Case Study: Demandbase boosts certification completion and customer value with Tray.ai

Demandbase improves customer relationships by automating high-impact campaign experiences

Demandbase, a leader in account-based marketing, wanted to improve completion of its ABM certification courses and better engage customers who dropped off before finishing. The company was spending too much time manually exporting course registration and completion data from its LMS and moving it into its marketing automation platform, making it difficult to identify and nurture students who needed follow-up.

Using the Tray Platform from Tray.ai, Demandbase automated integrations between Docebo, Pardot, and Salesforce to sync training data in real time and trigger personalized nurture campaigns for incomplete enrollees. With Tray.ai, Demandbase increased customer training completion rates by 38% and generated a 107% ROI by saving hours of manual work, while also helping certified customers achieve higher retention and 2.6x higher CLV.

Demandbase

John Dering

Senior Director of ABM Technology and Strategy