LinkedIn Launches New Tools to Engage B2B Buyers
In today’s competitive landscape, grabbing attention in the B2B space isn’t easy—81% of B2B ads struggle to make an impact. LinkedIn is responding with new features to help marketers better engage buyers through video, events, and AI-driven campaigns. With these updates, LinkedIn aims to give brands the tools they need to stay relevant and influential.
Why This Matters
With 95% of buyers out-of-market at any given time, B2B marketers face a tough challenge: how to build connections before buyers even think about purchasing. LinkedIn’s research shows that when the time to buy arrives, 81% of buyers go with brands they already know. This makes strategic, engaging content essential.
How Buyers Want to Engage
New findings from LinkedIn’s “Business of Influence” research, which surveyed over 1,700 B2B tech buyers, reveal key trends in buyer behavior:
- Video wins attention: 63% of B2B buyers say short-form video helps inform decisions, with 80% saying video-based influencer content is one of the most trusted sources.
- Influencers matter: 67% of buyers say influencer content is critical during the consideration stage of purchases.
- Expertise builds trust: Buyers value subject matter expertise, with 53% saying it’s the most important trait for influencers.
- Trusted content drives brand awareness: 67% of buyers who engage with influencer content say it helps build trust and product awareness.
New LinkedIn Advertising Features
- Live Event Ads
Live events are gaining momentum, with a 14.4% increase in events hosted on LinkedIn over the past year. To help brands promote events effectively, LinkedIn is introducing new ad capabilities:
- Promote members’ posts about events to drive registrations with Thought Leader Ads.
- Offer a sneak peek with 30-second video teasers to boost engagement.
- Regionally target event invitations for a more personalized experience.
- Accelerate Campaigns
LinkedIn’s Accelerate tool is designed to streamline campaign creation and boost performance. With campaigns showing a 42% lower cost per action, LinkedIn is adding new options this quarter:
- Include videos, eBooks, or testimonials alongside image ads to enrich campaigns.
- New campaign objectives—like brand awareness and video views—give marketers more ways to align with business goals.
- The Accelerate beta is now available globally for lead generation and website visits, with AI-powered creative tools currently available in English.
What the Industry Is Saying
- Salesforce: “LinkedIn’s Live Event Ads helped us target AI decision-makers and boost engagement during Dreamforce.”
- Advantive: “Accelerate campaigns drove significant leads across multiple verticals, and we’re excited to keep growing.”
- Cramer-Krasselt: “Accelerate slashed our CPCs by over 50% and improved campaign management efficiency.”
- Femxa: “With Accelerate, we’ve reached a wider audience while maintaining click quality—our most valuable tool.”
- Thoughtworks: “The platform reduced our setup time by 30%, making campaign launches faster and easier.”
When to Expect These Features
LinkedIn will roll out these updates globally throughout the quarter, gradually expanding access to new ad formats and objectives. Accelerate is already available for lead gen and website objectives, with other features on the way.
Stay tuned for more updates on these exciting new tools from LinkedIn!