Though they’re often seen as B2C toys, emerging technologies like augmented and virtual reality also offer a lot of potential and value for business marketers. This presentation takes a look at how to get started with these exciting new opportunities.

1. FOUR WAYS
B2B MARKETERS
CAN USE VIRTUAL
REALITY AND
AUGMENTED REALITY

2. When it comes to exciting new technologies, sometimes
it seems like B2C marketers get to have all the fun. With
virtual reality (VR) and augmented reality (AR) continuing
to capture marketers’ imaginations, the possible applications
of these technologies are always framed in the context of
marketing to consumers. B2B marketers would be remiss,
however, to assume that there is no room for them to play
in the VR and AR space. On the contrary, these technologies
can provide great value to business marketers looking to
innovate. Ahead, we’ll cover four possible ways you can
begin to use these tools in B2B marketing.

3. 1 | PRODUCT TESTING

4. Imagine how much easier it would be to catch a prospect’s
attention if you could give them an immersive demo of your
product without them ever leaving their desk. Whether it
be a three-dimensional overlay of a project for a construction
company or a product catalogue with a VR compendium,
the options for B2B marketers to deploy these new
technologies in product previews is more than intriguing.
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5. 2 | SHORTEN SALES CYCLES

6. There isn’t a B2B marketer or salesperson alive who doesn’t
yearn for a shorter sales cycle. Building on the idea that
you can do product testing or previews through AR and VR,
B2B marketers can deploy these tactics to drastically shorten
the sales cycle. Along with product-focused uses, these
technologies can make sales meetings or sales calls easier
by doing them virtually. It’s easy to speed up procedures
and eliminate waste.
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7. 3 | MORE INTIMATE
SALES CONTENT

8. Imagine a scenario where a prospect could view the warehouse
where your B2B product is manufactured, getting an inside
look at the care and quality that goes into its construction.
What if your brand is doing some purpose-driven marketing
by donating spare supplies to build houses in an impoverished
nation? Wouldn’t a short VR experience showing off these
projects or what goes on behind the scenes be more powerful
than a simple sales pitch? With VR and AR, this scenario has
gone from dream to reality.
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9. 4 | BRICK-AND-MORTAR
WITHOUT THE COST

10. Similar to being able to give prospects an inside look at how
your product is manufactured or a tour of an impoverished
housing site where your brand has donated construction
supplies, AR and VR also give B2B marketers the ability to
provide prospects with the white-glove, personalized service
that often comes from a brick-and-mortar location. Nothing is
quite as immersive as an in-store interaction where buyers can
touch and test products and pick the brain of a knowledgeable
salesperson. But now, with VR/AR, B2B brands can replicate
these experiences without the expense of a traditional
brick-and-mortar location.
10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

11. Want more insight into how B2B marketers can
leverage augmented and virtual reality? Check out
these pieces from our Marketing Knowledge Center:
Virtual Reality for Business-to-Business:
Reclaiming a Captive Audience in a World of Distractions
B2 Awards: Boeing’s Skyview V
B2 Awards: John Deere Uses
Augmented Reality to Run Your World
Gamification Finds a Winning Edge in B2B