How We Helped Docebo Create 41 Case Study Assets in 14 Months

Docebo’s sales team wanted more and more case studies—so many, the marketing team couldn’t keep up. 

That’s when they partnered with Case Study Buddy to scale their production more than they thought possible.

Docebo Achieved

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Case study assets completed or in production
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Different formats
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More assets to come
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Customers:
SaaS
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Docebo is a leading AI-powered learning solutions provider. Its multi-product learning suite helps enterprises around the world tackle any learning challenge and create a successful learning culture.

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Assets created:

  • Narrative written pieces
  • Snapshot written pieces
  • Audiograms
  • Video testimonials

Challenge

Meeting sales team demand for customer case studies

Docebo understood the power of customer success stories to persuade and convert prospective customers, which is why they wanted to arm their sales team with case studies that could speak to every type of customer and every type of pain point. 

Ian Brushenhan, Customer Marketing Specialist at Docebo, explains:

“Our salespeople wanted more and more case studies. They need to be able to tell prospects, ‘Hey, you’re like this customer. They had the same challenge. They partnered with us—and look at what we did with them,’” says Ian. 

Demand from the sales team for more case studies was so great, Docebo’s marketing team struggled to keep up. 

“We love our internal content team, but there’s not that many of us compared to how many stories we would love to do. Honestly, case studies kind of fell to the wayside,” says Ian. 

Satisfying demands for references

The sales team also needed case studies to satisfy the constant demand for references from prospective customers. 

“In the sales process, prospects often want references, and that’s a major ask of our customers,” says Ian. 

Case studies were an eloquent way for Docebo to satisfy those requests without burdening existing customers. 

Struggling with internal processes

Even though case studies were a high priority within the organization, finding processes that worked well for both the marketing team and Docebo customers proved challenging. 

“It was really tough to create a process that made sense for our organization while also making it easy for our customers to participate,” says Ian.

Need for a strategic partner

Consequently, the Docebo marketing team decided to partner with Case Study Buddy. They chose us not only because we could carry the load of case study creation and logistics but also play a strategic, collaborative role to get maximum ROI from every customer interview. 

“By partnering with Case Study Buddy, our strategy would be more intentional. We could pass it off to their team, versus me, sitting in the weeds, doing all of it, and getting lost in the story,” says Ian. 

“We love our internal content team, but there’s not that many of us compared to how many stories we would love to do. Honestly, case studies kind of fell to the wayside.”

Ian Brusenhan (Customer Marketing Specialist, Docebo)

Solution

Case Study Buddy turns customer success into marketing assets

We immediately got to work, collaborating with Ian and introducing her to our process. She was pleased to find it straightforward and consistent. 

“I love the hands-off experience that we get. I can identify a customer, fill out the brief, and send it off. We’re assured a really nice experience for our customer, and know it’s going to be the same process every single time. And at the end of the day, I know exactly the collateral that’s going to come back to me,” says Ian. 

The process made her feel confident that we would treat her customers with the highest level of care—and that she’d never lose control over the end product.

“I have full say over edits, so I can be sure that we, and our customers, are happy,” says Ian. 

Indeed, all the feedback she’s received from Docebo customers is positive. 

“The experience that Case Study Buddy gives our clients is aligned with the experience that Docebo would give to them,” says Ian. 

Ian also found that having Case Study Buddy interview her customers—as opposed to someone from her team—added value to the end product.

“Having a third party like Case Study Buddy interviewing our customers takes the pressure off the customer to say a certain thing or talk about a certain value prop. You can tell that what they’re saying is the truth and is how they actually feel,” says Ian. 

As we continued to work with Docebo, we collaborated more and more on strategy. For instance, we helped Docebo evolve from only telling customer success stories about their core product to telling more targeted stories that appeal to certain audiences. 

For example, we centered stories around specific features (e.g. Docebo Discover, Coach & Share), modules (e.g. Docebo Connect), and apps (e.g. Docebo E-Commerce app).

We also advised Docebo on the creation and deployment of new customer success story formats. As a result of these conversations, Docebo partnered with us to create audiograms, one-sheets, and video testimonials to derive even more value from every customer interview.

“I love the hands-off experience that we get. I can identify a customer, fill out the brief, and send it off. We’re assured a really nice experience for our customer, and know it’s going to be the same process every single time. And at the end of the day, I know exactly the collateral that’s going to come back to me.”

Ian Brushenhan (Customer Marketing Specialist, Docebo)

Results

41 case study assets created in 14 months

Docebo partnered with Case Study Buddy to produce 41 case study assets—in a variety of formats for different use cases—in just 14 months, helping to meet the non-stop demand of the sales team for customer success stories.

“Every time I internally market a new case study, I get Slack messages about how excited our internal team is to promote these case studies. The fact that Case Study Buddy can give us reusable content that we can pump out over and over again and doesn’t really age, is money in the bank,” says Ian.  

As Docebo rises to become one of the fastest growing and innovative learning technologies on the market, we’ve scaled right along with them: Docebo started with two Starter Buddy packages in 2021. Seven months later, they ordered 12 Starter Buddy, three Video Buddy, and two Full Funnel Buddy packages—for a total of 91 marketing assets.

Through our partnership, Docebo has trusted us with some of their most valued customers, including: 

  • La-Z-Boy
  • Acoustic
  • Wrike
  • PowerDMS
  • FintechOS
  • CloudBeds
  • Nord Anglia Education
  • Bethany Seniors
  • Smartly
  • United Nations Global Compact
  • Dekra
  • CO-OP Solutions
  • 2020Spaces
  • Into Film

Today, the Docebo marketing team has the bandwidth to focus on important work outside of creating case studies. 

They also have a strategic case study partner that puts them—and their customers—first. 

“Case Study Buddy puts on the sales hat, marketing hat, and customer advocacy hat for our entire organization and then delivers the final product. It’s really made my life a lot better,” says Ian.

“Every time I internally market a new case study, I get Slack messages about how excited our internal team is to promote these case studies. The fact that Case Study Buddy can give us reusable content that we can pump out over and over again, and it doesn’t really age, is money in the bank.”

Ian Brushenhan (Customer Marketing Specialist, Docebo)

Scale your marketing team with a strategic case study partner.

Unleash your marketing team to focus on other important work.

SaaS Industry Report

 

The State of SaaS Customer Success Stories in 2023

See what the top 50 SaaS companies are doing with their case studies and video testimonials. 

Get valuable takeaways you can use to level up your own marketing, applicable to any size or type of company. 

The State of SaaS Customer Success Stories 2023