Gaining the competitive edge

Outreach used to be simple. But buying journeys have changed.

Today’s B2B deals are longer, involve more stakeholders, and unfold behind the scenes. And while some prospects are ready to talk, around 95% aren’t in the market right now. They’re researching, comparing, and quietly shaping their preferences.

If you don’t consistently show up during that time, you won’t stay top of mind, and you won’t be in the conversation when decisions are made.

This report explores why consistency is now the difference between a pipeline that grows and a pipeline that dries up. You’ll see what happens when outreach stops, why brands that pause fall behind, and how top-performing teams stay visible, trusted, and ready.

What’s inside?

• How B2B buyer journeys have evolved. Longer timelines, more decision-makers, and hidden research phases mean outreach has to work harder and smarter.
• Why pausing activity has long-term consequences. Real campaign data shows the visible impact of stopping, and the slow recovery that follows.
• What the best teams do differently. From inbound-outbound alignment to timing and trust, the outreach principles that drive long-term success.

Key findings

Most of your audience isn’t buying right now:
And that’s precisely why consistent outreach matters: so you’re remembered when they are.

Pausing activity doesn’t save budget; it stops opportunities:
You won’t feel the effects right away. But your future pipeline will.

You can’t respond to buyer intent if you’re not there to see it:
Campaigns need to be always-on to spot and act on signals as they appear.