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The material from LinkedIn mentions a shift that many companies are experiencing – demand doesn’t arise at the moment when someone fills in a form or writes a message, but much earlier. Whilst reading content, observing others’ experiences, and comparing suppliers in the customer’s mind.
Marketing no longer just plays a role in capturing leads. Often, it determines whether the company even makes it onto the shortlist. If a brand doesn’t appear credible at this stage or cannot clearly explain what it’s good at, you can forget about interactions with the sales team.
Why The Product Alone Isn’t Enough In B2B Today
The product is rarely the sole criterion. Particularly in B2B, most solutions are functionally comparable, and differences often only become apparent during implementation, support, or scaling. This is precisely why attention shifts to where the customer believes they won’t be left “in the lurch” later on.
LinkedIn describes in the guide that when selecting a supplier, people often rely on experiences from their own network. They ask colleagues from the industry, observe how people from practice talk about solutions, and look for cases of companies that have already dealt with a similar situation. The aim is to minimise the risk of a poor decision. The customer needs to verify that the supplier knows their type of problem, has solved it, and understands it well.
Content As A Decision-Making Tool
In B2B, content often substitutes for the conversation that the customer would otherwise have with sales. They look for answers about how the solution works in practice. It’s precisely this information that determines whether they’ll make contact at all.
Your communication should explain:
- which problems you solve and which you don’t,
- where the solution’s limits are and what changes when the client’s volume or operational complexity grows,
- what collaboration looks like after the contract is signed,
- which situations to watch out for and why.
Content that’s meant to persuade in B2B needs to appear credible. This often means fewer clichéd slogans and more information that helps with decision-making.
Video Only Makes Sense When It Reduces Uncertainty
Video can quickly show things that are otherwise difficult to explain. It has the greatest value when it helps the customer verify how the solution works in practice.
LinkedIn states in the document that 93% of B2B buyers consider video important in building trust in a brand.
Videos that show concrete work with a tool, the integration process, deployment method, or typical operational situations make the most sense. It’s precisely these details that reduce uncertainty and help people imagine what awaits them after the decision.
It’s equally important to adapt video to the decision-making stage. One type of video helps understand the problem, another serves to compare solutions, and yet another should confirm that the chosen path is safe. If you don’t sufficiently distinguish between these two dimensions, content will be created, but it won’t provide the certainty that a B2B customer needs.
LinkedIn is trying to push video to the forefront. However, in small markets such as Slovakia, this shift doesn’t work automatically in the same way as in the USA or Western Europe. Whilst video can gain reach here, it’s much harder for it to gain trust. The audience is smaller, more interconnected, and significantly more sensitive to tone and form.
Therefore, video on LinkedIn in our region makes sense primarily when it replaces a personal explanation and shows real work with a tool, the implementation process, decision-making pitfalls, or specific practical experience.
It’s not about making more videos, but about ensuring that each video addresses a specific uncertainty in decision-making. If video merely repeats marketing claims or copies a foreign style, the algorithm may help it achieve reach, but with local audiences it’s more likely to weaken credibility than strengthen it.
Don’t Forget The Company Page
The guide also reminds us of the role of the company page on LinkedIn. For B2B, it shouldn’t serve merely as a list of news, but as a place where a potential customer goes to verify whether the company makes sense.
If they don’t find a clear explanation of what the company does, who it’s intended for, and what experience it has, doubt arises. And doubt in B2B is often the reason why the customer doesn’t make contact at all.
