Over 50% of Respondents Want to Know Which Companies Are Considering What! The Need for Intent Data in New Business Development Is Highlighted.
We conducted a survey of 498 professionals in corporate planning, marketing, and sales roles regarding the current state of new business development in B2B companies.
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Document Overview
This document presents the results of a survey regarding the importance, methods, and challenges of new customer acquisition.
When investigating challenges and concerns in pursuing new business development, the "accuracy of sales lists" ranked highly alongside a lack of skills and know-how. Specifically, nearly 30% of respondents expressed a desire for "additional information indicating needs" (intent data) in their sales lists, and among them, the majority are seeking data on "which companies are considering what."
Furthermore, the survey results revealed that while approximately 70% of respondents across all industries prioritize "new business development," only about 40% reported that they were able to "achieve their goals." Information indicating needs (intent data) is becoming the key to new business development.
This report also explores various perspectives, including the accuracy of sales lists and desired improvements for customer databases.
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Recommended for the Following Professionals
Those Tasked with New Business Development or Sales Strategy Planning
Those Looking to Review Their Company's Sales List Accuracy or Data Management Methods
For Those Looking to Strengthen Efficient B2B Sales Using Data
Survey Overview
- Survey Method: Internet Research (Survey Cooperation: B2B Marketing, Inc.)
- Survey Period: March 5, 2025 – March 8, 2025
- Survey Target: Men and women aged 30–59 who are full-time employees at B2B companies and are engaged in corporate planning, marketing, or sales-related tasks
- Number of Respondents: 498
![The Key to New Business Development is Intent Data Utilization! What Kind of Customer Database Do Sales Teams Really Need? [B2B Research Report 2025]](https://usonar.co.jp/dl/uploads/b2breport2025_01.JPG)
