The term ‘User Experience’ refers to well…. a user’s experience. It’s a term used mostly in web and product design but can be applied to almost everything. Designing experience forces us to asks questions with the end goal of providing the participant with satisfaction, pleasure or positive interaction and therefore making our product or service more valuable and accessible.
It’s relatively easy to think about experiences on a macro level, such as using a product or attending an event, but user experience is in everything we do. Why is this important and how does it effect sales and marketing in B2B?
Example: Fast loading time + easy to use + you don’t get lost = positive website user experience.
Alternatively, the opposite can be true when you have a bad experience, so what do you do? You look else where. There is an abundance of choice so finding something else isn’t hard.
This concept of user experience is vital in business and massively overlooked by many sales and marketing teams. Business to Business buying is still performed by individuals. Individuals behave much the same way when they’re shopping for suppliers as they would when shopping for shoes. If another supplier makes it easier for the user then they'll go elsewhere.
This is the same for those small, but all important touchpoints which lead the buyer closer towards choosing a product or service. Aside from a buyer’s interaction with your website, they may typically encounter several other vital touchpoints before interacting with your marketing material or speaking with the sales team. Let’s consider one key tool in use by both marketing and sales teams.
The Media Pack: This is the sales person’s main (usually only) resource in trying to drive a conversation with a prospect. Because so many of these documents are in PDF format it’s often very hard to track or measure the impact it has on the buyer’s decision-making thought process, but abandonment is high!
In a recent study we observed 95% of our client's media packs didn’t perform on mobile with a number of recent clients reporting that an average of 9% of their media packs were accessed on mobile. This sounds like a recipe for bad user experience.
55% of the media packs were designed for print first and then re-purposed for online, making it very hard to navigate and made the documents very challenging to read.
Top Tip For Sales & Marketing Teams:
Try and approach your media pack, presentation or proposal from your customers’ perspective. Try to look at the document as if you’re seeing it for the first time. Take into consideration how the document will be received by your prospects and how they will use it.
Will it be accessed on mobile or desktop, are the users senior level and just want the most important facts, do they ask their PA to print it out so they can read it on the train? See our HOW TO CREATE A BUYER PERSONA to understand how your customers buy.
It’s surprising how many teams haven’t carefully read and ‘experienced’ the document they are sending out to their clients. This is often the case because as a an employee you automatically feel that you know the information in the document already, so what’s the point of reading something you already know?
The importance of positive user experience is vital for sales and marketing teams to drive results. Try testing your sales and marketing collateral on individuals who are not directily familiar with your business and observe how they use it and if they are absorbing the information your are trying to convey to your prospective customers.