From category challenger to category creator: API-first automation PR
Tray.ai is a leading workflow automation scale-up, helping enterprises orchestrate processes across thousands of SaaS apps with its low-code platform. Positioned at the intersection of iPaaS and enterprise automation, Tray wanted to move beyond being seen as “just another iPaaS player” to being recognized as the category creator of API-first automation.
Challenge
While Tray had strong momentum in the UK, US coverage lagged. The company needed to strengthen relationships with Tier-1 US journalists, elevate its narrative in a crowded automation market, and showcase customer success stories at scale.
Waters Strategy
Developed a category-defining narrative around “API-first automation” to differentiate Tray from traditional iPaaS vendors.
Balanced PR efforts across the UK and US, ensuring consistent Tier-1 journalist engagement in both markets.
Executed launch campaigns for major product releases, tying automation outcomes directly to enterprise pain points.
Positioned Tray executives as thought leaders on the future of low-code and enterprise automation.
Impact
Regular
coverage in Forbes, CIO Magazine, Silicon Angle.
Strengthened
relationships with key US tech and business journalists.
Recognized
as the category leader for API-first automation, moving beyond “challenger” status.