In 2023, refocusing on existing clients rather than pure new business acquisition was set to become the dominant commercial strategy. Here are the three forces reshaping B2B sales.
Trend 1: The rise of the existing client as primary growth driver
In a context of economic uncertainty, expanding existing accounts is more cost-effective and less risky than new logo acquisition. Upselling and cross-selling are back at the top of the commercial agenda.
Trend 2: Social selling matures
LinkedIn has moved from experimental to essential in the B2B sales toolkit. The most effective reps combine personal branding, thought leadership content and direct outreach via the platform.
Trend 3: AI enters the sales process
From call analysis to intent data to automated follow-up sequences — AI tools are becoming a competitive differentiator for commercial teams.
The Info pro dital Media team
Published on
7/7/2026
Share article
Articles
.png)
.png)
