Impact

With limited pre-existing brand presence across the region, Disruptors Co implemented a three tiered strategy to support Docebo’s Asia Pacific launch.

• Leveraging professional networks – building top of mind presence with industry learning professionals through an innovative personal brand building strategy targeting the Docebo team’s senior leadership team
• Leveraging partner networks
• Building top of mind preference through flagship event sponsorship, small events and webinars.

The challenge

The Learning Management Solution (LMS) landscape has significantly expanded over the last decade. But many of the “traditional” LMS platforms are built on legacy technology and are no longer fit for purpose for the modern enterprise. Arising out of the SaaS (software as a service) movement, Docebo has rapidly emerged as a disruptor to the LMS landscape, often going head-to-head with established software vendors like Cornerstone and SAP. 

With growing skills and learning demands emerging across Asia Pacific, Docebo established a local base in Australia with a view to servicing an existing client base while growing market share across the region. Because the go-to-market model for Docebo across Asia Pacific was partner-led, brand and product recognition was negligible.

Our challenge was to quickly build brand presence, activate the brand across Asia Pacific and generate marketing qualified leads for an already active business development team.

Innovating on purpose

Working with the senior leadership locally and with the global marketing team internationally, we workshopped key strategies and priority areas for activation, including:

• “Aircover” branded messaging –  High volume content sharing covering industry news and learning innovation messaging using the LinkedIn personal accounts of senior leaders and BDRs. This was supported by highly targeted LinkedIn ads focusing on key thematic pillars – upskilling / reskilling, learning personalisation, mobile learning and LMS customisation
• Personal brand building – Amplify the existing networks of senior leadership by consolidating their personal brands, amplifying their expertise through thought leadership and industry participation and generating top of mind recall through high rotation, algorithmic amplification across social networks like LinkedIn
• Partner amplification – We leveraged the existing partner reputation and networks, providing ready-made on-brand, on-message campaign content, structures, nurturing and targeting programs. These were then amplified through Docebo’s paid, owned and earned media channels 
•  Building top of mind preference – With a vision that “when a leader thinks of learning, they think of Docebo”, we established a live and virtual event program, incorporating flagship L&D TechFest event in Sydney, the CHRO series in Singapore, Malaysia, Thailand and Indonesia, virtual webinars and intimate, thought leadership experiences in each key market.

Over 1300 news and industry items were shared across the professional networks of the Docebo leadership and sales teams within 9 months. This included 25 longer form thought leadership newsletters and articles.

Two major campaigns were developed – a four week financial services targeted program for learning leaders and an 8 week, lead nurturing program for learning professionals and decision makers. These were run across 5 markets in Asia Pacific, staggered to support the event programs.

An award winning program

We developed four case studies and award submissions for the LearnX Awards. Docebo was awarded the Gold Winner for:

• Best Learning Management System
• Best Learning Experience Platform
• Best Learning Technology Innovation
• Best Mobile Learning App