Sales professionals, we hear you! Closing deals is the goal, but it’s only one part of a much bigger story.
Purchase cycles are never linear, with decision-makers taking longer to commit and buyers being more clued-up than ever.
The upshot? Relying on guesswork is no longer an option. We need a rock-solid understanding of the numbers behind every lead, conversation, pitch, follow-up email, win, and loss…along with an awareness of how industry shifts could impact us day-to-day.
Here, Sopro’s B2B sales prospecting experts share exclusive insights on the statistics and trends you can’t afford to ignore in 2025. We cover conversion benchmarks, channel performance, audience preferences, and more – giving you the data you need to turn your sales from so-so to pro.
On your marks, get set, sell.
Our top 10 B2B sales statistics for 2025
Want to get straight to it? Here are 10 standout sales stats from our team of experts:
A graphic showing Sopro’s top ten sales statistics for 2025
Over two-thirds of B2B buyers prefer emails as their method of contact. → Read more
More than half of salespeople who use social media spend less than 10% of their time on it. → Read more
More than nine in 10 buyers think calls from unknown numbers are fake. → Read more
While 54% of B2C buyers prefer in-person shopping, 73% of B2B buyers purchase through digital channels. → Read more
Businesses that use a CRM are almost nine times more likely to exceed their sales goals than those that don’t. → Read more
Over 80% of sales teams using AI reported increased revenue → Read more
Continuous training can lead to a 50% increase in sales for each employee. → Read more
Four-fifths of successful sales take five or more follow-up calls. → Read more
Almost three-quarters of sellers say 21% or more of their sales pipeline is generated from inbound leads → Read more
35% of B2B decision-makers are willing to spend over $500,000 through remote channels. → Read more
Sales statistics by channel
Sales email statistics
A graphic showing some of the sales statistics by channel
1. Almost two-thirds (64%) of B2B buyers open emails based on the subject line alone
In a crowded inbox, first impressions matter. So much so that 64% of buyers decide whether to open an email based purely on the subject line alone.
No matter how compelling your offer or well-crafted your pitch is, prospects simply won’t read your email if the subject line doesn’t grab their attention.
This makes it the most critical factor in email performance, so knowing how to craft a killer email subject line is non-negotiable if you want to see results.
2. Over 193 million business emails are estimated to be sent and received daily
With 193.5 million business emails sent and received daily, standing out requires more than just sending more emails. If you’re looking to churn out generic, mass-sent emails, then prepare to be ignored. Personalisation and relevance key.
You need to prioritise quality over quantity. Sending fewer, well-targeted emails tailored to your recipient’s role, pain points, and industry will produce better results than high-volume, impersonal outreach.
3. Three-quarters of B2B businesses say email prospecting returns “good to excellent” ROI
Sales prospecting statistics from Sopro show that 75% of B2B businesses report strong ROI, and only 3% of companies show negative ROI from email prospecting. Clearly, email remains one of the most cost-effective sales channels available.
It’s quite simple to see why. The ability to reach decision-makers directly, nurture leads
