Prospecting B2B customers involves the systematic research, identification, preparation, and engagement of potential clients who could benefit from your products or services. It's a critical step and sometimes the most stressful in the B2B sales process. It is an unavoidable part of selling but crucial for growing our sales pipeline.

Many B2B salespeople say prospecting is tougher in this post Covid, hybrid marketplace. Recently Hubspot investigated the latest research on prospecting via cold calling by B2B salespeople. I have summarized the key points from Hubspot here and added a few other relevant insights on cold calling.