The Challenge
Mastra, a developer-focused technology company, faced a critical challenge in identifying and engaging with their ideal customer profile in an increasingly crowded developer tools market. The company needed to track how developers were interacting with their product across multiple touchpoints—from documentation views and GitHub activity to CLI commands and package installations—but lacked a unified system to capture, analyse, and report on these engagement signals. Simultaneously, their outbound sales efforts were hampered by manual processes for identifying qualified prospects on LinkedIn. Without automated social listening capabilities, the team struggled to identify developers and engineering leaders engaging with relevant content about AI agents, TypeScript frameworks, and similar technologies. The absence of real-time enrichment workflows meant sales teams couldn't quickly validate prospect fit or access verified contact information, resulting in missed opportunities and inefficient outreach. The company required a comprehensive automation infrastructure that could simultaneously monitor internal product metrics and capture external market signals, all whilst operating on their self-hosted n8n server to maintain data control and security. This dual challenge—internal analytics reporting and external prospect identification—demanded a sophisticated, multi-workflow solution that could operate autonomously and deliver actionable intelligence to both product and sales teams.
Project Objectives
The engagement was structured around four distinct automation objectives designed to transform Mastra's data intelligence capabilities. The primary objective centred on establishing automated weekly reporting of developer activity metrics from Reo.dev, enabling the team to track documentation engagement, GitHub interactions, CLI usage, code deployments, and package installations, with all data visualised in branded Slack reports. The second objective focused on implementing influencer monitoring capabilities through Trigify webhooks, capturing engagement from TypeScript and AI agent thought leaders and routing qualified prospects into enrichment workflows. The third objective required building sophisticated ICP matching logic that could automatically qualify prospects based on job titles—VP of Engineering, Head of Engineering, AI Engineer, CTO, and Founder roles—whilst incorporating OpenAI assessment to determine content relevance to Mastra's business. The fourth objective encompassed social listening automation for keyword-based prospect discovery, with comprehensive enrichment delivering LinkedIn profile URLs, verified email addresses, contact locations, company names, headquarters locations, company sizes, funding stages, and company URLs, all de-duplicated and stored in Airtable for immediate sales team access.
- Establish automated weekly reporting of developer activity metrics from Reo.dev, tracking documentation engagement, GitHub interactions, CLI usage, code deployments, and package installations with branded Slack visualization
- Implement influencer monitoring capabilities through Trigify webhooks to capture engagement from TypeScript and AI agent thought leaders and route qualified prospects into enrichment workflows
- Build sophisticated ICP matching logic to automatically qualify prospects based on engineering leadership job titles (VP of Engineering, Head of Engineering, AI Engineer, CTO, Founder) with OpenAI-powered content relevance assessment
- Deploy social listening automation for keyword-based prospect discovery with comprehensive enrichment including LinkedIn profiles, verified emails, contact locations, company intelligence, funding stages, and company URLs
- Ensure complete de-duplication across all data sources and consolidate enriched leads in Airtable for unified sales team access
- Deliver enterprise-grade functionality whilst maintaining complete data sovereignty on self-hosted n8n infrastructure
- Enable shift from reactive manual prospect research to proactive automated lead identification and qualification
Our Approach
Our implementation strategy prioritised building a robust, self-hosted automation infrastructure across four interconnected workflow systems. For the analytics challenge, we developed the "Reo.dev Metrics & Slack Report" workflow, which operates on a weekly schedule to collect comprehensive product engagement data directly from Reo.dev's API. The workflow aggregates metrics across multiple dimensions—documentation views, GitHub pull requests and comments, CLI command usage, package installation events, and deployment activities—before identifying the top five most active accounts based on engagement scoring. This data feeds into Airtable for historical tracking, whilst simultaneously generating visually branded reports through image manipulation capabilities that overlay metrics onto custom templates before posting to Slack channel C08PLN3465Q. For the social listening and prospect identification requirements, we architected three complementary Trigify-based workflows. The "Trigify - Mastra.ai Keyword Engagement webhook & ICP enrichment" workflow serves as the primary keyword monitoring system, capturing LinkedIn engagement events in real-time and applying sophisticated ICP matching logic against engineering and leadership job titles. We implemented a multi-stage enrichment pipeline using Apollo.io for initial prospect discovery and LeadMagic for verified email acquisition and company intelligence. The "Trigify Influencers - MetalBear - Post Engagement > ICP Match" workflow pattern was adapted to handle influencer engagement monitoring, processing LinkedIn post interaction data and routing qualified prospects through the same enrichment infrastructure. Each workflow incorporates deduplication logic to prevent duplicate prospect records across the various data sources, with all enriched leads consolidated in Airtable's centralised database for unified sales team access.
Technical Stack
The entire automation ecosystem operates on Mastra's self-hosted n8n server at n8n.qcgrowth.com, providing complete data sovereignty and customisation capabilities. At the foundation sits n8n as the core automation platform, orchestrating all workflow logic, scheduling, and integration management. The Reo.dev API serves as the primary product analytics data source, delivering developer activity signals and account engagement metrics that feed the weekly reporting workflow. Trigify integration provides real-time LinkedIn engagement webhooks, capturing keyword mentions and influencer post interactions that trigger prospect identification workflows. Data enrichment relies on a dual-provider approach: Apollo.io supplies initial prospect discovery, company information, and supplementary contact data, whilst LeadMagic specialises in verified email address acquisition and comprehensive company intelligence including funding stages, employee counts, and headquarters locations. Airtable functions as the central data warehouse, storing enriched prospect records, tracking historical metrics, and serving as the single source of truth for sales team access. Slack integration delivers automated weekly reports with branded visual templates generated through n8n's image manipulation capabilities, overlaying metrics onto custom-designed PNG templates. Google Drive provides template storage and asset management for the reporting workflow. HTTP Request nodes enable custom API integrations across the technology stack, whilst JavaScript code nodes handle complex data transformations, ICP matching logic, deduplication algorithms, and progressive filtering operations. This integrated architecture ensures seamless data flow from capture through enrichment to delivery, operating autonomously on scheduled triggers and real-time webhooks.
Technologies Used:
- n8n
- Reo.dev API
- Trigify
- Apollo.io
- LeadMagic
- Airtable
- Slack
- Google Drive
- OpenAI
- LinkedIn
- GitHub
- JavaScript
- HTTP Request APIs
Final Output & Results
The delivered solution comprises four production-grade automation workflows that have fundamentally transformed Mastra's data intelligence operations. The Reo.dev metrics workflow now generates comprehensive weekly reports automatically, providing stakeholders with visibility into documentation engagement across accounts, active developer counts, GitHub interaction metrics, deployment funnel progression, CLI command usage, package installation trends, and account activity rankings—all presented in visually engaging Slack notifications that require no manual data compilation. This has eliminated hours of manual reporting work whilst ensuring consistent, reliable metrics delivery to channel C08PLN3465Q every week. The three Trigify-powered social listening workflows operate continuously, capturing LinkedIn engagement signals and processing them through sophisticated ICP qualification logic. The keyword engagement webhook monitors mentions of relevant terms like "agent framework" and similar developer technology keywords, whilst the influencer monitoring system tracks engagement from TypeScript and AI agent thought leaders. Each identified prospect undergoes automated enrichment, with the system successfully capturing LinkedIn profile URLs, verified email addresses, contact locations, company names and headquarters, employee counts, funding stages (Series A/B/C or Public status), and company websites. All enriched data populates Airtable with full deduplication across data sources, ensuring sales teams access a clean, unified prospect database without manual intervention. The combined automation infrastructure has created a scalable, always-on intelligence system that operates entirely on Mastra's self-hosted infrastructure, maintaining data control whilst delivering enterprise-grade functionality. The solution has enabled Mastra to shift from reactive, manual prospect research to proactive, automated lead identification and qualification, positioning their sales team to engage with high-intent prospects whilst their product team gains unprecedented visibility into developer engagement patterns. The workflows continue to operate autonomously, capturing opportunity signals and generating insights that directly support both product development decisions and revenue-generating outbound activities.
Key Metrics:
- Time Saved: Hours of manual reporting work eliminated weekly
- Efficiency Gain: Shift from reactive manual prospect research to proactive automated lead identification
