The State of Prospecting 2025
The ultimate guide to prospecting in 2025. With insights from over 400 senior B2B decision-makers, data from 97.9 million emails and 21.6 million multi-channel touchpoints, and innovative strategies from leading outreach experts.
Instant download
2024 was a challenging year for the B2B world, with more stakeholders involved, sales taking longer to close, and fierce competition.
To understand these challenges and offer practical solutions, we surveyed over 400 senior decision-makers and analysed a staggering 119,570,000 prospecting touchpoints. With insights from our outreach experts, this in-depth guide covers everything you need to know about prospecting in 2025.
Closing sales is tougher than ever
65%
said buyers have
tighter budgets
35%
reports sales take
longer to close
32%
experience leads
going silent
45%
faced increased
competition
In 2025, the most successful outreach strategies pair the latest tech with a genuine understanding of what drives byers. Whether you’re refining strategies or jumping into prospecting for the first time, this report lays out a roadmap to navigating the challenges and exploiting the opportunities of modern B2B sales.
Decision-making units (DMUs) are growing
over
1 IN 5
businesses have
6+ people
DMUs with 5+ members
have grown
180%
in two years
7%
now involve 10+
stakeholders
The average
DMU has
4.14
stakeholders
As a small business owner with big growth aspirations, I've found previous State of Prospecting Reports from Sopro to be invaluable in helping me understand the best methods to reach my new target customers. It's helped me avoid the trap of simply blasting out emails and hoping something sticks, but run higher quality campaigns that have directly impacted our revenue growth. I can't wait to see what insights are shared in 2025!
Download the report to discover:
- Why ABM is no longer for big companies with large budgets.
- How to combat the declining results from single-channel outreach.
- The critical role of AI in creating human-centered outreach.
- How to use buyer intent to make outreach timely and relevant.
- Why tech stacks are growing more complex - and how to simplify them.
...plus practical strategies and actionable tips to improve your B2B outreach.
Instant downloadOur 4th annual report, and the biggest yet!
3,192 clients
82 top industries
9 years of data and expertise
404 survey respondents
97.7 million emails
18 million social ad impressions
3.6 million phone numbers, gifts,
InMails and intent triggers
24,517 prospecting campaigns
We are Sopro
And since 2015, we’ve been busy transforming how companies generate new business.
Our team of 300 global experts combine genuine human insight with in-house tech and live lead generation data to design multi-channel campaigns that help you sell more.
We engage your ideal prospects with personalised outreach, act on buyer intent signals, and connect them with you when they’re ready to talk sales.
At Sopro, we're a B2B lead generation agency with a difference. We don't just give you logins or a list of leads—our expert teams work with you to build sustainable campaigns set up for long-term success.
Want to know if Sopro’s multi-channel prospecting service can help your business sell more?
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