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

GitHub syncs customer data at scale to grow engagement and build robust marketing attribution

GitHub, the world’s leading software development platform, needed a better way to manage thousands of leads from website activity, events, and campaigns while preserving marketing attribution. Its marketing automation platform and CRM lacked robust native integrations, making it difficult to enrich incomplete leads and follow up quickly without relying on manual work or valuable development resources. Tray.ai’s Tray Platform was brought in to help solve this challenge.

With Tray.ai, GitHub built automated workflows to integrate lead sources, enrich thousands of leads, and flow the data into its marketing platform and CRM for follow-up and reporting. The result was fewer manual hours spent on lead management, faster campaign execution, and improved top-funnel inquiry-to-MQL conversion rates. GitHub says Tray.ai helped significantly improve conversion rates while freeing devs to focus on building better products.

GitHub

Amandeep Sandhu

Senior Director of Marketing