Annual Trends & Perspectives from B2B Buyers & Sellers Review the current state of B2B sales and marketing and how these trends are affecting the buyers and sellers across B2B industries. Understand the challenges sales teams are facing and how customer centric marketing, coupled with targeted sales strategies, can contribute to sales acceleration. D&B tools can shed light on effective account based marketing campaigns, and sales prospect research strategies. These sales acceleration tools are essential to emerging B2B sales approaches.

1. The State of Sales Acceleration
Annual Trends & Perspectives from B2B Buyers & Sellers

2. Engaging buyers in today’s complex B2B environment demands time, effort,
and intelligence. Even with unprecedented access to data and analytics,
sales and marketing teams appear to be struggling to truly understand how
to connect with their audience.
As organizations look to accelerate their sales efforts, it’s never been more
important for sales and marketing to work collaboratively towards
developing customer-centric strategies that move the needle.While some
organizations are slowly making progress, others still have a long way to go.
In 2017, Dun & Bradstreet surveyed over 300 B2B BUYERS and
SELLERS to gain their perspectives.

3. DATAHAS THE POTENTIAL TO
TRANSFORM
SALES & MARKETING

4. of SELLERS believe data
helps them understand
their customers92%

5. 67%
of BUYERS agree business data
should be used to improve
how sellers target them

6. YET…THERE ARE STILL MANY
CHALLENGES
TO OVERCOME

7. 57% of SELLERS struggle to
understand who their
target audience is

8. 64businesses
will move
159new businesses will open
their doors
182CEO or Owner
changes will occur
In the next 60 seconds…
THE
OF BUSINESS CHANGE IS
EXELERATING
PACE

9. 56%
of SELLERS believe ensuring
data is relevant and
complete is a challenge,
making it hard to keep up

10. Average time it takes
SELLERS to research
each prospect
128 Minutes

11. 49%of BUYERS believe sales &
marketing communications
have not improved

12. B2BBUYING
ENVIRONEMNT HAS
EVOLVED
THE

13. THE B2B
PURCHASING FUNNEL
IS NO LONGER LINEAR

14. B2BIS IN CONTROL
MORE THAN
THE
EVER
of SELLERS have been
impacted by the changing
B2B landscape
92%

15. TRADITIONAL TACTICS
NO LONGERWORK

16. BUYERS Receive
20 Calls Per
Week

17. of BUYERS are Turned Off
By Aggressive SELLERS80%

18. The sheer quantity of data that can be analyzed and processed in real-time
and immediately distributed in tools and applications is clearly transforming
the way sales and marketing is being managed.
But even as more sales and marketing teams leverage data and analytics to
speed up the sales process, the research suggests they're still struggling to
truly understand how to connect with their audience.
DOWNLOADTHE FULL REPORT
to uncover insights and perspectives from B2B SELLERS and BUYERS.
www.dnb.com/marketing/media/state-of-sales-acceleration
© Dun & Bradstreet, Inc. 2017