Role	Contributor(s)
Marketing Coordinator	Irena Reedy (@irenareedy)
Social media strategy and management (Consultant)	Thomas Basgil Jr. · @tombasgil · Establish, manage and grow Fleet’s social media presence across all appropriate channels. Monitor and respond to comments on company page posts (e.g., LinkedIn); comments on tracked posts are surfaced in the #_linkedin-comments-from-tracked-posts Slack channel
Public relations (Consultant)	Alyssa Pallotti · Establish Fleet AR & PR program Identify and train key Fleet employees on AR & PR interactions Establish, measure and improve Fleet share of voice with press, analysts, and media. Manage Fleet submissions for industry awards

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

The complete list of all marketing assets is listed on this handbook page.

Press boilerplate text

Fleet is the single endpoint management platform for macOS, iOS, Android, Windows, Linux, ChromeOS, and cloud infrastructure. Over 1,300 organizations use Fleet to manage devices at scale, stay compliant, and cut costs. Fleet brings infrastructure-as-code to device management, and with built-in AI, IT teams can describe what they need in plain English, review the proposed changes by a human IT expert, and roll them out across every endpoint. Fleet gives you full control and supports the choices that work for your organization, including total deployment flexibility.

Deploy Fleet anywhere - on-prem, air-gapped, or on any major cloud, and keep full control over data residency and legal jurisdiction, or let Fleet handle the infrastructure with Fleet Cloud. Learn more at fleetdm.com

Fleet writing style, tone, and voice instructions for AI

When using an AI to create written content for Fleet, give your AI these instructions first so that it will write in the correct style, tone, and voice. These instructions can also be used to have the AI audit existing writing. These instructions are aggregated and token-optimized from the handbook, in addition to fine tuned from usage results, which we should all continue to contribute to.

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.

Responsibilities

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

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

Before each group call, copy the attendees from the "Let's 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. On Thursdays, marketing reviews the names and accounts for upcoming meetings and checks how many hosts each account has. If an account has more than 500 hosts, post a message in the #help-gtm-ops Slack channel. Add notes in the meeting document if you cannot find a Salesforce account for an attendee, and include any other relevant information needed for the call to run smoothly.

Create UTM link

Use the Fleet UTM builder to create and record a UTM link needed for marketing campaigns

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:

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

Begin or modify an advertising campaign

LinkedIn's campaign manager does not allow you to truly delete old or failed creatives from evergreen campaigns, which clutters performance data and makes reporting unreliable. To work around this, always create new ad creatives and boosted posts as new campaigns inside the "Targeting experiments" campaign group. Name each campaign with a date prefix (YYYY-MM-DD) and set a lifetime budget (not daily) to cap spend on each experiment. Boosted posts follow the same process since they are also temporary and experimental. If a creative performs well (good CTR), move it into the appropriate pre-existing evergreen awareness campaign to run on a daily budget until performance drops. Never create new LinkedIn "campaigns" outside the "Targeting experiments" campaign group.

Promote a post on LinkedIn

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.
Choose the appropriate audience according to the buying situation and disable audience expansion and the LinkedIn audience network.
When creating the ad for the new campaign, select "browse existing content" and find the post under the employee tab.
Launch campaign once approved.

Settle event strategy

Events are settled in advance to provide ample time for strategy and planning. This includes any event that Fleet pays to attend or sponsor. The Content Specialist, Head of Strategic Growth, and Head of People will meet weekly to settle upcoming events and manage the execution of planned events using the "🎪 Events" spreadsheet (private Google doc) and the Event planning agenda.

DRIs:

The Head of Strategic Growth is the DRI for planning GitOps workshops. The Content Specialist is the DRI for event execution. The Head of People serves as the DRI for managing the event process.

Settle content strategy

The CMO 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:

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").

Attend a 30m meeting with Fleet's Content Specialist to review and settle the proposed content.

Planned content for SEO and GEO optimization

Order SWAG

To order T-shirts:

Login to Printful (saved in 1Password).
Choose Fleet logo design t-shirt under product templates.
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:

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

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:

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

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:

Find conversations that are relevant to Fleet on both LinkedIn and Twitter
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.
Leave a like on threads and posts that are interesting, cool, celebratory, funny, etc. within our communities.
If a post is helpful to our audience, reshare it.

Publish release demo video

After each release demo, the marketing team is responsible for doing a quick post-production pass on the recording and publishing it.

Download the release demo recording

This video is recorded and found in Gong. If the video is not uploaded, reach out to the CTO and Head of Product Design in the #help-marketing channel.
Review and scrub the recording

The Content Specialist reviews the original recording and will remove/edit any issues, including:
- Mentions of customer names or sensitive information
- Long pauses or dead air
- The opening ritual or internal-only discussion
- Any unclear or unnecessary segments
- Make sure the video has a clean start and a clear ending.
Share with Technical Marketing

After scrubbing, the Content Specialist shares the project file with the Technical Marketer.
Edit audio and visuals

The Technical Marketer adjusts sound and visual quality as needed.

Ensure audio is clear and visuals are easy to follow.

Because different presenters have different microphone setups and speaking volumes, the raw recording often has inconsistent audio levels:

Upload the recording to Kapwing, a free browser-based video editor. (need to revisit this. No longer a free option)
Apply "Auto Level Volume" (under the "Audio" section) to even out the volume levels across all presenters.
Export and download the processed video.

Upload the video to Youtube Follow the steps to upload the video to YouTube.

Make sure the YouTube title follows the pattern Release-demo - <version #.##.#> (eg. "Release demo - 4.82.0").

Add a brief description highlighting the new features.

Add the new video to the "Releases" playlist.

Upload to YouTube

Fleet regularly uploads a variety of content to YouTube such as podcast episodes, release 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 - make sure it is SEO friendly
- description - Give enough to entice someone to view the video. Add a CTA/link to website at the end
- thumbnail - a good thumbnail gets viewers. "First frame of video" or auto-generate is usually not compelling. See below on creating one.
- playlists - Add to appropriate one(s)
- audience - not "made for kids"
- video details - allow auto chapters, no featured places or automatic concepts
- tags (needs to be updated)
- end screen - set these!! Subscribe logo and at least one video of "next interest" (pick one using your judgement).
Create a new video thumbnail within Figma using the YouTube covers board with the video title. Upload it.
Set the visibility to "Public".
Share video link on social media.

Post a blog article

Although details on how to format and meta tag a blog are in the writing handbook page, it does not give the step-by-step, so to a new person how exactly to get a blog published is not clear. Here is how you do it.

Create your own branch either in https://github.com/fleetdm/fleet or in your local clone.
Create a new file in https://github.com/fleetdm/fleet/articles/ or the local equivelent
Title the file with the slug version of your blog title, ending in .md
First line should be the Title of the blog with H1 markdown (#)
Put in your article, using markdown to format it
Add the required meta data at the END of the file (see writing handbook page for syntax) or copy it from an existing blog and edit
If you are having AI help you write the blog, before you start, ask it to read the Fleet writing, style, and tone instructions first
If you have written the blog yourself, ask AI to read the instructions and then analyze your blog for needed changes
Once you think your blog is ready, commit the changes
Before submitting a PR to merge it, preview it:
- GitHub: has a Preview button in the editor
- VS Code: right click on filename tab and select Open Preview
- Or if local, follow this setup to view your changes locally - this provides the most true to reality check
When ready, submit a PR to get it reviewed and merged

Rituals

Stubs

The following stubs are included only to make links backward compatible

README.md Unescape Escape

Marketing

Team