Outbound Pulse 2025

Outbound isn’t an add-on or a fallback. It’s at the heart of how B2B companies grow.

But while most teams depend on outreach to hit their numbers, many are still wrestling with the same problems: unclear ownership, scattered tools, and the pressure to do more with less. At the same time, buyers are demanding outreach that’s relevant, personal, and aligned with their wider journey.

So what does successful outreach look like in 2025? This new report reveals what’s working, what’s not, and what’s next. It’s based on fresh research with 300 senior B2B leaders, giving you a clear view of how outreach is evolving and what it takes to get results.

What’s inside?

• The new outreach landscape. How shifting buyer behaviour, tighter budgets, and more cautious decisions are changing the rules of engagement.
• The hidden barriers holding teams back. Why many businesses still lack confidence in outreach, and what that means for budgets, buy-in, and execution.
• What leading teams do differently. From smarter use of tech to campaigns that balance scale with human relevance.

Key findings

Outbound is essential, but more complex than ever
78% say it’s core to their growth strategy. But most companies use a patchwork of tools and teams, making it harder to get results.

Buyers want more than volume
Mass sends don’t hit the target. 88% of companies prioritise audience targeting and alignment with their brand over lead quantity.

Trust, tech and the human touch matter
Manual, people-led outreach still sees the highest satisfaction. The best teams use tech to sharpen strategy, not to mimic humans.