[{"data":1,"prerenderedAt":1519},["ShallowReactive",2],{"handbook-\u002Fhandbook\u002Fmarketing\u002Fprograms":3,"handbook-nav":809},{"id":4,"title":5,"body":6,"description":16,"extension":802,"meta":803,"navigation":804,"path":805,"seo":806,"stem":807,"__hash__":808},"handbook\u002Fhandbook\u002Fmarketing\u002Fprograms.md","Marketing Programs",{"type":7,"value":8,"toc":786},"minimark",[9,13,17,22,25,69,73,76,125,129,132,177,181,184,205,209,216,219,248,251,268,271,275,278,290,296,302,308,314,320,331,336,339,342,345,362,367,378,382,386,393,396,440,445,516,520,541,548,551,564,567,570,590,593,613,617,620,623,632,635,678,684,688,691,701,708,713,745,750,781],[10,11,5],"h1",{"id":12},"marketing-programs",[14,15,16],"p",{},"Our marketing efforts are organized into several core programs. These are not\nrigid silos but interconnected strategic areas designed to support the entire\ncustomer journey, from initial awareness to long-term advocacy. Each program\nconsists of various ongoing activities and campaigns aimed at achieving specific\nbusiness goals.",[18,19,21],"h2",{"id":20},"_1-demand-generation","1. Demand Generation",[14,23,24],{},"This area focuses on creating pipeline by attracting new prospects and capturing\nqualified leads.",[26,27,28,42,51,60],"ul",{},[29,30,31,35,36,41],"li",{},[32,33,34],"strong",{},"Paid Advertising Campaigns",": We run targeted digital ad campaigns (e.g.,\nABM on LinkedIn, Google Ads) to reach specific audiences, drive traffic to our\nkey content, and generate MQLs (Marketing Qualified Leads). See ",[37,38,40],"a",{"href":39},"\u002Fhandbook\u002Fmarketing\u002Flead-activation\u002F","Lead\nActivation"," for definitions of inbound\nvs. outbound lead sources.",[29,43,44,50],{},[32,45,46],{},[37,47,49],{"href":48},"\u002Fhandbook\u002Fmarketing\u002Fleads\u002F","Gated Resources",": We create and promote\nin-depth content such as whitepapers, ebooks, and guides. This content is\ngated, serving as a key tool for capturing new marketing qualified leads.",[29,52,53,59],{},[32,54,55],{},[37,56,58],{"href":57},"\u002Fhandbook\u002Fmarketing\u002Fwebinars\u002F","Monthly Webinars",": We host regular\nwebinars to educate our audience, showcase our product, and generate new\nleads. They also serve as a valuable touchpoint for existing prospects and\ncustomers.",[29,61,62,68],{},[32,63,64],{},[37,65,67],{"href":66},"\u002Fhandbook\u002Fmarketing\u002Fevents\u002F","Trade Shows & Industry Events",": We\nparticipate in key industry events to build brand presence, network with\npotential customers and partners, and generate leads.",[18,70,72],{"id":71},"_2-content-community-marketing","2. Content & Community Marketing",[14,74,75],{},"This area focuses on building our brand's authority and fostering a loyal\ncommunity through valuable content and engagement.",[26,77,78,87,96,110,116],{},[29,79,80,86],{},[32,81,82],{},[37,83,85],{"href":84},"\u002Fhandbook\u002Fmarketing\u002Fblog\u002F","Content Marketing (Blog)",": Our blog is the\nengine of our content strategy, focused on providing educational and\ninsightful articles to drive organic traffic, establish thought leadership,\nand support our other marketing initiatives.",[29,88,89,95],{},[32,90,91],{},[37,92,94],{"href":93},"\u002Fhandbook\u002Fmarketing\u002Femail\u002F#community-email","Monthly Newsletters",": We\nengage our community and customer base with regular email updates, sharing\nproduct news, valuable content, and upcoming events.",[29,97,98,104,105,109],{},[32,99,100],{},[37,101,103],{"href":102},"\u002Fhandbook\u002Fmarketing\u002Fsocial-media\u002F","Social Media",": We maintain an active\npresence on key social platforms to engage with our community, amplify our\ncontent, and build our ",[37,106,108],{"href":107},"\u002Fhandbook\u002Fmarketing\u002Fbrand-voice\u002F","brand's voice",".",[29,111,112,115],{},[32,113,114],{},"Podcast \"Industrial Visionaries\"",": Our podcast features conversations with\nindustry leaders to explore key trends, provide unique insights, and expand\nour brand's reach to new audiences.",[29,117,118,124],{},[32,119,120],{},[37,121,123],{"href":122},"\u002Fhandbook\u002Fmarketing\u002Fcommunity\u002F","Community Engagement & Sponsorships",":\nWe actively support and participate in the broader community, including\nsponsoring key events like the Node-RED conference, to strengthen our\nconnection with developers and users.",[18,126,128],{"id":127},"_3-brand-product-marketing","3. Brand & Product Marketing",[14,130,131],{},"This area focuses on shaping our brand perception and effectively communicating\nthe value of our product.",[26,133,134,143,168],{},[29,135,136,142],{},[32,137,138],{},[37,139,141],{"href":140},"\u002Fhandbook\u002Fmarketing\u002Fwebsite\u002F","Website",": While the website is a\nfoundational platform rather than a program, its continuous improvement,\ncontent management, and optimization are a core marketing responsibility. It\nis the central hub for our brand and all our digital activities.",[29,144,145,148,149],{},[32,146,147],{},"Product Evaluation (Trials & PoCs)",": We offer two primary paths for\ncustomers to evaluate FlowFuse, representing our joint Product-Led and\nSales-Led growth motions.\n",[26,150,151,157],{},[29,152,153,156],{},[32,154,155],{},"Self-Service Free Trial",": The cornerstone of our Product-Led Growth (PLG)\nstrategy is the FlowFuse Cloud free trial. This program is driven by\nMarketing to acquire new users and optimized by the Product team to deliver\nan excellent in-app experience.",[29,158,159,162,163,167],{},[32,160,161],{},"Sales-Led Proof of Concept (PoC)",": For larger or more complex\ndeployments, prospective customers may engage in a structured Proof of\nConcept. This is a ",[37,164,166],{"href":165},"\u002Fhandbook\u002Fsales\u002Fmeetings\u002Fpoc\u002F","sales-led process","\ndesigned to validate specific use cases. Marketing supports this motion by\nproviding relevant content and materials like customer stories and technical\ndocumentation.",[29,169,170,176],{},[32,171,172],{},[37,173,175],{"href":174},"\u002Fhandbook\u002Fmarketing\u002Fcustomer-stories\u002F","Customer Stories",": This program\nfocuses on creating compelling case studies and stories that provide social\nproof, showcase real-world use cases, and demonstrate the value of FlowFuse to\nprospects.",[18,178,180],{"id":179},"_4-customer-marketing-advocacy","4. Customer Marketing & Advocacy",[14,182,183],{},"This area focuses on empowering our existing customers to become advocates for\nour brand.",[26,185,186,192],{},[29,187,188,191],{},[32,189,190],{},"Voice of the Customer (Satisfaction Surveys)",": We systematically collect\nfeedback through in-product surveys, post-webinar forms, and documentation\nsections. This continuous feedback loop is crucial for improving our product\nand overall customer experience.",[29,193,194,197,198,204],{},[32,195,196],{},"Customer Reviews Program",": We actively encourage satisfied customers to\nshare their experiences on platforms like\n",[37,199,203],{"href":200,"rel":201},"https:\u002F\u002Fwww.g2.com\u002Fproducts\u002Fflowfuse\u002Freviews",[202],"nofollow","G2",". This program helps build\ntrust and social proof for new potential customers.",[18,206,208],{"id":207},"_5-strategic-partnerships","5. Strategic Partnerships",[14,210,211,212,109],{},"We engage in strategic partnerships to expand our reach, validate our solutions, and create co-marketing opportunities that align with ",[37,213,215],{"href":214},"\u002Fhandbook\u002Fcompany\u002Fstrategy\u002F","FlowFuse’s strategy",[14,217,218],{},"Strategic partnerships can take different forms:",[26,220,221,232,242],{},[29,222,223,226,227,231],{},[32,224,225],{},"Technology and solution partners"," led by sales through the ",[37,228,230],{"href":229},"\u002Fhandbook\u002Fsales\u002Fpartnerships\u002F","Partners Program",". This program focuses on building and nurturing relationships with technology partners and solution providers to expand our reach, enter new markets, and create co-marketing opportunities.",[29,233,234,237,238,109],{},[32,235,236],{},"Customers",", where joint marketing initiatives are occasionally included as part of a sales negotiation. These initiatives are aimed at demonstrating that FlowFuse provides a suited solution for our ",[37,239,241],{"href":240},"\u002Fhandbook\u002Fmarketing\u002Fmessaging\u002F#ideal-customer-profile-(icp)","ICP",[29,243,244,247],{},[32,245,246],{},"Influencers or vendors"," with whom we may collaborate for sponsored content to reach audiences that value their expertise on topics relevant to our ICP.",[14,249,250],{},"When evaluating co-marketing opportunities, we consider:",[26,252,253,256,259,262,265],{},[29,254,255],{},"Relevance: Alignment with FlowFuse’s editorial calendar, strategic themes, and target audience.",[29,257,258],{},"Value exchange: Clear deliverables such as published articles, videos, webinars, or social media posts, with measurable outcomes (reach, engagement, leads).",[29,260,261],{},"Ownership: The Product Marketing Manager leads assessment and planning of co-marketing initiatives, in collaboration with the Marketing team and Sales as needed.",[29,263,264],{},"Execution: DevRel validates externally created content to ensure quality, accuracy and consistency of deliverables.",[29,266,267],{},"Measurement: Success is measured through defined KPIs such as reach, engagement, and lead generation.",[14,269,270],{},"All inbound proposals for co-marketing or sponsored content must be shared with the Product Marketing Manager for assessment before any commitments are made.",[18,272,274],{"id":273},"_6-new-marketing-campaigns-process","6. New Marketing Campaigns Process",[14,276,277],{},"Any team member can propose a new marketing campaign. This process ensures all\nproposals are evaluated consistently and that approved campaigns align with our\nstrategic objectives.",[14,279,280,283,284,289],{},[32,281,282],{},"Required Elements for All Campaign Proposals"," Every campaign proposal must\ninclude the following 5 components that will complete using ",[37,285,288],{"href":286,"rel":287},"https:\u002F\u002Fgithub.com\u002FFlowFuse\u002Fmarketing\u002Fissues\u002Fnew?template=06-marketing-campaign.yaml",[202],"this GitHub issue template",":",[14,291,292,295],{},[32,293,294],{},"a. Objective and Rationale"," Clearly define what you want to achieve with this\ncampaign Explain why this campaign is needed now Connect the proposal to current\nbusiness objectives or challenges",[14,297,298,301],{},[32,299,300],{},"b. Target Audience"," Describe specifically who the campaign is targeting\nInclude relevant demographics, behaviors, or characteristics Explain why this\naudience is important to our business",[14,303,304,307],{},[32,305,306],{},"c. Key Message and Value Proposition"," Articulate the main message we want to\ncommunicate Explain what benefit or value we're offering to the target audience\nDefine the proposed tone and communication style",[14,309,310,313],{},[32,311,312],{},"d. Suggested Channels and Tactics"," Specify which marketing channels you\nrecommend using Suggest specific tactics (social media, email, events, content,\netc.) Justify why these channels are most appropriate for this campaign",[14,315,316,319],{},[32,317,318],{},"e. Resources and Budget Estimate"," Provide an estimated budget (can be\napproximate) Identify what human resources would be needed Specify if external\ntools, services, or vendors are required",[14,321,322,325,326,109],{},[32,323,324],{},"f. Campaigns performance tracking"," All campaigns will be trackes using the ",[37,327,330],{"href":328,"rel":329},"https:\u002F\u002Fapp-eu1.hubspot.com\u002Fmarketing\u002F26586079\u002Fcampaigns\u002Fviews\u002Fall",[202],"Campaigns feature on HubSpot (internal)",[14,332,333],{},[32,334,335],{},"Submission Process",[14,337,338],{},"Complete the proposal template with all required elements above. Then submit\nyour proposal to the marketing team via the department Slack channel.",[14,340,341],{},"The team will evaluate around each marketing team meeting for full review and\ndiscussion. You'll receive feedback and approval status. If approved, the\nmarketing team will work with you on implementation planning.",[14,343,344],{},"The marketing team will evaluate proposals based on:",[26,346,347,350,353,356,359],{},[29,348,349],{},"Alignment with company goals and brand strategy",[29,351,352],{},"Feasibility within current resources and timeline",[29,354,355],{},"Potential ROI and impact",[29,357,358],{},"Audience relevance and market opportunity",[29,360,361],{},"Integration with existing marketing initiatives",[363,364,366],"h3",{"id":365},"new-marketing-campaign-template","New Marketing Campaign Template",[368,369,374],"pre",{"className":370,"code":372,"language":373},[371],"language-text","Campaign Name: [Proposed name]\n\nProposed by: [Your name and department]\n\nDate: [Submission date]\n\n1. Objective and Rationale\n[Your response here]\n\n2. Target Audience\n[Your response here]\n\n3. Key Message and Value Proposition\n[Your response here]\n\n4. Suggested Channels and Tactics\n[Your response here]\n\n5. Resources and Budget Estimate\n[Your response here]\n","text",[375,376,372],"code",{"__ignoreMap":377},"",[18,379,381],{"id":380},"_7-analytics-tag-management","7. Analytics & Tag Management",[363,383,385],{"id":384},"adding-tags-in-google-tag-manager-gtm","Adding Tags in Google Tag Manager (GTM)",[14,387,388,389,392],{},"When creating or updating tags in GTM, always configure the ",[32,390,391],{},"Consent Settings"," for each tag before publishing. Without this, a tag may fire as soon as the page loads — before the user has had a chance to accept or decline cookies — which is a GDPR compliance issue.",[14,394,395],{},"Use this sequence every time you create or update a tag:",[397,398,399,402,415,422,434],"ol",{},[29,400,401],{},"Identify the tag category.",[29,403,404,405,410,411,414],{},"Configure ",[37,406,408],{"href":407},"#required-consent-type-by-tag-category",[32,409,391],{}," in GTM (",[375,412,413],{},"Advanced Settings → Consent Settings",").",[29,416,417,418,109],{},"Select the correct ",[37,419,421],{"href":420},"#primary-trigger-selection","primary trigger type",[29,423,424,425,429,430,433],{},"Add the shared ",[37,426,428],{"href":427},"#shared-consent-change-trigger-(ff-consent-update)","consent-change trigger"," ",[375,431,432],{},"FF Consent Update"," where required.",[29,435,436,109],{},[37,437,439],{"href":438},"#validation-in-tag-assistant-before-publishing","Validate in Tag Assistant before publishing",[441,442,444],"h4",{"id":443},"required-consent-type-by-tag-category","Required consent type by tag category",[446,447,448,461],"table",{},[449,450,451],"thead",{},[452,453,454,458],"tr",{},[455,456,457],"th",{},"Tag category",[455,459,460],{},"Required consent type",[462,463,464,475,485,495,505],"tbody",{},[452,465,466,470],{},[467,468,469],"td",{},"Analytics (e.g. Google Analytics, HubSpot, PostHog)",[467,471,472],{},[375,473,474],{},"analytics_storage",[452,476,477,480],{},[467,478,479],{},"Advertising & remarketing (e.g. Google Tag AW (Google Ads base tag), LinkedIn InsightTag, Conversion Linker, Meta Pixel)",[467,481,482],{},[375,483,484],{},"ad_storage",[452,486,487,490],{},[467,488,489],{},"Functional tools (non-essential UX features that do not perform analytics\u002Fadvertising tracking)",[467,491,492],{},[375,493,494],{},"functionality_storage",[452,496,497,500],{},[467,498,499],{},"Personalization & A\u002FB testing (e.g. tools that remember user preferences or show tailored content)",[467,501,502],{},[375,503,504],{},"personalization_storage",[452,506,507,510],{},[467,508,509],{},"Security (e.g. fraud prevention, bot detection)",[467,511,512,515],{},[375,513,514],{},"security_storage"," — typically strictly necessary; no consent required in most cases",[441,517,519],{"id":518},"primary-trigger-selection","Primary trigger selection",[26,521,522,535],{},[29,523,524,527,528,531,532,109],{},[32,525,526],{},"Google Tag type tags (Google Tag AW, Google Analytics 4) and base tracking\u002Fpixel tags"," (for example LinkedIn InsightTag): use ",[375,529,530],{},"All Pages"," (Page View), not ",[375,533,534],{},"Initialization - All Pages",[29,536,537,540],{},[32,538,539],{},"Conversion tags"," (thank-you page, button click, form submit, custom conversion event): use a scoped trigger tied to the conversion action.",[441,542,544,545,547],{"id":543},"shared-consent-change-trigger-ff-consent-update","Shared consent-change trigger (",[375,546,432],{},")",[14,549,550],{},"The website emits one Data Layer event for consent changes:",[26,552,553,558],{},[29,554,555,556],{},"Trigger name in GTM: ",[375,557,432],{},[29,559,560,561],{},"Event name: ",[375,562,563],{},"ff_consent_updated",[14,565,566],{},"Use this trigger to support in-session firing immediately after consent changes, without requiring a page reload.",[14,568,569],{},"How to apply it:",[397,571,572,575,584,587],{},[29,573,574],{},"Open the tag.",[29,576,577,578,581,582,109],{},"In ",[32,579,580],{},"Triggering",", add ",[375,583,432],{},[29,585,586],{},"Keep the tag's existing primary trigger.",[29,588,589],{},"Save and test in Tag Assistant.",[14,591,592],{},"When to use it:",[26,594,595,604,607],{},[29,596,597,598,601,602,414],{},"Add it to consent-aware ",[32,599,600],{},"sitewide Page View tags"," (typically tags that use ",[375,603,530],{},[29,605,606],{},"Do not add it to action-scoped conversion tags by default.",[29,608,609,610,612],{},"Do not add it to ",[375,611,534],{}," Google Tag AW.",[441,614,616],{"id":615},"validation-in-tag-assistant-before-publishing","Validation in Tag Assistant before publishing",[14,618,619],{},"Use GTM Preview\u002FTag Assistant to verify consent behavior before publishing container changes.",[14,621,622],{},"Recommended references:",[26,624,625],{},[29,626,627],{},[37,628,631],{"href":629,"rel":630},"https:\u002F\u002Fdevelopers.google.com\u002Ftag-platform\u002Fsecurity\u002Fguides\u002Fconsent-debugging",[202],"Troubleshoot consent mode with Tag Assistant",[14,633,634],{},"Validation steps:",[397,636,637,644,647,658,664,675],{},[29,638,639,640,643],{},"In GTM, click ",[32,641,642],{},"Preview"," and connect to the website URL.",[29,645,646],{},"Trigger the consent flow on the site (accept\u002Freject categories).",[29,648,649,650,653,654,657],{},"In Tag Assistant, verify consent signals (",[375,651,652],{},"default"," and ",[375,655,656],{},"update",") are present.",[29,659,660,661,663],{},"Verify the custom event ",[375,662,563],{}," appears when consent changes.",[29,665,666,667,670,671,674],{},"For each tag under test, confirm it is ",[32,668,669],{},"Fired"," or ",[32,672,673],{},"Blocked"," according to its configured consent requirement.",[29,676,677],{},"Publish only after expected behavior is confirmed.",[679,680,681],"blockquote",{},[14,682,683],{},"If you're unsure which consent type applies to a new tag, check with the team before publishing.",[363,685,687],{"id":686},"adding-new-third-party-tracking-tools","Adding new third-party tracking tools",[14,689,690],{},"To avoid compliance gaps, all third-party tracking scripts, pixels, and analytics tools must follow this process before being deployed.",[14,692,693,696,697,700],{},[32,694,695],{},"Rule: GTM is the single point of control.","\nNo tracking scripts should be added directly to HTML templates, ",[375,698,699],{},"\u003Chead>"," tags, layout files, or JavaScript bundles. GTM is the only approved deployment path for third-party tracking tools. This ensures every tool is subject to consent enforcement and can be audited or disabled without a code deployment.",[14,702,703,704,707],{},"This also applies to integrations available inside third-party platforms. For example, HubSpot offers a built-in pixel integration (under Marketing → Ads → Settings → Pixels) that can deploy scripts like the Meta Pixel directly through HubSpot's own script. ",[32,705,706],{},"Do not use this."," Pixels deployed through HubSpot fire outside of GTM's consent mode, making it impossible to enforce the correct consent type or audit them independently. Always deploy pixels through GTM instead.",[14,709,710],{},[32,711,712],{},"Before adding any new tool, answer these questions:",[397,714,715,721,727,739],{},[29,716,717,720],{},[32,718,719],{},"What data does it collect?"," Does it collect personal data (IP addresses, user IDs, behavioral data)?",[29,722,723,726],{},[32,724,725],{},"Does it set cookies?"," Check the tool's privacy policy or cookie documentation. If the answer is yes — or unclear — assume it requires user consent.",[29,728,729,732,733,735,736,738],{},[32,730,731],{},"What consent type applies?"," Use the table above to determine whether the tool requires ",[375,734,474],{},", ",[375,737,484],{},", or another consent type.",[29,740,741,744],{},[32,742,743],{},"Is it strictly necessary?"," Only tools that are essential for the site to function (e.g. security, authentication) may be exempt from consent — and these are rare. If in doubt, require consent.",[14,746,747],{},[32,748,749],{},"Checklist before publishing a new tag in GTM:",[26,751,752,755,760,767,775,778],{},[29,753,754],{},"Tag is deployed via GTM — not hardcoded in any template or layout file",[29,756,757,758],{},"Consent requirement is set in ",[32,759,413],{},[29,761,762,763,766],{},"Trigger type follows the guidance in the ",[37,764,765],{"href":420},"primary trigger selection"," section above",[29,768,769,771,772,774],{},[375,770,432],{}," is attached to consent-aware sitewide ",[375,773,530],{}," tags that should react immediately after consent changes",[29,776,777],{},"The tool and its consent category are documented in the table above in this handbook section",[29,779,780],{},"A team member with context on GDPR has reviewed the setup before the first publish",[679,782,783],{},[14,784,785],{},"Any new tracking tool that cannot be deployed through GTM (e.g. it requires a code-level integration) must be reviewed and approved before implementation. 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