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The Importance of Strategy
Engaging the 95% of prospective customers who aren’t actively looking for solutions and standing out in a market where 81% of B2B buyers immediately choose well-known brands are two of the biggest challenges facing B2B marketers.
A thorough grasp of customer preferences and strategic campaign alignment with corporate objectives are essential for success.
Important Research Findings
With over 1,700 B2B technology buyers in the US, UK, and India, the extensive “Business of Influence” study identifies fascinating patterns in information consumption:
The Influence of Video Content
- According to 63% of B2B buyers, short-form social videos play a decisive role in purchasing decisions. Notably, influencer-produced videos are ranked as one of the most reliable B2B content formats by 80% of video content consumers.
The Factor of Influence
- Sixty-seven percent of buyers who are familiar with B2B influencer marketing stress how important it is when they are considering options. 53% of B2B buyers cite subject matter expertise as the most important influencer attribute.
Growth of the Platform
According to their internal metrics, video content is driving LinkedIn platform growth, as evidenced by a 34% increase in uploads year over year.
Improved Platform Features
Innovation in Live Events
They’re introducing new features this quarter in response to Live Events’ 14.4% growth over the previous 12 months and Thought Leader Ads’ 2.3x higher click-through rates than traditional image ads:
- Using Thought Leader Ads to integrate member posts about Company Page Live Events with 30-second preview videos to promote the event
- Improved local targeting to create customized event experiences
- More options for content: the ability to advertise documents and videos
- Additional campaign goals include video views, website conversions, engagement, and brand awareness.
With AI-powered creative tools available in English, the LinkedIn Accelerate beta now supports lead generation and website visit objectives worldwide in all languages. In the upcoming months, more formats and goals will be progressively added globally.
