Demandbase Automates High-Impact Campaign Experiences with Tray.io to Increase Customer Lifetime Value

By MTS Staff Writer On Aug 25, 2020

Tray.io, whose General Automation Platform enables citizen automators in any business role to build enterprise-class integrations and automation themselves in a low-code environment, today announced that Demandbase, the leader in account-based marketing (ABM), is leveraging the Tray Platform to nurture and qualify more high-value customers. The Tray Platform’s flexibility and ease-of-use help Demandbase empower marketers to complete its series of industry-leading online ABM certification courses.

The ABM leader had already observed that customers that complete its training have 2.6x higher customer lifetime value (CLV) and are 12% more likely to renew. Using the Tray Platform to automatically track and engage with customers across their educational journey has resulted in a 38% increase in certification completions.

Demandbase provides comprehensive training on the industry’s best practices and strategies. To better engage with customers, Demandbase had been manually exporting, formatting, and uploading customer data from its learning management systems (LMS) to its marketing automation platform (MAP). However, the process resulted in severe bottlenecks and required additional time to complete. Demandbase selected Tray.io’s user-friendly, low-code General Automation Platform to automate the business-critical process of follow-up and nurture. As a result, the ABM leader reported a 107% return on investment (ROI) in saved hours of manual work, which the company reinvested into providing an even better customer experience.

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“The Tray Platform hits the sweet spot of enterprise-grade functionality and ease-of-use,” said John Dering, senior director of ABM technology and strategy, Demandbase. “Demandbase used the Tray Platform to bridge the gap between high-value customers and the means to engage them. Eventually, beginners become experts, and the better educated our customers are on effective ABM strategies, the easier it is to help them using Demandbase. Investing in our educational program is ultimately an investment in our bottom line, so we want to empower as many marketers as possible to become certified.”

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Demandbase needed a powerful, low-code solution that could quickly and easily build API integrations between Docebo, Pardot, and Salesforce, without the need for IT support. By using the Tray Platform’s robust connectors, Demandbase can easily integrate its martech stack to automatically identify qualified customers from its certification program for additional nurture to drive higher CLV. Additionally, Tray.io’s strict compliance and data governance policies align with Demandbase’s rigorous standards for customer data security and privacy.

“Demandbase and its customers understand that marketers in today’s economy need to achieve more results with fewer resources,” said Rich Waldron, CEO and co-founder of Tray.io. “By harnessing the power of automation, Demandbase drives business growth while making its outstanding ABM certification program even more efficient. We are excited to continue to provide solutions that drive revenue growth for Demandbase while enhancing the experience and training of the next generation of ABM experts.”

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