The problem
Tealium’s go-to-market team was relying on third-party intent data. The signals were noisy and hard to act on, and any competitor could buy the same ones. What the team couldn’t see was what was going on inside a target account: what the buyer cared about, how they used their tools, who was involved and when they’d buy. Without that, qualifying deals and tailoring outreach came down to guesswork.
What changed
Alium interviews told Tealium, in buyers’ own words, what they needed, what was in their way, what they ran and how close they were to buying. Tealium pulls those interviews in through the Alium API as structured fields, joins them with its own data, and uses the result to choose accounts and time its outreach.
The result
Alium is now part of Tealium’s data strategy, and contributed to more than $3 million in pipeline. The same interviews give the team an early read on how existing customers feel and what they’ll need next, which helps with retention.
Alium is one of the most valuable datasets we have because it shows how people are actually using technology.
Andrew Ritchart, VP, GTM Operations, Tealium
