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Buyer personas increased customer understanding

Together with Peikko, we created a plan that took the dialogue with structural engineers to the next level.

Knowing your stakeholders is becoming more and more important, so we wanted to deepen and clarify our own understanding of what matters to designers. The better we know our customers, the better we can support them by providing interesting and genuinely useful content.

Mervi Kainulainen Marketing Manager, Peikko Group

Target audience: structural engineers

Peikko's primary customer groups include designers, precast concrete factories, construction firms, and investors. While structural engineers may not directly make purchasing decisions, the products and solutions they specify are highly likely to be implemented.

To foster stronger relationships with their clientele, Peikko has long provided the free Peikko Designer® software. This software seamlessly integrates with commonly used commercial design tools, catering to the needs of designers. Peikko Designer® has tens of thousands of users worldwide, and Peikko wanted to strengthen its relationships with them. 

Buyer's journeys help you see obstacles and opportunities

In order to generate concrete ideas for action, we next turned our attention to the buyer's journey of individuals, i.e. the different stages of the purchase process. 

The steps are: 

  1. Awareness of the existence of a problem or challenge
  2. Comparing different options and solutions
  3. Making a purchase decision
  4. Customer experience – delighting the customer even after the purchase has been made

At each stage of the buyer's journey, we consider what the person is doing and thinking, where they meet Peikko, what experiences they have and most importantly – how we can help them move forward with marketing. 

The joint workshops were attended by Peikko employees from technical support, sales and marketing from all over Europe. In two workshops lasting a few hours, we gained a comprehensive view of designers and their needs and processes.  

The process helped us to gain a deeper understanding of the workload and needs of the personas. It also made visible what we already have and where we still have room for improvement.

Kim Salvén Vice President, Sales and Marketing, Peikko Group

More clues from qualitative interviews

Since buyer personas and buyer's journeys are always based on the perceptions and experiences of the selling organisation, we decided to verify the definitions through qualitative interviews with designers from Finland, the Baltic States and Central Europe. 

We talked to the designers about their daily challenges, their goals and their sources of information, among other things. We also mapped their perceptions of the Peikko Designer® software and gathered ideas for its improvement. 

In addition, we discussed Peikko's current communication targeted at structural engineers and how it could look in the future.

Towards an even better partnership

Through personas, buyer's journeys and interviews, we created a roadmap to take Peikko to the next level in its dialogue with structural engineers. 

"Together we found good ideas that will enable us to be an even better partner for designers in the future," Mervi Kainulainen sums up. 

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Founded in 1965, Peikko is a global pioneer of low-profile mezzanine structures, wind turbine foundations and concrete construction connection technology. Peikko aims to make construction easier, faster and safer. Operating in 33 countries, the company had a turnover of €231 million in 2019.

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Antti Tolonen Managing Director antti@blinkhelsinki.fi 050 348 0347