More than 400 organizations around the globe, including more than 25% of Fortune 100 companies, use Alation to build data culture. Alation combines machine learning with human insight to tackle the most demanding challenges in data and metadata management. Recognized by Forrester as an industry leader in Machine Learning Data Catalogs in 2020 and Data Governance Solutions in 2021, Alation is headquartered in Silicon Valley and is valued at $1.2B.
As a leader in enterprise data intelligence, Alation understands that organizational success hinges on valuable data and analytics. They leveraged the Qualified Pipeline Cloud and its suite of pipeline generation products, including Qualified Conversations and Qualified for Outbound, to arm sales reps with actionable data and maximize their sales and marketing efforts. In doing so, Alation was able to drive pipeline and revenue.
Knowing that their website is a critical channel for pipeline generation, Alation uses a thoughtful SEO strategy to grow the number of new visitors on their site each month. Alation wanted to provide an intuitive user experience and navigation to its visitors. Additionally, they sought to become less reliant on forms, which meant meeting visitors at the precise moment when they were seeking more information. They also needed a way to accurately identify and route qualified buyers to their dedicated account owners for a real-time conversation.
Alation’s global sales development representative (SDR) team is a hybrid team that handles both inbound requests and outbounding efforts. The team is divided into U.S., EMEA, and APAC markets. Within these different regions, each SDR has a specific territory they cover as well as account executives they support.
Alation’s previous solution lacked extensive lead-routing capabilities. This meant that SDRs didn’t have visibility into website traffic and the team couldn’t determine which regions website visitors were located in, how they were making their way to the website, and to whom they should be routed. As a result, the SDR team couldn’t immediately engage visitors in a conversation and Alation was missing out on immense potential pipeline.
Given these hurdles, Justina Logozzo, Director of Web Marketing, who heads Alation’s search and website strategy, wanted to find a replacement solution. She was excited about Qualified’s Xforce Platform and its capabilities to integrate seamlessly with their current platforms.
“There was a light at the end of the tunnel when we started talking with Qualified. From the very first demo of seeing how much Qualified tied in with our tech stack, I thought, ‘Yes, this is what we're missing,’” Justina said.
Alation chose the Pipeline Cloud, a new set of technologies and processes that help B2B companies generate pipeline faster than ever before. It helps companies identify their most valuable website visitors, instantly start sales conversations, shape sales and marketing campaigns, and uncover signals of buying intent.
From kickoff to go-live, Qualified provided Alation with a dedicated Salesforce-certified implementation consultant, Cameron, who assembled a bespoke strategy and managed the entire project.
Together, they developed the following strategy:
“We've built out extensive lead routing, which thankfully, we're able to do now. We've set it to where it goes to the designated SDR. If they're not available, it goes to their designated territory round-robin. For example, I live in Central and their SDR isn’t online, it'll go to the Central round-robin. And if no one in the territory is online, it'll go to the U.S. round-robin. And if none of them are online, then it'll go to everyone round-robin. We've put all of those safeguards in place,” Justina said.
To enhance their routing and alerts even further, Alation also used Qualified for Outbound. This meant sales reps were immediately notified when an outbound prospect clicked through their Outreach email to the site—typically a blind spot for reps. They could know exactly who the prospect is, which email they opened, and the link that was clicked to get them to the site. This gave them the insight they needed to start a seamless conversation across channels.
With Conversation Analytics, the team could understand how visitors were engaging with Experiences and where there was drop-off. They could then adjust their strategy accordingly. The team could also evaluate rep performance to provide additional coaching and build custom dashboards to reveal important insights about their program.
Because Qualified is built on Salesforce, Justina was able to develop extensive lead routing workflows that instantly directed visitors to the right SDR who could engage them in meaningful conversations. Instead of relying on form fills, sales reps were able to strike while the iron was hot. Since going live nine months ago, Alation has seen a 375% growth in opportunities created, 278% growth in new ARR generated, and 150% increase in meetings booked via chat.
When asked how Qualified compared to their previous solution, Justina said, “It’s night and day. The SDRs are actually using it, they're in the tool and pouncing on people. For example, last week I was trying to give a demo of what occurs when a target account comes on. I masked myself as Elon Musk and in the middle of giving this demo to my team, one of our SDRs pounced because he's like, ‘Oh my gosh, Elon Musk is on!’ This was a testament to their use of this tool.”
Interested in learning more about the Pipeline Cloud, Alation, and Qualified? Head on over to The Pipeline Generation Blog to learn more.
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