GitBook is hiring its first field marketer because events have "no consistent follow-up motion" and no way to say which ones created pipeline. The event pages show why: the conference pages say "Stop by for a demo" but give no booth number, no meeting slot and no form, and the London meetup sends people to Meetup.com. An engineering leader who wants to talk before the show has no way to tell GitBook, so the team learns who came only from badge scans, and only from the people who walked past the booth.
First action
Add a scheduler and booth details to the next conference page.
How to measure it
Pre-booked meetings per Tier 1 event
- Now
- –
- Target
- 25
- By
- 2 quarters
Steps
Pick the scheduler
A HubSpot meetings link per event, routed to the staff attending.
Global Field Marketing Manager 1 day
Build the template
Booth or venue, slots, slides-and-recording field, one docs question.
Web designer 2 days
Tag the source
Every booking lands in HubSpot with the event campaign.
Marketing operations 1 day
Brief AEs
Target accounts get a personal invite to the same scheduler.
Account Executive 2 weeks before
Own the meetup sign-ups
Keep the Meetup link but add a GitBook "tell us you are coming" form.
Global Field Marketing Manager 1 day
Swap to recap
After the event: recording, slides and a follow-up offer.
Global Field Marketing Manager 2 days after
Report
Booked meetings, held meetings and opportunities per event.
Data & Insights per event
Why it works
Give every conference and meetup page the same block: booth or venue details, a "book 20 minutes with the team" scheduler with slots across the event days, an optional "send me the slides and recording" field, and a short "what are you working on in docs?" question. Push each booking into HubSpot with the event as campaign source, and give AEs the list two weeks before the show so they can invite target accounts to the same scheduler. After the event, the page swaps to a recap with the recording and a follow-up offer.
Pre-booked meetings are the most reliable pipeline an event produces, and a booking tied to an event campaign is exactly the "event-sourced pipeline" the role is measured on. It costs one page template and works at every event in the calendar.
Ready to use
ChecklistEvent page template
[ ] Booth number or venue and times [ ] "Book 20 minutes" scheduler for the event days [ ] "Send me the slides and recording" field [ ] One question: what are you working on in docs? [ ] HubSpot campaign set as the source [ ] AE invite email using the same link [ ] After the event: recap, recording, follow-up offer
Risks and how to handle them
Few bookings at small shows
Use the template only for Tier 1 and 2 events.
No-shows
Send a reminder the morning of the slot.
Evidence
- Your websiteEvent pages (checked October 23, 2026): the GitHub Universe and LavaCon conference pages say "Stop by for a demo, to grab some swag, or just to say hi!" but give no booth number, no meeting booking and no form; the Write the Docs London meetup page sends visitors to "Register here" on Meetup.com; the "More events" block on the conference page still lists Write the Docs Berlin (September 7) and ProductCon (October 7) with no recap, slides or recording.Source
- HiringGlobal Field Marketing Manager (remote Europe, posted September 15, 2026), "a new function at GitBook": "Today our event activity is opportunistic: a booth here, a sponsored dinner there, a webinar when someone has time. There's no tiering model, no consistent follow-up motion, and no reliable way to say which events created the (right) pipeline." Buyers are "engineering leaders, platform teams, and developer experience owners, people who don't answer cold emails but do show up at conferences, dinners, hackathons, and community meetups." First 90 days: "a tiered event calendar for the next four quarters, a working measurement model in our CRM, and a follow-up motion Sales has actually agreed to"; then "event-sourced and event-influenced pipeline, cost per opportunity by tier, target-account penetration at Tier 1 events, and speed of follow-up".Source
- Your websiteEnterprise page contact form: full name, work email, company size (1-10 to 1k+), "How did you hear about us?", "How can we help?"; "You can also email us at [email protected]".Source
- HiringGitBook's description in every job post: "Close to 40,000 sign-ups per month, over 100k Monthly Active Users, used by 2M+ people and thousands of teams like Zoom, FedEx, Nvidia, Snyk, and Google. We're profitable, backed by P9 Capital, Notion Capital, and Fly VC", with a team "spread across 15 countries". The field marketing post adds: "Our enterprise motion is growing".Source