Corporate News
uSonar Co., Ltd. is pleased to announce the release of our survey report, "B2B Sales Reality Survey 2025."
As companies increasingly integrate IT and data utilization into their strategies, this survey investigates the challenges and concerns they face when developing new business partnerships. The findings highlight the difficulty of growth through existing clients alone; while 70% of respondents identified "new business development" as a priority, only 40% reported meeting their targets.
Furthermore, in addition to a lack of sales skills and know-how, "accuracy of sales lists" emerged as a top challenge in new business development. Specifically, there is a notable demand for "supplementary information indicating needs" (intent data that reveals which services a target customer is considering), confirming high expectations for intent data.
Download the Detailed Survey Report
For the full survey results (25 pages), please provide your contact information in the application form on this page.
Alternatively, you may click the "Get the Survey Report" button below (redirects to the Resources page).
Key Topics of This Survey
1. The Gap Between Importance and Achievement in New Business Development
Although approximately 70% (69.6%) of companies recognize new business development as "very important" or "somewhat important," only about 40% (41.2%) actually achieved their goals. This underscores the persistent difficulty in meeting new business development targets.
2. Objectives and Challenges in New Business Development
When asked about the primary objectives for new business development, respondents cited "increasing sales (67.9%)," "expanding market share (42.0%)," and "stabilizing/diversifying business (34.2%)."
Regarding challenges, "lack of sales skills and know-how (36.3%)" and "differentiation from competitors (33.3%)" were top concerns, followed by "accuracy of sales lists (21.5%)."
3. Requirements for Effective Sales Lists
Regarding the challenge of sales list accuracy, when asked, "What kind of customer database is desirable to prepare sales lists that improve new business development results?" the most common answers were "latest basic information" (28.1%) and "supplementary information indicating needs" (27.7%).
Furthermore, when those who requested "supplementary information indicating needs" were asked what specific information they desired, the top responses were "consideration status of competitor products/services" (61.6%) and "consideration status of specific products/services" (50.0%).
These results indicate a strong, underlying expectation for the use of intent data (web behavioral data indicating corporate purchase intent). Conversely, the high demand suggests that such information is currently difficult to obtain.
Survey Background and Overview
Background: We believe many companies are pursuing new business development while simultaneously working on IT and data utilization. We aimed to clarify the actual sales situation, including specific concerns and challenges.
Target: Men and women aged 30–59 working as full-time employees in corporate planning, public relations, sales promotion, marketing, or sales.
Number of Respondents: 498
Period: March 5–8, 2025
Method: Internet research (Contracted to: B2B Marketing, Inc.)
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※ "Japan's largest" refers to our own survey results of the number of corporate headquarters and office location data held in Japan as of April 1, 2025.
Contact Information:
uSonar Co., Ltd. Public Relations (Hiyama, Sawada)
Email:ir@usonar.co.jp
