The State of B2B Outbound Sales Outreach in 2025

According to a survey by Sopro, 78% of B2B firms consider outbound sales outreach essential to their growth strategy. Many invest in it to speed up the sales cycle and break into new markets.

The top approaches used for outbound outreach include manual outreach, outsourcing to an agency, and founder/exec-led manual outreach. The most desired outcomes are high-quality leads and targeting the right audience.

The study, based on data from 300 senior B2B sales and marketing decision-makers in the UK and US, highlights the significance of outbound sales outreach for firms' revenue growth and market expansion.

The Real Reason Your Shiny New Product Isn't Converting

A technically sound product with R&D investment can still struggle in B2B markets due to messaging bottlenecks. Buyers may be unsure of the value or have difficulty understanding it.

Complex products require clear and concise messaging. The story should revolve around solving the customer's pain points and positioning the product as the solution. Even the most innovative products won't sell themselves without effective messaging.

To improve messaging, test the "explain it to a colleague" rule, tailor messaging to different stakeholders, lead with the why instead of the how, and use language that resonates with customers. Messaging can make or break a sale, so it should not be an afterthought for B2B companies.

AI Update, August 8, 2025: AI News and Views From the Past Week

How to Use B2B Video Marketing to Fuel Growth

Video is an often overlooked but essential tool for B2B brands. It offers unique opportunities to communicate complex ideas, showcase expertise, and create human connections in ways that written content can't.

Video content has become vital in B2B marketing, with 88% of B2B buyers watching videos to learn about products or services. It simplifies information, improves SEO and web visibility, and extends reach across channels.

With the ability to simplify technical jargon, build trust, and showcase products, video is a necessary part of any B2B marketing strategy. To integrate video effectively, define your audience, set measurable objectives, use strategic formats, optimize for SEO and accessibility, and distribute with intention.

Why SMBs Hire Marketing Agencies

According to a survey by inTandem, the top marketing tasks outsourced by SMBs are social media management, email marketing, and paid search advertising.

About 52% of SMB owners outsource some of their marketing, but this number has decreased from 70% in 2023. Churn rates for outsourced marketing services are high, with 40% of SMBs switching agencies within 6-12 months.

The marketing services with the highest churn rates for SMBs are social media management, paid search advertising, and web development. The report was based on a survey of 500 SMB owners in the US conducted in April 2025.