B2B Brief | 12 Sept 2025

TL;DR:

• 78% of senior B2B leaders say outbound outreach is essential to their growth strategy, not just an add-on channel.
• 87% of B2B decision-makers are open to cold outreach, and personalised emails are 76% more likely to get replies.
• LinkedIn Ads deliver a 113% ROAS on average, showing stronger performance than most B2B ad platforms.
• Buying groups are expanding, with 6–10 stakeholders on average, complicating consensus.
• Trust and career-risk dominate buying decisions, with churn linked to failure in first 90 days.

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