Miele Professional is one of the world’s leading manufacturers of high-quality appliances for professional use.
Having relied on an outsourced telemarketing agency, Miele Professional were unable to generate the desired number of leads, or educate prospects about the benefits of switching from domestic to professional appliances. They needed to highlight why their products were better than their competitors in an engaging way.
Hours of research
To begin with, extensive offline and online persona research was carried out across two core segments in order to better understand key buyers' pains, challenges, daily routines and career ambitions.
Detailed persona documents were then created and value propositions for both decision-makers and influencers within each business type were established.