How WOMO scaled trust in a skeptical market,with data-powered Benchmark Reports - +3.2× demo conversion rate from report viewers
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“We knew we were delivering incredible campaign performance,but our buyers needed to see it in their language: numbers, benchmarks, and direct comparisons. Manalt built the system that finally let us speak in results,and the market listened.”
Martin Juul, CEO, WOMO
The challenge
WOMO is one of the global leaders in influencer marketing for the hospitality and dining sector. But even best-in-class platforms face friction when the market demands evidence.
As restaurant chains and F&B brands came under margin pressure in 2024–25, marketing decision-makers became hyper-skeptical,and hyper-rational. WOMO’s narrative (“we drive foot traffic through influencer campaigns”) wasn’t enough. Prospects wanted benchmarks. Numbers. Proof.
Tight budgets, high stakes, and a wary ICP meant WOMO needed more than good storytelling,they needed structured data, built for persuasion.
Our solution: The Benchmark Report Engine
We built a systemized, AI-powered publishing engine that turned WOMO’s campaign data into market-facing social proof,tailored to what CMOs and brand leads actually wanted to see.
Custom benchmark taxonomy
Together with WOMO’s strategy team, we defined a repeatable framework: engagement rates, impressions-to-visits ratio, ROAS by cuisine vertical, and average CAC by influencer tier.
Data-to-narrative AI engine
We developed a custom RAG (Retrieval-Augmented Generation) model that transformed campaign analytics into credible benchmarks, side-by-side comparisons, and key stats,wrapped in clear, persuasive language.
Visual report modules
Each report included dynamic charts, vertical insights, and easy-to-share assets WOMO could use across sales decks, outbound, and PR.
Precision outreach workflows
The reports were not just content,they became conversion tools. Each vertical-specific Benchmark Report was used to trigger outreach, reactivate leads, and warm cold opportunities.
Operational workflow
Once set up, WOMO’s team could spin up a new vertical Benchmark Report in under 90 minutes,fully branded, statistically solid, and ready to deploy.
Results after 90 days
+47% increase in reply rate on outbound email
Adding benchmark data made outreach resonate with CFO-aware prospects.
+3.2× demo conversion rate from report viewers
Prospects who read the benchmark material were significantly more likely to take meetings.
Shortened sales cycle by 22%
Trust was built earlier in the journey,turning cold leads into fast-tracked SQLs.
Positioned WOMO as the authority
The reports were cited by prospects, shared internally across brand teams, and used to justify budget unlocks.
Bottom line
WOMO already had the results,what they needed was a system to weaponize them.
By turning raw campaign data into structured market proof, we helped WOMO shift the conversation from “why influencer marketing?” to “what are we waiting for?”
