The B2B Metaverse, a step inside the Internet
It’s business time, and you are about to close a deal with a client in the B2B Metaverse… a Metaverse? Really? Of course, but, before exploring this new reality, let’s mention some other more familiar scenarios:
- Your client’s office
- Your own office
- Over the phone
- By Video call
Are there other businesslike situations you can think of? Not a big deal nowadays, as the Internet allows us to interact almost everywhere: You can be at the swimming pool with a laptop 😎💻 and working with a client who is on their tablet about catching a flight 🛫.
However, what about “being apart but being together” in a meeting room?
Think of yourself at your premises and your client at theirs. BUT both of you are together in your office. In fact, you can look at each other, shake hands, and exchange and sign documentation. (Using, of course, the right equipment, we’ll talk about it below) Is it magic? No, it is B2B Metaverse. In this post, we will easily explain the B2B Metaverse and what it could represent for B2B markets.
A B2B Metaverse inmersion
We are all used to business meetings with people far from us. Business interactions take place every day on the Internet. However:
💡 The Metaverse is not about distance but proximity.
Because, even kilometres apart, we can connect and interact as if we were together, under the same roof. This digital era offers a broad business ecosystem: a huge market full of opportunities. The Internet is part of our professional and personal lives. Distances are shorter than ever. But, somehow, we are still observers of what is going on out there. Thanks to digital transformation, we are more in control of the data generated and the action that should be taken at each moment. The B2B Metaverse offers a step further in that direction.
⭕ The Metaverse is an interactive 3-dimensional scenario where users will be able to experience different situations of the ordinary (including digital) life while being a genuine part of it. The right technological equipment will allow us to interact with the environment via digital avatars. Therefore, everyday activities such as walking into a shop, trying on new clothes, and going to the movies will be virtually experienced. Business, of course, won’t be an exception.
Virtual reality headsets
You are probably familiar with Virtual Reality (VR). Chances are, people with VR headsets moving their hands, and pressing “imaginary” buttons in the air, come to your mind if somebody mentions Virtual or Augmented Reality. In addition, most of us think of the video game industry. VR and Metaverse share some similarities but are different. Let’s see some of them.
- Virtual reality is set in a limited place. In contrast, Metaverse can be much more extensive: users can build and buy different structures. It could be applied in various industries: medicine, education, fashion, entertainment and B2B, to name a few.
- A VR headset (used in Virtual reality) won’t always be necessary to experience the Metaverse: A desktop version (for laptops or smartphones with an Internet connection) will be easier to adapt (but less immersive). Of course, using the headsets is what will make the Metaverse experience more authentic. That’s why these headsets need to be light, comfortable and intuitive.
The B2B Metaverse: new business experiences
Regarding B2B, trust and loyalty are two essential ingredients for a successful business relationship, as the buying decision process usually takes longer than in B2C, and costs are higher. Therefore, proving your expertise among your B2B clients will help you speed up the lead generation process and increase trust and customer loyalty. A B2B Metaverse could provide new ways of improving the customer’s experience (cx) and creating memorable moments for all the agents.
The customer journey could be even more personalised. For example, a B2B company could set up a store or factory where clients interact with your products and staff. Think about it: no matter their location, your clients could have the chance to visit your factory or store and check your products in a way that had not been possible before (unless you actually arranged a face-to-face meeting). The buying process could be customised according to the client’s attitudes and preferences; actually, valuable marketing data.
Virtual conferences could be more authentic. Online meetings and conferences are not in person, all right. Sometimes they feel “a little cold”. However, within the B2B Metaverse, they still could have a much more personal touch to ensure a pleasant and genuine experience for all. Moreover, that screen fatigue that many people complain about wouldn’t be an issue anymore, as instead of looking at, you are inside the screen.
A new B2B marketing approach. Attracting new potential customers is something all companies care about. Therefore, a well-implemented data-driven marketing strategy is essential to get valuable knowledge about those clients’ needs or buying intention. As they digitally interact with your SoMe account or corporate blog, they are leaving information behind about what content LINK they are interested in.
In a B2B Metaverse, new advanced technologies will be applied. (3D modelling, VR, Artificial Intelligence...) They will allow a more real yet exciting experience. Therefore, as a B2B company, you could take your Digital Marketing Strategies to the next level.
💡 An alternative to traditional trade fairs: virtual showrooms and booths to show your products and meet leads.
Do we really need a metaverse? Does the metaverse need us?
The Metaverse may be a part of our lives in the years to come. We hear about it, and maybe we read something about it, but still, everything sounds a bit of science fiction.3 questions arise:
- Are we, companies and consumers ready for a B2B Metaverse?
- Is the Metaverse nowadays (or in the near future) attractive enough to give it a go?
- What kind of regulation will apply?
When creating new products, you want to connect with people’s needs, preferences and desires. What is more, a positive customer experience and satisfaction are two usual aspects to measure the impact of your Digital marketing campaigns. Therefore, you aim to offer your audience a product or service to improve their quality of life. Something that will be perceived as valuable and helps them feel satisfied. Something that will bring a sense of belonging, attachment, inspiration or excitement.
As humans, we want to connect with others, take advantage of our time and money, live in a safe environment, take care of others, and feel taken care of, in short: meaningful interactions. In a B2B Metaverse, as a company, you must bring the emotional touch to the whole info-searching and buying experience. Both customers and companies will likely be ready for the Metaverse if we all see the potential benefits. But, of course, we want to feel respected, understood and safe as well. So, for instance, new data privacy or image protection regulations will be needed.
Wrapping up: Getting for new realities
In conclusion, the B2B Metaverse is an alternative to the personal or virtual business meetings, customer journey and buying processes. It looks intriguing and exciting, and it’s something B2B marketers should explore. Virtual product demonstrations and real-time Webinars are some of the immersive activities that could be part of your digital growth strategy.
Different digital scenarios to show your products could lead to a better understanding of customers’ behaviour. Hence, more chances to experiment with your products and to feel engaged with your brand. Your business will stand out in this Metaverse if you are creative enough to offer both professional and enjoyable experiences to your current and potential customers. For example, the former could access some post-purchase virtual experiences and the latter to virtual product trials.
💡 The Metaverse goes beyond all we already know about digital interactions. It represents a step inside the Internet.
This new virtual environment has yet to arrive. But, still underdeveloped, more and more marketers, digital speakers and business leaders talk about it…and we are listening. It is without a doubt, a new digital professional challenge to take into consideration.