How Virtual Product Tours are Driving B2B Sales: A Look at the Mack Trucks Live Tour

In today’s digital-first world, brands are constantly searching for innovative ways to engage customers. Enter the Mack Trucks Live Tour, a groundbreaking virtual product experience that’s revving up how customers interact with Mack Trucks. In a recent episode of The Agile Brand Podcast, host Greg Kihlström sat down with David Galbraith, Vice President of Global Brand and Marketing for Mack Trucks, and Lisa Ferriter, Managing Director and Head of Client Strategy at The Office of Experience, to discuss how this initiative is rerouting the customer journey.

Click here to listen to the podcast.

The Challenge: Preserving Mack Trucks’ Human Connection in a Changing Landscape

Mack Trucks has long relied on person-to-person experiences to engage customers and build relationships that drive sales. But when the COVID-19 pandemic put a wrench in Mack’s traditional B2B sales model, OX saw an opportunity to innovate. Understanding that commercial truck buyers extensively research before stepping foot inside a dealership—as well as Mack’s commitment to a personal, human touch—the OX team developed a virtual product tour that delivers the same engaging and educational experience as an in-person walkthrough—without the hassle of logistics.

As Lisa Ferriter explained, the idea for the Mack Trucks Live Tour emerged in 2020 when in-person engagement became more challenging. Customers were still interested in exploring products, but needed a new way to do it. With years of experience partnering with Mack Trucks and a deep understanding of their brand, OX knew exactly how to solve their challenge. The result? A seamless virtual experience where potential buyers can get an interactively guided, in-depth look at Mack’s lineup—without ever leaving their desk.

The Solution: A Customer-Centric Virtual Experience

The Mack Trucks Live Tour is not a typical sales pitch. It’s an informational, no-pressure experience that lets prospective buyers explore Mack’s flagship models in a fully controlled studio environment, ensuring a high-quality, distraction-free presentation every time.

How it works:

• Customers schedule a virtual tour on Mack’s website.
• A knowledgeable product ambassador leads the tour, showcasing key features of the truck.
• The experience is interactive—attendees can ask questions in real-time.
• While the session is purely educational, interested attendees can be referred to a dealership to continue the process.

By leveraging video conferencing and smart scheduling tools, the Mack team created an intuitive experience that’s informative, and—most importantly—customer-friendly.

The Impact: Driving Engagement and Shortening the Sales Cycle

One key benefit of the Mack Trucks Live Tour is its ability to streamline the customer decision-making process. As Ferriter pointed out, buyers could spend anywhere from three months to a year visiting dealerships and comparing specs. With the virtual tour, they can gather all the essential information upfront, saving time, effort, and quite possibly a tank or two of fuel.

According to David Galbraith, the feedback has been overwhelmingly positive. Many attendees have not only enjoyed the experience but have recommended it to others—a clear sign that Mack’s approach isn’t just working; it’s driving real impact. Plus, the brand was able to preserve the customer interactions that give it a human touch.

The Future of B2B Sales: Blending Digital and Physical Experiences

The Mack Trucks Live Tour proves that brands don’t have to choose between digital and traditional sales—they can (and should) embrace both. While in-person experiences remain valuable, virtual tools like this add a scalable, customer-friendly touch that aligns with modern buying expectations.

For B2B companies looking to modernize their sales approach and extend the human connection through digital, Mack’s success story offers a clear takeaway: focus on customer needs, embrace the right technology, and create engaging experiences that leave a lasting impression.

To learn more, you can listen to the full podcast here.

At The Office of Experience, we believe that digital-first strategies like this can transform how brands connect with their audience—without losing the human touch that makes all the difference. If you’re ready to rethink your customer engagement, let’s start a conversation.