How the metaverse will shape the B2B digital experience by 2030

Highlights

You’ll learn about the metaverse and B2B digital experience evolution by 2030

• Immersive collaboration: Virtual workspaces & avatars enable real-time teamwork
• Enhanced training: VR/AR simulations streamline training & product demos
• Digital twins: Real-time models optimize design, production, supply chain
• Decentralized control: Web3-driven data ownership & security builds trust
• Persistent environments: Always-on 3D spaces cut travel costs & boost access

Opt for the right tool to power your metaverse strategy. Go with Contentstack to start crafting your B2B metaverse strategy today.

The metaverse combines AI, immersive technology and real-time data into an interactive virtual ecosystem. This has the potential to transform B2B operations as we know it. The technology creates a virtual space that elevates digital experiences from mobile interactions to simulated reality with AR, VR, 3D and blockchain.

Research shows that 67% of B2B firms use or plan to adopt metaverse technology within the next 12 months. So, are you positioned to leverage the metaverse wave?

The metaverse in business

The metaverse has diverse use cases for B2B and B2C companies. In these early stages, businesses are using it to refine their digital experience via immersive interactions and support services. However, B2B and B2C companies use the metaverse in different ways.

Differences in how B2C and B2B use the metaverse 

B2C companies use the metaverse for experiences like virtual shopping, gaming and events that improve engagement. However, B2B firms use it for activities like immersive training, remote collaborations and product demos. B2B transactions are more complex and require vast amounts of data. So, you need the right tools to make it work.

Key components of a B2B metaverse ecosystem 

Here are some systems that help B2B companies operate within the metaverse:

• AI: AI solutions use data to identify trends, which enables B2B firms to forecast customer needs. It also supports personalized service delivery and adapts content to buyer behavior.
• Cloud computing: It offers a scalable infrastructure to store and process data, and to render 3D virtual worlds and environments.
• IoT: It connects physical objects to the internet. It collects real-time data, enabling you to automate processes and monitor systems from a remote location.
• Cybersecurity: It encrypts data, detects intrusion and prevents illegal access to customer data.
• Digital twins: These are digital replicas of physical assets, systems or processes. They can be used to simulate, monitor and optimize physical infrastructure.

You can think of these components as building blocks that simplify how businesses use the metaverse.

Stakeholders in the metaverse B2B value chain

Key personnel in the industrial metaverse include: 

• Enterprises: These are B2B suppliers
• Developers: Experts who create blockchain networks, AR and VR tools and other technologies
• Consultants: Professionals who guide B2B leaders to use metaverse applications
• Consumers: Customers who enjoy tailored interactions and services
• Regulators: Entities that create rules for safe virtual spaces

Every entity plays a critical role in refining the metaverse digital experience, ensuring it offers safety and value.

How B2B digital experience has evolved in the metaverse

The metaverse has shifted from static interfaces to immersive 3D virtual worlds. This has created an interactive network for B2B stakeholders to collaborate and engage.

From Web2 to Web3 

Digital experience in Web2 relies on big tech platforms with centralized control over data and static interaction. However, this limits engagement and creates data ownership issues. The metaverse and Web3 are direct attempts to address these issues. 

Web3 enables decentralized and peer-to-peer experiences driven by users. This gives B2B companies more autonomy, enabling them to manage their data and interactions. It offers other benefits like:

• Immersive interactions
• Data ownership
• Security and transparency
• Smart automation

The role of persistent virtual environments in B2B workflows

These virtual spaces in the metaverse run on blockchain networks and remain available when stakeholders are offline. They enable businesses to share virtual workspaces, meeting rooms and showrooms. You can host training, demos and build relationships without incurring expensive travel costs. They enable global accessibility and create immersive experiences that strengthen business connections.

Using avatars to interact in B2B settings

An avatar is a 3D character that represents you in the metaverse. They personalize your activities, and you can use them to attend meetings, run product demos and network at digital events.

Digital twins

B2B (business-to-business) firms can use digital twins to replicate their products and processes. B2B companies can use digital twin technologies to:

• Test product designs before production
• Detect faults and optimize performance
• Showcase their products to B2B customers
• Compare products and make informed decisions

These features of the metaverse rely on specific technologies to bring them to life. 

Technology enablers of the industrial metaverse 

Most B2B companies have complex digital ecosystems that power their IT strategy. However, these systems may not be suitable for new technologies like the metaverse. Here are the technologies that will power the metaverse.

• Composable DXP: A composable digital experience platform, like Contentstack EDGE, enables you to integrate best-of-breed technologies, including the metaverse, to deliver optimized digital experiences.
• AR/VR: They create immersive digital spaces with 3D simulations and digital overlays that enable people to interact in the metaverse. 
• Extended and mixed reality (XR/MR): MR enables dual interaction with the physical world and virtual space. XR combines immersive technologies to unify experiences.
• Blockchain and digital asset management (DAM): Blockchain’s distributed ledger technology records transactions immutably, while DAM controls virtual assets.
• Real-time rendering and 3D modeling: They visualize digital models of physical objects.
• Interoperability and standards: These frameworks help technologies to connect and adhere to the rules of the virtual space. 

These enablers make it possible for B2B enterprises to operate in the metaverse.

How B2B companies use the metaverse

Here are ways in which B2B businesses use the metaverse to customize experiences and enhance operations.

Virtual product demos and digital showrooms

Trend reports state that businesses use 3D showrooms to present products, overcoming the barrier of distance. For example, a robot manufacturer can create a showroom where business executives use VR headsets to interact as avatars and examine 3D models of robots.

Immersive training and education 

According to research, 65% of businesses use VR and AR to simulate training sessions and onboard employees. They can also host training to teach buyers about their products. A cybersecurity firm can use the metaverse to train its staff to control simulated cyberattacks with their tools.

Virtual B2B trade shows and industry events

B2B firms can use the metaverse to host trade shows and events that global stakeholders can attend. A cloud services provider can organize a summit with keynote speakers in virtual auditoriums and tech vendors in 3D booths. 

Remote collaboration and virtual workspaces

The COVID-19 pandemic forced B2B companies to prioritize remote work. It created the need for an immersive way to collaborate. The metaverse provides interactive virtual workspaces for teams, which enables B2B companies to address that challenge. For example, an architecture company can analyze a 3D model of a building design in a shared virtual room.

Supply chain visualization and management

The digital twin technology can track supply chain data in real-time, visualized in dashboards. Think of how a logistics firm can allow shared access to that data. That way, they can monitor stock levels, track routes and simulate contingency plans.

Research projections show a rise in metaverse users from 14.6% to 37.9% by 2030. Hence, there will be more use cases as more people adopt the technology.

Contentstack EDGE is the technology platform that allows you to combine new-age technologies, such as AI and the metaverse, to power personalized content management, real-time data activation, customer journey orchestration and advanced automation.

How to create a B2B metaverse strategy

Before using the metaverse for B2B, you must form a strategy that outlines your actions. Here are the steps to follow:

1. Assess digital readiness: Evaluate your IT system and team for potential gaps. Check 5G capability, storage systems, APIs, as well as server power and GPU clusters for graphics processing and real-time 3D rendering.
2. Develop a roadmap: Use a timeline chart to outline your goals, preferred platforms and use cases. Answer the question: How can a metaverse strategy add value to your business? 
3. Pilot projects and Proof of Concept: Run mini tests to try out ideas and to determine their feasibility. 
4. Build cross-functional teams: Create workgroups with staff from different departments to act as change agents. That way, you can manage change and encourage the workforce to adopt metaverse technologies.
5. Partner and vendor selection: Choose vendors whose products support a metaverse strategy. For instance, Contentstack’s composable DXP allows you to integrate any kind of next-generation technology, including AI, IoT and the metaverse. Also, ensure you can access adequate technical support if required.
6. Implement in phases: Split your strategy into phases. Pilot test, deploy the initial phase, track performance and make iterative improvements. Then, you may deploy more phases.

Best practices

Follow the best practices below to implement and make the most of your metaverse strategy:

• Conduct maturity audits and ensure you obtain company-wide buy-in
• Create a feedback loop and implement the feedback to improve your strategy
• Empower your workforce with role-based training and resources to learn about the technology
• Define your criteria for selecting technology partners and prioritize tools built on MACH principles

How to build an effective B2B metaverse marketing strategy 

The metaverse is integrating digital assets into marketing and creating experience-driven journeys. Here is how to build a B2B metaverse marketing strategy that aligns with these changes.

1. Map the buyer journey: Note customer entry points and decision stages. This enables you to design interactions and target touchpoints to personalize experiences and convert leads.
2. Create immersive experiences: Use avatars, product simulations and virtual activities to encourage interaction. This increases engagement, grows trust and promotes customer understanding of products and services.
3. Use digital assets for marketing: Use NFTs and branded virtual goods for ads. These assets differentiate your brand experience from others, ensuring you stand out. 
4. Measure ROI: Use analytics to track customer engagement with your metaverse spaces. Track avatar and asset usage, session length and related KPIs. Then, use the insights to reshape your strategy for better results. 

Challenges and solutions for metaverse B2B implementation

Here are challenges to expect when using the metaverse and their solutions.

• Security and privacy concerns: Virtual environments experience unauthorized access, data breaches and identity spoofing. So, encrypt your data and authenticate processes to secure your customer data and your operations.
• Change management and user adoption: Staff may resist change or struggle to adopt the new technology. Communicate the benefits of the transition. Focus on how the metaverse improves workflow, digital experiences and decision-making. Organize training sessions to bring your workforce up to speed. 
• Integration with existing systems: Legacy systems struggle to integrate with new technologies. You can use API-driven systems and cloud solutions to overcome this challenge.
• Legal and regulatory compliance: The metaverse is not fully regulated because of its decentralized and cross-border nature. So, secure customer data through strong data governance policies. Also, work with service providers that adhere to privacy laws. 

FAQ section 

How will the metaverse transform B2B supply chains by 2030?

By 2030, supply chain partners will be able to use virtual command centers to track, analyze, forecast and handle logistic disruptions.

What are the security considerations for adopting metaverse technologies?

They include data governance, security protocols such as access controls, identity verification and regulatory compliance.

How will digital twins transform B2B product development?

Digital twins will simulate experiences in real-time and support product testing without using physical prototypes. With this, companies can predict how their products will perform.

How do metaverse applications for B2C and B2B differ? 

B2C brands use the metaverse for social engagement and entertainment. B2B firms focus on immersive digital experiences and professional collaboration.

Learn more

The metaverse presents new ways for B2B companies to improve processes and products, engage with customers and collaborate. It offers an immersive way to engage your workforce and customers, saving time and costs. However, enterprise B2B companies must assess their digital readiness and implement the right technology to support their deployment.

Contentstack EDGE, driven by APIs, microservices and the cloud, enables you to integrate the metaverse, along with other modern technologies, to drive immersive and adaptive digital experiences. Talk to us today to get started.