How Metadata Helped Docebo Scale Paid Social, Triple Output, and Generate Revenue With a One Person Team
Overview
Docebo is the world’s most powerful learning platform, built for the business of learning. Docebo helps organizations around the world deliver scalable, personalized learning to customers, partners, and employees, driving productivity, engagement, revenue, and growth.
THE CHALLENGE
When Tagg Bozied, Senior Manager of Paid Social joined Docebo, he stepped into a brand new role. He was the first paid social manager the company had ever hired. Before him, the company had never seriously invested in paid social. There was no established playbook and no infrastructure.
Even worse, Docebo was moving fully upmarket and needed sophisticated segmentation, personalization and high velocity multivariate testing. But Tagg inherited tools that created friction instead of clarity.
Their previous system, 6sense, felt unintuitive. Tagg felt misunderstood by customer success reps who did not understand the daily realities of paid social or the speed at which his team needed to operate.
Tagg says, “it was slow, manual and painful. And the people supporting the tool did not understand my needs. Metadata was built by marketers for marketers, and that difference was obvious immediately.”
Before Metadata, the challenges were clear:
- Campaign builds were slow and repetitive
- Reporting was manual and unreliable
- Segmentation was limited
- Testing velocity was too slow to influence messaging strategy
- Scaling programs would require three or four additional hires
- Paid social could not support Docebo’s pipeline or revenue ambitions
Docebo needed to move faster.
They needed to operate smarter.
They needed a tool that amplified one person into an entire team.
THE SOLUTION
Docebo partnered with Metadata to rebuild their paid social engine around speed, intelligence and precision.
Metadata transformed the entire operating model:
- 70% reduction in campaign setup time
- Campaigns built in minutes instead of hours
- Reporting consolidated into a single homescreen with full funnel transparency
- Multivariate testing at scale
- CRM integration that proved true revenue impact
- Audience targeting that reduced waste and improved conversion rates
“Metadata lets me ship faster. It lets me deliver insights to our messaging team, our nurture programs and our sellers. It has become a focus group for everything we say externally.” — Tagg, Senior Manager of Paid Social, Docebo
The gains were immediate and compounding.
Tagg was able to:
- Scale message testing across new buyer personas
- Build programs that shape Docebo’s narrative
- Deliver intelligence to sales and marketing teams in real time
- Operate as a one person engine instead of a four person team
- Produce more segmentation, more creative, more campaigns and more targeting than any tool they had tried before
Metadata replaced multiple tools and eliminated the need for 3 FTEs.
It became the foundation for Docebo’s demand engine.
THE RESULTS
Metadata delivered the speed, scale and revenue impact Docebo needed to support rapid upmarket growth.
Operational Impact
- 750 campaigns launched in year one
- 3x more than the previous year
- 1 person operating at the scale of 4
- 70% faster campaign builds
- 25% of the time previously required for manual execution
Financial Impact
- $150,000 saved annually in avoided headcount
- $400,000 in wasted spend eliminated through tighter audiences
- $350,000 saved through efficiency gains across tools and processes
Total savings: approximately $900,000
Pipeline and Revenue
- LinkedIn ads influence eighty percent of pipeline
- Docebo improved new logo growth and ACV increased from the low 30’s to the high 50’s over two years
- For every dollar spent, Metadata helped deliver $35 dollars in pipeline and $4 dollars in revenue
Performance
- More personalized ads, more accurate segmentation and dramatically improved engagement
- Higher lead volume and higher demo volume
- Brand search impressions grew twenty to thirty percent period over period
Strategic Impact
- Metadata became a cross functional intelligence engine
- Insights informed messaging, content and outbound
- Marketing and sales became fully aligned on the prospects showing intent
“We have never had this level of transparency. Metadata gives us a full funnel view we have never seen in advertising programs before. They’re the reason we can run lean, stay efficient and still deliver record pipeline. I can prove exactly what advertising contributes to the business. It has completely changed how we operate.”
