Augmented and virtual reality (AR/VR), also known as xReality or extended reality (XR), are not only hit topics in B2C marketing – they are also changing the way companies interact with their B2B customers. Our latest study, which will soon be published in the journal “Industrial Marketing Management”, looks at the use of XR in B2B marketing.
Until now, there have been virtually no studies that have examined B2B marketing practices with XR. For this reason, we started very exploratively and conducted case study-based interviews with B2B companies. This article summarizes the key findings.
How B2B brands use XR
Our study identifies four key use cases for XR in B2B marketing:
- Product/project visualization: XR enables detailed visualization of products and projects. This is particularly useful in industries where physical products are large or complex, such as manufacturing and construction.
- Event engagement: By incorporating AR and VR, companies can create more engaging and interactive experiences at trade fairs and other events. Although these are not directly related to the company’s core services, they create customer experiences.
- Remote support: XR enables experts to support customers or colleagues remotely in real time, significantly improving troubleshooting and maintenance processes. Ultimately, a new kind of customer service.
- Employee training: Training is an essential part of B2B marketing with complex products. Simulations allow employees to gain hands-on experience in a safe and controlled environment, which is crucial for high-risk industries.
The impact of XR on the customer experience
Our study highlights three ways in which XR technologies improve the B2B customer experience:
- Enhancing core offerings: Using VR for product visualization, for example, helps customers better understand and appreciate the value of a product.
- Building related experiences: Technologies such as AR can be used to create previews or simulations that provide a deeper understanding of the product in real-life scenarios.
- Performance-independent experiences: B2B brands can also engage their customers with unique content, such as VR games that offer fun and innovation – contributing to a positive experience without being directly related to core services.
Goals that B2B brands want to achieve with XR
We have identified the following goals or anticipated benefit dimensions of XR in B2B marketing:
- Brand building: XR can help create an image of innovation and forward thinking.
- Building better relationships: Improved interactions enabled by XR can lead to deeper understanding and stronger customer relationships.
- Transactions: AR and VR can optimize the sales process and therefore generate sales
- Cost savings: By reducing the need for physical prototypes and enabling remote support, XR can lead to significant cost reductions.
- Sustainability: Less travel for meetings and training contributes to a smaller environmental footprint
More than just a sales tool
XR in B2B marketing goes beyond pure sales promotion; it enriches every stage of the customer journey. From first contact to post-sales support, XR technologies add significant value and transform traditional customer interactions into modern, engaging and efficient experiences.
Our paper provides a comprehensive analysis of how XR technologies are reshaping B2B marketing and shows that XR is not just a novel tool, but an essential element for the future of business interactions.
To summarize, the potential of XR in B2B marketing is enormous. It offers not only a competitive advantage, but also a path to greater customer loyalty and operational efficiency.