Writers are inherently nosy curious. Here at Process Street, we are no different. So when I was given the opportunity to check out GitLab’s marketing playbook, I jumped at it.

GitLab itself is an interesting company. Remote-first and open source, GitLab’s evolution comes not only from its own development teams, but also contributions from a large community of contributors and users. Plus it promotes total transparency; all of GitLab’s documentation is freely accessible on its website. Like I said, interesting place.

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Guest contribution by Maja Kowalska, head of content marketing at Benhauer, where she managed SALESmanago and APPmanago content.

Marketing problems killing campaign performance rarely start in the ad account. They start in the process around marketing campaigns: who owns the customer context, which KPI decides success, and how the handoff gets from marketing to sales.

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This is a guest post from Emil Kristensen, CMO and co-founder of Sleeknote: a company that helps e-commerce brands engage their site visitors, without hurting the user experience.

Personalized marketing means using what you know about a customer, their role, source, behavior, stage, and intent, to make the next message or experience more useful. For SaaS teams, that matters because the sale is not a one-time event. It is a lifecycle of signup, activation, adoption, expansion, renewal, and support.

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AI now runs the marketing stack. The tools that mattered in 2023 are not the same ones earning results today. Agents draft campaigns, optimize creative in real time, and automate entire workflows that used to require full teams. The shift is not incremental; it is structural.

This guide covers 10 AI marketing tools that are delivering measurable value right now, from Process Street’s workflow automation to AI-native platforms for SEO, video, voice, and visual design. Each tool earned its place by solving a real marketing problem better than the alternatives. If you are building or running a marketing operation, these are the tools worth evaluating.

• Process Street: Best for marketing workflow automation
• Canva AI: Best for visual content creation
• Optimove: Best for customer data and campaign intelligence
• Surfer SEO: Best for AI-powered content optimization
• Opus Clip: Best for short-form video creation
• ElevenLabs: Best for AI voice and audio production
• Jasper: Best for AI marketing copy at scale
• GetGenie: Best for WordPress content optimization
• Graphite Note: Best for predictive marketing analytics
• Capsule: Best for branded video editing

Mobile keyword ranking is the practice of tracking where an app appears for the searches people run in the Apple App Store and Google Play. It connects ASO keyword research, app-store listing quality, competitor monitoring, and paid search into one operating rhythm.

The app market is still crowded, but the work has changed. App Annie became data.ai in 2022, then Sensor Tower acquired data.ai in 2024. Apple Ads now gives keyword recommendations, search popularity, estimated installs, spend, average CPA, and impression-share signals. That means mobile keyword ranking is no longer just a list of keywords. It is a repeatable workflow for choosing, validating, defending, and improving app-store demand across organic ASO and paid search strategies.

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Email marketing templates give your team a repeatable way to plan, write, send, measure, and improve campaigns without starting from a blank page every time. The right template is not only copy. It is the workflow behind the email: who owns the audience, who approves the message, when the campaign launches, and how results are reviewed.

Email remains one of the highest-ROI marketing channels. Litmus reports that email averages $36 back for every $1 spent, but that return only shows up when teams run the process consistently.

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Landing page best practices are the conversion rules that keep a page focused on one visitor, one promise, and one action.

This guide covers 15 practical ways to improve landing page conversion rates, from CTA clarity and social proof to forms, page speed, message match, and testing.

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Blog posts look simple from the outside. Behind every useful post is a repeatable process for choosing the right idea, researching intent, drafting clearly, editing hard, publishing cleanly, promoting the finished piece, and refreshing it before it decays.

These 12 checklists for bloggers help you implement content marketing best practices across that full lifecycle. Use them as a blog post checklist library for research, SEO, images, pre-publish QA, peer review, approvals, promotion, content distribution, and updating old posts.

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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker, 19th-century marketing pioneer, understood the measurement problem sales teams still face.

Fortunately, advancements in technology now give you the tools to determine what is working within your sales processes and why. These 11 game-changing sales metrics help you calculate performance, identify weaknesses, and turn metric data into action.

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You have probably read a hundred CTA breakdowns that stop at “the button is red, which makes it stand out.” Useful, but it leaves the harder questions on the table. Why is the call to action where it is? Why is it that shape? What is the CTA actually trying to do, and how does the page behind it set that up?

This post takes apart 12 calls to action in detail. No one-line summaries. For each one you will see the design choice, the strategy behind it, and the lesson you can carry into your own CTAs, whether you are designing a SaaS landing page, a popup, an email button, or a sign in a physical store. CTAs now also have to read clearly to AI summary boxes and agent-driven product UIs, so the same design fundamentals pay off in even more places.

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