Case Study

Learn how Domo, a NASDAQ-listed Data Experience platform, drastically improved both its top-of-the-funnel and bottom-of-the-funnel metrics using Buyer Intelligence by Humantic AI.

How Domo built better buyer-seller relationships & achieved higher win rates.

“With Humantic AI, our AEs are having more tailored conversations, leading to a significant improvement in conversion rates (about 22% on the average). It is an edge for those with a strong foundation, and it is transforming how we connect with clients."
— Mohammed Aaser, Chief Data Officer Domo

About The Company

Founded in 2008, Domo is a NASDAQ-listed Data Experience platform that helps businesses make smarter decisions with data. Today, it is one of the top Business Intelligence solutions with over 2600 customers globally.

The Challenge

By the end of 2022, Domo was feeling the impact of the larger macroeconomic conditions on its stock price along with a slowdown in revenue growth.

Domo’s new Chief Data Officer, Mohammed Aaser, had studied the impact of Personality AI during his stint as the CDO at McKinsey and was excited about its potential. He believed that shifting to a ‘Buyer-First’ approach and prioritizing authentic relationships in sales could make a significant difference.

Therefore, it decided to pilot Humantic AI.

The Solution

Personality AI-based Buyer Intelligence was a relatively new concept back in 2022. Therefore, Domo’s leaders decided to run a small pilot and quantify Humantic AI’s potential before making a final go/no-go decision.

The Pilot Program

A six-week long pilot was initiated in late 2022 where 10 members each from AE and ADM teams were given access to Humantic AI.

The ADM team ran two A/B email campaigns to measure Humantic AI's impact on lead generation and meeting bookings. The results from this pilot were impressive —

Humantic AI Impact

69% Increase in open rates
201% Increase in click rates
89% Increase in replies

And the highlight — for every 1 meeting booked with their regular workflows, 3 were booked when using Humantic AI enhanced personalization.

Doubling Down On Humantic AI

Happy with the results of the pilot, Domo decided to adopt Humantic AI and roll it out to more members of their ADM and AE teams.

Nearly two-thirds of the team went on to integrate Humantic AI into its outreach workflow — with 75% reporting it as useful.

Here’s what Dan Wells, VP of Account Development, Domo says about Humantic AI:

“My advice to BDR leaders is to give Humantic AI a real shot and trust the math. For our team specifically, beyond impacting direct BDR metrics, the down-funnel impact has been incredible too.”

After implementing Humantic AI, the sales team saw a significant improvement in three key areas —

Personalized Prospecting

To build rapport early, Domo ADMs began tailoring their outreach (content and tone) via email, calls, and LinkedIn to each prospect's personality. The fact that Humantic AI has a native integration with most CRMs and Sales Engagement platforms made adoption effortless.

In Domo’s case, its ADM team heavily used Salesloft — a popular Sales Engagement platform - and Humantic AI had a ready integration in place.

“Humantic AI,” says Willie Owuonu an Account Development Manager at Domo, “is an integral part of my checklist before interacting with any serious prospect.”

Buyer Intelligence Enhanced Selling

Domo’s AE team started using Humantic AI generated buyer profiles to prepare for all interactions with prospects — demos, follow-up emails, negotiation and objection handling and more. This includes using personality insights for all members of the buying committee and not just the stakeholders that they are directly engaged with.

Personality Enhanced Lead Scoring

Over time, the AE team uncovered an interesting pattern: a prospect's personality type was a strong indicator of their likelihood to convert.

This led to the Domo Data team taking up psychographics-based buyer segmentation — using past win/loss data to score leads based on their personality type and predicting who would be more likely to become its customer.

The Results - 1 Year Later

What Domo saw during the six-week pilot was reinforced many times over when it analyzed Humatic AI’s complete impact one year later. Across more than 1000 deals from February 2023 to February 2024, Mohammed Aaser and his team found something remarkable —

To sum it up, within a year, Domo saw:

  • 37% increase in Sales Accepted Leads (SAL) to Wins — 22.5% directly attributable to Humantic AI on the average
  • 27% improvement in conversions from Sales Accepted Leads (SAL) to Sales Qualified Opportunity (SQO)

Domo has now made Personality AI a core part of its sales strategy. Pleased with Humantic AI's early results, it continues to pursue a ‘Buyer-First’ journey - and creating a sales mindset that balances relationship-building with achieving sales targets.

In an interview with Humantic AI, Domo’s CDO, Mohammed Aaser, states reps who used Humantic AI to tailor conversations saw a 15-30% improvement in win rates when compared to those who didn’t use the platform

For a company adding $10M in new revenue in a year, this could mean $1.5-3M in additional revenue, with a 50-60X ROI on its investment!

About Humantic AI

Humantic AI provides previously impossible intelligence about buyers to salespeople. Unlike most AI solutions that focus on the seller, Humantic AI's behavior-predicting 'Personality AI' focuses on the buyer instead. Combined with Gen AI, it humanizes buyer experiences while providing the highest in-class ROI — an average pipeline impact of 109% and a topline impact of 16.2%.

Customers include industry pioneers across a variety of sectors like AWS, Cushman & Wakefield, NextEra Energy, GitLab, Mitel, Domo, and Sandler Training. Humantic AI is also taught as part of coursework at universities like Indiana University and Baylor University.

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