The final experience, which premiered at VMworld 2018, was an undeniable conference standout. The booth’s VR setup attracted passersby at a much higher rate than traditional media like posters and passive video. Once at the booth, prospects spent much less time waiting in line for the attention of the sales team, because the VR experience provided such an efficient, engaging, and accessible way to introduce newcomers to VMware’s IoT.
“Time and time again, people would audibly gasp as the virtual factory materialized around them,” said Pixvana Chief Operating Officer Rachel Lanham, who saw it in action. “It sparked people’s curiosity and sense of wonder, and led to thoughtful questions and genuine conversation about how VMware’s IoT solution could impact the prospect’s own organization. That ‘wow’ moment, which VR has an unparalleled capacity to deliver, is invaluable for any sales team.”
After the exceptional response to the VR pilot at VMworld, VMware has continued to bring it to similar conferences and events, and intends to produce increasingly interactive VR experiences with Pixvana. The team also plans to feature VR in their new brick-and-mortar customer experience center in Seattle, WA.
VR offers a number of benefits in a conference environment: it simplifies conference preparation, reduces booth setup time, cuts through conference noise to draw in customers, and enables engaging and information-dense product storytelling.
“This project was a perfect example of why VR is a compelling sales tool,” said Rachel Lanham, COO at Pixvana. “The best sales tools make an enchanting first impression, guide the target audience through a compelling story, and leave them with a lasting impression, all of which VR is uniquely positioned to deliver. It’s only a matter of time before VR fundamentally transforms the landscape of B2B sales.”