And how to make them even more effective with 3D and AR technology
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Effective sales and marketing collateral is a key component of every successful B2B sales enablement strategy. Supplying your teams with the right assets can help attract more leads, close deals, and foster brand loyalty that generates revenue for years to come.
But is that really enough?
On the verge of a digital revolution fueled by cutting-edge technologies such as augmented reality (AR) and virtual reality (VR), businesses are challenged to find new and innovative ways of connecting with their audience. Immersive technologies are now more accessible than ever, and companies who can leverage the emerging opportunities they present will be better positioned to stand out from the competition.
Today, we’ll be exploring some of the most effective sales and marketing assets of 2023, and where they fit into each step of the buyer journey. We’ll also be discussing how you can enhance your sales and marketing materials with 3D and AR technology to cut through the marketing noise and revolutionize your customer’s experience.
Compelling marketing assets for the awareness stage
The awareness stage is where a prospect becomes aware of a problem, but may not fully understand what that problem is – or how to solve it. During this stage of the buyer journey, prospects are looking for answers. Your marketing assets should focus on attracting leads and educating prospects on the problems they face.
Some great examples of marketing assets for the awareness stage include:
- Educational blog content
- Videos
- Social media posts
- Whitepapers
- Ebooks
- Webinars
- Infographics
Attracting and educating leads with interactive blog content
On average, companies who blog generate 67% more leads per month than those who don’t
A well-maintained, search engine optimized blog is a powerful tool for organically attracting leads to your website. Supplying a steady stream of relevant information and insights also helps educate your audience on the problems they face while simultaneously establishing brand authority – the first step to building trust.
To take your content marketing strategy to the next level, consider going beyond the traditional, text-based blog by enriching your articles with 3D content. With software such as JigSpace, you can embed AR-viewable 3D presentations (we call them Jigs) directly into your content. Jigs can be created in less time than it takes to produce video content – and at just a fraction of the cost.
Jigs can be enhanced with animations, text, audio, and video, allowing you to unpack even the most complex learning materials in a novel, easy-to-understand 3D format that caters to all learning styles. This helps leads grasp the content quicker, speeding up their progress to the next stage of the buyer journey.
Compelling marketing materials for the consideration stage
During the consideration stage of the buyer journey, your prospect has come to understand that there’s a better way of doing things. They won’t be ready to make a purchase just yet, but they’ll be actively researching potential solutions to find the right fit. This is particularly important within the B2B space where choosing the wrong solution can lead to lengthy down-time, wasted resources, and even loss of revenue.
Your goal for this stage is to demonstrate the unique value that makes your solution the best option.
Effective marketing assets for the consideration stage include:
- Product-led blog articles
- Your website
- Landing pages
- Lead nurturing emails
- One pagers
- Product demos
- Comparison tables and feature guides
Unpacking your solutions with 3D product demos
75% of prospects who request a product demo have to wait 3+ days before they get it
The consideration stage is where product demos really shine, helping explain exactly how your products work and what your prospects stand to gain from them.
Paired with 3D technology such as JigSpace, product demos can be viewed instantly, anywhere in the world with nothing more than a mobile device. Virtual product presentations can easily be shared with all key stakeholders, explaining your products in an interactive, visual format that everyone can understand.
3D demos can be used to highlight key features, or you can ‘pop the hood’ on your products using animated exploded views to reveal the innovative technology within. The content can even be viewed in augmented reality, demonstrating exactly how your solution would fit into a prospect’s daily workflow. This can drastically speed up the sales cycle while minimizing the need for costly and time-consuming on-site demos. This is just one of the many benefits of augmented reality in marketing.
Persuasive sales enablement collateral for the decision stage
In the decision stage of the buyer journey, your prospect is just about ready to make a purchase. They understand their problem and how to solve it, and are now making a short list of vendors.
Your sales enablement strategy should be focused on generating persuasive sales materials that build trust and highlight why your specific solution is superior to the competition – and therefore worth the investment.
Persuasive sales enablement content for the decision stage includes:
- Case studies
- Guided tours and demos
- Customer reviews
- User generated content – eg. videos and photos from customers
Building trust and demonstrating real-world value with immersive case studies
73% of the most successful content marketers use case studies
Case studies are an invaluable resource during the decision stage of the customer journey. They help build trust by leveraging customer success stories to demonstrate the real-world applications of your solutions. For prospects on the fence about making a purchase with you, demonstrating how others have used your solutions to overcome their business challenges can be just the push they need to reach a final decision.
With the rise of AR applications such as JigSpace, businesses can now put their prospects in the shoes of their most successful customers – literally. Highly detailed models of your products can be embedded directly into your case studies and viewed in augmented reality. Seeing your products at-scale and in a real-world setting can help prospects visualize your products and better identify with customer success stories. Showing prospects exactly how your solution could be applied to their business also helps speed up their decision-making process.
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Final tips for nailing your sales and marketing collateral
- Map out the buyer journey and identify key touchpoints to determine which assets you should be producing and which channels to distribute them across.
- The awareness stage: prospects are looking for answers. Prioritize educational marketing assets such as blog content to help them identify their problem.
- The consideration stage: prospects are researching ways to resolve their problem. Focus on marketing materials that unpack key features and benefits of your solution, such as product demonstrations.
- The decision stage: prospects know the problem and its solution, and are now comparing vendors. Persuasive sales collateral such as case studies can help demonstrate the unique value and real-world applications of your solutions – speeding prospects towards a final decision.
- Keep your brand top of mind by offering valuable information and novel experiences.
- Find unique ways of attracting customer attention and don’t be afraid to leverage new technologies to stand out from the crowd.
- Continuously analyze your results and always be ready to take advantage of new opportunities as they arise.
- Engaging customers with offers and after-sales assets can help nurture the relationship and encourage future purchases.
- Research shows that the probability of selling to an existing customer is 60-70%, compared to just 5-20% for new prospects.
- Turn your existing customers into your greatest assets by encouraging reviews, referrals, and other user-generated content.
Want to reimagine your B2B sales and marketing strategy with JigSpace?
Book a demo today to explore the possibilities that await you in augmented reality.
