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Yuki enhances strategy with buyer persona research

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Yuki has grown significantly in recent years, from a pioneer to an established player in a constantly changing market. Yuki’s main target market is the relatively conservative accountancy market. Over the past six months, the company has been making strategic and executive moves. After the buyer persona research for the SME segment, Yuki Netherlands and Yuki Belgium target the top 100 large accountancy firms in the Netherlands and Belgium.

The challenge – attracting new customers

Yuki faces the challenge of understanding more about the buyer and their buying behaviour. How do we reach the top 100 accountants and convince them to work with our product and recommend Yuki to their clients? How can we attract new top 100 accountancy firms and develop relationships with existing clients?

“We are very satisfied with the way SPOTONVISION executed the project. It is efficient and there is a lot of involvement and interaction during the sessions. I felt I could let things go; you guys give us confidence.”

Mathieu van Baarle, Senior Portfolio Marketeer – Yuki Nederland

“SPOTONVISION really sparked awareness about the importance and impact of buyer persona research for us. Thanks to your guidance, we gained valuable insights and successfully integrated them across the organisation.”

Judith van den Borne, Portfolio Marketeer – Yuki België

The solution

SPOTONVISION supports Yuki with target audience research. Who are the buyers? How do they make decisions? What message and content appeal to them? Through conducting a series of interviews with accountants, we get a clearer picture of the buyer. This guides the creation of a buyer persona and a detailed buyer journey. We present the results to Yuki’s sales, marketing, and management team. The buyer persona is given a name and face and is launched internally in a joyful manner with explanatory notes and posters in the office.

The result – better understanding of the target audience

This is the second persona we have developed with the Yuki team. Research is the first step, but creating internal support is just as important. The focus has now shifted to content creation. The Yuki team is creating articles, stories and events that clearly build on the insights from the research. They are also using AI to validate messaging and content against the buyer persona.

Watch the interview below, where Ingrid Archer speaks with Mathieu van Baarle about how Yuki applies buyer insights in day-to-day marketing, and how AI helps the team make content and messaging more relevant.

Mapping out your target audience and implementing a structured marketing campaign is essential for B2B success. Curious about how SPOTONVISION can help your organisation increase customer activation? Contact us for a consultation. Join Mathieu and Judith in elevating your B2B marketing to the next level.