A new report from Sopro has revealed its predicted biggest hurdles for B2B marketers in 2025. The State of Prospecting 2025 combines insights from more than 400 senior B2B decision-makers and analysis of 97.9 million emails to provide a detailed look at the challenges and opportunities in business outreach.
One of the primary concerns identified in the report is the persistent difficulty of lead generation. While it remains a top priority, tighter budgets at prospect companies are making it increasingly difficult for marketers to stand out and secure new business:
The report notes that while AI tools are becoming more common, helping refine outreach strategies and improve response rates, securing that all-important initial engagement remains a significant challenge. This calls for a more strategic approach to prospecting and outreach. Sopro’s data also sheds light on how buyers prefer to be contacted. By understanding these preferences, marketers can tailor their outreach methods to increase the likelihood of engagement:
Additionally, the report provides actionable recommendations on how to format outreach messages effectively. From subject lines to tone, structure, and length, small adjustments can significantly impact open rates and responses:
Timing is another critical factor in outreach success. The report analyses when prospects are most likely to engage with marketing messages, offering insights into the optimal times to send communications:
Beyond outreach tactics, the report delves into lead sourcing methods and how marketers are gathering the information needed to build prospect lists.
Sopro also explores the language used in outreach messages, providing guidance on which words and phrases resonate most effectively with prospects. Subtle tweaks in tone and word choice can make a significant difference in capturing attention and encouraging a response. The full report is available to download from Sopro.
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