15 B2B marketers are also beginning to use AI technology “VR and AR offer the most help beyond their marketing automation platforms. Almost half of B2B marketers use connected devices, to B2B marketers whose offerings and one-third have added voice-activated personal typically share one or more of the assistants (like Apple’s Siri and Amazon’s Alexa) to their toolkits. following characteristics: They are More than one-quarter of B2B marketers also use expensive to ship, difficult to visualize, virtual reality (VR); which allows users to interact with or hard to comprehend.” digital environments, or augmented reality (AR); which projects objects on physical environments. For a relatively minor initial expense, VR and AR solutions “Siemens is using AR to expand the can help B2B companies in many industries win range of offerings the company can business and close deals. showcase at events. [...] Dell EMC is B2B marketers using the following using VR to enable prospects to see how technologies in 2018: its equipment can dynamically reconfigure Voice-activated personal assistants a data center based on changing demands 33% Virtual or augmented reality — a benefit it could not demo with 28% physical equipment because neither the data nor the hardware reconfiguration B2B marketers using connected devices: processes are visible.” 2018 45% Data Source 2017* State of Marketing Forrester 30% Virtual And Augmented Reality For B2B Marketers, September 2017 *Note: 2017 data is based on responses of “currently use extensively” on a four- point scale, whereas 2018 data is based on responses of “currently use” on a three- point scale