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Top 3 marketing use cases for the B2B metaverse

The metaverse is a 13-trillion-dollar opportunity by 2030, in accordance with a recent report by Research and Markets. Thats an enormous market attracting enterprise tech companies and investors alike.

Theres various emerging technologies, alongside daily news updates about these immersive technologies promise and potential downside. Although much hype surrounds gaming and consumer-focused virtual spaces like Fortnite and Metas Horizon Worlds, a big part of that $13 trillion pie will undoubtedly be focused on business communications.

B2B marketers can’t dismiss virtual worlds and immersive technology as tactics solely focused on consumer campaigns. Business marketers are embracing these technologies and successfully and strategically deploying them going to KPIs.

How? you may ask. Continue reading as I offer an summary of the metaverse from the business communications perspective and call out the very best use cases being done today.

Read next: How B2B marketers can leverage the metaverse

Follow the amount of money

To access the center of what enterprise B2B marketers have to care about with regards to the metaverse, we have to follow the amount of money. Considering who is buying immersive technologies can help us predict the industrys future.

Coinscapture listed the next because the top three companies investing big in the metaverse:

  • Microsoft.
  • Meta (Facebook).
  • Google.

Developer Updates identified the very best five players building the metaverse as:

  • Microsoft.
  • Epic Games.
  • Meta (Facebook).
  • Nvidia.
  • Google.

Several thoughts one thinks of when i contemplate these lists from the B2B marketing perspective. Although building an immersive workplace solution, Meta won’t flourish in the enterprise space. They’re among the least trusted companies on the market today, and I cant see any enterprise attempting to risk the trust of these employees, partners, and customers.For Epic Games, they’re building immersive experiences at scale, reaching vast amounts of consumers. However, their core demographic is younger rather than well-suited for the normal B2B campaign.

In order that leaves us with Google and Microsoft. Google has been relatively quiet regarding their efforts to leverage immersive technologies once they attempted launching Google Glass and Google Lively. (Any geeks on the market understand that project?)

However, Microsoft has been loud and proud with many announcements outlining how they’re building the immersive workplace into the future. Their latest product offering, Microsoft Mesh, promises to mix Microsoft Teams, the enterprise-preferred communications and collaboration platform, with immersive capabilities like attending meetings as your avatar and easily collaborating in a metaverse-like environment.

I predict that you will see some new announcements about Microsoft Mesh this October throughout their flagship developer conference, Ignite, and I cant wait!

For the time being, I’ve found three primary areas where immersive technology is effectively helping B2B marketing teams.

1. Events, events, events

Events have already been a mainstay in B2B teams marketing mix. Regardless of the global pandemic, this can not change. Post-COVID events have to be hybrid you need to include both in-person and online options to meet up the demands of attendees with varying degrees of comfort with travel.

Enterprise travel budgets haven’t been tighter, and justifying an in-person conference experience is becoming more challenging. In conjunction with the necessity to give a hybrid experience, those opting to remain home have to be offered something more engaging compared to the typical 2D conference experience. This new dynamic creates many challenges for the function marketer that immersive technology might help tackle. If youre searching for tips about leveraging XR and immersive technology for the next event, have a look at my post, 10 Points to consider WHEN WORKING WITH XR for the Event.

Many new enterprise-ready, immersive event platforms and technologies have already been developed with new players entering the field nearly every day. One promising start-up, TouchCast, has generated an interactive 2.5D enterprise event solution that integrates with Microsoft Teams. They’re building an extraordinary set of partners such as for example Microsoft, Accenture and Nvidia and so are among the first to provide Metaverse-as-a-Service. To see their platform doing his thing also to access some compelling keynote presentations on the continuing future of the metaverse, go to the on-demand version of these Metaverse Summit.

In accordance with Ricky Houck, TouchCasts senior enterprise strategist:

Theres already so much technology being underutilized by enterprise companies. We are able to build off the innovation from 3D world building for gaming and entertainment, expanding their use cases into virtual events, sales, training, and several other B2B use cases.

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2. Learning, education and training

And talking about training, theres a substantial amount of education that has to get into most B2B campaigns. Potential buying committees have to understand extremely complex services and products fully. Post-purchase, they have to learn how to utilize the product. Here, customer success and sales enablement teams lean heavily on training materials to greatly help with upsell opportunities.

Research has proven that immersive technology might help improve learning outcomes and information recall. A study by the University of Maryland figured people remember information better if it’s presented in a virtual environment. Global IT firm Accenture has capitalized with this trend by creating an immersive work place they will have dubbed The Nth Floor.

Among the first types of the promise of Microsoft Mesh, The Nth Floor, integrates with Microsoft Teams to permit Accenture employees to seamlessly create avatars, visit virtual 3D locations and collaborate in a virtual environment. The business has successfully used the virtual office for onboarding a lot more than 150,000 employees and is worked up about the results. Jason Warnke, Senior Managing Director, Global IT and Digital Experiences Lead at Accenture shared in a recent post:

We discovered that most learners (70%) forgot training content within 24 hours and practically all (90%) forgot following a month. Interestingly, a report also found immersive VR instruction offered a way to achieve 33% higher learning retention in comparison with video.

Currently, The Nth Floor is bound to Accenture employees only. However, I did so find a worker video of the knowledge shared on YouTube.

Employee captured video of Accentures virtual campus, The Nth Floor, built using Microsoft Mesh.

It clearly is made using Microsofts AltSpace platform and sheds light on another where anyone using Microsoft Teams may also have quick access to AltSpace.

Read next: 10 rules for successful metaverse marketing

3. Mind-blowing networking

With fewer business prospects traveling, building relationships virtually becomes essential. Connecting on an emotional level over standard video conferencing is actually hard. You can find those awkward silences, the moments when youre talking over one another and that awful feeling of watching yourself on video.

Immersive tech can save your day by giving tools that help promote connection such as a shared 3D environment, avatars that may facilitate self-expression, and opportunities to possess fun!

Sizzle reel of iHeart Medias virtual CES event held in 3D.

Among the best virtual networking events I attended was iHeart Medias virtual Billie Eilish concert together with CES. The iHeart team went all out and provided a stellar live-streamed broadcast that included Ryan Seacrest, Dua Lipa and Billie Eilish.

Rather than just holding a far more traditional 2D broadcast, they leveraged the 3D platform from Vatom to supply an immersive experience for a huge selection of invited VIP guests. Ecommerce event targeted iHeart medias big advertisers and top branding executives and brought the fun while at exactly the same time enabling true networking to occur.

Live webcam video capture avatar capabilities at iHeart Medias CES event using Vatoms 3D event platform.

Rather than an anonymous, graphics-heavy avatar, the platform overlaid live webcam video of every attendee. This allowed me to instantly recognize other attendees and colleagues and take part in conversation without wondering who I was communicating with. In addition, it saved me enough time of customizing an avatar and made entering the 3D venue frictionless.

The place to start

These three areas are excellent places to begin with your metaverse marketing journey. Robust educational opportunities and active communities are cropping up around the world to greatly help support innovative marketers seeking to produce breakthrough campaigns and communications.I teach XR for communications at the University of Oregon, plus they provide a Masters Degree in Immersive Strategic Communications.

You may also attend industry conferences that house the most recent info on new marketing technologies, like The MarTech Conference this month. On Thursday, September 29, Ill be presenting How marketers could make sense of the metaverse alongside fellow MarTech contributor Tim Parkin and MarTech editor Chris Wood. Its sure to be always a lively discussion, and I am hoping it is possible to join us.

Additionally, there are more informal interest groups, like my monthly XR Pub Crawl for Marketing and Comms professionals where we explore the most recent immersive platforms and examine them through the lens of marketing and communications.

Finally, if you want professional help building an immersive strategy, experienced consultants are simply waiting to roll-up their sleeves.

Opinions expressed in this post are those of the guest author rather than necessarily MarTech. Staff authors are listed here.


Lisa Peyton can be an immersive media strategist and media psychologist concentrating on an individual engagement and marketing applications of new technologies.

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