Who Put the Techno Geeks in Charge?
Sometime in the last 10 years, we've allowed technology folks to make marketing decisions. And, not surprisingly, the fallout has been customer and prospect frustration with the brand.
Take account passwords, for example. How many times have you been:
- Forced to register on a website before you can simply "take a look around"?
- Required to set up a user name and password, only to receive error message after error message because you didn't follow the set up protocol (which, by the way, was never revealed to you until after you tried to set up your account)?
- Placed items in your cart, completed the check-out process only to get a message that there is already an account with your email address (and been forced to spend an hour trying to find the password or reset the password so you can complete your purchase)?
Marketing in the digital age is hard enough. You need to build a website and then spend a lot of time and money figuring out ways to drive traffic to it—so why are the technology folks making it so damn hard to do business on the site?
You may be reading this thinking that it's not always the techno geeks fault, and you'd be right. There are plenty of unsophisticated marketing types out there who make bad customer experience decisions, and shame on them too.
But if any of my recent experiences are an indication, the technology folks are equally, if not more, guilty of building sites without consulting the marketing team on many of the key strategic decisions that will affect user experience.
Most recently, I was working with a client on a landing page that was supporting an acquisition email. The B-to-B email effort was designed to drive prospects to download free content. We spent hours pouring over prospect list selection. We spent countless hours discussing whether the content should be "locked" or "unlocked," carefully weighing the pros and cons of each option. We carefully considered email subject lines, headlines, image selection and the call-to-action. We argued over the most effective title for our content piece, and carefully designed the front cover and rest of the research paper for optimum interest.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.