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Case Study: "Land & Expand" in Mixed Reality

Updated: Apr 5, 2022

Land and Expand

With Mixed Reality Rooms

What is ‘Land and Expand’?

‘Land and expand’ is a sales strategy used to grow account value over time by penetrating organisations with small initial deals and expanding into other departments, upselling more seats, products and services.

Mixed Reality Rooms is a browser-based platform that embodies ‘land and expand’ strategies and enables marketers to deploy effective campaigns with the touch of a few buttons.

How does Mixed Reality help grow account revenue?

Mixed Reality Rooms can be used to execute land and expand strategies more quickly, cheaply, and effectively compared to alternatives such as webinars and in-person workshops. We do this by combining gamified content delivery, immersive first-person perspective, and fun social interaction.

It all starts by making your champions and strategic partners feel like digital innovators, but the challenge with existing land and expand strategies is the “blurry grey” area where companies begin to lose control over their word-of-mouth referrals.

Application 1 ~ raise awareness with other departments

Application 2 ~ engage with multiple decision makers

We tackle this grey area by exploring three questions:

1. What information, event or experience do champions need to engage us with other departments?

  • Decks/one-pagers are rarely read and do little to encourage next steps.

  • Webinars don’t offer opportunities for like-minded attendees to interact and provide social validation.

  • In-person events are expensive, time consuming, and people in a post-covid world are less likely to travel.

Mixed Reality Rooms Solution:

  • Excite attendees before they even meet you. By co-creating an immersive 3D Mixed Reality experience with your champions and strategic partners you can showcase your successes to genuinely engaged audiences.

  • Super simple and accessible. Stakeholders are able to join from anywhere in the world in just three clicks.

  • Allow attendees to socialise and lead their own experiences. Rather than forcing attendees to watch your content in long one-sided presentations, fuel attendee curiosity and encourage them to stay longer with an (optional) gamified quest.

2. How can we understand and determine where the other departments are in the buying cycle? Ie. How aware are they of their problem we solve?

  • Decks rely on subjective feedback from your champion.

  • Webinars are very much a one-way channel of communication and in front of a whole group, it’s hard to engage one-on-one beyond brief acknowledgements and impossible to have simultaneous conversations here is a risk that attendees feel like they’re being sold to and they may withhold information.

Mixed Reality Rooms Solution:

  • Capture quantitative and qualitative feedback directly from prospects. Qualify prospects with the incorporation of quiz questions. Drive demand by subtly and interactively teaching your prospects about the benefits of your products and offerings.

  • Enable sales reps to divide and conquer groups of prospects. Leveraging spatial audio, multiple conversations can take place at the same time, maximising your ability to work the room, initiate relationships, and understand your audience.

3. How can we effectively start direct conversations with new stakeholders and departments?

  • Email intros can work but you are often entering a conversation with a defensive prospect.

  • Sending gifts without context could be seen as creepy or too “hard”.

Mixed Reality Rooms Solution:

  • Enable natural rapport. New prospects can start conversations with your sales and marketing reps in a fun, relaxed, informal environment (not rigid like Zoom where participants can be shy to ask their questions while the rest of the group waits silently).

  • Follow up meetings: Integrate with Calendly to encourage new prospects to book follow up meetings on the spot through prompted gamification.

  • Gifting. Attendee reports allow you to send contextualised gifts based on specific attendee experiences: conversations sales and marketing reps had with them,actions they made in the room eg. “Thanks for taking part in the quiz today Joe and scoring 9 out of 10! Here are some brownies to celebrate you. Look forward to touching base next week to discuss your upcoming quarters ops strategy.” You could take this even further and brand merchandise by exporting the Photowall and putting everyone’s faces on bottles of champagne, mugs and cups, or posters.

What does the Mixed Reality Experience look like?

Individually controlled, video-game-like perspective lets guests navigate your planned activities and content at, for the most part, their own pace. Reimagining long-form one-way presentations, co-branded environments make audiences feel special and allow them to really participate. Attendees can obtain social validation from others through informal conversations and consume relevant content in short gamified bursts. Then, return to the same owned 3D space next time to pick up right where you left off!

What does the Mixed Reality onboarding process look like?

Mixed Reality Rooms has fun, quickly-customizable environments for immediate use (under 24 hours from sign-off), as well as the capacity to build entirely new spaces in < two weeks. Full admin onboarding can be completed in under 60 minutes.

How to engage?

To learn more about the best land and expand practices please contact one of our specialists at link.


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