Key Impacts
- Enhanced sales and marketing alignment.
- Improved identification and engagement of high-value accounts.
- Efficient reporting and audience segmentation.
- Increased capability to run targeted campaigns.
Challenge
Docebo needed a more efficient way to identify high-intent accounts and align its marketing efforts with sales activities. The existing tools lacked the granular filtering capabilities and chronological presentation of engagement activities required to optimize their processes.
Approach
Docebo adopted Metadata’s Spotlight to address these challenges. Spotlight’s robust filtering options and comprehensive chronological timeline allowed Docebo to gain deeper insights into account-level data and streamline its marketing and sales alignment.
How Docebo Segments Their Audiences Using Spotlight
Docebo leverages Spotlight to create highly specific audience segments. For instance, they filter accounts that have visited their website multiple times within a week but haven’t had any sales interaction in the last 30 days. This granular segmentation enables Docebo to identify and target high-value accounts effectively.
Docebo uses several key audience segments:
- Net New: Accounts not listed in their CRM but have engaged with the brand.
- Create Intent: Accounts in the CRM without high-intent page views.
- Create Opportunities: Accounts in the CRM with high-intent page views.
- Open Opportunities: Accounts with medium-plus engagement scores, assisting sales in accelerating the pipeline.
- Pipeline Hot: Accounts with open opportunities and medium plus engagement scores.
- Pipeline Cold: Accounts with neutral or cooling engagement scores, targeted to warm up the pipeline.
Impacts
Since integrating Spotlight, Docebo has experienced significant improvements:
- Enhanced Workflow Efficiency: Tagg Bozeid, Senior Manager of Paid Social at Docebo, reports that Spotlight has become an indispensable part of his weekly workflow. It allows for quick access to valuable information, helping make informed business decisions.
- Better Sales and Marketing Alignment: The chronological timeline feature of Spotlight enables seamless communication between marketing and sales teams, fostering a unified approach to account management.
- Increased Campaign Effectiveness: The ability to create and filter custom audience lists has expanded Docebo’s capacity to run targeted campaigns, improving overall campaign performance.
- Real-time Insights: Marketing and sales teams can now access real-time data on account activities, providing a comprehensive understanding of account journeys and enhancing decision-making processes.
