B2B Marketing Trends

B2B doesn’t mean “Boring 2 Boring.” It still means Human to Human. Here’s why most B2B founders, sales leaders, and marketers FAIL at personal branding: • They treat it like corporate marketing. • They talk about services, but not stories. • They stay safe, instead of standing out. Result? They sound like everyone else…and get ignored. How to fix it: 1. Build a Face Behind the Logo People trust faces before they trust brands. Create founder-led, leader-led, or team-led content. Example: “When I started my agency, I had ₹5000 in the bank and 2 rejected proposals. Here’s what changed in Year 2.” Real stories > Corporate slogans. 2. Show Work + Wisdom Don’t just post “We helped XYZ company grow by 30%.” Break down how. Teach mini-lessons inside your wins. Example: “We grew XYZ’s leads by 30% by focusing on these 2 things most businesses ignore: 1. Longer nurturing sequence 2. Humanized cold outreach.” Give away the “what” for free. Sell the “how” through conversations. 3. Relatability Over Formality On LinkedIn today, tone matters more than templates. Talk like a trusted advisor, not a brochure. • Use short, human sentences. • Add relatable micro-stories. • Write how you talk. Brand voice ≠ Jargon. Brand voice = Personality. Lesson Reinforcement: The B2B brands that WIN in 2025 will sound more human, not more professional. Here’s a task for you If you could describe your personal brand tone in 3 words, what would they be? #linkedin

We're making videos for people who don't watch videos. B2B audiences consume video differently. But somehow we keep applying TikTok logic to LinkedIn strategy. LinkedIn video viewership grew 36% last year. But the way people actually watch is nothing like entertainment platforms. TikTok and YouTube are brilliant at the endless scroll. You disappear for 45 minutes without realizing it. LinkedIn video works differently. People watch with intent, not by accident. Many B2B viewers are in problem-solving mode. They're evaluating, not just consuming. One LinkedIn video might influence a six-figure software purchase. TikToks drive different decisions, e.g., travel destinations, fashion choices, new recipes to try. Both platforms nail what they're designed for. The professional context flips the script. 80% of videos on LinkedIn are watched with sound off, often out of necessity since people are at work. Sharing patterns tend to be "My team needs to see this" versus "This is hilarious." B2B audiences often save and share with committees. Your video might sit in someone's folder for months, then drive a major buying decision. LinkedIn viewers are looking for industry insights, strategic frameworks, and solutions to real business problems. They want to learn something they can apply immediately or share with their boss. They're not killing time on the platform, they're investing it. Chasing viral reach on LinkedIn is the wrong goal. You don't need massive random audiences. You need the right people who are actually solving the problems you address. Working at LinkedIn for Marketing, I see this every day. Video usage is climbing, but what counts as "winning" is totally different. Both TikTok's entertainment value and LinkedIn's intentionality work beautifully for their audiences. Different tools, different jobs. Both incredibly effective when you use them correctly. The mistake is thinking they should work the same way. #B2BMarketing #Video #B2BVideo #hicm

This morning, we released a preview to the press of the TechnoVision Top 5 Tech Trends to Watch in 2025. Technology is advancing at an unprecedented pace, and our teams have diligently worked to highlight the transformative technologies that we anticipate will reach a pivotal point next year. In addition to leveraging insights from our best experts across all technology domains, we conducted a global study of 1,500 top executives and 500 venture capitalists this year to gain a clear perspective on emerging technology trends. What stands out for us in 2025 is that AI (and Gen AI) are leading the pack. Their ripple effects are also accelerating advancements in adjacent domains, including robotics, cybersecurity, supply chains, and even the energy sector. Drawing from our research and the views of our top experts, here’s a brief snapshot of the Top 5 technology trends set to shape the business landscape in 2025: 🤖 Generative AI: From copilots to reasoning agents, AI systems are evolving into specialized, interconnected agentic systems, enabling autonomous and efficient decision-making. 🔐 Cybersecurity: New threats, new defenses – AI is reshaping the landscape, driving increasingly sophisticated cyber threats and equally advanced defenses to counter these new risks. 🦾 AI-Driven Robotics: Robots powered by advanced AI are blurring the lines between humans and machines, with the promise to transform entire industries. ⚛️ Energy: AI driving the Nuclear Agenda – The growing energy demands of technology in the AI era are driving major tech companies to make significant investments in nuclear energy, potentially accelerating both the deployment of nuclear projects and advancements in reactor technology. 🚚 Next-Gen AI-Assisted Supply Chains: Agile, AI-assisted, and sustainable supply chains are becoming the backbone of modern business resilience and innovation. The full study on these top 5 trends, along with other emerging technology trends, will be released in a global report available at the opening of CES in Las Vegas next year. Stay tuned! https://lnkd.in/e3SWs4iN #top5techtrends Robert (Dr Bob) Engels Marco Pereira Sally Epstein Laurent BROMET Paul Shoemaker Emmanuelle BISCHOFFE CLUZEL🌍

LinkedIn video isn't just growing. It's becoming the trust engine for B2B decisions. I recently sat down with Jae O.. He leads Ads, Formats, Placements & Measurement at LinkedIn. He and his team builds the measurement products that help marketers optimize for revenue growth. We explored a number of topics including the importance of LinkedIn video: 𝟭) 𝗩𝗶𝗱𝗲𝗼 𝗜𝘀 𝗗𝗼𝗺𝗶𝗻𝗮𝘁𝗶𝗻𝗴 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 Video is now the fastest-growing content format on the platform. The numbers are staggering: • Video uploads increased 34% YoY • Video viewership surged 36% in 2024 • Video content sees 40% more engagement than any other format    This isn't a trend. It's a fundamental shift in how B2B buyers consume content. 𝟮) 𝗧𝗵𝗲 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗜𝗺𝗽𝗮𝗰𝘁 Beyond adoption of video growing, it's also impactful. • 63% of B2B buyers say video influences their buying decisions • Gen Z users show 82% more video views than average LinkedIn users • Members viewing BrandLink ads are 18% more likely to become leads    𝟯) 𝗪𝗵𝘆 𝗩𝗶𝗱𝗲𝗼 𝗜𝘀 𝗦𝗼 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 Parasocial relationships are one-sided connections where audiences develop trust with creators they've never met. Video accelerates this effect. In B2B, people trust people. Not logos. Not features. Not case studies. Video creates familiarity at scale. It builds trust through consistent value delivery. It makes complex decisions feel safer. The data proves it: • 59% of B2B buyers engage with influencer content on LinkedIn • 67% use creator content during the consideration phase • 39% say creator content reduces perceived risk in purchase decisions • 87% prefer content from trusted industry voices    B2B creator content is taking on the role of traditional word-of-mouth. 𝗧𝗵𝗲 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 LinkedIn is unique. At a time when more platforms are doubling down on the interest graph, LinkedIn is prioritizing meaningful connections over viral reach. This creates the perfect environment for parasocial relationships to flourish. For B2B brands, video isn't just another content format. It's the most efficient way to build the trust that drives business decisions. The question isn't whether to invest in LinkedIn video. It's how quickly you can build an effective creator video strategy before your competitors do. ----- Enjoy this? ♻️ Repost it to your network & follow Brendan Gahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority

Most B2B teams are still running LinkedIn like it’s 2019. Company-page ads. Cold targeting. No signal tracking. Here’s the thing… in 2025, the most efficient ad format on LinkedIn isn’t a banner, a static image, or even a polished company video. It’s Thought Leader Ads. Why? Because they put people, not logos, front and center. And buyers trust people more than they trust brands. We’ve run thousands of LinkedIn campaigns for B2B companies across SaaS, IT, cybersecurity, and consulting. The reality is that the ads that consistently outperform are the ones that look and feel native. Posts that buyers want to engage with. When you get it right, Thought Leader Ads deliver: -Engagement rates 2–5x higher than traditional ads -Social proof that compounds over time (likes, comments, shares stay visible) -Pipeline signals you can actually act on: profile views, video completions, company-level engagement, new followers But it takes more than just boosting a random post. Here’s how we structure it. Step 1: Create a thought leadership engine We start with recorded interviews with executives or subject matter experts. From one conversation, you can spin out: A long-form YouTube video 3–5 short LinkedIn clips A blog post (from transcripts) Newsletter content Organic posts that become ads This way you get a repeatable system, not a guessing game. Step 2: Test before you spend Most teams boost posts blindly. Instead, test organically. Watch which posts generate engagement, saves, or strong comments. Then, amplify only the winners with paid Thought Leader Ads. Step 3: Target with precision LinkedIn’s native filters are fine for cold reach, but the real power comes from layering in data. We build custom account lists, upload intent-driven audiences, use DemandSense Premium Audiences, and retarget warm signals like video views or company page visits. That’s how you move from spray-and-pray to sniper-level precision. Step 4: Track the signals that matter The win isn’t the ad itself. It’s what you do with the signals it generates. LinkedIn profile views, new followers, newsletter signups, 75%+ video viewers, and company-level engagement all feed into warm nurture, connection flows, and retargeting. Done right, this motion builds three things every B2B company needs: Awareness at the right accounts Trust from the right buyers Pipeline from prospects who already know and respect you If your LinkedIn ads aren’t pulling their weight, this is where I’d start. Curious how we structure this? I put together the full playbook with examples, visuals, and tools. link in comments 👇 Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk B2B Strategies and Guides: https://lnkd.in/gB-WQ82f Impactable YouTube Channel: https://lnkd.in/emYVDn_T

In my conversations with the top C-suite leaders, one thing often comes up: the hesitation and fear to step into personal branding. I hear things like: “What if I look self-promotional?” “I’m too busy running the company.” “My work should speak for itself.” But here’s the truth I share with my clients: You’re not just competing for market share, you’re competing for attention. And in a world where 82% of people trust leaders who have a visible presence online (LinkedIn, Edelman Trust Barometer), staying invisible is no longer an option. Here’s why personal branding is non-negotiable for high-authority leaders: 1️⃣ People trust leaders, not logos. Your corporate brand can only go so far. Studies show that 76% of executives are more likely to trust a company led by a CEO they recognize and respect (Harvard Business Review). By building your personal brand, you humanize your business and earn the trust of stakeholders, employees, and even investors. 2️⃣ Your influence can attract top talent. Nearly 50% of employees say they research a company leader’s social presence before deciding to join (Glassdoor). Personal branding doesn’t just help you attract customers—it’s a magnet for the best and brightest talent. 3️⃣ A strong personal brand is crisis insurance. Think about it: When a crisis hits, would you rather be an anonymous figure scrambling to explain yourself or a respected thought leader people already trust? Leaders with strong personal brands have an edge in controlling the narrative. 4️⃣ You’re already being Googled: control what they see. Like it or not, 71% of professionals Google their leaders (Forbes). If your online presence is nonexistent or outdated, you’re missing a huge opportunity to tell your story your way. I tell them: Personal branding isn’t about self-promotion, it’s about leadership. Here’s how you can start: 1. Share your expertise. Write LinkedIn posts or articles about the challenges your industry is facing and how you’re solving them. Thought leadership builds authority. 2. Show your values. Highlight causes or initiatives you care about. Employees and customers want to align with leaders who stand for something bigger than profits. 3. Be visible but authentic. It’s not about perfection—it’s about being relatable. Share stories from your leadership journey, lessons learned, and even failures. If you’re afraid of personal branding, here’s the truth: Your reputation isn’t optional, it’s already being built, with or without you. The question is, will you own it or let others decide it for you? The leaders dominating their industries today aren’t just experts in their fields- they’re visible, trusted, and human. And when you build your personal brand, you’re not just investing in yourself. You’re building credibility, trust, and opportunities for your company. Are you ready to take control of your narrative? #Leadership #PersonalBranding #Headhunting #ExecutiveHiring #Growth

In Deloitte's 16th annual Tech Trends report, AI emerges as the unifying thread across nearly every trend, poised to become an integral part of the foundational fabric of how we operate and innovate moving forward. 🤖✨ Here's a snapshot of the innovations that are set to redefine the way businesses operate: • ⚡ AI as an Essential Utility: Much like electricity, AI is becoming an indispensable part of daily operations, reshaping the way businesses function and innovate. What's next for AI? Leverage tailored AI models, from small language models to agentic AI, to optimize specific business needs efficiently. • 💻 Hardware is eating the world: Invest in advanced chips to power AI workloads and enable smarter IoT devices and robotics across industries. • 🚀 IT, amplified - AI elevates the reach (and remit) of the tech function: Transform IT into a strategic enabler by automating tasks and innovating across infrastructure, talent, and delivery. • 🔒 Solving cryptography in an age of quantum: Prepare now for quantum-driven cybersecurity threats with post-quantum encryption and updated cryptographic practices. • 🛠️ AI changes everything for core modernization: Core systems providers have invested heavily in AI, rebuilding their offerings and capabilities around an AI-fueled or AI-first model. 📖 Explore the full report for a deep dive into these trends: Deloitte Tech Trends 2025 (https://lnkd.in/gWz84WwJ) Let's shape the future together—how is your organization preparing for these tech transformations? Share your thoughts in the comments! 💡👇 #TechTrends2025 #GenerativeAI #DigitalTransformation #Innovation #FutureOfWork #DeloitteInsights

A Content Director told me yesterday: “We’re sitting on so much unused content, it’s insane.” Most teams have a BIG distribution problem, and it's costing them more than they realize. Marketers churn out webinars, eBooks, and articles—then promote them with a couple of LinkedIn posts before jumping to the next project. They're focused on volume. More blog posts. More webinars. More, more, more. No matter how much they produce, they're always behind. Overwhelmed. Frustrated by the low ROI. But here's the thing: you can't expect to get full ROI from your content if you're only promoting it with a couple of LinkedIn posts. Content distribution isn’t an afterthought. It determines whether your content will be successful or not. Here's the distribution playbook we use for B2B companies with long sales cycles: 1. We develop highly relevant topics based on data from customer research and recent sales calls. 2. We select 3 subject matter experts within our client's organization who are comfortable on camera and willing to build their LinkedIn presence. 3. For each topic, we conduct a 1-hour video interview with an SME. 4. We curate the best insights from each interview recording and turn them into 1 long-form article, 5 video clips, and 8 LinkedIn posts. 5. We publish this content from the personal LinkedIn profiles of your SMEs (3-5 times per week). Personal LinkedIn profiles get 5x the reach of company pages, so you're missing out big time if you only focus on your company page. 6. We repurpose the interview content across other channels: → Articles and video clips on your website → Full interviews on YouTube → A weekly newsletter with the best insights 7. After 3 months, we launch LinkedIn Thought Leader Ads to amplify your experts' best-performing posts. 8. After 6 months, we launch an employee advocacy program to turn other employees into a powerful organic marketing channel with massive reach. We repurpose existing content to fuel this program. _____ 👉 Is your team stretched thin and are your SMEs too busy to write? At Leadwave, we've helped 50+ B2B companies create thought leadership articles, video clips, and LinkedIn posts from interviews with their experts. Book a free content strategy call with me here: https://lnkd.in/eSqakbR8

"Why do I need a personal brand? I'm not an influencer." I hear this from CEOs all the time. Ok fine, your personal brand isn't about becoming TikTok famous. It's about closing deals faster. Today, trust is the new currency. When a CEO has a visible, authentic presence online, they're not just a faceless entity – they're a real person with real thoughts and experiences. This visibility creates a connection. Potential clients and partners feel like they know you before they even meet you. They've seen your posts, read your insights, and connected with your story. Result? The sales process becomes smoother and faster. Here's how it plays out: ✅ Less time needed for introductions. Your reputation precedes you. ✅ Increased credibility. Your thought leadership establishes expertise. ✅ Faster trust-building. People buy from those they know, like, and trust. ✅ Reduced resistance. Prospects are pre-sold on your value. ✅ Higher-level conversations. You're seen as a peer, not just another vendor. ✅ Shortened sales cycles. Decision-makers are more likely to prioritize meetings with recognized leaders. ✅ Premium pricing power. A strong personal brand justifies higher rates. Personal branding isn't about vanity metrics. It’s a strategic advantage that directly impacts your bottom line. So, CEOs, it’s time to step into the spotlight. Share your insights. Tell your story. Build those connections. Because in a world where everyone’s selling something, being a trusted voice is your greatest competitive advantage.

Think your company's brand is enough? Here's what I learned after helping 500+ business leaders build their personal brands: When Microsoft's Satya Nadella posts → 10x more engagement than Microsoft's corporate account. Why? People trust people, not logos. Your audience wants to see: - The strategist behind the strategy - The visionary behind the vision - The leader behind the success Real example: One of my clients, Dan, was stuck relying solely on his company's brand and in-person events. After building his personal brand on LinkedIn: → Added $13k+ in recurring revenue → Generated $50k in consulting deals → Created multiple revenue streams The truth? Your personal brand isn't competing with your company brand. It's amplifying it. Every post from a founder carries more weight than a corporate message. Every insight you share builds trust that logos can't create. Every story you tell adds humanity that marketing can't buy. Stop hiding behind your company logo. Start building your magnetic personal brand.