Challenges in New Customer Acquisition: 70% Prioritize It, Yet Fail to Achieve Results
- uSonar Releases "B2B Sales Practice Survey Report" -

uSonar Co., Ltd. is pleased to announce the release of our research report, "2025 B2B Sales Practices Survey."
As companies increasingly integrate IT and data-driven strategies, this survey explores the challenges and concerns they face in acquiring new business partners. While 70% of respondents identified "prioritizing new business development" as essential for growth beyond maintaining existing accounts, only 40% reported meeting their targets, highlighting the significant difficulties involved.

Furthermore, in addition to a lack of sales skills and expertise, "accuracy of sales lists" emerged as a top challenge in new business development. Specifically, there is a notable demand for "additional information indicating needs" (intent data revealing which services a prospect is considering), confirming high expectations for intent data.

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1. The Gap Between Importance and Achievement in New Customer Acquisition

Although approximately 70% (69.6%) of companies consider new customer acquisition to be "very important" or "somewhat important," only about 40% (41.2%) have successfully met their targets. This underscores the inherent difficulty of achieving new business development goals.

2. Objectives and Challenges in New Customer Acquisition

When asked about the primary objectives for new customer acquisition, respondents cited "increasing sales (67.9%)," "expanding market share (42.0%)," and "stabilizing or diversifying business (34.2%)."
Regarding challenges, "lack of sales skills and expertise (36.3%)" and "differentiation from competitors (33.3%)" were cited, alongside "accuracy of sales lists (21.5%)."

3. Addressing Sales List Accuracy

Regarding the challenge of sales list accuracy, when asked, "What kind of customer database would you prefer to have to improve the results of new customer acquisition?" the most common responses were "latest basic information" (28.1%) and "additional information indicating needs" (27.7%).

Furthermore, when those who requested "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%).
These results indicate a strong and persistent expectation for the use of intent data (web behavioral data indicating corporate purchase intent). Conversely, the high demand suggests that such information is currently not being adequately obtained.

Survey 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 situation, including specific concerns and challenges.

Survey Subjects: Men and women aged 30–59 working as full-time employees in corporate planning, public relations, sales promotion, marketing, or sales-related roles.
Number of Respondents: 498
Period: March 5–8, 2025
Methodology: Internet research (Contractor: B2B Marketing, Inc.)

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Contact Information:
uSonar Co., Ltd. Public Relations (Hiyama, Sawada)
Email:ir@usonar.co.jp