AR in business-to-business marketing

Augmented Reality technology not only applies to business to consumer (B2C) model but also to business on business (B2B). Unlike B2C marketing tend to focus on branding, B2B marketing is more focusing on certain products or services in professional and functional manner. In a business perspective, B2B relationships are necessary antecedents for achieving high operating effectiveness, high (on-time) efficiency, and sustaining profits for each firm in these relationships (Woodside & Baxter, 2013). Therefore, the visual capacity on AR technologies helps to consolidate complicated ideas and present it in a more strategic way to the potential client.

A new way to pitch business

In this digital generation, it is not necessary for the salesperson to carry all the flyers or modeling products to the client meeting. They can basically bring along their mobile devices with customized AR software on, and they are good to go. 
For example, using AR software, those Landscape Architects can show and discuss with the client their numerous material selections over the project and make instant changes to their design by one click in the meeting room. The interactive content of AR software can fully function as the communication bridge between company and client, the way that AR used on product selling or demonstration, are now way beyond our imagination.

Implications

Augmented Reality can also apply on other different perspectives. When we mention how AR contributes to the business sales process but actually they can also upgrade the whole business services package to another level. B2B marketing is not just about selling a product, but also maintaining a developable relationship is one of their key features. Through AR technology, the company can avoid any language caused trouble, like the poorly-written user instruction guide on the new machine, the unclear explanation from customer service officer when your product is not fully functioning or the confusing information on self-help portals.
When you are having trouble on a product or service, using AR technologies can directly show accurate information layering on its 3-D product image on your smart devices and instantly explain it in an extensive way. AR solutions will be a very effective way to help clients on organizing or repair different products. With the interactive visual based communication, the business can overcome the language difficulties and helps the client sharpening memory on the information.


Impacts


In 2016, the Content Marketing Institute (2016) stated that the highest rise in B2B content marketing usage was Illustrations/Photos, it goes up to 76% from 69% last year and also there are 79% of B2B marketers are using videos as their marketing material, the dynamic was shifting from text communication to visual communication in all these years. Nowadays, our attention spans are getting shorter, it's only 15 seconds now. Therefore, AR is our big trend in the future, it minimizes the text and using mixed reality to present right straight to the point. Marketers have to use these high user engagement channels to grab the audiences’ attention and strategically reduce the B2B buying cycle decision-making time.

Reference

Woodside, A. G. & Baxter, R(2013).  Deep Knowledge of B2B Relationships Within and Across Borders. United States:  Emerald Group Publishing Limited.
Content Marketing Institute (2016). 2016 Benchmarks, Budgets, and Trends—North America. Retrieved August 29, 2017, from http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf

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