LinkedIn India has achieved a major milestone, surpassing 100 million members, as announced by Microsoft CEO Satya Nadella. This milestone underscores LinkedIn’s pivotal role in reshaping B2B marketing by creating meaningful connections between businesses and their target audiences through video, events, and industry experts.

Insights from LinkedIn’s The Business of Influence Research
New LinkedIn research highlights the evolving preferences of B2B buyers:

Video leads as the most compelling content format, with 66% of Indian buyers relying on short-form video to inform purchasing decisions.
83% trust influencer-led video content, making it one of the most reliable forms of B2B marketing.
72% of Indian buyers believe B2B influencer content builds trust, while 70% say it boosts awareness of products and solutions.
With 93% of Gen Z B2B buyers in India engaging with influencer content monthly, the research emphasizes the growing importance of humanized storytelling and authentic connections in B2B campaigns.

LinkedIn’s Innovations in B2B Marketing
To help brands address the 81% of B2B ads that fail to gain attention, LinkedIn is rolling out new features and tools:

Enhanced Live Event Ads

Promote event-related posts with Thought Leader Ads linking directly to events for increased engagement.
Introduce 30-second preview videos to drive attendance and participation.
Enable regional targeting for a personalized event experience.
Accelerate Campaign Creation with AI

LinkedIn’s Accelerate tool, now globally available in beta, reduces campaign setup time by 30% and cuts costs by 42%.
Supports new formats like video ads, eBooks, whitepapers, and testimonials.
Offers objectives like brand awareness, video views, and website conversions for tailored campaigns.
Sponsored Newsletters

Brands can now sponsor newsletters, boosting their own or other members’ content as Thought Leader Ads, driving thought leadership and engagement at scale.
The Future of B2B Marketing
LinkedIn data reveals:

Video uploads on the platform have increased by 34% year-over-year, solidifying it as the fastest-growing content format.
Live Video Events have grown by 14.4%, and posts by chief executives increased by 23%+ over the past year.
Over 220,000 newsletters are now published on LinkedIn, fostering authentic brand storytelling.
Expert Perspectives
Sachin Sharma, Director of LinkedIn Marketing Solutions, India, remarked:
“The B2B buying journey is growing more complex with multiple stakeholders now in the mix. Humanized storytelling through authentic, expert-led videos helps brands remain top-of-mind, cultivate trust, and capture attention in a crowded market.”

Soumyajit Day, Global Head of Digital Experience Optimization at Thoughtworks, highlighted LinkedIn Accelerate’s efficiency:
“It has reduced our campaign setup time by 30% while offering scalability and a user-friendly interface to streamline launches.”

A New Era for B2B Influence
LinkedIn’s focus on video, influencer content, and community engagement is transforming B2B marketing by addressing buyers’ evolving needs and delivering authentic connections. With innovations like Accelerate and Sponsored Newsletters, LinkedIn empowers brands to humanize storytelling and create memorable campaigns.

Author: Sania Khan