User experience is an increasingly valuable buzzword for today’s tech companies. But one thing people tend to overlook (especially in industries of ERP technology) is that user experience does not always imply the users themselves are all MIT grads. It’s more likely the complete opposite. A focus on user experience is a focus on what makes technology simple to use, not how many buttons you can push.
Unfortunately, some lead generation campaigns still run based on this mistaken assumption. Just because certain technologies are in the realm of big business doesn’t mean you shouldn’t make any effort to simplify it all.
This attitude has sparked problems both ways. On one end, it can cause software marketers to assume their target market is well-educated in tech terms, tossing jargon left and right, and are smart enough to resolve complex issues like coding.
On the other hand, this attitude reflects off those offended by this and they come to treat tech with less seriousness. Because they don’t want to be treated like IT grads, other areas of business relegate all tech stuff to their IT department to sort out. They ignore the possibility that even just knowing how to upload a blog or edit a file that’s on the cloud are tech skills that don’t need a Masters in Computer Science.
This whole thing reminds me of what created the “Filthy Casuals” meme among gamers. You can’t expect everyone to know what a hitbox is or what DPS stands for. But on the other hand, casual folks shouldn’t deny that they’re quite capable of learning the ropes without cracking open an Idiot’s Guide on computer programming.
During your lead generation campaign, you need to give them that kind of encouragement. The trick is to do it without presuming or pressuring a prospect to take a second course in Software Engineering.
- Step 1: Encourage them to interact with technology – In Business Intelligence for example; don’t start with how the software mines for the data. Instead, tell them to develop the habit. Don’t tell them how many buttons to push. Just get them started clicking at a few things, educating them on what they do. Begin with easy, simple steps that they can hone over time.
- Step 2: Get the computer talking to them – Some people just have an aversion towards numbers. That’s a minor fear and no way should a prospect think understanding a line graph should have them worrying about cracking books on hardcore analytics. Just help them understand the message behind the numbers or the signals the technology is sending them.
- Step 3: Get their own IT guys involved – Sometimes an attitude towards tech is cultured somewhere closer to home. Maybe your prospects don’t trust their IT department or think they’re just as disconnected from the business as other tech companies seem to be. If that be the case, you have a responsibility to help bring those silos down.
User experience isn’t a college course. It’s something that teaches a user over time through habit, relevance, and their need to simply get their work done. Your lead generation process should map itself out in the same way, focusing on how they actually use technology in their daily life.
Lead Generation Tips – User Experience =/= IT Encyclopedia