LinkedIn study reveals trust drives B2B buyer confidence through influencer partnerships

According to new research released on July 24, 2025, trust has emerged as the primary business strategy in B2B marketing environments where buyers increasingly seek credible information from authentic human sources. The LinkedIn and Ipsos study "Trust is the New KPI" surveyed 1,500 marketing professionals to examine how influencer partnerships drive measurable business outcomes across six global markets.

The research documents significant performance advantages for B2B brands collaborating with industry creators. Companies working with influencers achieve a 30 percentage point lift in revenue growth compared to organizations relying solely on traditional marketing approaches. These partnerships also generate a 39 percentage point increase in brand awareness goal achievement, positioning influencer collaboration as a measurable growth driver rather than experimental marketing tactic.

Video content dominance shapes B2B engagement strategies

Video has emerged as the dominant format for B2B creator engagement, with 78% of marketers now incorporating video into their marketing strategies. Short-form social video content delivers the highest return on investment at 41%, according to survey responses collected between March 7 and April 7, 2025. This performance advantage reflects broader changes in how business buyers consume information during decision-making processes.

According to LinkedIn data published earlier this year, video posts generate 20 times more shares than other content formats on professional networking platforms. Video viewership on LinkedIn increased by 36% in 2024, reaching 154 billion views across the platform's business user base.

The technical execution of video content has become increasingly sophisticated. Machine learning analysis of over 550,000 video frames across 70 different dimensions reveals specific creative elements that drive higher engagement rates. Vertical formatting, clear audio quality, and mandatory captions directly influence content performance across B2B audiences seeking accessible information delivery.

Authenticity emerges as primary influencer selection criteria

The study identifies authenticity and credibility as the top criteria for selecting influencer partnerships, cited by 58% of marketing professionals. This emphasis on genuine expertise over follower counts reflects market demand for trustworthy information sources during complex B2B purchase decisions that often involve multiple stakeholders and extended evaluation periods.

According to the research findings, 55% of B2B marketers already work with influencers to build authenticity in their marketing communications. This adoption rate indicates widespread recognition that traditional brand messaging struggles to establish the credibility necessary for modern B2B buyer confidence.

Building trust and credibility represents the primary objective for 29% of influencer marketing efforts, according to survey responses. This strategic focus moves beyond awareness generation toward establishing the foundational trust necessary for complex business relationships and high-value purchasing decisions.

Content formats align with buyer journey stages

The research reveals specific content strategies optimized for different stages of the B2B buying process. At the awareness level, 42% of marketers utilize social media videos to generate initial interest, while 47% leverage thought leadership collaborations as effective entry points for potential buyers encountering solutions for the first time.

Middle-funnel strategies emphasize credibility building through proven approaches. Customer success story videos attract 39% of marketers seeking to demonstrate real-world value, while another 39% co-create content with industry creators to build trust and engagement during consideration phases when buyers evaluate multiple options.

The documentation emphasizes experiential content formats that move beyond static PDFs and traditional white papers. Live events, interactive tools, and collaborative storytelling create engaging experiences that help buyers feel value and connection to brands during evaluation processes that can extend across multiple quarters.

Best Answer Marketing framework addresses buyer confidence gaps

The study introduces a five-pillar framework called "Best Answer Marketing" designed to help B2B brands become the most trusted information source for their target audiences. This approach addresses the crisis of confidence created by AI-generated content of uncertain accuracy and excessive bottom-of-funnel marketing messages that prioritize promotion over utility.

The framework begins with data-driven customer insight gathering through original research, customer interviews, and CRM analysis to understand market situations and buyer questions. The second pillar incorporates relevant influencers and creators who possess credibility with target audiences and capability for resonant storytelling.

Experiential format publishing represents the third pillar, utilizing video, audio, interactive tools, and live events rather than traditional static content. The fourth pillar ensures strategic distribution across channels where buyers actively seek information, leveraging brand, influencer, and paid channels for maximum impact.

Full-funnel content design completes the framework by assigning appropriate influencer types and narratives to build trust across the entire buyer journey from initial awareness through final purchase decisions. This comprehensive approach addresses the modern B2B buyer's need for credible guidance throughout extended evaluation processes.

Performance data validates collaborative content strategies

The study documents compelling performance advantages for brands implementing collaborative content approaches. Revenue growth improvements of 30 percentage points provide measurable justification for influencer partnership investments, while brand awareness goal achievement increases of 39 percentage points demonstrate significant competitive advantages.

According to separate research from PPC Land's analysis of B2B video marketing trends, short-form social videos produce 55% ROI for B2B marketers. The platform's emphasis on authentic content aligns with broader industry movements toward less polished, more genuine marketing approaches that resonate with business audiences seeking trustworthy information.

The financial implications extend beyond immediate performance metrics. The research indicates 68% of respondents experienced budget increases compared to previous years, with approximately 20% reporting increases of 25% or more. Looking ahead, 72% of respondents anticipate further budget increases for video marketing initiatives, reflecting confidence in measured outcomes.

Global market research methodology ensures representative findings

The comprehensive study encompassed respondents from the United States, United Kingdom, Germany, Brazil, India, and Australia, with 250 participants from each country representing core B2B growth markets with vibrant LinkedIn member bases. This geographical distribution provides insights applicable across diverse business cultures and market conditions.

The research methodology utilized advanced analytics to examine the relationship between trust-building activities and measurable business outcomes. Three strategic frameworks emerged from the analysis: the Trust Flywheel demonstrating how video, influencers, and credible content create momentum; the Trust Maturity Index benchmarking organizational progress; and the Trust Funnel mapping trust-building content to buyer journey stages.

According to Lee Odden, CEO of TopRank Marketing and author of the analysis, the approach represents a business imperative rather than a marketing trend. "When done right, influencer marketing for B2B brands is not about paying for promotion; it's about co-creating value about the topics customers care about and in the content formats they prefer," Odden stated in the research documentation.

Implementation examples demonstrate practical applications

The study provides detailed use cases showing how trust-building content with influencers operates in practice. A cybersecurity firm launching a threat detection platform partnered with three respected security analysts for a livestreamed "Hacker vs. Hunter" event, creating unscripted product demonstrations that provided instant third-party validation.

A commercial solar energy company addressed complex financial calculations by partnering with an independent energy consultant for video series and podcast episodes featuring client CFOs discussing real-world decision-making processes. This approach provided expert nuance, peer experience, and personalized tools while establishing the company as the most transparent partner in the space.

An annual fintech trend report transformed from a static brand asset into a dynamic industry conversation by partnering with 10 influential thought leaders for virtual roundtables, interactive microsites, and collaborative content creation. The influencers' participation provided built-in promotion to highly relevant audiences while ensuring credible and diverse content perspectives.

Marketing community implications reflect broader industry shifts

The research findings align with broader transformations in B2B marketing strategies documented across the industry. Trust has become B2B's primary growth engine as video adoption reaches 78% among marketing professionals, creating new requirements for authentic content creation and strategic influencer partnerships.

The emphasis on credibility-first approaches contrasts with recent concerns about faceless marketing trends where 86% of consumers value authenticity in advertising according to Stackla research. The LinkedIn study suggests that B2B environments particularly benefit from human expertise and recognizable industry voices rather than anonymous content creation.

Future marketing strategies require sustained trust investment

The research demonstrates that confident B2B marketing depends on collaboration and sustained trust building rather than volume-based content production or promotional messaging intensity. Brands achieving success commit to becoming the "best answer" for their customers across all information-seeking touchpoints.

This strategic shift requires budget allocation and leadership support to scale influencer partnership efforts effectively. According to the study, 56% of marketers plan to increase video production volumes while 43% intend to boost influencer investment in the coming year, indicating industry-wide recognition of proven performance advantages.

The documented approaches extend impact from brand building through demand generation to measurable revenue outcomes. Organizations implementing comprehensive trust-building strategies through influencer collaboration achieve competitive advantages that compound over time as buyer confidence increases and authentic relationships develop with industry experts and potential customers.

Timeline

• March 7 - April 7, 2025: LinkedIn and Ipsos conduct comprehensive survey of 1,500 marketing professionals across six countries examining video content and influencer partnerships in B2B marketing
• July 15, 2025: LinkedIn Creative Labs publishes research analyzing 13,000 B2B video advertisements to identify creative elements driving performance
• July 24, 2025: Lee Odden publishes analysis "Trusted Voices, Trusted Brands: How B2B Influence Powers Buyer Confidence" introducing Best Answer Marketing framework
• August 2025: Trust becomes B2B's primary growth engine as video reaches 78% adoption according to industry analysis
• September 2025: Marketing professionals report continued budget increases for video and influencer marketing initiatives based on documented performance advantages

Summary

Who: LinkedIn and Ipsos research team surveying 1,500 marketing professionals across United States, United Kingdom, Germany, Brazil, India, and Australia, with analysis by Lee Odden, CEO of TopRank Marketing

What: Comprehensive study revealing 94% of marketers agree trust building represents most important factor for B2B brand success, with influencer collaboration delivering 30 percentage point lift in revenue growth and 39 percentage point increase in brand awareness compared to traditional approaches

When: Research conducted March 7 - April 7, 2025, with findings published July 24, 2025, documenting trends affecting B2B marketing strategies throughout 2025

Where: Global study encompassing six major B2B markets with analysis applicable to professional networking platforms and business decision-making environments worldwide

Why: Crisis of confidence from AI-generated content and excessive promotional messaging creates demand for credible, trustworthy, authentically human content delivered through partnerships with respected industry voices and subject matter experts