Case Study: GitHub boosts lead conversion and attribution with Tray.ai

GitHub boosts MQL conversion and saves hours per week with Tray.ai

GitHub, a leading software development platform with a community of over 36 million developers, faced a challenge with its marketing and sales operations. Its marketing automation platform and CRM lacked robust native integrations, preventing the enrichment and proper attribution of leads and causing a disjointed handoff to sales. To solve this without committing engineering resources, GitHub turned to the Tray Universal Automation Cloud from vendor Tray.ai.

Using Tray.ai, GitHub built automated workflows that integrated its entire tech stack. This solution pulled leads from multiple sources, enriched them with data, and flowed them directly to their marketing platform and CRM. The results included substantially higher conversion rates from prospects to marketing qualified leads (MQLs) and the elimination of hours of manual work per week. Tray.ai enabled these significant business impacts without requiring any development effort from GitHub's engineering team.

GitHub