The situation
Client: SCIA
Industry: Construction technology
Situation: Customer acquisition and retention
“We need input and framework to start our digital engagement with prospects and customers. On the one hand we need to boost our acquisition of our sfiware Scia Engineering and Scia Converter in our developing countries France, UK and Germany. On the other hand we need to retain our customers, especailly in our home countries Belgium, the Netherlands, Luxembourg, Czech Republic.” Katrien De Geest, Director Marketing SCIA
Digital engagement to acquire and retain customers
We have a new marketing auotmation tool Marketo. Now we need to know with whom do we need to engage and build lead acquisition and nurturing campaigns.
It is important that we not only dive into the world of our personas, but that we get a framework to make the digital engagement with them happen.
It is the company’s objective “shift from Product to Customer”. Getting a good understanding of the key persona’s (there pains, challenges, expectations & interests & all the touchpoints they can have with us (leading to a great customer experience) but also for us to define the right communication (content, assets ..) with goal to acquire new customers and to nurture the current customers & create advocates of our brand.
Expertise: Customer experience, Lead Marketing, Markering Automation
Persona
Persona: Structural engineer & head of engineers
Structural engineering is a branch of civil engineering that involves the application of the laws of physics, mathematics and empirical knowledge to safely design the ‘bones’ and load bearing elements of man made structures. It is all about designing “the muscles and bones” of constructions. Their main concern is safety! They need to calculate the quantity of construction materials to make it stable.
Jobs: calculating the load, the tension, …
Pains: architects who do not involve engineer
Gains: a well thought framework and report, from commercial point of view as well as safety
Approach
A step by step approach, combined qualitative customer reseacrh and co-creative workshops.
- Detecting and selecting personas
- Customer persona map
- Product persona map
- 15 interviews
- with structural engineers and head of engineers
Deliverables
What we delivered during the project.
Customer & product persona map
Customer journey mapping
Customer interviews (DE, FR, NL, BE, UK, LU)
Content framework
Engagement framework
“Hey, My name is Stefaan. I am passionate about making helpful connections with people through digitale engagement. Over the past 18 years I have developed 4 expertises to make a success of digital engagement.”
Phone: +32 484 48 05 24
E-mail: stefaan@growthup.eu
