ManufacturingCo. is a global construction component manufacturer. ManufacturingCo. recently launched an innovative product and needed to create a compelling value proposition for its customers. To do so, ManufacturingCo. sought to understand the usage journey and pain points of its customers’ influencers i.e. Non-Buying Customers (NBCs). These influencers impact the customer’s purchase decision-making by understanding their needs. ManufacturingCo. sought to provide them with better product awareness, to increase the likelihood of product purchase.