B2B buyers are more self-sufficient than ever. According to Gartner, 70% of B2B buyers define their needs before ever reaching out to a sales representative, and 44% identify specific solutions before speaking with a vendor. That means buyers are doing their own research, evaluating options, and forming opinions before a company gets the chance to pitch. What influences their decision-making process? Detailed product descriptions help clarify specifications, while high-quality images and videos create a tangible sense of the product. When buyers are presented with visuals rather than just text, they retain 65% more information about the product. That’s a game-changer.

The B2B Market Is Catching Up to B2C Expectations

We’re all consumers in our personal lives. We’re used to sleek, interactive, visually rich online shopping experiences. Whether it’s customizing a pair of sneakers or using AR to preview furniture in our homes, the B2C world has set a new standard. But B2B? It’s lagging behind. Many companies still rely on text-heavy, poorly organized product catalogs that fail to create an engaging experience. A generic PDF or a long list of SKUs isn’t enough anymore—buyers need to visualize how a product fits into their environment. That’s where 3D renders come in.

The Opportunity: Winning More Deals with 3D Renders

Companies that integrate high-quality visuals, explainer videos, and 3D renders convert more leads into customers. Why? Because they remove doubt, personalize the buying experience, and make it easier for buyers to envision the product in action.

How 3D Renders Solve the Visualization Problem

Buying something without seeing it in action creates uncertainty, and 3D renders eliminate guesswork

Whether it’s a complex industrial machine or a modular trade show stand, a render gives buyers a realistic preview of what they’re getting. A construction company evaluating modular office spaces doesn’t just want specs—they want to see how the unit looks fully assembled, how the interior layout feels, and how different materials change the aesthetic. A 3D render does all that instantly.

Personalization isn’t just a B2C trend

When a buyer can see their own logo, brand colors, or specific configurations in a render, they feel ownership over the product. It’s no longer just a concept—it’s their solution. A company designing a custom trade show booth can’t just pick from stock images. They need to see their branding, their product placements, and how the layout flows. A 3D render allows them to tweak the design before anything gets built, reducing friction and last-minute changes.

3D renders is especially powerful for businesses selling custom, made-to-order, or in-development products

A render is the next best thing to reality—it lets buyers feel confident in their purchase before production even begins. A lighting manufacturer launching a new smart office lamp can’t wait until the first batch is produced to market it. A 3D render allows them to showcase the lamp’s features, demonstrate its adjustable color temperatures, and even visualize how it looks in different workspaces—months before it’s ready to ship.

But beyond making products more tangible, 3D renders create a “Wow” factor that captures attention

A static product image is fine, but a rotatable 3D render or an animated product walkthrough creates excitement, turning a catalog into an experience. A furniture brand selling ergonomic office chairs, for example, can provide a 360-degree render where customers can see how the seat adjusts, how different fabrics look, and how the chair fits into various office setups. That beats a flat image any day.

Sales Layer PIM includes DAM functionality to connect your 3D renders across your marketing stack. In addition to 3D renders, we also support images, videos, graphics, documentation, audio, and presentations, ensuring your product is ready to scale

B2B buyers expect a visual, engaging experience. 3D renders eliminate uncertainty, helping them see, personalize, and connect with a product before purchasing. Companies that use them don’t just sell—they create experiences that drive conversions.