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/// The Brand Foundation
The positioning
Top-down. CEOs through interns. Data for everyone in the room.
The product
Beautiful. Fast. Built for decision makers, not analysts.
The challenge
Cut through the noise of a crowded analytics market.
The proof
Domopalooza — a concert-heavy user conference. Human, not features.
Domo's brand was built top-down — from the C-suite to every person in an organization who touched data. The product was beautiful, and deliberately so. But beauty alone doesn't move enterprise buyers. The buyers had to connect with it on a human level first.
That meant cutting through the noise of every other analytics platform claiming to be the one platform to rule them all. The differentiator wasn't a feature set. It was accessibility. The idea that business data should feel as natural and routine as the things executives already do every day.
That human-first brand thinking drove everything — from Domopalooza, their concert-heavy user conference, to campaigns that led with a feeling rather than a feature. This is what one of those campaigns looked like.
/// The Campaign
CMOs at enterprise accounts were the target. The insight was simple — business data should feel as routine and accessible as a morning cup of coffee. So we made the campaign literally about coffee, and used it to open doors that cold outreach never could.
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/// What It Produced
$5M+
New pipeline generated across targeted enterprise accounts
Strong
Engagement across CMO-level decision makers at target accounts
Aligned
Marketing and sales moving in coordinated outreach for the first time
More
Led directly to additional collaborative and strategic campaigns