Michelle Vaughan

Senior Director of Demand Generation, New Relic

Supernova Award Category: 

Digital Marketing and Sales Effectiveness

The Organization: 

New Relic is a leading software analytics platform that provides up-to-the-minute insights to empower software companies to innovate faster. Its cloud-based platform gives developers, engineers, operations, and management clear visibility into what’s happening in today’s software environments in order to solve problems faster, build high-performing DevOps teams, and deliver delightful customer experiences.

New Relic services enterprises and SMB to mid-market accounts. More than 50% of the Fortune 500 rely on New Relic to help solve their business challenges.

The Problem: 

New Relic needed to deploy its customer-facing resources to its highest-value accounts while still providing excellent user experience for more than 100,000 SMB to mid-market customers composed of a wide variety of users: product managers, front-end and back-end engineers, executives, and many others.

The company needed to message to different customer lifecycle stages across the customer journey, from pre-sales all the way to post-sales support. The team realized it needed deep personalization across two different categories – customer personas and lifecycle stages – and realized this type of messaging strategy would be beneficial across all customer accounts regardless of account size.

The Solution: 

New Relic uses the customer data platform, Segment, to capture customer behavior and usage patterns and Salesforce to record major account changes. However, transforming this data into personalized messaging at scale through the chat platform, Intercom, and traditional email was simply too big a job to accomplish manually. 

Tray.io’s General Automation Platform was selected by New Relic to automatically integrate customer data from Segment and account data from Salesforce into a centralized data warehouse, Redshift, pulling data from a Google Sheet and layering its analytics solution, Sisense (formerly known as Periscope Data), on top. The workflow also integrated data on the back-end, which provided personalized messaging delivered via the Intercom platform.

The Results: 

After implementing Tray.io’s General Automation Platform, New Relic successfully transformed its customer data into personalized messaging. New Relic doubled its personalized message open rates and reported a 600% increase in click-through rates. Additionally, the company was able to better segment its customers to ensure priority customer support for high-value accounts, while still ensuring smaller accounts received an outstanding customer service experience.

By leveraging Tray.io’s General Automation Platform, New Relic was able to take action on customer data, derive even more value from strategic accounts, and use the data to create actionable insights that drove more revenue and growth across all customer segments.


After deploying the Tray Platform, New Relic:

  • Successfully delivered hyper-personalized messaging for hundreds of thousands of customers across multiple personas and lifecycle stages;
  • Significantly increased user engagement with 2x open rates and 6x click-through rates of personalized messages;
  • Utilized product usage-based insights to drive more revenue through churn prevention and strategic account growth of satisfied customers;
  • Intelligently segmented its customer base to ensure priority for its highest-value enterprise accounts while also maintaining a world-class self-service experience for smaller accounts.
The Technology: 

New Relic deployed Tray.io’s low-code General Automation Tray Platform to integrate a number of its existing software solutions, including Segment, Intercom, Salesforce, Periscope Data, Google Sheets, and Redshift. Tray.io offers an easy-to-use, flexible platform that is able to integrate New Relic’s entire tech stack and automate manual business processes, driving higher customer engagement and business revenue while providing world-class customer service across all accounts.

Disruptive Factor: 

New Relic is trusted by more than half of the Fortune 100 as well as SMBs to mid-size businesses to help them build, iterate, and deploy faster and more effectively. With such a wide range of clients that varied in size and business personas, New Relic needed to provide personalized, multi-channel messages at scale to more than 100,000 customers – a daunting task to undertake manually. In addition, the company needed to make the most of its customer success team’s limited availability to ensure that high-value accounts received white-glove treatment, while smaller accounts still received a world-class support experience that kept them engaged and enabled.

The Tray.io General Automation Platform successfully grew New Relic’s multi-stage engagement with personalization at scale by integrating Segment, Salesforce, Redshift, Periscope Data, and Intercom. New Relic was able to drive revenue and prevent customer churn by leveraging the integrations to find actionable insights.

The Tray Platform changed the game for New Relic by allowing the company to significantly increase customer engagement at scale to drive higher retention within all segments, including its valuable enterprise customers. The company accomplished its goal by driving multi-tiered personalization at scale across the customer lifecycle for both customers of differing personas and customers in different lifecycle stages.

Shining Moment: 

New Relic is proud of cultivating a culture and a team that embraces innovation to solve challenges and improve the customer experience. New Relic continues to search for improvements that best position its customers to adapt to future market changes, including incorporating automation into its strategy and operations to deliver value at scale.

About New Relic

New Relic is the industry’s largest and most comprehensive cloud-based observability platform built to help customers create more perfect software. The world’s best software and DevOps teams rely on New Relic to move faster, make better decisions and create best-in-class digital experiences. More than 50% of the Fortune 100 trust New Relic to make the world’s software run.