Docebo

🔁 Multi-Channel Growth Strategy & Opportunity Creation

To scale opportunity generation across both PLG and enterprise segments, a full-spectrum growth and customer acquisition strategy was developed—blending paid media, organic acquisition, enriched lead scoring, and intent-based targeting.

Key components included:

• Implementation of first-party data enrichment for lead qualification
• Intent-based targeting layered into outbound and paid programs
• Cross-functional coordination between product marketing, growth, and sales teams

Result: A 37% year-over-year increase in marketing-sourced opportunities, with improved lead quality and conversion performance.

🧩 Enterprise ABM: Targeting the Top 100 Accounts

Account-based marketing was scaled through 1:1 programs targeting the top 100 enterprise accounts—aligning content, channels, and sales plays to the needs of each strategic account.

This included:

• Custom microsites built using a Learning Management System (LMS) framework
• Sales collaboration on account selection, personalization, and outbound orchestration
• Multi-threaded engagement across email, paid social, and executive channels

Outcome: Larger enterprise deal sizes and shorter sales cycles, as high-intent accounts moved through the funnel more quickly with personalized support.

💰 Pipeline Coverage Lift Through Smarter Budget Allocation

Pipeline forecasting revealed a gap in coverage across key segments and verticals. A program-level budget reallocation plan was implemented to direct investment toward higher-yield channels and conversion-ready audiences.

• Identified underperforming segments and programs through cohort analysis
• Shifted investment from vanity metric-heavy campaigns to opportunity-focused tactics
• Rebalanced channel mix to prioritize buyer stage progression

Result: A 117% increase in pipeline coverage while maintaining CAC efficiency.

🌐 Web Experience Redesign

To support new product positioning and improve the digital conversion path, the web experience was fully redesigned across key pages and user journeys.

Focus areas included:

• Clearer navigation and product hierarchy reflecting a multi-product platform
• Mobile optimization to align with product UX and app experience
• Integration of PQL conversion flows into the site structure

The redesign modernized the brand’s digital footprint while materially improving demo conversion and engagement.

🧪 Product-Led Growth (PLG) Motion With PQLs

A new product-qualified lead (PQL) strategy was launched to accelerate free-to-paid upgrades—particularly across new product lines and user cohorts.

Execution included:

• Behavioral tracking and user scoring based on in-app activity
• Targeted lifecycle campaigns and on-site messaging for upgrade triggers
• Unified handoff between growth marketing, lifecycle, and sales

This motion enabled high-efficiency revenue growth from activated users and increased conversion from freemium into enterprise usage.

🚀 Launching the New Platform: Demand Gen at Scale

To coincide with a multi-product platform expansion and rebrand, the team launched a multi-channel demand generation campaign with broad reach and precision targeting.

Tactics included:

• Product marketing collaboration to align messaging across products
• Paid media, SEO, and outbound orchestration timed to product readiness
• Educational campaigns across owned and partner channels

This campaign served as the backbone for a go-to-market launch, driving traffic, awareness, and direct pipeline across both PLG and sales-assisted paths.

‍