B2B entrepreneurs are taking a web page from the B2C playbook and seeing actual outcomes.
Based on LinkedIn’s B2B Advertising and marketing Benchmark Report, methods as soon as thought of too casual for enterprise audiences, like short-form video and influencer collabs, are actually central to constructing belief and driving progress.
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 transferring away from conventional lead-gen techniques and turning as a substitute to emotionally resonant content material and credible voices.
Lee Moskowitz, Development 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 have to construct belief, show their experience and earn their place within the shopping for course of.”
This shift towards extra consumer-style techniques is clear 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, with 78% of entrepreneurs together with it of their applications and over half planning to extend investments within the coming yr.
Essentially the most profitable groups aren’t utilizing video in isolation, they’re constructing multi-channel methods that map to totally different funnel levels.
Based on 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
In style codecs embody short-form social clips, model storytelling, and buyer testimonials. Content material varieties lengthy related to B2C engagement are actually proving efficient in B2B.
Screenshot from: linkedin.com/enterprise/advertising/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 sooner 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 p.c of entrepreneurs within the research mentioned they now work with influencers. The highest causes embody belief, authenticity, and credibility.
B2B influencers are usually 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 anticipate price range will increase subsequent yr, 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 prospering and rising quick.”
Consumers belief folks they relate to. Entrepreneurs are shifting their influencer methods to mirror that, prioritizing alignment and authority over follower counts.
Screenshot from: linkedin.com/enterprise/advertising/weblog/marketing-collective/2025-b2b-marketing-benchmar-the-video-influence-effect-starts-with-trust, July 2025.What This Means
Belief indicators 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 might not be sufficient to reveal what your model stands for.
Video provides you a strategy to present experience in a extra private, credible manner. 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 choices, what’s working now appears much more human: genuine voices, seen specialists, and content material that’s simple to attach with.
Featured Picture: Roman Samborskyi/Shutterstock
