With a value that is quickly approaching $2 trillion in yearly sales, there is a lot to talk about around B2B ecommerce. B2B has seen significant changes in the last several years, with more meetings relying on digital tools to facilitate meetings that previously happened in person. While in person meetings will surely remain an important part of B2B sales, sellers are turning to technology to deliver better, more compelling experiences across a wide variety of industries. Among the favorites for improved selling tools are 3D visualization and augmented reality, creating hands on, immersive touch points that draw buyers in to showcase products and their unique value.
B2B clients are making waves among their competitors with best in class 3D and AR for commerce. Here are the top benefits and applications for brands looking to up the ante in 2023 B2B sales.
Using 3D and Augmented Reality for B2B Sales Calls
Products and features can be difficult to explain with traditional photography and video; particularly for larger scale products. Even physical product samples sometimes fall short in demonstrating the true capabilities or value proposition of a given product. 3D product visualization and augmented reality (AR) allow buyers to immerse themselves with interactive product models, bringing the exact product they are looking to purchase to life in front of them at scale. Whether the meeting is happening in person or virtually, product visualization enables more in depth exploration and discussion of the product. Allowing the buyer to ask more pertinent questions and the seller to provide more detailed answers.
Imagine a builder bidding out for landscaping around a new project. They want to design an outdoor space with a pergola to complement the building. A vendor may be able to show the builder a product catalog and material samples, but it will be difficult to ascertain exactly what the completed structure will look like and what combination of materials will look best alongside the new building. By using a 3D configurator and augmented reality, the builder will be able to explore the options and view specific selections in the space. Additionally, this experience does not require the vendor to be on site with the builder to deliver the experience, allowing for effective physical or virtual sales meetings.
Using 3D/AR for Direct Mail
Digital may get the majority of the attention from today’s sales and marketing teams, but sometimes “old school” methods are incredibly effective for breaking through the noise. There are a variety of ways to leverage direct mail as an effective tool for B2B sales, but tying the digital to the traditional through 3D and augmented reality promises elevated results.
What if you could deliver an AR experience to a potential customer with one click of a button, without ever getting on a call or zoom? Using QR codes, this is easily achievable. Codes may be generated to drive users to a product visualizer, 3D configurator, or a specific AR experience, depending on what action you are looking to achieve.
These tools may also be used for initial outreach or a follow up. Imagine configuring a client’s desired product on a call with them, and then sending a postcard allowing them to access the exact configuration you discussed in augmented reality. This approach adds a personalized touch, less likely to get lost in the whirlwind of a crowded inbox.
3D and Augmented Reality for Live Events
The last several years have seen live events, particularly conferences and trade shows, take a beating in attendance and prevalence. But as more people return to shows and events, the opportunity to come back bigger and better is a challenge being taken on by hosts, sponsors, and attendees alike. A recent survey from Meeting Professionals International showed 85% of respondents expect an increase in upcoming live event attendance. If you are looking for an effective way to gain traction and attention at live events, put down the swag and turn to product visualization.
As we mentioned previously, 3D and AR can make products of any kind portable. The thousands of dollars previously spent on packing, shipping, loading, and unloading product samples to be transported to an event are lessened or eliminated while allowing vendors to bring their entire catalog of products. Further, it enables firms who may have previously been unable to transport their products in any fashion to more effectively showcase what they have to offer. Whether you choose to deploy 3D and AR on display screens, a portable device, or leverage QR codes to allow visitors to activate experiences on their own device, this type of interaction promises to deliver far more results than a free pair of sunglasses.
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