The Metaverse Is No Game for B2B Marketers

Accenture and Microsoft are playing an active role developing the environs that combine the virtual and physical worlds, but most B2B firms will proceed cautiously

By Marie Griffin

Most B2B brands are taking a wait-and-see approach toward the metaverse, as they first get a firmer hold on other, less complicated digital channels. At the same time, B2B marketers must weigh this caution against the fact that younger people now transitioning into decision-making roles have been conditioned to a digital-first world in which virtual- and augmented-reality experiences are a natural part of their day.