Cold outreachIdea45.7%Difference in lead rate between cold emails that open by naming a problem and those that don't — problem-led openers convert worseProblem-led framing in cold email opening lines is linked to a 45.7% lower lead rate than baseline
Cold outreachIdeaLonger product conversations are more persuasiveLonger product conversations are more persuasive
Cold outreachIdea54%of surveyed B2B SaaS companies use partners to help with outbound prospecting and lead enrichment54% of B2B SaaS companies use affiliate partners for outbound prospecting and lead enrichment
ExperimentalTrendOne-off public stunts like flash mobs were tied more to brand attitude (0.33) than to purchase intent (0.21)One-off public stunts like flash mobs were tied more to brand attitude (0.33) than to purchase intent (0.21)
Cold outreachIdeaIndustries with clear operational needs have a higher B2B email lead rate, with Public Safety leading at 5.4%B2B cold email lead rate by industry: top 10IndustryLead rate (%)Public Safety5.4%Government Administration5.2%Civil Engineering4.6%Mining & Metals4.3%Market Research4.3%Open full graphIndustries with clear operational needs have a higher B2B email lead rate, with Public Safety leading at 5.4%
Performance measurementTrend0.464was the reported correlation between guerrilla advertising and consumer buying behaviour across 200 survey responsesIn a 200-person survey, guerrilla ad perception and self-reported buying behaviour moved together moderately
Cold outreachTrend1.6%lead rate on B2B cold emails sent to Financial Services prospects in 2025B2B cold emails to Financial Services prospects had a 1.6% lead rate in 2025
Cold outreachTrend2.2%lead rate on B2B cold emails sent to Automotive prospects in 2025B2B cold emails to Automotive prospects had a 2.2% lead rate in 2025
Cold outreachIdea52.5%Lift in lead rate for cold emails that promise a fast, near-term result — the strongest-performing message pattern testedTime-discounting bias (promising a near-term result) in cold email is linked to a 52.5% higher lead rate than baseline, the strongest of the message patterns tested
Channel validationTrend50%of surveyed B2B SaaS companies use partners for targeting and prioritizing strategic accounts in account-based marketing50% of companies use affiliate partners for account-based marketing
ExperimentalTrend0.42standardized effect of guerilla ambient marketing on customer purchase intention among 344 mall shoppers in Jeddah in May 2023Unusual ads in everyday places were tied to purchase intent twice as strongly as one-off stunts (0.42 vs 0.21)
Cold outreachIdeaThe ten industries that receive the most B2B cold emails turn only 1.0–3.0% of them into leads (2025)B2B cold email lead rate by industry: top 10, with YoY changeIndustry% of 2025 emailsLead rate (%)#1 IT & Services6.1%1.4%#2 Financial Services5.7%1.6%#3 Construction5.1%3%#4 Computer Software4%1%#5 Hospital & Health Care3.4%1.7%Open full graphThe ten industries that receive the most B2B cold emails turn only 1.0–3.0% of them into leads (2025)
ExperimentalIdeaA student case study of Liquid Death credits bold humor, shock, niche targeting and social sharing for the brand’s attention and loyalty on a small budgetA student case study of Liquid Death credits bold humor, shock, niche targeting and social sharing for the brand’s attention and loyalty on a small budget
Cold outreachTrend4.0%lead rate on B2B cold emails sent to Oil & Energy prospects in 2025, one of the ten highest by industryB2B cold emails to Oil & Energy prospects had a 4.0% lead rate in 2025
Cold outreachTrend1.6%lead rate on B2B cold emails sent to Retail prospects in 2025B2B cold emails to Retail prospects had a 1.6% lead rate in 2025
Cold outreachIdeaAn offer in the subject line makes 77% of B2B prospects more likely to open a cold email, while shocking subject lines put off 32%Cold email subject line type and likelihood to openSubject line type% More likely to openMakes no difference (%)An offer77%14%Personalised (name/company name)71%22%A question69%19%Intriguing/mystery64%22%Topical/trend/current affairs64%26%Open full graphAn offer in the subject line makes 77% of B2B prospects more likely to open a cold email, while shocking subject lines put off 32%
Cold outreachIdeaNarrow follow-up questions keep the conversation going, while broad ones do notNarrow follow-up questions keep the conversation going, while broad ones do not
Performance measurementTrendSurveyed consumers leaned towards agreeing that guerrilla ads influence them: 3.65 out of 5 for the ads, 3.78 for their buying behaviourDescriptive Statistics: N, Mean, Std. Deviation & Std. Error Mean for Guerrilla Advertising and Consumer Buying Behaviour-NMeanGuerrilla Advertising2003.65Consumer's buying behaviour2003.78Surveyed consumers leaned towards agreeing that guerrilla ads influence them: 3.65 out of 5 for the ads, 3.78 for their buying behaviour
Budget allocationIdea18%of surveyed B2B SaaS leaders say they would invest a hypothetical $100K in partnerships into co-marketing and marketing development funds18% of B2B SaaS leaders would put an extra $100K into co-marketing and partner marketing funds
Cold outreachTrend21%Share of B2B teams using multiple outreach channels that actually coordinate messaging across themOnly 21% of B2B teams that use multiple outreach channels actually coordinate outreach across those channels
ExperimentalTrendUnusual ambient ads and one-off stunts were both tied to higher purchase intent and better brand attitudeUnusual ambient ads and one-off stunts were both tied to higher purchase intent and better brand attitude
Cold outreachTrend3.0%lead rate on B2B cold emails sent to Construction prospects in 2025B2B cold emails to Construction prospects had a 3.0% lead rate in 2025
Cold outreachTrend4.3%lead rate on B2B cold emails sent to Mining & Metals prospects in 2025, one of the ten highest by industryB2B cold emails to Mining & Metals prospects had a 4.3% lead rate in 2025
Cold outreachTrend3.5%lead rate on B2B cold emails sent to Higher Education prospects in 2025, one of the ten highest by industryB2B cold emails to Higher Education prospects had a 3.5% lead rate in 2025
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