LinkedIn on Trusted Voices for B2B Growth
Source: demandgenreport.com
Building Trust in B2B Marketing
In today's B2B environment, trust is essential. Because decision-makers are turning to their networks for advice, brands must adjust their communication. Modern marketing, like a guide navigating new territory, needs a plan to connect with audiences authentically.
Alex Josephson, VP, Brand and Content Strategy for Advertisers, LinkedIn, discussed how brands are finding success using B2B video with authoritative leaders at Advertising Week New York.
The Power of B2B Video
B2B buying has evolved. Today's decision-makers are digital natives, with a large percentage being Gen Z or millennials. They use video and engage their networks to make informed buying choices. For brands, video is a way to stay relevant. Short-form and emotionally resonant content are key, and platforms such as LinkedIn are becoming hubs for this content.
Video Builds Trust
Globally, video is growing faster than other formats on LinkedIn because it provides credibility and authenticity, which B2B buyers want. Video helps humanize brands, whether it’s a founder sharing insights, a customer sharing experiences, or a creator explaining a topic. To gain trust, brands can use timely video content that addresses a buyer's business needs. Reaching the intended audience is essential for success.
Network-Driven Storytelling
Professionals trust their network more than AI or search engines. Network-driven storytelling matters because of who is sharing the story and where. When industry voices, employees, or creators share content, it gains relevance and influences buying groups. This influence is valuable in B2B, where committees make decisions.
Benefits of Trusted Creators
Partnering with creators boosts relevance, credibility, and reach. Brands that align with creators who share their values experience exponential results. For instance, completion and view rates are higher for advertisers using LinkedIn's BrandLink. Members exposed to a BrandLink campaign are also more likely to become leads. Creators bring a human touch, helping brands connect as peers and build trust.
Adapting to B2B Buyer Preferences
Understand your buyer. Today’s B2B buyers are multi-generational and active on many platforms. They want content that is credible, relevant, and valuable. This includes short-form video, thought leadership, and creator-led stories. Brands that solve customer problems and connect authentically will succeed.
Collaborating with Creators
Start by defining your goals and find creators who share your values. Then, co-create content that feels authentic, such as product tutorials or customer stories. Nurture these relationships for long-term collaboration built on trust.
Video ROI
Video connects and simplifies complex topics to build trust, which accelerates the buyer's journey. When used effectively, video becomes a growth engine, not just a tactic.
Content that Resonates
The winning formula is succinct, informative, and authentic.
AI and Trust
AI helps with personalization but cannot build trust. Balance is key; over-automated messaging can make buyers disengage. Use AI to free up time for human connection to earn trust.
Balancing Tech and Human Connection
Use tech for optimization and let people lead. Connection drives conversion, whether through a creator-led campaign, live video, or a personalized note.