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Customer Case Study - Security Software

AlterPoint doubles flow of qualified leads with RainKing

Austin, Texas — based AlterPoint provides network governance solutions for major firms with large, complex networks. They are a relatively small company selling into some of the biggest firms in the world.

Kenny Madden, a seasoned software marketer, is Director of Sales Development for AlterPoint; his job is to penetrate major accounts and tee-up hot prospects for their outside field sales force.

A big part of Madden's job is mapping his market and targeting the best prospects to call on. Until RainKing came along, he was having a major problem finding a good way to find high-quality leads for his sales force. Madden, an affable Brit, spent countless hours doing labor-intensive market research himself — sometimes spending as much as 20 hours a week on this tedious task. While he used such lead-generation techniques as email marketing campaigns and white paper downloads, a good chunk of the lead-generation activity at AlterPoint was, and still is, outbound calls — which need backup intelligence.

"For example, someone would say to me, 'We need to get into a large financial services firm,' so I would literally spend three hours on some very very detailed research, to put together a really good, coherent, targeted specific message to the CIO. And I was doing that multiple times throughout the week," says Madden.

While he used a subscription-based org-chart service, he found the static PDFs they provided outdated almost immediately, and the next release usually wasn't available until six months down the road.

There had to be a better way. Download the full case study here.