What is the role of digital marketing in supporting ABC's new business?

• A. It eliminates the need for relationship selling.
• B. It can raise awareness and communicate sustainability benefits, but relationship selling may still matter for industrial customers.
• C. It has no effect.
• D. It is the only channel needed.

Answer: (B)

Digital marketing helps raise awareness and communicate the sustainability benefits of ABC’s new business, which is especially important when trying to establish credibility and attract interest quickly. It can share evidence, case studies, and thought leadership that show the value of the offering to potential customers. At the same time, industrial buyers often face complex technical decisions, long purchase cycles, and multiple stakeholders. Building trust, tailoring solutions, and providing ongoing support through personal relationships are where direct selling plays a crucial role. Digital channels can support this process by attracting leads, providing accessible information, and warming prospects before a sales conversation, but they can’t replace the need for trusted, ongoing relationship selling. So the best approach is to use digital marketing to raise awareness and convey sustainability benefits while recognizing that relationship selling will still matter for industrial customers.