Tray.io’s speed of innovation is astronomical. It’s a technically amazing product that turned an 8-week project into a week’s work and saved us $100,000 in development resources.
To help it maintain its phenomenal growth, DigitalOcean chose Salesforce as its customer relationship management platform. As the company rolled out Salesforce to its customer-facing teams, it began looking for a marketing automation tool that would work hand-in-hand with Salesforce. Marketo was selected by DigitalOcean in part because of the ability to integrate it with Salesforce.
David Dorman, Director of Growth and Demand Generation at DigitalOcean, had a vision for connecting the company’s customer data platform (Segment) with Marketo and then connecting Marketo with Salesforce for a streamlined, efficient workflow. “Connecting the systems and workflow would let us be smart about how we communicate with users,” says Dorman.
Because of the expense and amount of time it takes to develop a custom integration solution, Dorman knew that his team needed an automation tool that didn’t require developer resources. In fact, the DigitalOcean team already had what they thought would be the right tool for the job. However, as DigitalOcean prepared to deploy Marketo, it became clear that the original plan for integrating the systems was not going to work as the touted integration was not comprehensive enough, especially when it came to event segmentation. That’s when Dorman and his team turned to Tray.io.
While the team at DigitalOcean was skeptical at first, it quickly realized that the Tray Platform could do everything that DigitalOcean needed and more. From Tray.io’s deep expertise in Marketo to its ability to handle data from millions of events per day from Segment, the integration platform vendor was exactly what Dorman’s team was looking for.
With help from the Tray.io Customer Success Team, DigitalOcean mapped its workload, defined what it wanted to achieve, and solved its most pressing integration issue. The Tray Platform was able to integrate Segment and Marketo was in production in less than 30 days with no development resources required. “Tray’s Customer Success Team is fantastic,” says Dorman. “I can’t emphasize enough just how good the Tray folks are at what they do.
With the initial integration under its belt, DigitalOcean began what it views as phase II of its Tray journey. Explains Andy Hattemer, Senior Growth Marketing Manager and Tray user and evangelist at DigitalOcean, “We’re constantly finding new and interesting use cases for Tray within our organization. In terms of value from the platform, the only limit is in ideas about how to connect data to action, whereas before we were limited by technical capabilities or level of effort.”
Some of the additional use cases DigitalOcean has already implemented with Tray include:
DigitalOcean uses Tray to pull in data originating in its cloud platform and enrich the data with geolocation information. Tray then puts the enriched data into Segment, where it’s made available to other applications within DigitalOcean.
Tray pulls data on email and onboarding tests from Segment and summarizes the results before putting them into Slack.
Using Tray, DigitalOcean enriches Salesforce service cloud accounts with core data to provide a single source of truth for customer relationships. After starting small with one segment of accounts, DigitalOcean now enriches millions of accounts in Salesforce using Tray.
DigitalOcean uses Tray to connect Segment and GetFeedback, and then automatically send customer satisfaction surveys within an active user base of more than a half-million customers.
Tray creates Slack alerts based on form fills and status changes in Salesforce to create greater visibility into actions.
Tray is now a core part of the DigitalOcean marketing technology stack. “With Tray, we can update and integrate workflows and transform data without needing any engineering resources,” says Dorman. “Tray is the solution to workflow gaps that we wouldn’t have linked up before because of the effort.” Adds Hattemer, “Lower complexity things that we would have had to go to the engineering team for, we can now handle ourselves by adding or updating a workflow in Tray.”
For the DigitalOcean marketing team, the value that Tray brings extends beyond being able to take things into their own hands. “Tray gives us speed, agility, visibility, and cost savings,” says Dorman. “And better yet, it lets us be proactive with our marketing in a way that we couldn’t before. Tray has become a core part of our marketing infrastructure.”
Hattemer explains, “In the past, our marketing was more reactive and old school. We’d go and look for an audience, and send a wave of messages. Now, we have a Tray-powered workflow where prospects and customers are getting the right message at the right time as they interact with our platform and our marketing.”
Dorman says that Tray has opened his mind to how to make smarter use of his marketing technology stack. “We can look across the end-to-end stack and connect any of our tools to gain total control,” says Dorman. “This is the next wave of what a marketing stack will look like and Tray lets us fulfill that vision. We now have live-streamed marketing that lets us personalize messages and deliver them at just the right time.”
The company’s relentlessly innovative approach to the online travel agency (OTA) industry has led it to create numerous industry-leading products to empower travel companies to directly manage hotel rooms and rates, offer direct web-based booking, and share access to thousands of travel agents worldwide.
However, the company encountered technical challenges in building out a new billing system. Traditionally, the travel leader had used the payment processing solution Stripe in tandem with its company-wide customer relationship management (CRM) solution, Salesforce. However, to process payments and customer data in a timely manner, it needed to make use of a new system of record, HubSpot CRM...while keeping that new CRM’s data synced with the company’s institutional stack components of Salesforce and Stripe.
The travel leader found itself at a reckoning point: Either find an external solution to integrate its most important business applications and reliably transfer sensitive customer payment among them, or deploy a team of engineers for several months’ time to build out a working solution internally.
The company’s business team knew there had to be a better way to bridge this internal gap than to deploy valuable engineering resources, which would be better spent building out the company’s actual products.
The travel leader’s search led it to Tray.io’s General Automation Platform, which both seamlessly integrates business applications and also provides flexible automated workflow functionality to enable businesses to take full ownership of their most significant data.
“Tray.io’s speed of innovation is astronomical,” noted one team member. Once fully trained on the Tray.io’s platform’s drag-and-drop interface, which requires no coding experience to use, the team was able to start directly integrating HubSpot CRM to Salesforce and Stripe, creating an automated workflow that bi-directionally syncs the two CRMs.
The company’s automated workflows in the Tray platform now ferry the most important updated information from the new team to the rest of the company’s tech stack, incorporating payment processing records from the new business unit. The team has customized the bi-directional sync between HubSpot CRM and Salesforce with a variety of important business rules and exceptions unique to the company’s use case.
In addition, the travel leader has built additional workflows using Stripe and its CRMs to handle important payment processing issues such as new account creation and processing customer chargebacks.
“The Tray Platform is a technically amazing product that turned an 8-week project into a week’s work,” explains the company’s operations team. “It would otherwise have cost us $100,000 and required us to put a team of engineers on this project for several months.”
This integration has liberated the team from working within the confines of its original CRM, such that it can now freely use the tools it chooses to drive more innovation and more direct revenue from customers. “We may move [this program] back to Salesforce when we’re ready,” the team points out, “but not right now. We don’t need to.”
Now that the travel leader’s team members are regular users of the Tray platform, the company is finding new opportunities to improve additional processes internally. For instance, the team is looking into using the Tray Platform to empower account managers to accelerate customer issue resolution by integrating its project management tool Jira with Salesforce and its internal chat tool, Slack.
By connecting these systems, the team plans to automatically share status updates from project managers through Jira into both Salesforce as well as Slack to provide full and instantaneous visibility for account teams. “With Tray.io, we can also resolve a lot of ‘Wouldn’t It Be Nice If…’ issues. Logistical challenges that might have otherwise been on the back burner due to lack of engineering resources,” says one team member. “We can do what we need without organizational constraints, and be faster and more agile.”
The company also sees Tray.io’s General Automation Platform as being the key to unlocking the potential of event logic and product usage data from its customer database, housed in Amazon Redshift. “We also want to look at how Tray.io integrates into database systems like Redshift,” explains one team member. “For instance, we could use the Tray Platform to run Redshift queries to locate our top customers and their usage volume, then create a note in HubSpot CRM so that account managers can connect with them directly. When we start thinking about tools like our CRM as data sources, rather than Software-as-a-Service products, there’s a whole other level of automation we can get to.”