The problem
MetaRouter sells real-time data collection and integration to marketers. Its product doesn’t fit neatly into an existing martech category, which makes competitive analysis and messaging harder, and makes it harder to know who to talk to. Michelle Niedberding is one of two people on the marketing team, so every tool has to earn its keep.
What changed
Competitive intelligence. Conventional martech research doesn’t cover MetaRouter’s competition. In Alium, Michelle searches for specific vendors and reads how buyers actually use them, which lets her compare MetaRouter feature by feature.
Sales timing and relevance. Figuring out which brands were in market used to be guesswork. Now a search for “RFP” shows who is in one or just finished one, which vendor they chose, and what they need. One recent outreach focused on the vendors MetaRouter already integrates with, to show how easy it would be to get started.
Trends and themes. Michelle asks Alium’s AI about the pros and cons of a specific solution and gets examples with links back to the transcripts.
As a product marketer, I appreciate when a product actually works. Comparing Alium to a ChatGPT, Alium’s approach is much better than what I can get from pasting a transcript in ChatGPT.
The result
Searchable buyer interviews take a week of competitive analysis off Michelle’s plate and validate what used to be educated guesses.
We are measuring responses to outbound. We’re already seeing a 2X improvement in response rates and many of the sales team members could be doing even more with Alium.
Alium’s insights are a goldmine for us, giving us access to the voice of the customer, product insights, and competitive intelligence that we can’t get elsewhere.
Michelle Niedberding, Director of Product Marketing, MetaRouter
