Navigating the future of B2B marketing: The transformative impact of the industrial metaverse

Rapid technological advancements and shifting market dynamics challenge business-to-business (B2B) marketing academia to maintain relevance among scholars and practitioners. This article examines the discipline’s evolution and explores future research directions shaped by the industrial metaverse. Scholarly research in B2B marketing evolved from a focus on transactions to one on relationships, business networks, and, finally, virtualized business ecosystems. The industrial metaverse, through business virtualization, dynamic strategizing, and enhanced stakeholder centricity, fundamentally affects how B2B transactions and relationships are managed. By embracing the industrial metaverse, we propose that scholarly research in B2B marketing can maintain its relevance and enhance its impact by tracking industry advances and more effectively addressing managerially relevant challenges. To this end, the article discusses the substantial shifts triggered by the industrial metaverse and develops promising research opportunities, advocating for academics to embrace these changes to align with practitioner needs and contemporary market dynamics.