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As an entrepreneur, I often think about how advancements in technology will influence ways companies operate and serve customers.

By now, almost every business founder is thinking about or discussing the metaverse. It's come up in conversation among colleagues, clients, friends, even at home. My focus has been on the impact the metaverse will have on the workplace, B2B marketing, and sales.

B2B marketers have proven to be slow in adopting technologies of the digital age, ultimately paying the price for their tardiness. Rather than repeating history, marketers and salespeople should start to familiarize and immerse themselves in the metaverse now.

What is the metaverse?

At Connect 2021 in October, Mark Zuckerberg introduced a rebranded Facebook as Meta, announcing the company's new mission to bring the metaverse to life.

"Video has become the main way that we experience content...but this isn't the end of the line. The next platform in media will be even more immersive. An embodied Internet where you're in the experience, not just looking at it. We call this the metaverse," Zuckerberg said.

Marketers and salespeople should see the metaverse as a 3D place on the Internet that will completely change the way we consume content and interact with one another. It presents opportunities to reach new customers and audiences more easily while creating unique and personable virtual experiences.

Elements of the metaverse are already being implemented. For gamers who are fans of Roblox, Fortnite, and Second Life, the metaverse has been here for some time. Now, companies in other industries, such as fashion, luxury, and NFTs are investing heavily in the metaverse and other virtual realities to get closer to customers.

It's only a matter of time before workplaces begin participating in all the metaverse has to offer.

How will the metaverse change the way a B2B marketing team functions?

Many people starting out their careers in sales or a trade will say that they learned their skills on the job. For me, too, having that face-to-face, in-person training was crucial to how well I performed my duties and interacted with my teammates.

The pandemic has changed how we work, and although remote, hybrid, and flexible work schedules offer many advantages both to employers and to their staff, there are downsides. What happens when 20% of your workforce isn't geared for in-person work? There's going to be an efficiency challenge.

That's where the metaverse comes in. It can actually be a solution and proxy for working in the office that is more efficient than Zoom, phone, and video.

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ABOUT THE AUTHOR

image of Robert Henderson

Robert Henderson is a co-founder and the CEO of JumpCrew, a sales and marketing agency that partners with B2B companies to accelerate their customer acquisition.

LinkedIn: Robert Henderson