How Domo Closed 22.5% More Deals With Humantic AI

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.

Industry: Data Experience platform
Listed: NASDAQ
Founded: 2010
Customers: Over 2600 globally

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22.5% More deals won from Sales Accepted Leads, directly attributable to Humantic AI on the average

Humantic AI Impact

37%Increase in Sales Accepted Leads (SAL) to Wins
27%Improvement in conversions from SAL to Sales Qualified Opportunity (SQO)

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 People Intelligence 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

Buyer Intelligence built on People 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 6-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 2 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 in the pilot

69%Increase in Open Rates
201%Increase in Click Rates
89%Increase in Replies

Meetings booked in the pilot

Regular workflow1

With Humantic AI3

And the highlight: For every one meeting booked using the regular workflow, 3 were booked 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.

After implementing Humantic AI, the sales team saw a significant improvement in 3 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.

Humantic AI personality insights and an email draft inside Salesloft

Humantic AI Email Insights for a prospect: subject, salutation, tone and length tips beside the draft

The Results: 1 Year Later

What Domo saw during the 6-week pilot was reinforced many times over when it analyzed Humantic 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.

Domo has now made People Intelligence 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 Chief Strategy Officer, 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!

In Their Words

**Mohammed Aaser**Chief Strategy Officer, Domo

**Dan Wells**VP of Account Development, Domo

About Humantic AI

Humantic AI is Buyer Intelligence for complex tech sales, so sellers know their buyer before they speak to them.

Account Intelligence: Account Research Agent
People Intelligence: People Research Agent
Visitor Intelligence: Visitor ID
Intent Intelligence: Intent Scoring

They work together with Buyer Signals, Data Streams, Context Enrich and the HumanMail Agent, in the web app, the API and the MCP.

Customers report an average 109% increase in qualified pipeline, 16.2% higher closed revenue and 36% faster deal velocity. Humantic AI is a Gartner Cool Vendor in AI-Led Sales (2024).

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How Domo Closed 22.5% More Deals With Humantic AI

Humantic AI Impact

The Challenge