Every 5-7 years, a new technology appears that takes its segment by storm. When it comes to sales (or more specifically sales intelligence) – the segment that we operate in – it was Conversational Intelligence (aka Gong et. all.) 6-7 years ago. And Account Intelligence (aka Zoominfo et. all.) another 6-7 years before that. Based on the data and the response from the market, I believe that it is now time for Buyer Intelligence. It is an idea whose time has come.
What exactly is Buyer Intelligence? I have defined the topic earlier. But simply put, it is the ability to know your buyers, the people behind the purchase, at a truly meaningful level. That means understanding both the person and the account they represent. At the core of buyer intelligence is Personality AI to understand individual behavior, alongside account intelligence that surfaces company context, strategic priorities, and buying triggers. Humantic AI does this today with Agent Pi and Agent Miia. Visitor intelligence and intent signals, through Vidar and Signals, are launching soon to complete the picture.
At what point can we say that a trend is definitive? I believe that it is when at least 3 independent signals point you in the same direction. Essentially, when you can triangulate.
How does Buyer Intelligence fare when it comes to these signals?
Let’s take a look and find out.
What are the analysts saying
In 2021, Gartner put ‘Customer Psychographics’ on its Sales Technologies Hype Cycle. It said that the technology was moving towards the peak of hype, but had 5-10 years to go before it could hit the ‘plateau of productivity’.
In 2022, only one year later, it significantly moved up ‘Customer Psychographics’ and said that it was now only 2-5 years from the ‘plateau of productivity’.
What does the research say?
Dr. Howard Dover is the Director of Center for Professional Sales at UT Dallas. In his book ‘The Sales Innovation Paradox’, Dr. Dover and his team studied the tech stacks of 12 companies to understand the performance impact of various tools and technologies.
Personalization using Personality AI outperforms every single technology, with 300% impact on sales performance. An average cadence personalized using personality insights requires only 6.7 touches to be effective, against 20 touches required without using the same!
Clean data, which is generally seen as a bigger need by most organizations, leads to only 25% improvement in sales performance. So much for clean data!
What do users have to say about Buyer Intelligence?
Carson Heady, Managing Director, Microsoft
Jevan Fox, CRO, AE Studio
Myles Cohen, Sales Consultant, JK Moving
The same holds true when it comes to wider user feedback. Across 70+ reviews on G2, Humantic AI (aka Buyer Intelligence) scores a best-in-class 4.9/5. It scores 10/10 on ease of installation. 9.7/10 on ease of use.
And the same love keeps pouring out from users on social media.
Is Buyer Intelligence providing measurable value?
In a pilot with a large BI startup, the results of Humantic based personalized email sequences were compared to the default sequences across two separate campaigns. The average uplift?
‘Mere’ 184%!
| Open rate | Response rate | |
| Marketing Campaign | 107% | 256% |
| BI Campaign | 31% | 112% |
In another test by a Fortune 500 financial services company, the uplift in social selling, aka acceptance of ‘personalized Linkedin connection requests’ was measured. The average increase across two distinct segments was 82% with 114% increase for the one below!
| Test Group | Invites sent | Invites accepted | Conversion rate |
| LinkedIn requests sent without insights from Humantic AI | 39 | 7 | 18% |
| LinkedIn requests sent using insights from Humantic AI | 60 | 16 | 27% |
| Test Group | Invites sent | Invites accepted | Conversion rate |
| LinkedIn requests sent without insights from Humantic AI | 60 | 13 | 22% |
| LinkedIn requests sent using insights from Humantic AI | 110 | 51 | 46% |
In yet another pilot with an Enterprise Sales team at a Fortune 100 technology services company, the ‘pipeline’ impact across less than 10 sellers and 4 weeks came to $26 million.
| User | On a scale of 1-10, how useful is Humantic AI for you? | How much time did Humantic AI save you during lead research? | Did you see an impact in any of your open threads? | Did you feel more prepared for your meetings because you had access to buyers’ insights? | Would you want to keep using Humantic AI to know more about your prospects? |
| Tyler | 7 | 30% – 50% | No, I did not see any impact yet | Definitely | Yes |
| Scott | 8 | 10% – 30% | Yes, it helped me close a deal | Definitely | Yes |
| Scott | 9 | 50% – 70% | No, I did not see any impact yet | Definitely | Yes |
| Steve | 9 | 10% – 30% | No, I did not see any impact yet | Definitely | Yes |
| Michael | 8 | 30% – 50% | Yes, it helped me get a positive response | Definitely | Yes |
| Mike | 9 | 50% – 70% | Yes, it helped me get a positive response | Definitely | Yes |
| Jay | 10 | 30% – 50% | No, I did not see any impact yet | Definitely | Yes |
Average Rating: 8.6 Average Time Saved: 41% Additional Pipe Created: $26M
How does it perform against other tools?
In less than 12 months, Humantic AI has become a top 10 sales AI tool on G2. Out of a total of 193.
Along the way, it has beaten massively popular tools like Clari, 6Sense, ZoomInfo etc. It was termed the highest performer in its category and is now well on its way to becoming a top 5 sales AI tool, behind only Hubspot, Dooly, and the like.
In the soon to be released G2 Spring 2023 ratings, Humantic AI has gone on to become a top 5 Momentum product. The only 4 products with more momentum than Humantic AI are Clari Copilot, Zoominfo, Scratchpad and Hubspot.
Is it being adopted widely?
Industry leaders and pioneers across a variety of sectors are adopting Buyer Intelligence today. They include:
- World’s most renowned sales training firm
- World’s most well-known football club
- World’s most well-known Financial Services company
- 2 Fortune 100 companies
- Dozens of Series A, B, C startups
