24 New Business Statistics to Kick Off 2024

January 3, 2024

There seems to be a constant battle in the sales world of “old school” methods versus modern agility and adaptability. True success lies somewhere in the middle. In 2o24, successful sales professionals need the skills to develop both cold calling and social selling strategies, among others. We’ve compiled a list of 24 new business statistics for the new year to show managers and their teams exactly which old-school systems still work — and the current research and trends to guide strategies.

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Every time we think we have a handle on our new business strategies, a long successful tactic burns out and is replaced by a new theory. And that doesn’t have to be a bad thing. As industry pros, we should always be adapting our approach to prospects to reach more contacts and close more deals. If there were any stats to prove the importance of adaption, it would be that only 17% of reps believe that they’re pushy compared to 50% of prospects. Or that only 3% of buyers trust the reps that they are talking to.

Luckily, not all new business data is such a bummer. It’s important to identify the following statistics so that you can further understand your prospects and how to close more deals.

24 New Business Statistics to Kick Off 2024

  1. 96% of prospects do their own research before speaking with a human sales rep. HubSpot
  2. Referral leads have a 30% higher conversion rate than leads from any other channel. Invesp
  3. High-performing sales teams use nearly three times the amount of sales technology than underperforming teams. Spring CM
  4. Research shows that 35% to 50% of sales go to the vendor that responds first. InsideSales.com
  5. The average lifetime value of a referred customer is 16% higher than that of a non-referred customer. UPenn
  6. Nine in 10 companies use more than two lead enrichment tools to learn more about prospects. Gartner
  7. 92% of sales pros give up after the fourth call, but 80% of prospects say no four times before they say yes. MarketingDonut
  8. Posts with videos can generate engagement rates of 50% or more. Databox
  9. 70% of B2B decision makers are open to making new, self-serve or remote purchases greater than $50,000. 27% say they’d spend more than $500,000. McKinsey & Company
  10. 71% of prospects prefer to do solo research instead of talking to a person. HubSpot
  11. Want to hit your quota faster? Social sellers hit their quotas 66% more often than those who don’t use social media. Sales Benchmark Index
  12. The phone is the most important tool for sales, according to 41% of sales reps. Sales Insights Lab
  13. 58% of salespeople ask for fewer than one referral per month, while 40% rarely ask. Sales Insights Lab
  14. 73% of executives prefer to work with sales professionals referred by someone they know. IDC
  15. The lifetime value of referred customers is on average 16% higher than that of non-referred customers. Wharton School of Business
  16. B2B customers have become desensitized to words such as “reports,” “forecasts,” and “intelligence.” Adestra
  17. Follow-up emails often get a better response rate than the initial email. One study saw a 30% response rate to the first email and 14% to the 4th. Even the 10th email in the sequence got a 7% response rate. Yesware
  18. An analysis of more than 2,200 American companies found those who attempted to reach leads within an hour were nearly seven times likelier to have meaningful conversations with decision-makers than those who waited even sixty minutes. Harvard Business Review
  19. Acquiring a new customer costs five to 25 times more than keeping an existing customer. Harvard Business Review
  20. Using the word “discount” decreases the odds of successfully closing a sale by 17%. Gong
  21. Salespeople spend 66% of their day on administrative tasks. Hubspot
  22. B2B customers use 10 different channels during their decision-making process. McKinsey & Company
  23. 48% of sales reps say that competing against low-price competitors is the biggest obstacle to closing the deal. Richardson
  24. 53% of marketers reported that inbound marketing gave a higher ROI, while only 16% reported that outbound did. Hubspot

If you liked this blog post, check out:

  1. From Generative AI to the Metaverse: 2024 New Business Predictions
  2. CMOs on the Move: December 2023
  3. eBook Download: 30 CMOs Likely To Issue RFPs in Q1 2024

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