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Know Who Your Buyers REALLY Are with Humantic AI: Q/A with Aru Pandian

Know Who Your Buyers REALLY Are with Humantic AI: Q/A with Aru Pandian

Roberto Popolizio
Website Planet had the chance to sit down and chat with Aru Pandian, founding marketer at Humantic AI.

We discussed how the company started, how they keep up with the competition, and what challenges and opportunities they see in the near future of their industry.

Let’s introduce Humantic AI to our audience. What is it and how does it work?

Humantic AI is a Buyer Intelligence platform that helps revenue teams know who their buyers are. Personality is the core of what we do. Our personality AI algorithms tell you more about the people who make buying decisions.

There are many tools that help salespeople with insights on the deal at the account level – which companies, their revenue, location, etc. Some tools provide insights from calls to help coach reps and predict pipeline. But no tool tells you who the buyers are.

Social platforms like LinkedIn and Twitter can help you to some degree in the B2B context but Humantic AI is the only tool able to uncover the buyer, what their priorities are, how they react, what pushes them closer/away and much more.

Humantic uses social data and ML algorithms to identify the personality type of prospects on the DiSC personality framework and then turns them into actionable pieces of advice for sales reps. (you can read more about it on our blog)

How did it all start, and what are your achievements to this day?

It all started with our founder’s vision to make AI truly smart. His involvement in the AI space goes back more than 12 years!

The product first started as a personality assessment for talent teams. Most people were fascinated by the product and we got covered on many international publications like the WSJ, Verge, etc. but we were unable to succeed on the revenue front. Covid was a big factor in us pivoting to work with revenue teams.

As selling went virtual, we realized that personalization in inside sales was very important and sellers needed insights about their buyers. And personality data that we could predict proved crucial for us. This was the moment we decided to build for revenue teams and have been growing steadily, and then exponentially now.

How does your mission differ from the other companies in your niche?

Our mission is fairly large – we want to build a layer of personalization for the internet. Sales is chapter 1 in that book.

Who are your typical clients and what problems do they have when they come to you?

Our customers are typically enterprise or SMB sales teams who want to understand their buyers. These are mature teams who have their basic sales tech stack figured out and know the importance of authentic personalization when it comes to communicating.

We help BDRs increase their reply rates, AEs close more deals and revenue leaders better their time to close which in turn helps them achieve sales goals.

And what makes them eventually choose you over your competitors?

I think we’re the only full-cycle sales intelligence solution on the buyer side. We help from identifying ideal customers, rep-mapping, outreach to negotiation and closing.

Can you share one success story from your customers? What was their pain point, and what results did they get thanks to Humantic AI?

A fortune 100 customer of ours reached out to us as they wanted to improve the personalization efforts that their sales team was putting in. In their case they wanted to achieve personalization at scale.

We suggested rolling it out to a part of their seller base to compare the metrics.

In 3 months of adopting Humantic AI, they reduced their time to first engagement by 36% which was a significant KPI they were tracking.

What do you see in the future of your industry, and how do you plan to cope?

Buyer Intelligence is a solution whose time has just arrived. We see more and more sales teams try our platform and adopt our solution. The demand is just growing. As more sales teams realize the need to know their buyers, we will continue helping them with just that.

Sales also has a bad reputation in society. Part of it is because of spammy outreach and deceptive tactics. We want to change that perception and help people see genuine salespeople as experts who want to help them solve their problems.

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