The State of Prospecting 2026
A definitive look at prospecting in 2026, shaped by 442 senior decision-makers and backed by 151 million real outreach touchpoints, with proven strategies from leading experts.
Download the report
Prospecting has never been more important, or more difficult. Buyers research independently, use AI to shape decisions, and reach conclusions long before sales teams are involved. Outreach hasn't kept pace with that shift.
This report explains how buying behaviour has evolved, the pressure that creates for sales teams, and what effective outreach now looks like. Using survey insight, live performance data, and guidance from leading practitioners, it gives a clear picture of what works in 2026.
The rise of AI is just one of many forces reshaping how businesses generate demand. The changes are profound, and outreach must evolve in response. This report breaks down what has changed, what that means for the old ways of doing things, and how to build an outreach engine ready for 2026 and beyond.
What the report covers
Why prospecting feels harder
Empowered buyers and AI-driven research have shifted control away from sales teams.
Why the old playbook no longer works
Changing behaviour has reduced the effectiveness of traditional outreach.
The three pillars of modern outreach
An actionable framework for prospecting in 2026, built on coverage, relevance, and consistency.
Benchmarks from 2025 campaigns
Benchmark results from over 30 million outreach messages from across 82 industries.
The psychology behind replies
What persuades people to act, based on an AI analysis of 650,000 prospecting emails.
How to build a futureproof prospecting engine
Guidance on everything from data and intent scoring to team setup.
Highlights
89%
say prospecting is essential for new business - but it's harder than ever.
over
1 IN 5
deals takes over a year to close - yet most outreach sequences last just 4-6 weeks.
70%
through their journey before they speak to sales - but they're already talking about you to someone.
One use of AI delivered
356%
more closed deals - and it wasn't writing content.
Results are
12%
lower when messages include a widely used psychological bias.
Lead rates are
50%
higher when a different behavioural nudge is included in emails.
In the report
80+ industries
10 years of data and expertise
12 expert contributors
126 million outreach emails
25 million 25 million multi-channel signals
442 survey respondents
We are Sopro
And since 2015, we’ve been busy transforming how companies generate new business.
Our team of 250 global experts combines genuine human insight with our proprietary technology and live audience 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. Our expert teams work with you to build sustainable campaigns set up for long-term success.
