How Humara (15gifts) Hit 75% of Annual Sales Target in Month One

A repositioning and demand generation approach that united brand, content, and ABM to establish a strategic partnership with sales.

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Humara is an AI-powered digital sales platform for global telcos. It enables leading telecom brands to deliver personalised, high-converting digital sales experiences through its Agentic AI technology.

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Despite having strong technology, Humara was positioned as a feature-led AI product rather than a strategic partner for enterprise telcos.

The Goal

Reposition Humara from a feature-led AI product to a strategic sales-enablement partner for enterprise telecommunications companies, while building a scalable demand engine aligned with ARR and brand growth goals.

The Challenge

Humara needed to shift market perception, generate a qualified pipeline, and build a sustainable marketing function, all while running lean and moving fast. They also needed true alignment between marketing and sales rather than operating in silos.

Results

75% of Annual SAL Target in Month One of Activation

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In just 30 days of activation, we delivered three-quarters of Humara's entire annual Sales-Accepted Leads goal, qualified opportunities that sales were actively pursuing.

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Strategic Partner Positioning

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We rebranded and repositioned 15gifts as Humara to reinforce their identity as a strategic growth partner for global telecommunications companies, not just another AI vendor.

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Scalable Marketing Framework

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Built a repeatable demand engine with documented processes, ABM frameworks, and content strategies that can scale as Humara grows.

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The Strategy

Strategic Repositioning 

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Shifted from feature-led AI product to strategic sales-enablement partner:

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• Repositioned messaging from “Agentic AI technology” to business outcomes telco execs care about
• Developed buyer persona frameworks for different stakeholder levels within global telcos
• Created a value proposition centred on revenue growth and competitive differentiation
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Embedded Marketing Function

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Acted as Humara’s marketing department, not an external agency:

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• Daily collaboration with sales team and in-house marketer with shared pipeline visibility
• Real-time feedback loops for rapid iteration and adjustment
• United strategy across brand, demand gen, and sales enablement
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Integrated Demand Generation

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Built a multi-channel engine combining insights, automation, content, and ABM:

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• ABM targeting high-value global telco accounts
• Thought leadership content focused on industry challenges, not product features
• Marketing automation with nurture sequences aligned to the buyer journey
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Sales Partnership
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Created alignment between marketing and sales

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• Moved from lead gen to demand gen aligned with ARR goals
• Sales enablement assets, including playbooks, pitch decks, and ROI calculators
• Shared revenue goals with marketing accountable to sales accepted leads, not just MQLs
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