The Future of B2B Relationships: Remote or In-Person?Expert Opinion

Ali Akram
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Remote work has become increasingly popular in recent years, and this trend is expected to continue. This has had a significant impact on B2B relationships, both positive and negative. On the one hand, remote work can make it more difficult to build trust and rapport with partners and customers.

This is because there is less face-to-face interaction, which can make it harder to get to know someone and build a connection. Additionally, remote workers may feel more isolated from their colleagues, which can lead to a decrease in collaboration and productivity.

On the other hand, remote work also has some advantages for B2B relationships. For example, it can save businesses money on office space and travel costs. Additionally, remote workers are often more flexible and adaptable, which can be beneficial for businesses that need to be able to respond quickly to changes in the market.

Geoff Cudd Founder of

Many have argued how remote work can negatively impact business relationships in the B2B space, particularly in aspects of communication and collaboration. Indeed, when lost in translation, or without physical presence, *there is a risk *that quality could suffer. But offsetting this risk are substantial advantages that remote work brings to the B2B sector. Firstly, it produces cost savings for both parties as there is no need to travel to meetings or establish a physical office presence. The result is that businesses can better focus their budgets on marketing and building relationships rather than covering costs associated with traditional office operations. Meetings in person will be kept for truly important occasions, but for instances where physical presence is not necessary, remote work allows the same levels of engagement without the costs.

Supplementing this are the benefits of greater flexibility and opportunity to build relationships with partners and customers across a wider geographical area. A far-reaching business network built on trust and understanding can be developed remotely, allowing for more meaningful connections. The wider and deeper the relationship, the more value can be exchanged and generated in future collaborations. The same can be said when it comes to tapping into the expertise of remote-based employees. With members located in different parts of the world or in different parts of the country, businesses can access new perspectives and insights that would not have been possible before. Diverse perspectives drive innovation and make businesses competitive.

Bridget Reed Co-Founder of

Remote work is changing the dynamics of B2B relationships in terms of accessing information. With physical distance between organizations, the traditional methods of communication and information sharing have been disrupted. Companies are relying more on digital tools and platforms to exchange data and documentation. This shift to remote work has highlighted the importance of efficient and secure information sharing methods, such as cloud-based storage and collaboration tools. Establishing clear communication channels and implementing robust data management systems has become crucial for maintaining strong B2B relationships in the current remote work landscape.

Patricio Paucar Co-Founder of

Some would argue that B2B relationships have suffered due to remote work, but the opposite is true. Because of remote work, video meetings have become normalized, and some companies have reported more frequent visits with their customers since video chats are more acceptable for customer interactions. Virtual meetings will never replace face-to-face interactions or an in-person trusted handshake, but they create a convenient way to have more frequent check-ins that can complement live sessions.

Teresha Aird Co-Founder & Chief Marketing Officer of

I’ve led the marketing direction and the day-to-day business operations of our digital brokerage for 20+ years now. And given my position in commercial property, I’ve also been fortunate enough to gain insights into how our more successful remotely operating business tenants handle various aspects of their operations. Remote’s rise has very obviously reshaped the business world – into one that demands flexibility, innovation, and new communication strategies. Exemplifying this, during COVID-19 lockdowns, our shift to fully remote operations at highlighted the significance of technology for bridging gaps, but it also revealed a longing for the irreplaceable energy of face-to-face interactions.

Maintaining business relationships remotely requires striking a balance:

leveraging the obvious benefits of digital platforms for their efficiency, while also retaining some aspects of in-person connection to foster trust and collaboration. I've seen this dynamic play out most notably among our start-up business tenants. Successfully including remote elements not only boosts productivity but also nurtures a culture of adaptability. However, these successfully remote operators also recognize the importance of periodic in-person interactions for building and maintaining their B2B relationships. I believe that remote work's proliferation these days only serves to emphasize the need for hybrid models, allowing businesses to harness the advantages of both the old and new ways of doing things.

Jessica Marketing Manager of

Remote work has been around at some level for more than a decade now. However, when the pandemic hit, it entered the business world in a big way. Now that remote work has become part and parcel of the modern workplace, B2B relationships need to evolve as well. Gone are the days when business lunches and meetings were needed. Now, it is much easier to get in touch with businesses all over the world. In addition, there are hundreds of tools at your disposal. These enable better and more organized B2B relationships. In addition, they let you work on a global level, leading to a wider B2B network.

Max COO at

Though one could argue that some aspects of relationship-building in B2B are harder with remote work, we see it as an indisputable net positive. With remote work, businesses have the opportunity to expand their reach and service areas far beyond the traditional geography. If you open yourself up from a local or national audience to a global one, you can reach an exponentially larger audience and face virtually endless growth opportunities. Whenever you remove barriers to reach more people, your business can grow bigger, better, faster, and stronger. And with remote work, businesses have the power to hire employees that live in these expanded service areas without incurring major costs to open up a new Office.

Denise Chief Product Officer at

With skills shortages everywhere, we see remote work helping B2B businesses hire the best talent available to reduce the gaps that impede productivity and cost-effectiveness.

Expanding your hiring pool instantly adds more great candidates you wouldn’t have been able to access otherwise. If we end up in a recession, B2B businesses face hard times ahead as demand

decreases and competition remains the same. Remote work allows you to set up a team full of star players that can help manage your business through economic slowdowns to survive and thrive.

Jack CEO & Co-Founder of

We’ve always been a fully-remote company because the benefits far outweigh any drawbacks. In B2B, deepening business relationships is everything, so employees need to be well-trained, energetic, and engaged during customer interactions. Remote work offers the flexibility that most employees need to feel a solid work-life balance, which in turn helps them feel ready to

take on any day. When our team is happier and healthier, our client relationships are happier and healthier. And we feel that remote working has a big impact on that!

Stefan CEO & Co-Founder of

With the rise of remote working, so does the need for *communication tools ensuring timely internal and external communication. In this regard, I believe that the use of an instant messenger, designed for business purposes, is decisive.B2B companies need software that is reliable, convenient and secure. Having that in place greatly facilitates project collaboration. In addition, being able to maintain real-time contact reduces the feeling of isolation, which can be a problem for some remote employees. As a result of deploying such a solution, B2B relationships improve dramatically among team members, as well as with potential and existing partners and clients.


Overall, the impact of remote work on B2B relationships is mixed. There are both challenges and opportunities associated with remote work, and businesses need to be intentional about how they manage these relationships in order to be successful. Here are some specific tips for businesses that want to maintain strong B2B relationships in a remote work world: Use technology to your advantage.

There are a number of tools available that can help businesses communicate and collaborate effectively with remote partners and customers. These tools can help to bridge the gap between physical distance and create a more personal connection. Set clear expectations and communication channels. It is important to be clear about what is expected of remote workers and how they should communicate with their colleagues and partners.

This will help to avoid misunderstandings and ensure that everyone is on the same page. Make time for regular check-ins. Even though remote workers are not physically in the office, it is important to make time for regular check-ins to discuss progress, address any challenges, and build relationships. Foster a culture of trust and collaboration. Remote workers need to feel trusted and supported in order to be successful. Businesses can foster a culture of trust and collaboration by providing clear expectations, regular communication, and opportunities for remote workers to contribute to the team. By following these tips, businesses can overcome the challenges of remote work and maintain strong B2B relationships.

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Ali is a versatile writer who covers a range of topics including business, technology, pet, and sports. His expertise in these fields allows him to provide valuable insights and analysis that help his readers stay informed and up-to-date. Whether he's covering the latest business trends or the hottest tech gadgets, Ali always strives to provide high-quality content that informs and entertains. When he's not writing, Ali enjoys spending time by playing sports.

Los Angeles, CA

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