In both the B2B and B2C landscapes, there are countless types of unique designs all around us, but the path to creating seamless UX isn’t easy. B2B marketers spend a significant amount of time designing UX solutions to meet desired organizational goals. There are many obstacles that haunt B2B marketers, and in this article we detail three of the most common UX marketing design challenges.
Before diving into the main topic, according to a Gartner article, 87% of B2B marketing leaders have prioritized buyer-facing digital business initiatives to achieve their business goals this year, and that will likely continue going forward. It is also worth noting that the explosive growth of the B2B design sector is increasingly evident with current values specifically amounting to $162 billion according to Forrester. Adobe reports that its total addressable market (TAM) for creative cloud will reach $31 billion by the end of 2021.
Read also: How data mining improves the buyer experience
Here are three very common UX B2B marketing design challenges and specific ways to combat them effectively.
It’s important to deal with data before it becomes a massive mess. Data is the fuel for all marketing needs, and brands must work with big data on a regular basis. Whether that’s in the form of designing a campaign that is relevant and personal or guiding buyers through a conversion funnel, at the end of the day, businesses need data. Fortunately, most data analytics databases are suitable for structured data.
It is up to the analysts to identify, extract, organize and store the data, which is a time-consuming process. According to the Accenture Fjord Trends 2020 report, 80 percent of surveyed organizations believe 80 percent of their data is unstructured. The same report also revealed the importance of artificial intelligence, neural networks, and search engines in terms of analyzing unstructured data with pattern recognition features.
Next is the importance and use of cross-functional work. Most brands cannot overcome organizational inertia without cross-functional collaboration. To create user-friendly, flexible, human-centric user experience designs, companies need balanced teams and strong design capabilities and ideas. As the four phases of Double Diamond Design Thinking (discovery, definition, development, and delivery) suggest, you must communicate, collaborate, communicate and co-create.
This non-linear framework provides accurate results, identifies functional silos, and promotes a positive work environment. In general, it is necessary for brands to engage their entire team and users in relation to product creation, particularly to gain insights into what different users need and how to meet their expectations.
Dashboards play a pivotal role using data visualization techniques to display actionable, relevant and easy to understand data insights. Oftentimes, confusing dashboards are the result of poor data choices, incorrect layout selections, misinterpretation of data, wrong color choices, and a lot of clutter.
The first step that brands should take is to understand and empathize with the psychology of users and their goals to identify their needs. Likewise, it is important to logically define layouts, use appropriate colors, and remove clutter in order to improve UX designs for B2B marketing.
Fortunately, a clear dashboard efficiently represents and displays all required information, simplifies user interface elements and vital data components, flags changes related to data trends and patterns, and even improves usability.
Key Ways to Improve UX B2B Marketing Designs
To master the art of creating top-notch B2B UX marketing designs, it is recommended to keep these key points in mind:
- Develop strategic planning, in-depth research, and analytical insights
- Extract up-to-date and relevant data, organize it and analyze it to create user experience designs
- Plan a phased approach to creating buyer personas based on market research
- Study and analyze data signals intended to target and segment audience groups in order to determine their demands and expectations
- Make messaging personal, accurate and meaningful
- Collaboration, communication, and empathy with teams and users
- Make visualizations simple, clutter-free, straight to the point and easy to understand
- Incorporate consistent branding and vibrant colors across your website and marketing funnels
- Be clear about product information, terms, and languages used in UX designs
- Keep interactive communication channels open such as chatbots and instant messaging technologies to avoid losing any potential customers
To sum it up, Steve Jobs once said, “Design is not just what it looks and feels like, design is how it works.” With this said, it is time for B2B brands to bundle UX designs not only to increase conversions but also for business diversification. If you’re on the learning train, why not check out some of the True Influence articles listed below?
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