Corporate News
uSonar Co., Ltd. is pleased to announce the release of our research report, "2025 B2B Sales Practice Survey."
As companies increasingly integrate IT and data utilization into their business strategies, this survey explores the challenges and concerns they face when developing new business partnerships. The findings highlight the difficulty of growth through existing accounts alone; while 70% of respondents prioritize new business development, 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 "additional information indicating customer needs" (intent data that reveals which services a prospect is considering), confirming high expectations for intent data.
View the Detailed Research Report
For the full research results (25 pages), please provide your contact information in the application form on this page.
Alternatively, you may click the "Download Research Report" button below (you will be redirected to our resources page).
Key Topics of This Survey
1. The Gap Between Importance and Achievement in New Customer Acquisition
Although approximately 70% (69.6%) of companies recognize new customer acquisition as "very important" or "somewhat important," only about 40% (41.2%) actually achieved their goals. This underscores the inherent difficulty of meeting new business development targets.
2. Objectives and Challenges in New Customer Acquisition
When asked about the primary objectives for new customer acquisition, respondents cited "increased sales (67.9%)," "market share expansion (42.0%)," and "business stabilization and diversification (34.2%)."
Regarding challenges, "lack of sales skills and know-how (36.3%)" and "differentiation from competitors (33.3%)" were prominent, alongside "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 do you think is desirable to prepare sales lists that improve new customer acquisition results?" the most common answers were "latest basic information" (28.1%) and "additional information indicating needs" (27.7%).
Furthermore, when those who answered "additional information indicating needs" were asked what specific information they desired, the top responses were "consideration status of competitor products and services" (61.6%) and "consideration status regarding specific products and services" (50.0%).
We believe these results demonstrate a strong, underlying expectation for the use of intent data (web behavioral data indicating corporate purchase intent). Conversely, the high level of demand suggests that such information is currently not being adequately obtained.
Survey Background and Overview
Background: We believe many companies are pursuing new business development while engaging in IT and data utilization initiatives. We aimed to clarify the actual sales conditions, 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
Methodology: Internet research (Contractor: B2B Marketing, Inc.)
uSonar's New Service "PLANSonar" for Leveraging Intent Data
The management strategy platform "PLANSonar" enables accurate formulation, promotion, and progress management of market strategies based on "LBC," Japan's largest corporate database of 8.2 million records. It is equipped with extensive intent data to help you understand the needs of target companies.
- Learn more here: https://usonar.co.jp/content/plansonar/
*Japan's largest = Based on our own research of the number of data records for Japanese corporate headquarters and office locations as of April 1, 2025.
Contact Information:
uSonar Co., Ltd. Public Relations (Hiyama, Sawada)
Email:ir@usonar.co.jp
