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Conventional wisdom in B2B sales says channels should line up 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 efficient way to convene with far-flung stakeholders. In-person communication should be reserved for complex solution design and high-stakes negotiations. Companies encourage customers to blend their use of digital dashboards, regular virtual discussions, and occasional in-person check-ins in ways that are efficient and effective to achieve the overall goal of sustaining relationships.