Metaverse is when virtual reality is combined with the physical and digital world. It is a blend of universes that creates a parallel world. Metaverse is a digital world that has everything in real life- workspaces, shopping centers, leisure centers, meeting spaces, and more. You can do everything that is possible in real life in the metaverse. Metaverse is set to reimagine the scene of online engagement. Metaverse is no longer a gimmick. It is the future of the web, with even tech honchos like Facebook being rebranded as ‘Meta.’ The advent of the metaverse is especially relevant for digital marketing. The B2B marketing space will be revolutionized with metaverse.
Every business wants to meet its customer’s demands and needs. In the B2B space, businesses keep thinking of new ways to engage and interact with customers. Metaverse customizes the customer journey to a huge level. Even the buyer’s journey will be revolutionized with metaverse. B2B companies can set up their own store in the metaverse. B2B companies can construct the ideal customer profiles and match them as per their metaverse.
Virtual events and industry conferences
The metaverse offers B2B marketers a chance to be present in virtual events and conferences. As you know, events and conferences are an important part of the B2B marketing universe. The pandemic led to the halt of these events. The metaverse makes them take place again with its effective avatars. The conferences are not in-person but ensure the user has the complete experience. The metaverse allows users to create avatars that represent them or mirror them in real life. These avatars can meet in virtual conference spaces with interactive 3D options. For example- Cisco’s trade show was virtual.
B2B marketing in the metaverse will also include a lot of immersive training. Customers or buyers can get remote assistance to enhance their respective journeys. B2B marketing in the metaverse also involves immersive training. Immersive training is a learning type that simulates real-world spaces using virtual reality. In this, customers or employees can train in an interactive and effective manner. This will not let customers or marketers feel that they are completely remote. Immersive training will reduce the gap between in-person interactions and remote workings.
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Complete interactions with clients through VR
B2B marketing involves a lot of interactions with customers. Metaverse can potentially impact client interactions. You can talk with clients from the beginning of their journey and ensure they are satisfied with their customer experience. In the post-COVID-19 world, B2B marketers are now adjusted to remote meetings. VR or virtual reality spaces for meetings will improve the type of interactions. It is even possible to personalize experiences, spaces, and dressing to suit the setting. B2B marketers can also show customers their demo suites, and customize their products and offerings. It is even possible to take feedback and interact in the visual reality world.
B2B marketing professionals can advertise creatively in the metaverse. It is possible to even advertise on digital billboards in various centers, video games, shopping malls, and more. This will allow brands to reach millions of users in the metaverse. You can even combine creative advertising with tech skills to create NFTs, virtual goods, avatars, and interactive games. Billboards can be placed in key spots in the metaverse where the target audience will spend time together.
B2B companies can also find leads and nurture them in the metaverse. Since product announcements, showrooms, product roadshows, networking events, and updates are made in the metaverse, it is easier for B2B marketers to find new leads. Metaverse is an avenue for B2B marketers to reduce traditional methods of lead prospecting. You can support an end–to–end engagement and commence the marketing process from lead prospecting to customer acquisition and rewards. It is possible to interact with information in a way like never before.
A B2B enterprise can increase revenue and sales with their unique opportunity in the metaverse. A B2B professional can meet buyers from multiple parts of the world without leaving home or the metaverse space. You can tap into new spaces, improved markets, and enhance revenue streams. There are also reduced travel costs. Since there is no hotel fare, airfare, or any logistical issues, it is possible to meet in a simple manner. The global clientele does not have to undertake costs, but it is also environmentally friendly and timely.
The Future of B2B Marketing
Though the metaverse is a phenomenon that is the future, the exact consequences are unknown. However, B2C and B2B marketing differences will certainly cease to exist. The metaverse is an incredibly unique space where boundaries for work and play are not defined. Therefore, B2C or B2B companies can pitch to the customers in the best manner possible.
One thing for sure is that it allows a deep level of customization, which helps enhance the experience of any product. Metaverse technology allows for improved product demos and lesser logistical issues. Metaverse technologies ensure improved feedback collection, product development, and offer the chance to explore, share, and collaborate on topics.
Either case, it is important to keep the human aspect in mind. With the pandemic, online and hybrid physical interactions have become a norm. Metaverse in current times must be looked at as an extension of existing business realities.14
The metaverse offers a bevy of opportunities for B2B marketers. You can increase lead count, increase sales, enhance productivity, and improve customer experiences. The metaverse is a democratized and decentralized version of the universe. It is easier to learn new skills and offer an elevated level of customization. You can meet in the virtual space using avatars and even collect feedback to improve performance.
Shivani is a talented CS manager with the skillsets to elicit, scope and manage end-to-end B2B SaaS project delivery. She has a keen interest in depicting her learnings in customer success by writing resourceful blogs and articles.
Published April 29, 2022, Updated March 02, 2023