Why Engagement Matters More Than Ever
In today’s competitive landscape, content marketing has become the norm. But with so much content saturating digital channels, the challenge isn’t just producing content. It’s making it stand out.
To capture attention, B2B brands must move beyond static materials and create “thumb-stopping” moments that surprise, delight, and add value. Whether through interactive infographics, engaging videos, or dynamic tools, the key is crafting experiences that leave a lasting impact on buyers.
The Role of Technology in Immersive Marketing
Technology has been a game-changer for experiential marketing. Innovations in AI, AR/VR, and advanced analytics have made high-quality interactive experiences more accessible and scalable than ever before.
These technologies allow brands to create meaningful interactions across multiple touchpoints, helping them differentiate their offerings and build stronger connections with buyers. By leveraging immersive tools, brands can stand out, engage audiences in new ways, and remain top-of-mind throughout the buyer’s journey.
Transforming the Buyer Journey with Interactive Content
Effective marketing today is less about promotion and more about participation. Interactive content—such as quizzes, calculators, and virtual demos—offers an engaging way to connect with buyers without feeling overly sales-driven.
For example, quizzes have proven highly effective in B2B marketing. People naturally gravitate toward interactive challenges, making them a powerful tool for understanding customer needs while keeping engagement high. These interactive experiences create memorable touchpoints that can influence purchasing decisions more organically.
How Brands Are Using Interactive Content to Stand Out
The Financial Times
To celebrate its 130th anniversary, The Financial Times launched the Fearlessly Pink campaign, featuring interactive elements designed to engage younger audiences. This dynamic content reinforced the publication’s legacy while showcasing its innovative approach to storytelling.
VMware
Faced with declining engagement for its post-pandemic VForum, VMware partnered with TEAM LEWIS to reimagine the experience. By introducing interactive elements, the virtual event was revitalized, ensuring attendees remained engaged and inspired despite the digital format.
These examples highlight how interactive tools go beyond passive content, helping brands differentiate themselves and maintain buyer interest.
Engaging Decision-Makers Through Digital Events
The pandemic accelerated the shift to virtual events, forcing B2B marketers to rethink how they connect with prospects. While traditional trade shows and conferences once dominated the space, digital alternatives such as webinars and hybrid experiences have become viable, flexible solutions that continue to thrive.
A key advantage of virtual formats is accessibility. Unlike in-person events, digital experiences allow attendees to engage on their own terms, often with the ability to revisit content later. This “on-demand” flexibility makes it easier for decision-makers to interact with content without disrupting their schedules.
Creating Memorable Virtual Experiences
For virtual events to be impactful, authenticity and relevance are crucial. The most engaging experiences serve a clear purpose and provide value through education, entertainment, or a combination of both.
Key strategies for creating engaging virtual events include:
- Prioritizing Authenticity: Ensure content aligns with audience needs and fosters trust.
- Offering Value: Blend informative and entertaining elements to maintain engagement.
- Encouraging Participation: Incorporate live polls, Q&A sessions, and breakout rooms to involve attendees actively.
By focusing on these principles, brands can create virtual experiences that resonate long after the event ends.
Interactive Product Demos and Immersive Storytelling
AR and VR are revolutionizing B2B marketing by offering new ways for buyers to experience products. These technologies enable customers to explore offerings in realistic environments, providing a deeper understanding of their features and benefits.
For B2B companies, demonstrating the true value of complex products can be challenging. AR and VR solve this by allowing potential buyers to interact with products in a hands-on, engaging format—whether through virtual simulations, 3D storytelling, or interactive product demonstrations.
AR/VR in Action: Real-World Applications
Skyscanner
To reinvent its annual Travel Trends report, Skyscanner partnered with TEAM LEWIS to develop a Metaverse experience. The Skyscanner Travel Trends Departure Lounge allowed users to explore travel insights through interactive VR, bringing the report to life in an engaging way.
OKX
With brand ambassadors like Manchester City FC and F1 driver Daniel Ricciardo, OKX wanted to create a buzz around its brand. TEAM LEWIS developed Digi Trousers, a customizable virtual clothing experience, showcasing how digital fashion could drive engagement and brand awareness.
These examples demonstrate how AR and VR can solve unique B2B marketing challenges, making complex products more tangible and memorable.
Getting Started with Experiential Marketing
Experiential marketing doesn’t require a massive upfront investment. A strategic, phased approach can help brands integrate immersive experiences without overwhelming resources.
Start small by identifying a specific problem to solve for your audience. Simple interactive tools like quizzes or calculators are excellent entry points. From there, expand into more immersive experiences such as virtual events or AR product demonstrations.
Major industry moments, such as product launches or conferences, offer ideal opportunities to introduce experiential elements. By gradually scaling efforts, brands can refine their approach and learn what resonates most with their audience.
The Future of B2B Marketing is Experiential
B2B marketing is evolving, and immersive experiences are the next frontier. By leveraging interactive tools, virtual events, and AR/VR demonstrations, brands can create more engaging, memorable touchpoints that strengthen connections with buyers.
As technology continues to advance, the potential for differentiation grows. The brands that embrace experiential marketing today will be the ones that stand out and succeed tomorrow.
