If you’re in B2B sales, you know qualifying leads is messy. There’s a mountain of tools out there promising to make it easier, but most of them just spit out more data for you to ignore. If you’ve heard about Humantic—the personality insights tool that claims to help you “understand your prospects”—but aren’t sure how it actually fits into your workflow, you’re in the right place.
This isn’t a fluff piece. I’ll walk you through how to actually use Humantic’s insights to qualify leads, what to pay attention to, and what you can safely skip.
Why bother with personality insights for B2B lead qualification?
Let’s be honest: most B2B buyers don’t make decisions the same way. Some want a spreadsheet and a demo. Others want to talk vision. A handful will go dark unless you nudge them just right.
The pitch for Humantic is pretty simple: if you can figure out how a prospect likes to communicate and make decisions, your outreach is more likely to stick. But it’s not mind-reading, and it won’t magically turn a bad lead into a good one.
So, if you’re qualifying leads, personality insights can help you:
- Spot red flags that don’t show up on a spreadsheet.
- Prioritize leads who are more likely to engage.
- Decide how to approach each lead, so you don’t waste cycles guessing.
Just don’t expect it to replace the basics. Company size, budget, and fit still matter more than whether someone is “analytical” or “visionary.”
Step 1: Get your Humantic data in one place
First things first: Humantic doesn’t work if you don’t have the data at your fingertips. You can use the browser extension, plug it into your CRM (if your plan allows), or upload a list of leads.
What’s actually useful: - Humantic gives you a quick personality summary (think: “Driver,” “Analytical,” etc.), plus communication tips, and sometimes a longer write-up. - For Salesforce or HubSpot users, you can usually see this data right inside your lead view.
What’s not: - Don’t get bogged down reading every psychographic detail. The color-coded personality labels are plenty for most qualification work.
Pro tip:
If you’re qualifying a big list, export the core personality tags alongside your other lead data. It makes sorting and filtering way easier.
Step 2: Decide what qualifies as a “good lead” (beyond the obvious)
Before you use personality data, clarify your real qualification criteria. You still need to check:
- Fit: Company size, revenue, industry, tech stack—whatever matches your ICP.
- Need: Are they actively looking, or just window shopping?
- Authority: Is your contact a decision maker or just a tire kicker?
Where personality fits in:
Think of personality as a “tie-breaker” or “accelerator.” If you’ve got two equally solid leads, but one’s personality is a clear match for your sales style or product complexity, prioritize them. Or, if a lead’s personality screams “will never reply to cold outreach,” you can adjust your tactics—or decide not to bother.
What not to do:
Don’t let personality override deal-breaker criteria. If the company’s a bad fit, it’s a bad fit, no matter how “collaborative” the VP of Ops might seem.
Step 3: Layer in Humantic insights to your qualification workflow
Here’s where most people get tripped up. They see a personality type and try to psychoanalyze their way to quota. Keep it simple. Use Humantic as a lens, not a crystal ball.
a) Scan for engagement signals
Some personalities are statistically more likely to respond to direct outreach, while others need gentle nudging or a warm intro.
- Drivers/Decisives: Usually fine with a direct ask. Good for straightforward, no-fluff messaging.
- Analyticals: Want details and logic. Don’t bother with fluffy pitches.
- Amiables: Prefer a softer approach, maybe referencing mutual connections or shared interests.
- Expressives: Respond to energy and vision—keep it lively, but not over the top.
If you’re qualifying leads for a big campaign, flag the types most likely to ghost you. Focus first on those who fit your ICP and have a personality that matches your existing sales playbook.
b) Spot potential blockers
Personality insights can help you see who’s likely to drag their feet, overthink, or say yes to your face and then disappear.
- If a lead’s personality suggests they’re risk-averse, plan to address objections early.
- If they’re super detail-oriented, be ready with case studies, numbers, and references.
This doesn’t mean you write anyone off—just that you assign effort and resources with your eyes open.
c) Adjust your lead scoring
If you’re using a points-based system, consider adding a small adjustment (+/-) based on personality fit. But don’t overweight it.
Example:
- +5 points if personality matches “ideal buyer persona” (e.g., previous deals closed faster with Analytical types)
- -5 points if personality consistently leads to dead-ends in your sales cycle
Just remember: if you have only a little data, this is more art than science.
Step 4: Personalize your outreach (without overthinking it)
Once you’ve qualified a lead, personality insights can help you tailor your first message. This isn’t about writing a thesis on Jungian archetypes. It’s about avoiding rookie mistakes.
Do:
- Adjust tone and length. Short and direct for Drivers; detailed and logical for Analyticals.
- Reference things that matter to their type (e.g., outcomes vs. process).
Don’t:
- Fake your personality. If you’re naturally direct, don’t force yourself to write flowery emails to Amiables. Just soften the edges.
- Assume the personality data is always right. People are complicated, and sometimes the AI gets it wrong.
Pro tip:
Keep a few “personality templates” handy. After you’ve tried them for a couple of weeks, see which ones actually get replies.
Step 5: Track what works—and what doesn’t
This is the part almost nobody does, but it’s where the value shows up. After a month or two, look back and ask:
- Did certain personality types progress further in your funnel?
- Did some ignore you, despite being a “perfect fit” on paper?
- Did adjusting your approach for different personalities actually move the needle?
If you’re not seeing a difference, don’t be afraid to dial back. Maybe your market isn’t that personality-sensitive, or your sample size is too small. That’s fine—go back to basics.
If you’re seeing clear patterns, consider doubling down on what works (and automating what you can).
What to ignore
Here’s what I’d skip, unless you’re really into personality theory or have endless time:
- Deep-dive psychographic reports: Fun at parties, but you don’t need a novel-length readout to qualify leads.
- Overly complex scoring models: Keep your qualification system simple. More variables = more headaches.
- One-size-fits-all advice: Every sales org is different. If someone tells you “Expressives always buy faster,” ask for proof.
The honest take: Does Humantic move the needle?
Used right, Humantic can help you qualify leads a bit faster, avoid messaging misfires, and maybe catch a few deals you’d otherwise miss. But it’s not a silver bullet. If your ICP is wrong, or your product doesn’t fit, no amount of personality data will fix that.
Treat Humantic like a seasoning, not the main dish. Use it to make your existing process a little sharper, and don’t hesitate to toss out what doesn’t add value.
Keep it simple. Try it, tweak it, and see if it actually helps you move deals. If not, move on—there’s no shame in sticking to what works.