In the latest episode of GTM Insider, Trumpet CEO Rory Sadler sat down with Rob Harlow — Co-Founder and Chief Innovation Officer at Sopro — to unpack the state of prospecting in 2025.

With over 80 million outbound emails sent through Sopro, Rob brings data-backed insights and a refreshing no-nonsense lens to what’s working in modern prospecting — and what needs to be left behind.

Below, we break down the biggest takeaways from the conversation and how your revenue team can adapt to stay ahead.

1. Today’s Buyer Is Already Ahead of You

Buyers are no longer waiting to be educated by sales reps — they’re self-educating, cross-referencing, and often months into their journey before responding to outreach.

“Prospects are visiting a website days, weeks, even months before they’re ready to talk,” Rob explains.

“And that hasn't always translated into a change in how companies communicate with those buyers.”

Ignoring this reality means sending irrelevant messaging to people who already know more than you think. The fix? Shift your mindset from cold outreach to warm context — assume prior knowledge, and build from there.

2. Intent Signals Are Only the Start

While many teams chase bottom-funnel intent (pricing page views, for example), Rob urges sellers to look upstream.

“What happened two or three steps before they hit the pricing page? That’s where the real intent starts,” he says.

Whether it’s a new sales hire, a funding announcement, or headcount growth — identifying these subtle signals helps teams engage earlier, with relevance.

3. Spray-and-Pray is Dead. Long Live Signal-Based Selling.

Generic messaging and cold blasts don’t cut it anymore.

“People are hypersensitive to irrelevant content. It’s not about gimmicks — it’s about arriving with a real point of view,” says Rob.

The modern rep needs to think more like a strategist: leveraging signals, ICP fit, and role relevance to build a narrative that lands.

4. Personalisation: Name-Dropping Their University

AI has made it easier than ever to fake personalization. But buyers are catching on.

“There’s this uncanny valley where you can just tell it’s AI. Personalization needs to feel human — contextual, not performative,” Rob shares.

For Sopro, personalization isn’t just about the prospect — it’s about the account, the relationships inside it, and the full conversation thread across the org. This is where multi-threading becomes essential.

5. Reps Need to Rewire How They Measure Success

When reps are incentivized purely by activities, quality suffers. According to Rob, the average enterprise deal requires 67 touchpoints across multiple stakeholders.

“If you're targeting just one decision-maker, you're missing the bigger picture,” he says.

Instead of counting contacts like credits, reps need to think holistically — who’s involved, what are their priorities, and how can each message move the account forward?

6. Creative Touches Still Cut Through — When Used Right

Whether it’s a Loom video in a virtual sales room or a hyper-personalized gift, creativity still breaks through — but only when it’s authentic.

“No one’s interested in a free coffee for 15 minutes of their time. That doesn’t build trust,” Rob notes. “But a cactus for a plant lover, after some rapport? That sticks.”

Similarly, community engagement can warm up the funnel — not with pitches, but by giving away expertise first.

7. The Human Touch Still Wins — Especially on the Phone

Automation is powerful, but human conversation remains irreplaceable.

“Sales is still emotional. The phone’s not dead — it’s where the real connection happens,” Rob emphasizes.

Until AI can replicate empathy and creative nuance, real conversations will continue to drive conversions — especially in consultative selling.

Final Thought:
Prospecting in 2025 isn’t about doing more — it’s about doing it smarter. Rob’s advice? Think in systems, not sequences. Understand your buyers before they hit “book a demo.” And never, ever settle for “insert first name here” outreach.

If you’re ready to go deeper, Rob recommends starting with Sopro’s State of Prospecting Report — packed with benchmarks, trends, and real-world guidance.