Conventional wisdom in B2B sales is that channels should align with the buying stage. Digital channels (such as websites) build awareness and educate potential customers at scale. Virtual channels (such as Zoom meetings) provide an effective way to come together with remote stakeholders. In-person communication should be reserved for designing complex solutions and high-stakes negotiations. Companies are encouraging their customers to combine their use of digital dashboards, regular virtual discussions, and occasional in-person check-ins effectively and efficiently to achieve the overall goal of maintaining relationships.
