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Alation, a leader in data intelligence solutions, faced a significant challenge in pipeline generation. Their website, a critical channel for pipeline generation, was attracting a growing number of new visitors each month due to a thoughtful SEO strategy. However, Alation wanted to provide an intuitive user experience and navigation to its visitors and become less reliant on forms. They needed a way to meet visitors at the precise moment when they were seeking more information and accurately identify and route qualified buyers to their dedicated account owners for a real-time conversation. Alation’s global sales development representative (SDR) team, divided into U.S., EMEA, and APAC markets, lacked visibility into website traffic and 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. This lack of extensive lead-routing capabilities meant that the SDR team couldn’t immediately engage visitors in a conversation, leading to missed potential pipeline opportunities.

Matterport, a leading spatial data platform, was facing a challenge in managing their website traffic effectively. With nearly 500,000 unique visitors every month, the company was struggling to convert these visitors into potential leads for their sales team. The sales team was overwhelmed with manually routing support inquiries that were not vetted but still required attention. The company had initially started their program with another vendor, but the weak Salesforce integration led to many manual processes and hindered proper revenue tracking. They needed a solution that could support their global business with complex segmentation and routing, allowing them to efficiently manage support requests, high-value prospects, and spam leads.