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Demand

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

Team

Role Contributor(s)
๐Ÿซง Head of Demand Generation Dustin Gerdes (@3kindsoffish)
๐Ÿซง Field Marketer Drew Baker (@drewbakerfdm)
๐Ÿซง Community Advocate JD Strong (@spokanemac)
๐ŸŽ Head of Brand & Product Marketing (CEO) Mike McNeil (@mikermcneil)

Contact us

  • To make a request of the Demand 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 #g-demand 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.
An icon indicating that this section has important information

To make a request related to product marketing, press, brandfronts, pitchfronts, featurefronts, ideal customer profiles (ICPs), personas, or targeting create an issue (If urgent, at-mention the Head of Product Marketing in the help-pmm-2023 Slack channel).

Responsibilities

The Demand department is directly responsible for growing awareness of Fleet and nurturing the community through participation in events, conversations, and other programs.

Begin or modify an advertising campaign

Any new ads or changes to current running ads are approved in "๐Ÿฆข๐Ÿ—ฃ Design review (#g-website)".

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

  1. Add your change for review to the "Design review" agenda and attend the next scheduled website design review. During the meeting, existing ads will be compared against the newly proposed ads within the corresponding ad platform. (Google Ads, LinkedIn Campaign Manager, etc.)
  2. Make revisions and re-attend the meeting as needed until the planned change is settled.
  3. Execute the planned change.
  4. Create a calendar reminder to check ad performance two weeks from the date changes were made.

Optimize ads through experimentation

Fleet improves click-through rates in their campaigns to make the most of their advertising budget and attract more engaged users, boosting product adoption and community participation.

Google Ads: Ad experimentation on Google Ads for better click-through rate (CTR)

  1. Duplicate the ad with the highest CTR. (If there are already two ads running, pause the ad with the lower CTR.)
  2. Test one headline change for two weeks
  3. Pause the ad with the lower CTR
  4. Duplicate best-performing ad
  5. Test one description change for two weeks
  6. Pause the ad with the lower CTR
  7. Repeat this process

LinkedIn: Ad experimentation on LinkedIn Campaign Manager for better click-through rate (CTR)

  1. Duplicate the ad with the highest CTR. (If there are already two ads running, pause the ad with the lower CTR.)
  2. Test one intro text change for two weeks
  3. Pause the ad with the lower CTR
  4. Duplicate best-performing ad
  5. Test headline change for two weeks
  6. Pause the ad with the lower CTR
  7. Repeat this process

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"

Send one-off swag

There are many times in which community members, customers, and contributors are in need of some cool Fleet swag. We use Postal to fulfill these swag requests. Postal warehouses Fleet swag that is available to send directly. There are two main ways to send swag through Postal: Direct sends and "Magic links".

Magic links: This is a great option to send when we only know the item we'd like to send and want the recipient to fill out their own contact information and shipping details. These links can be used by anyone who has access to the link, so only send to the desired recipient.

  • Log in to Postal and make sure "Approved items" is checked in the top left.
  • For approved items, hover over the item you want to send and click the chain icon.
  • Make sure order limit is 1
  • Personalize your magic link page with a customized header or message if you'd like.
  • Continue on to "Review" and "Create MagicLink"

Direct send: This is a great option to send when we already have the name, address, and email address of the person we are sending an item to.

  • Log in to Postal and make sure "Approved items" is checked in the top left.
  • For approved items, hover over the item you want to send and click the paper airplane icon.
  • Choose the "Direct" tab and find an existing contact or create a new one.
  • To create a new contact, click the plus sign and fill out the name, email, and shipping address.
  • Select "Configure your item," continue to "Review," and "Confirm and Send."

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 of creating a magic link in Postal to send.

Run a new ad or change an existing ad

Any changes to the current running ads visible to a user, including designs, keywords, or targeting, are approved in ๐Ÿฆข๐Ÿ—ฃ Design review (#g-website), which occurs regularly and is open to all fleeties.

  1. Head of Demand Generation adds a discussion item about the change to the website design review agenda
  2. During the call, they compare existing ads against the planned updates within the corresponding ad platform. (Google Ads, LinkedIn Campaign Manager, etc.)
  3. Head of Demand Generation makes changes and creates a calendar reminder to check performance either two weeks or four weeks from the date changes were made.
An icon indicating that this section has important information

Do changes to keywords or targeting require a design review? Currently, all changes to these things require discussion with our product marketer.

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:

  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.

Book an event

For an event to be considered, booked, and scheduled, we follow the event issue template.

  1. Create a new GitHub issue for the #g-demand board using the "Book event" issue template.
  2. Drag the issue into the "๐Ÿ—“ Ideas for future events" column.

Once approval has been received, move the event into the "๐Ÿ—“ Planned events" column.

Eventbrite pages for planned events are brought to design review or CEO office minutes before being published. Pages are checked for alignment with branding standards and accurate information.

Review ongoing events

Check the "๐Ÿ—“ Planned events" column in #g-demand board and continue to work through steps in each event's issue.

Create an article

Article creation begins with creation of an issue using the "๐Ÿซง Article request" template.

  1. Create a new GitHub issue for the #g-demand board and select the "Event-preparation" template..
  2. Move the issue into the "๐Ÿ“ƒ Planned articles" column.

Review ongoing articles

Check the "๐Ÿ“ƒ Planned articles" column in #g-demand board and continue to work through steps in each event's issue.

Respond to a "Talk to an expert" request

When a community member has a question about getting started with Fleet, they can book a 15-minute call with the Community Advocate.

  1. Add questionnaire details to the Talk to an Expert spreadsheet.
  2. After meeting the contributor, follow up with an email including appropriate links.

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

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

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