The world has seen so many technological changes in the last couple of decades, but only a few can make such a vast impact on our everyday lives like Augmented (AR) and Virtual Reality (VR).
The two industries have the potential to drastically alter the way we live and do business.
This is exactly the reason why they keep growing steadily over years. A Statista report shows that the global AR market is expected to rise significantly to about $90 billion by 2020, while VR should reach $21.5 billion in the same period.
Needless to say, AR and VR make a major influence on B2B marketing as well.
The potential in this field is almost limitless, so the only thing that matters is your own inspiration and creativity. But there are already a few ways in which new technologies are reshaping this niche.
In this post, we will show you five great ideas for AR and VR solutions in B2B marketing.
Let’s take a look!
5 Ways AR and VR Influence B2B Marketing
Before we begin discussing the practical benefits of AR and VR in B2B marketing, we need to make a distinction between the two concepts. A lot of people cannot distinguish between these two technologies, so we want to define both:
- VR refers to computer-generated environments or realities that are designed to simulate a person’s physical presence in a specific environment that is designed to feel real.
- On the other side, AR represents the integration of digital information with the user’s environment in real time.
If this sounds confusing, let us rephrase it: while VR creates a completely artificial digital environment, AR is only adding new layers of digital data over the existing real-life image.
Both of these technologies, however, make pretty much the same kind of impact on B2B industries. Keep reading to see how.
We begin with the most obvious benefit of AR and VR technologies. Namely, both of these models give you the opportunity to present products or services in a way that seems real and tangible.
That way, your prospects can analyze every offer and get the impression of how it really feels to use the product in the everyday environment.
For instance, AR can help construction companies to make better evaluations and test different spacing solutions.
But that’s not the only field of work where AR/VR can make a big difference. Cisco recently published the Product and Services Catalog that relies on the new technology.
This catalog enables “the interactive exploration of some of Cisco's innovative products in a variety of categories.” According to the developer, a client can interact with the products in 3D - rotate them around, explore features and learn about the key technologies that deliver Cisco's competitive advantage.
B2B customers demand a great deal of customization because they don’t need and don’t want to use generic products or services.
For this reason, personalization plays a major role in contemporary marketing and you should use AR/VR to tailor your offer based on the client’s preferences.
According to VR industry analysts at the assignment writers service, the advantage of this technology is that it functions in the digital environment completely: “It means that you can rearrange each product offer so as to precisely match the needs and expectations of every single prospect individually. In other words, VR becomes a powerful conversion driver in the long run.”
Another way to get closer to the B2B prospect is by organizing digital training sessions. It’s a perfect tactic in terms of customer experience because you don’t only sell products but also provide clients with the state of the art learning methods.
This model gives incredible results in medical institutions where students and medical staff can exercise complex procedures before taking part in real surgeries. The outcome is amazing because this type of practice reduces human mistakes to the bare minimum.
For example, the prosthesis manufacturer Otto Bock in collaboration with Vienna University of Technology developed a VR environment in which tasks can be trained in order to continuously motivate the amputees to practice their control skills without taking risks.
This is only one small example, but it clearly reveals the potential of modern technologies in B2B industries.
Shorten sales cycles
B2B customer journeys are often long and time-consuming. They include numerous stakeholders and decision-makers, so you have to prove product quality in a number of meetings, pitches, and presentations.
During this period, you and your expert staff have to meet clients at least three or four times in order to seal the deal.
With AR and VR technology at your disposal, the process becomes much simpler. There is no waiting time because you can all meet virtually, hold meetings, and test products in the digital environment.
You can speed up procedures and almost completely eliminate time waste.
Would you rather believe a salesperson who only talks about the brand in superlatives or a sales representative who really shows you the practical benefits of the product?
We believe that the answer is obvious.
AR and VR tools give you the chance to distinguish your brand from the bunch of competitors. There is no reason to show off or brag when you can simply organize product presentations. A company VERYX gave us a great example by crafting a 360 video to explain how its products function.
Adding just a little bit of virtual experience to your presentations, you can easily convince B2B prospects to conduct the purchase.
It’s easy to make the conclusion: entrepreneurs who figure out the power of AR/VR and embrace the new technology will become industry leaders very soon.
AR and VR are the two rising technologies with the potential to drastically change B2B marketing.
They can improve your relations with B2B clients, helping you to present products or services in a way you couldn’t even imagine just a few years ago.
In this article, we explained to you five great ideas for AR and VR solutions in B2B marketing.
These hacks and tactics can completely change the concept of B2B work, so now it’s your turn to make a good strategy and exploit the new possibilities to the fullest extent.
How can B2B businesses use Augmented or Virtual Reality in marketing?
- Product testing
- Digital Training
- Shorten Sales Cycle
- Brand differentiator
About the Author: Patricia Wilson travels a lot, but this does not prevent her from teaching us a thing or two about blog promotion and SEO. You can see her insightful posts and popular advice all over the web, making Patricia one of the top combinations of marketer and writer this decade has seen.