B2B entrepreneurs are taking a web page from the B2C playbook and seeing actual outcomes.
In response to LinkedIn’s B2B Advertising and marketing Benchmark Report, methods as soon as thought-about too casual for enterprise audiences, like short-form video and influencer collabs, at the moment are central to constructing belief and driving development.
The research, primarily based on responses from 1,500 senior entrepreneurs throughout six nations, discovered that 94% imagine belief is the important thing to success in B2B.
However many manufacturers are shifting away from conventional lead-gen ways and turning as an alternative to emotionally resonant content material and credible voices.
Lee Moskowitz, Progress Marketer and Podcast Host at Lee2B, is quoted within the report:
“We’re in an period of ‘AI slop,’ lengthy gross sales cycles and rising shopping for committees. Manufacturers must construct belief, show their experience and earn their place within the shopping for course of.”
This shift towards extra consumer-style ways is obvious within the adoption of video content material throughout B2B groups.
B2B Video Advertising and marketing Hits a Tipping Level
Video is now foundational to B2B advertising and marketing, with 78% of entrepreneurs together with it of their applications and over half planning to extend investments within the coming 12 months.
Probably the most profitable groups aren’t utilizing video in isolation, they’re constructing multi-channel methods that map to totally different funnel phases.
In response to LinkedIn’s knowledge, entrepreneurs with a video technique are:
- 2.2x extra more likely to say their model is nicely trusted
- 1.8x extra more likely to say their model is well-known
Fashionable codecs embody short-form social clips, model storytelling, and buyer testimonials. Content material sorts lengthy related to B2C engagement at the moment are proving efficient in B2B.
Screenshot from: linkedin.com/enterprise/advertising and marketing/weblog/marketing-collective/2025-b2b-marketing-benchmar-the-video-influence-effect-starts-with-trust, July 2025.AJ Wilcox, founding father of B2Linked, states within the report:
“Capturing that main B2B deal requires belief, and nothing builds belief quicker than private video content material. I really feel extra trusting of a model after watching a 1-min clip of their founder speaking than if I learn 5 of their weblog posts.”
B2B Influencer Advertising and marketing Strikes Into the Mainstream
Fifty-five % of entrepreneurs within the research mentioned they now work with influencers. The highest causes embody belief, authenticity, and credibility.
B2B influencers are sometimes subject material specialists, practitioners, or revered voices of their fields. And their influence seems to be tied to enterprise outcomes: 84% of entrepreneurs utilizing influencer advertising and marketing anticipate finances will increase subsequent 12 months, in comparison with simply 58% of non-users.
Brendan Gahan, CEO and Co-Founding father of Creator Authority, states:
“This appears like a YouTube second. LinkedIn is getting into that very same part now. It already generates extra weekly feedback than Reddit. Its creator ecosystem is flourishing and rising quick.”
Consumers belief individuals they relate to. Entrepreneurs are shifting their influencer methods to replicate that, prioritizing alignment and authority over follower counts.
Screenshot from: linkedin.com/enterprise/advertising and marketing/weblog/marketing-collective/2025-b2b-marketing-benchmar-the-video-influence-effect-starts-with-trust, July 2025.What This Means
Belief alerts have gotten extra essential throughout the board, particularly as serps proceed to emphasise experience, authority, and belief (E-E-A-T). Counting on weblog posts alone could now not be sufficient to display what your model stands for.
Video offers you a approach to present experience in a extra private, credible approach. Whether or not it’s a founder explaining your product or a buyer sharing their expertise.
For lengthy gross sales cycles and complicated shopping for selections, what’s working now appears to be like much more human: genuine voices, seen specialists, and content material that’s straightforward to attach with.
Featured Picture: Roman Samborskyi/Shutterstock
