Most marketers and salespeople say B2B buyers are less trusting of prospecting today compared with in the past, according to recent research from Sopro.
The report was based on data from a survey conducted in October 2025 among 442 B2B sales and marketing decision-makers in the United Kingdom and the United States.
Some 61% of respondents believe B2B buyers are less trusting of prospecting than before, 33% say buyers now expect more information and personalization, and 31% say buyers tend to be further through the research process before engaging with salespeople.
Some 34% of sales respondents say deals now involve more decision-makers on the buyer side, with two-thirds saying decisions typically involve more than three people.
Some 44% of respondents say they now face longer decision timelines.
About the research: The report was based on data from a survey conducted in October 2025 among 442 B2B sales and marketing decision-makers in the United Kingdom and the United States.
