How global B2B businesses can grow their sales in 2025
3 key learnings from LinkedIn’s ‘The State of B2B Selling’ report
As a collaborative international agency network, we’re constantly seeking out the latest insights and innovations to empower our clients and partners across borders – from new technology to data that reveals the state of the industries that matter most to them.
L’Attitude member, The Cusp, recently took a closer look at the LinkedIn Sales Solutions’ 2024 report, The State of B2B Selling: A Look Forward, and have distilled the most impactful trends shaping the future of sales strategies for business growth. Here are the team’s three most valuable learnings:
1.Understanding industry dynamics is a global imperative
With global budgets expected to rise by 23%, businesses must be more strategic than ever in how they allocate resources and structure their sales efforts in 2025.
However, across all B2B markets, one truth remains consistent: deep industry knowledge is a key differentiator. In fact, 62% of buyers are more likely to engage with sellers who demonstrate a strong grasp of their industry. This reinforces the importance of continuous market research and knowledge sharing across regions, reiterating the value of a cohesive global agency network partner over separate and siloed regional teams.
2. AI and Sales Intelligence (SI) can give you an edge
From North America to Europe to Asia-Pacific, the integration of AI and SI tools is transforming how sales teams operate. Half of the sales professionals LinkedIn surveyed reported exceeding their quotas thanks to AI-driven strategies. These tools are not just about automation – they’re about smarter decision-making, better account planning, and more personalised engagement. It’s no surprise that over 60% of top-performing sellers now rely on these technologies.
Within our network, we’re seeing firsthand how AI and data platforms are helping agencies prioritise high-potential accounts and streamline operations. The B2B businesses that invest in technology adoption and AI literacy training now are sure to experience enhanced growth compared to competitors that don’t.
3. The human element will always be vital
Despite the rise of AI and SI tools, human connection remains at the heart of successful sales.
The report highlights that 67% of buyers still value in-person meetings before making investment decisions. This insight is especially relevant for business operating across global borders, where cultural nuances and relationship-building play a pivotal role in deal-making.
Once relationships are established, loyalty becomes a powerful asset. Half of buyers continue working with the same salesperson over time, and 54% cite their relationship with a seller as a key reason for switching providers.
Buyer preferences also emphasise the value of sellers who possess a deep understanding of their chosen industry. This underscores the need for global B2B businesses to invest in talent retention, training, and strategic recruitment – ensuring that sales teams are not only skilled but also trusted advisors to their clients.
As a global network, we believe that the future of B2B sales lies in the intersection of technology, insight, and human connection. By sharing knowledge, tools, and best practices across our agencies, we’re better equipped to help clients navigate the evolving sales landscape – no matter where they operate.
Corporate and B2B clients are one of the L’Attitude network’s specialities. Wherever you’re located, get in touch with the team and we’ll help you kickstart your 2025 global growth plan.