Showcasing Value to Stakeholders: How Docebo Leverages Base to Drive Customer Engagement

In a recent session titled Showcasing Value to Stakeholders: Using Base to Measure Engagement and Drive Customer Programs, Lisa Kaspari, Customer Advocacy Analyst at Docebo, shared her team’s strategies for using Base, their customer advocacy platform, to measure customer engagement and drive customer-led growth. By integrating data-driven insights, Lisa demonstrated how to turn a customer advocacy program into a powerful engine for lifecycle marketing, allowing Docebo’s stakeholders to clearly see the value generated by customer advocacy.

The Starting Point: Fragmented Tools and Limited Visibility

Before integrating Base as a centralized advocacy platform, Docebo’s customer advocacy efforts faced challenges in visibility and scalability. Initially, advocacy metrics were tracked through spreadsheets and isolated systems, which restricted the program’s ability to display its true impact on customer growth and revenue. Lisa’s team of three needed a more cohesive approach that would not only centralize customer advocacy activities but also streamline data accessibility for internal stakeholders.

Leveraging Base to Measure and Drive Engagement

Lisa outlined several critical ways that Base, as an customer advocacy platform, helps Docebo capture essential engagement metrics, increase program participation, and clearly demonstrate the value of customer advocacy:

1. Centralized Tracking for Consistent Engagement Insights
   Base enables Docebo to track every advocacy activity in a single, centralized system, creating a cohesive view of customer interactions across multiple touchpoints. With Base, Lisa’s team can access engagement data in real-time, making it easier to keep stakeholders informed with up-to-date metrics. This level of centralization empowers lifecycle marketing by providing insights into each phase of the customer journey.
2. Targeted Engagement Through Data Segmentation
   Docebo’s customer advocacy program uses data segmentation in Base to customize opportunities based on advocate preferences, such as reference requests, speaking engagements, or product reviews. This segmentation allows the team to present targeted, relevant opportunities to their advocates and deliver value across different stages of the customer lifecycle. With this data-backed approach, Docebo can fulfill stakeholder requests efficiently, without requiring frequent reliance on Customer Success Managers (CSMs) or Account Managers (AMs) for customer referrals.
3. Real-Time Data and Transparency for Stakeholders
   Real-time data access within Base has transformed how Lisa’s team communicates program outcomes to leadership. Rather than relying on static spreadsheets, Base provides continuously updated metrics, aligning the customer marketing program with company goals in a dynamic, quantifiable way. This transparency enables stakeholders to access credible insights into customer advocacy, empowering them to understand the true impact of Docebo’s advocacy efforts.

Demonstrating Program Impact: Insights and Outcomes

By leveraging Base to capture and analyze data, Docebo’s customer advocacy program effectively demonstrates its impact on the business:

1. Linking Customer Advocacy to Sales Pipeline Impact
   Tracking the timing and frequency of reference requests, Lisa’s team showcases the direct contributions of customer advocacy to the sales pipeline. By analyzing how these references accelerate the deal cycle, Docebo provides stakeholders with clear data on the program’s influence over pipeline velocity and revenue growth—key factors in supporting customer-led growth.
2. Quantifying Engagement and Growth Metrics
   Docebo’s advocacy program has seen a 70% month-over-month engagement rate and exceeded target metrics with 170% of registered advocates. Additionally, Base reports a 79% increase in champion enrollment and a 55% growth in the reference pool, all contributing to a data-supported narrative that highlights the program’s value. This robust reporting validates the program’s role in lifecycle marketing, showing that customer advocacy efforts not only increase engagement but also drive measurable growth.
3. Closing the Loop with Advocates for Sustained Engagement
   Lisa emphasized the importance of acknowledging advocates’ contributions by sharing the revenue or pipeline they influenced. Using Base, Docebo can “close the loop” by reporting back on these achievements to advocates, building loyalty and fostering ongoing engagement. This reinforcement enhances the program’s customer-led growth strategy, encouraging advocates to remain active contributors within the customer advocacy program.

Best Practices for Advocacy Teams Using Base

Based on her experience, Lisa shared key recommendations for other advocacy practitioners who aim to showcase value and enhance customer marketing impact:

• Prioritize Real-Time Data for Stakeholder Visibility: Use Base or a similar advocacy platform to deliver real-time insights that present stakeholders with accurate, timely engagement metrics.
• Align Customer Advocacy with Sales Goals: Show how the advocacy program supports revenue generation through reference requests, upsell opportunities, or pipeline velocity improvements.
• Foster Cross-Departmental Collaboration: Streamline cross-functional requests, making it easier for sales and customer success teams to share and access advocacy insights without interrupting their workflows.

Final Thoughts: Building Advocacy into Lifecycle Marketing

By using Base as an advocacy platform, Docebo has positioned its customer advocacy program as a strategic component of lifecycle marketing. This approach not only showcases value to stakeholders but also drives sustainable customer-led growth. Through data segmentation, real-time reporting, and closed-loop recognition, Docebo’s advocacy program continues to build a loyal base of engaged champions who play a pivotal role in the company’s growth trajectory.