campaign under "Experiments" following the YYYY-MM-DD.buying-situation - ad description with a goal of website visits or engagement to run for two weeks.
2. Choose the appropriate audience according to the buying situation and disable audience expansion and the LinkedIn audience network.
3. When creating the ad for the new campaign, select "browse existing content" and find the post under the employee tab.
4. Launch campaign once approved.

Settle content strategy

The Head of Marketing is the DRI for deploying Fleet's outward-facing content. The content schedule is settled significantly in advance to provide ample time for strategy and planning. Use the following steps to settle content strategy:

1. Using the content calendar, propose the content that Fleet will produce in the current quarter, and the strategy behind that content, including:

• Release date: The date by which the content will be complete and finalized.
• DRI: Person(s) responsible for the project management of this content.
• Title (e.g. "Article: Fleet takes bacon to new heights with flying pigs release").

2. Attend a 30m meeting with Fleet's Client Platform Engineer & Community Advocate, CTO, and CEO to review and settle the proposed content.

Settle event strategy

Fleet's Content Specialist serves as the project manager for efficiently executing Fleet events. Events are settled in advance to provide ample time for strategy and planning. This includes any event that Fleet pays to attend or sponsor, and even events where Fleet's only involvement is that a Fleetie will give a talk or otherwise represent the brand.

• Field/sales events and GitOps workshops are settled 1 sprint in advance.
• Conferences are settled 1 quarter in advance.

Once events have been settled for a particular time frame, i.e, decided in a previous event strategy session, Fleet does not make changes except in extreme circumstances.

1. Add all upcoming proposed and approved events to the "🫧 Proposed events (not yet settled)" tab of the 🎪 Events spreadsheet (confidential doc). Propose the events that Fleet will attend and the strategy for those events, including:

• Who from Fleet will attend?
• The training plan for Fleet attendees.
• Which talk proposal will Fleet submit?
• All event materials, including printouts, banners, swag given out, and even the clothing worn by Fleeties.
• Estimated budget, including sponsorship or airfare, and lodging for attendees.

2. Set up and attend a 30m meeting with the CMO, Head of Demand Generation, Head of GTM Architecture, and Manager of Training and Enablement.

• First, during this meeting, Marketing will decide which field/sales events and GitOps workshops Fleet will execute in the following sprint.
• Next, Marketing will decide which conferences in the following quarter the company will invest time or money into.

3. After the meeting, the Content Specialist will communicate the settled events by

• Moving all settled events to the "All 🎪 Official (planned & settled events)" tab of the 🎪 Events spreadsheet (confidential doc).
• Using the following template, post a message in the #oooh-events Slack channel.

:fleet-swan: Hi all!
Here are the [upcoming settled events](https://docs.google.com/spreadsheets/d/1YQXAX2Q_WnGkAwMYjMbQpV3nbCj7gOBbv7Y0u4twxzQ/edit?gid=692710204#gid=692710204) where you can find :fleet:Fleet!

4. Close all proposed event issues that weren't able to be prioritized with a comment explaining why.

Order SWAG

To order T-shirts:

• Login to Rush Order tees (saved in 1Password).
• Choose Fleet logo design t-shirt under my designs.
• Order shirts based on the pre-determined number (~5% of total event attendees).
• Submit the order. Ensure the address matches the expected receiving address.

To order stickers:

• Login to StickerMule (saved in 1Password).
• Find the brand kit after logging in.
• Click on the "Fleet Device Management" brand kit and order pre-approved stickers from the templates.
• Total sticker quantity should be ~10% of total event attendees.
• Complete the checkout process. Ensure the address matches the expected receiving address.

To order pens and sticky note pads

• Pens and sticky note pads are ordered through TODO.

Process pending swag requests from the website

On a weekly basis, log in to Printful and complete any draft orders so that they are sent. We currently only ship within the 48 contiguous United States and approve one free order per household under normal circumstances. To do this:

1. Go to the "Orders" page in Printful.
2. Look for an order status of "Draft" and click that order.
3. Copy the address displayed in the draft order. Close the modal.
4. Under "Order list", there's a search box for customers that you will need to paste the address.
5. The results should only display one order. Any additional could be duplicate orders or those made in error.
6. Repeat this process until all remaining draft orders show "Waiting for Fulfillment."

Request swag

There are many times in which community members, customers, and contributors are in need of some cool Fleet swag. To request swag:

1. Create an issue on the :help-marketing board.
2. Provide order details (e.g. expected shirt size, name, and shipping details).
3. Decide if you'd like to include a personalized message and attach it to the issue.

Fulfill a swag request

Swag requests are received in the form of issues and will be fulfilled based on availability. To process a swag request:

1. Check and communicate availability to the requestor.
2. Use the appropriate shipping method that best serves the company.
3. Attach tracking number to the issue and tag the requestor.
4. Confirm delivery and close issue.

Send swag for community contributions to Fleet

• Reach out to the contributor to thank them for their contribution
• Consider sharing the contribution on social media
• Ask if we could send the contributor any swag
• If yes, follow the steps to fulfill a swag request.

Engage with the community

Public conversations on social media create valuable opportunities for contributors to answer technical questions and collect feedback.

Here are some links that filter relevant conversations on each platform:

• LinkedIn
• Twitter

1. Find conversations that are relevant to Fleet on both LinkedIn and Twitter
2. Reply to threads looking for solutions Fleet can solve with helpful information. If additional information is needed, find help in #help-engineering for accurate information.
3. Leave a like on threads and posts that are interesting, cool, celebratory, funny, etc. within our communities.
4. If a post is helpful to our audience, reshare it.

Upload to YouTube

Fleet regularly uploads a variety of content to YouTube such as podcast episodes, sprint demos, educational updates, design reviews, and more.

• Login to the Fleet YouTube channel, click the create button and then upload the video.
• Fill out relevant information such as title, description, thumbnail, playlists, audience, and tags.
• Create a new video thumbnail within Figma in the YouTube covers board with the video title.
• Set the visibility to "Public".
• Share video link on social media.

Create a podcast episode

Fleet invites guests to discuss the future of IT and security on the ExpedITioners podcast to be shared with the community,

• Find the new episode in the Fleet drive.
• Combine audio from the guest and speaker together in Garageband with the jingle and introduction.
• Listen to the episode and note talking points, title, and links mentioned in the show notes doc.
• Upload the audio file to the episode folder
• Create episode cover and sharable image in Figma
• Log in to Podbean to manage the podcast and click new episode.
• Use the show notes to complete the Podbean description and create a new article on Fleet's website.
• Publish on social media

Website traffic Looker dashboard

This dashboard is the first iteration of a tracking website that monitors performance, traffic acquisition, and key event conversions. It is updated daily and is essential for tracking the success of marketing initiatives.

Dashboard Link: Website Traffic by Source

Simple summary

The Website Traffic Dashboard provides a comprehensive view of how users interact with the Fleet website. It tracks overall health metrics, such as Total Users, Bounce Rate, and Sessions per user, alongside detailed breakdowns of traffic sources and conversion performance. It is a critical tool for measuring the effectiveness of our organic and paid strategies, identifying high-performing content, and spotting trends in user behavior and goal completion.

Key views description

The dashboard is structured with a side navigation menu that allows you to dive into specific areas of performance:

1. WebTraffic dashboard (overview)

This is the main landing page, providing a high-level snapshot of website performance for the selected date range.

• Top Metrics: Shows current values and trends for Total Users, Bounce Rate, Average session duration, and Sessions per user.
• Volume Chart: Tracks the daily/monthly volume of Views, Total users, and Sessions.
• Acquisition Table: The table further down breaks down traffic by Session / medium (e.g., google / organic, google / cpc, (direct) / (none)), providing total users, engagement rate, and key event volume for each channel.

2. Organic traffic

This view isolates the performance of all non-paid traffic, which is a major focus for content and SEO efforts.

• Channel Trends: The chart shows the total users over time broken down by specific organic channels: Organic Search, Organic Video, Organic Social, and Organic Shopping.
• Usage: Used to track the growth of our SEO efforts and the health of our overall content visibility.

3. Traffic by landing page

This view is crucial for understanding how specific pages on the site are performing in attracting and engaging users.

• Performance Table: Lists the top-performing Landing Pages by Total users and displays their corresponding Bounce rate.
• Key Pages: Allows us to quickly identify our most popular entry points (e.g., the homepage /, /docs/get-started/why-fleet, /pricing) and assess content quality based on bounce rate.

4. Key events

This section tracks the volume of our most important user actions on the website, allowing us to see how marketing activity correlates with goal completion.

• Events over time: The chart tracks the total number of key events (e.g., form_submit, purchase, fleet_website_contact_forms, and fleet_website_swag_request) completed over the time range.
• Usage: Helps identify peak periods for event completion and measure the absolute success of lead generation forms.

5. Key event conversion rates

This view displays the website's efficiency by tracking the rate at which users complete a key event. Conversion rate is generally a stronger indicator of performance than event volume alone.

• Conversion Rates: Displays the User Key Event Rate for primary goals, including:
  • Sign Up Form (Sign up for Fleet): Tracks the rate of fleet_website_sign_up.
  • Contact Us (or Request Demo): Tracks the rate of fleet website contact forms.
  • Swag: Tracks the rate of fleet_website_swag_request.
• Usage: Used to monitor A/B test results, measure the quality of traffic from different channels, and ensure key pathways in the product/website are optimized.

Rituals

Stubs

The following stubs are included only to make links backward compatible

Programs

Please see handbook/company/communications#product-marketing-programs

Social media

Please see handbook/company/communications#social-media

Ads

Please see handbook/company/communications#ads

Events

Please see handbook/company/communications#events

Video

Please see handbook/company/communications#video