• by Ray Schultz , Columnist, March 3, 2025

B2B buyers prefer email as their method of contact — 73% do so, according to statistics provided by Sopro. 

And it works both ways — 75% of B2B businesses say they are getting good to excellent ROI from email prospecting. No wonder over 193 million business emails are sent and received each day. 

What drives buyers to open emails? For 64%, it is the subject line alone.

But there is one problem: That email-only campaigns are pulling 30% fewer leads YoY, proving that brands can no longer rely on a single channel. 

Of those who use social media, more than half spend less than 10% of their time on it. 

But they are deploying new tools. For instance, over 80% of sales teams using AI have seen revenue increases. And those with continuous training are seeing 50% sales hikes for each employee. 

In addition, firms that use a CRM are almost nine times more likely than others to exceed their sales goals.

Here are a few additional stats:

• 80% of successful sales require five or more follow-up calls
• Over 90% of buyers think calls from unknown numbers are fake
• 54% of B2C buyers favor in-person shopping, while 73% of B2B purchases prefer digital channels
• 35% of B2B buyers are willing to spend over $500,000 through remote channels