How important is outbound sales outreach to B2B firms? Why do they invest in it? Which outreach approaches are used most often? What do firms expect from a successful strategy?
To find out, Sopro conducted a survey in January 2025 among 300 senior B2B sales and marketing decision-makers in the United Kingdom and the United States.
Some 78% of respondents say outbound sales outreach is essential to their growth strategy, with 39% calling it a "core growth engine" that they rely on to hit revenue targets.
B2B decision-makers say the top reasons they've invested in B2B outbound sales outreach are because the sales cycle has been too slow and because they've needed to break into a new market/segment.
B2B decision-makers say the top approaches they use for outbound outreach are Marketing- or Sales-led manual outreach, outsourcing to a full-service outreach agency, and founder/exec-led manual outreach.
B2B decision-makers say the things they want most out of a successful outbound sales outreach strategy are high-quality leads and the ability to target the right audience.
About the research: The report was based on data from a survey conducted in January 2025 among 300 senior B2B sales and marketing decision-makers in the United Kingdom and the United States.
