MarTech Series: Why CMOs Should Add Visual Interactive Sales and Marketing to Their MarTech Stacks?

In the rapidly evolving marketing technology landscape, B2B marketers often find themselves caught in the constant evaluation of martech stacks against emerging trends. However, for those marketing complex products or solutions, the strategic addition of visually interactive applications — including interactive 3D models, virtual reality (VR), and augmented reality (AR) — can offer a distinctive edge.

1. Unforgettable Customer Experience

  • Visual and interactive technologies provide an unparalleled and memorable experience for customers.
  • Virtual demonstrations, especially for complex products like medical equipment, overcome the limitations of physical demonstrations, allowing prospects to visualize and interact with products in their environment.

2. Strategic Integration

  • When used thoughtfully, these technologies are not perceived as gimmicks but rather strategic tools.
  • For instance, in scenarios where physical demonstrations are impractical, presenting a digital version through devices like tablets or VR headsets enhances professionalism.

3. Accelerated Sales Cycles and Cost Savings

  • Interactive applications involve customers in the evaluation process, leading to faster sales cycles and increased deal closures.
  • Significant ROI is driven by improvements in sales results and substantial reductions in product shipping costs, particularly in trade shows or client meetings.

4. Ancient Wisdom Applied: “Involve Me, I’ll Understand”

  • Interactive applications move beyond simply showcasing products; they actively engage customers in evaluating solutions tailored to their unique challenges.
  • Involving customers in this interactive process fosters a deeper understanding, contributing to enhanced sales outcomes.

5. Complementing Traditional Marketing Efforts

  • Visual interactive applications represent the next phase in digital transformation for B2B marketing, complementing traditional strategies like email marketing, digital advertising, and content marketing.
  • When integrated with these strategies, the effectiveness of driving prospects and customers to an interactive experience is amplified.

Deloitte reports that 88% of midmarket companies are leveraging AR or VT as part of their marketing strategies. Industry examples illustrate the power of these immersive experiences, such as Lowe’s Innovation Lab using virtual reality for customer training, Cisco using AR for exploring product catalogs, and VERYX employing VR for virtual tours of food sorting machines.

[AR for the enterprise: Watch Video]

CMOs need to evaluate immersive and interactive technologies to make a strategic decision on where they fit into overall marketing and corporate objectives. These technologies are crucial to remain innovative, competitive, and relevant to customers — who are expecting these experiences to provide a unique and engaging avenue for brand interaction and exploration.