Why You Need Both Digital and Analog Strategies in Business Development
When it comes to business development, most people think there are only two choices:
- Go the analog route with in-person networking, cold calling, trade shows, and one-on-one conversations.
- Or go the digital route with content creation, publishing online, email campaigns, and social media visibility.
The real power comes from combining the two.
The Problem With an Analog Only Approach
The biggest drawback of relying only on traditional sales tactics is that you have to be physically present every single time.
Events, trade shows, and networking sessions are great for sparking conversations, but once the event ends, you are back at square one. If the buyer is not ready to purchase right away, your only tools are follow-up emails and calls.
In long B2B sales cycles, often 9 to 12 months or more, that “just checking in” approach quickly becomes noise. Unless you happen to bump into that person again at the right time, the relationship fizzles.
Analog sales works, but it is a grind.
The Problem With a Digital Only Approach
On the flip side, relying only on digital strategy is not the answer either.
Publishing content builds visibility and establishes expertise. But it can lack the personal connection that comes from meeting face-to-face. People may follow your posts or videos, but without an in-person interaction there is often no trigger for them to say, “Yes, let’s talk about my business.”
Followers are not the same as clients.
Another issue is that digital strategies take time to build. Growing an audience and creating enough content to generate leads does not happen overnight. Analog tactics, by contrast, can start conversations immediately.
Why the Combination Works
When you combine both strategies, you create a compounding effect.
- Analog builds relationships: People meet you, shake your hand, and know you are real.
- Digital builds trust over time: Your content keeps you top of mind between meetings and events.
I have seen this firsthand with our Catalyst Community members. One member had been creating content consistently for about a year. At their latest industry event, the dynamic completely shifted. People were coming up to them, already familiar with their content, ready to have real conversations.
Instead of awkward introductions, they were meeting people who were excited to connect. That is the magic of digital and analog working together.
The Impact of Good Digital Content
If you meet someone at a conference who is not ready to buy, what happens next?
If you are posting regularly on LinkedIn or sharing educational videos, that prospect will keep seeing you. Instead of disappearing between trade shows, you stay in front of them with content that solves their problems.
Months later, when you reach back out, or when they finally need help, they already trust you. They have seen your expertise, they have heard your voice, and the follow-up feels natural.
This is how you nurture long sales cycles without burning out on “check-in” emails.
What This Means for You
Look at your last six months. Have you leaned too heavily on one side, just digital or just analog?
And looking ahead, where can you intentionally combine the two?
- Show up at networking events.
- Publish content consistently.
- Use each to feed the other.
At the end of the day, your goal is to become the favorite teacher for your audience, the person they trust because you show up both online and in person with real answers to their problems.
