Looking to land bigger deals by zeroing in on the right people at the right accounts? You’re not alone. Account-based marketing (ABM) is everywhere for a reason: it’s more focused, more personal, and usually gets better results than the old “spray and pray” method. But breaking through the noise—especially with high-value prospects—gets harder every year. That’s where tools like Humantic come in.
If you’re a marketer or salesperson trying to run smarter, more targeted campaigns (and you’re tired of generic advice), this guide is for you. I’ll walk you through how to actually use Humantic to get better ABM results, what’s worth your time, and what to skip.
What is Humantic (and Why Should You Care)?
Humantic is a personality AI tool. In plain English, it looks at a prospect’s online footprint—think LinkedIn profiles, social posts, even email writing style—and builds a profile of how they think, make decisions, and communicate. The promise? If you know how someone likes to be approached, you can tailor your outreach and increase your odds of getting a response.
Here’s what Humantic does well: - Tells you how a person is likely to prefer communication (direct or indirect, formal or casual). - Suggests what motivates them and what turns them off. - Gives practical tips for writing emails or LinkedIn messages that might actually get read.
It’s not magic, and it’s not perfect, but it can give you an edge—if you use it right.
Step 1: Get Set Up and Integrate Where It Matters
Before you dive in, you’ll need to connect Humantic to your workflow. Most teams use it in one of two ways: - As a browser extension (for quick LinkedIn research) - Integrated into your CRM (Salesforce, HubSpot, Outreach, etc.)
Pro Tip: Don’t bother trying to analyze every lead in your database. Focus on high-value accounts—the ones that really move the needle.
What to do: - Install the browser extension if you prospect on LinkedIn. - Connect Humantic to your CRM, but only sync it with target account lists or high-priority contacts. Otherwise, you’ll drown in data you don’t need.
What to skip:
Avoid “batch scoring” your entire lead list. Humantic’s value is in depth, not breadth. More profiles ≠ more deals.
Step 2: Build (or Refine) Your Target Account List
ABM is only as good as your list. Before you start crafting messages, get super clear on: - The specific companies you want to go after (by industry, size, fit) - The actual people with buying power (not just titles, but roles—who signs, who influences, who blocks)
How Humantic helps:
When you identify decision-makers, run their profiles through Humantic. You’ll start to see patterns—maybe all your best-fit CTOs are “analytical drivers,” or your main blockers are “detail-oriented skeptics.”
What to do: - Use Humantic’s insights to prioritize contacts who match your ideal customer profile and show openness to your approach style. - Tag or flag key personality types in your CRM for future reference.
What to ignore:
Don’t overthink or over-personalize at this stage. You’re looking for trends and fit, not writing War and Peace.
Step 3: Personalize Outreach Based on Actual Personality Data
Here’s where most teams get stuck. Personalization is more than just “Hi {FirstName}!”—it’s about making your message feel like it was written for that person, not a robot.
How to use Humantic here: - Read the summary: Humantic gives you a quick breakdown—are they direct? Analytical? Relationship-driven? - Follow the do’s and don’ts: The tool literally tells you “Say this, avoid that.” Take it seriously.
Practical tips: - For “drivers” (goal-focused, fast-deciding): Get to the point. Use bullet points. Show ROI. - For “analyticals” (detail-loving, risk-averse): Provide data, case studies, logical arguments. - For “expressives” (relationship-focused): Open with a personal touch, mention shared connections, use a warmer tone.
What works: - Mirroring the prospect’s style in your subject line and first sentence. - Using Humantic’s “email opener” suggestions, but not copying them word-for-word. Make it your own.
What doesn’t: - Over-customizing to the point of creepiness (“I see you posted about your dog’s surgery on May 3…”) - Ignoring your own brand voice just to match a personality score.
Pro Tip:
Test your messages. If you’re using sequences, try a “driver” version and an “analytical” version. Track which one gets more replies.
Step 4: Align Your Content and Offers with What Moves Each Persona
Once you’ve got prospects engaging, keep their personality in mind as you nurture them. This goes beyond emails: - Send case studies to data-driven types. - Offer quick demo videos to “get it done” folks. - Invite relationship-focused prospects to webinars or coffee chats.
How to use Humantic: - Check the “motivators” and “demotivators” sections in the profile. - Tag content in your CRM or outreach tool accordingly.
What works: - Mapping 2-3 pieces of content to each major personality type. - Building simple “If they’re X, send Y” flows in your marketing automation tool.
What to skip: - Trying to make every touchpoint hyper-personalized. Focus on the first touch and the main follow-up—don’t over-engineer your whole cadence.
Step 5: Use Humantic Insights in Live Sales Calls (Without Being Weird)
If you’re lucky enough to get a meeting, Humantic can help you prep. The tool suggests: - How to open the call. - What questions to ask (and avoid). - How to handle objections.
Pro tips: - Prep 1-2 opening lines that match their communication style. - If the profile says “hates small talk,” don’t waste time on chit-chat. - If they’re “relationship-first,” ask about their weekend (briefly).
What works: - Using Humantic as a cheat sheet, not a script. - Adapting your pitch on the fly if you sense the profile is accurate.
What doesn’t: - Reading personality insights aloud or making it obvious you’ve psychoanalyzed them. (“Our AI says you’re a bit skeptical, are you?”) - Over-indexing on the profile if your real conversation goes another direction. People are complex.
Step 6: Measure What Matters—And Tune Your Approach
Humantic gives you a lot of data, but don’t get lost in the weeds. Here’s what to actually track: - Reply rates by personality type - Meeting-to-opportunity conversion - Which content or message types get engagement from each persona
What works: - Keeping it simple: track 2-3 metrics, not 20. - Sharing learning with your team—what’s working for one rep might help others.
What to ignore: - Fancy dashboards or personality “scores” that don’t tie back to results. If it’s not moving the needle, skip it.
Honest Takes: Where Humantic Shines—and Where It Falls Short
Where it helps: - Breaking through when generic outreach isn’t working. - Training new reps to avoid rookie mistakes. - Giving sales and marketing a shared language for talking about prospects.
Limitations: - It’s not a silver bullet. Some people just won’t respond, no matter how tailored your message. - Profiles can be off, especially if someone’s online presence is sparse. - If your product or offer is weak, all the personalization in the world won’t save it.
What to remember: - Use Humantic as a tool, not a crutch. - Don’t let it slow you down or overcomplicate your process.
Keep It Simple—and Iterate
Account-based marketing works best when you focus on the fundamentals: right accounts, right people, right message. Humantic can help you get there faster, but don’t get lost chasing personality scores or trying to “hack” human nature.
Start small. Pick a handful of accounts, try a few personalized approaches, and see what works. Iterate. Adjust. Stay human. That’s how you win.