The new benchmark report by LinkedIn shows that video content and creator collaborations are fueling trust and growth in the business-to-business arena.
B2B marketers are taking a cue from their B2C counterparts and seeing measurable outcomes.
As LinkedIn B2B Marketing Benchmark Report reveals, business strategies previously deemed too informal to be used in business circles, such as short-form video and influencer collabs, have become the core of trust building and growth.
Basing the study on the answers of 1,500 senior marketers in six countries, the researchers concluded that 94% of them consider trust to be the secret of B2B success.
However, numerous brands are no longer relying on traditional lead-gen strategies and instead they are moving to more emotionally resonant content and voices of authority.
The Tipping Point for B2B Video Marketing
With 78% of marketers using video in their campaigns and more than half intending to raise spending in the upcoming year, video has become a fundamental component of B2B marketing.
The most successful teams are developing multi-channel strategies that correspond to various stages of the funnel rather than relying solely on video.
The Mainstreaming of B2B Influencer Marketing
According to the survey, 55% of marketers now collaborate with influencers. Credibility, authenticity, and trust are the main justifications.
B2B influencers are usually practitioners, subject matter experts, or well-known voices in their industries. Additionally, it seems that their influence is linked to business results: Compared to just 58% of marketers that do not employ influencer marketing, 84% of marketers who do anticipate budget rises in the upcoming year.
What This Means
Overall, trust signals are growing more significant, particularly as search engines continue to place a premium on authority, trust, and expertise (E-E-A-T). Using blog entries alone to illustrate your brand’s values may no longer be sufficient.
You can demonstrate your knowledge in a more genuine and intimate way by using video. This might be a client discussing their experience or a founder describing your product.
What’s functioning now appears far more human: visible specialists, relatable information, and genuine voices for lengthy sales cycles and complicated purchasing decisions.
