Trust becomes B2B's primary growth engine as video reaches 78% adoption

According to new research from LinkedIn and Ipsos, trust has emerged as the dominant business strategy in B2B marketing, with 94% of marketing professionals agreeing that building trust represents the most important factor for achieving B2B brand success. The 2025 B2B Marketing Benchmark study, conducted between March 7 and April 7, 2025, surveyed 1,500 participants across six countries to examine how video content and influencer partnerships drive measurable business outcomes.

The research reveals that 78% of B2B marketers currently use video in their marketing efforts, with 56% planning to increase usage in the next year. Short-form social video content leads performance metrics, generating 41% ROI according to survey responses. Brand storytelling follows at 38% ROI, while testimonials and demonstrations achieve 34% return on investment.

Video adoption accelerates across enterprise markets

The study documents significant growth in video marketing implementation. Currently, 20% of marketers are just getting started with video content, indicating substantial room for expansion. Among those already using video, primary objectives include increasing brand awareness (35% of respondents), building trust and credibility (29%), and driving conversions or sales (23%).

Measurement approaches vary considerably among marketing teams. Engagement rates, views, and social sharing represent the most common success metrics, while click-through rates, lead generation, and conversion tracking provide performance indicators. The research shows that marketers using video content are increasingly focused on reach and resonance rather than solely measuring leads or last-touch conversions.

LinkedIn's internal data demonstrates that B2B advertisers using video increased by 12% year-over-year. Video completions grew 34% during the same period, while view-through rates improved by 3.8 percentage points. LinkedIn's Creative Labs analyzed over 13,000 B2B video advertisements to identify creative elements that consistently drive higher engagement rates.

Influencer marketing gains institutional acceptance

The benchmark data shows that 55% of companies currently use influencers, with another 29% planning to adopt influencer marketing within the next year. When selecting B2B creators, 58% of marketers prioritize authenticity and credibility above all other factors. Industry relevance ranks second at 49%, followed by brand alignment at 47%.

Thought leaders and industry analysts represent the most effective influencer category, ranking first among 28% of survey respondents. Company customers rank second at 23%, while independent creators achieve 20% effectiveness ratings. Industry partners and company employees receive 15% and 14% effectiveness scores respectively.

The research indicates that influencer marketing delivers impact across the entire marketing funnel. Brand awareness increases by 39 percentage points when companies leverage creator content. Lead generation improves by 30 percentage points, while revenue growth achieves a 30 percentage point increase among organizations using influencer partnerships.

Technical specifications drive performance outcomes

LinkedIn's analysis of video advertisements identifies specific technical elements that impact engagement rates. Emotionally resonant videos achieve 44% higher view-through rates and double completion rates compared to standard content. Short-form video formats deliver 17% higher completion rates, while video content outperforms static alternatives with 26% higher brand favorability scores and 19% increased purchase intent.

The research team examined over 550,000 video frames across more than 70 different dimensions using Large Language Models and Machine Learning analysis. Face-to-camera presentations achieve 34% higher engagement rates, while vertical video formats produce 34% longer dwell times compared to square-format content.

Dynamic camera movements increase engagement effectiveness by 13%. Videos incorporating soft, tonal color palettes maintain viewer attention 20% more effectively than commercial-style color grading. The study found that 73% of video completions and 49% of engagement rates depend on creative decisions rather than production budgets or technical specifications.

Trust measurement challenges persist across organizations

Despite widespread recognition of trust's importance, measurement remains a significant challenge for marketing teams. The research reveals that 26% of marketers identify ROI measurement as a primary concern when implementing video and influencer strategies. Many organizations struggle to connect trust-building activities to pipeline impact and revenue generation.

According to the study, 71% of B2B marketers say being recommended by a B2B influencer or creator who is a subject matter expert influences building a successful brand. This finding suggests that authentic recommendations from credible voices carry substantial weight in B2B decision-making processes.

The benchmark report introduces three strategic frameworks to help marketers operationalize trust-building efforts. The Trust Flywheel demonstrates how video, influencers, and credible content work together to build momentum. The Trust Maturity Index benchmarks organizational progress from early-stage experimentation to fully integrated trust systems. The Trust Funnel maps trust-building content to specific stages of the buyer journey.

Geographic variations reveal market maturity differences

The 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. Respondent demographics included Chief Marketing Officers (344 participants), other marketing C-suite executives (400 participants), and Directors or Managers (756 participants).

Industry representation spans financial services (274 respondents), technology (310 participants), agencies (315 respondents), professional services (288 participants), healthcare (60 participants), manufacturing (73 participants), and other sectors (180 participants). Company sizes include small organizations with 10-49 employees (202 participants), medium companies with 50-499 employees (719 participants), and large enterprises with 500+ employees (579 participants).

The research methodology combined a strategic blend of 70% expert network sampling and 30% B2B panel providers. Participants completed a 20-minute device-agnostic survey accessible on both mobile and desktop platforms. The primary focus explored challenges faced by senior-level B2B marketers in implementing video and influencer strategies.

Marketing budget allocation reflects trust priorities

Budget trends demonstrate increasing investment in trust-building activities. The study shows that 42% of marketers rank increasing brand awareness and reputation among decision-makers as their top business priority, surpassing all other objectives. This represents a significant shift from traditional demand generation focus toward longer-term relationship building.

Companies implementing cross-functional collaboration around video and influencer campaigns report higher success rates. The research indicates that organizations involving Content, Brand, Analytics, and Sales teams in campaign planning and execution achieve more consistent messaging and full-funnel support. Teams using influencer programs show greater likelihood of budget increases, with 83% versus 58% for non-users anticipating expanded resources.

Most B2B marketers are increasing their video output, with 56% planning higher production volumes and 43% intending to boost influencer investment next year. This expansion requires budget allocation and leadership support to scale efforts effectively.

Content format strategies align with buyer journey stages

The benchmark data reveals specific content strategies for different funnel stages. At the awareness level, 42% of marketers use social media videos to drive initial interest, while 47% leverage thought leadership collaborations as effective entry points. These approaches focus on sparking attention and signaling relevance to potential buyers.

Middle-funnel strategies emphasize credibility building. Customer success story videos attract 39% of marketers, while 39% co-create content with creators to build trust and engagement. Expert interviews, behind-the-scenes content, and employee spotlights provide additional options for establishing authority and expertise.

Bottom-funnel content centers on proof and decision support. Product reviews and testimonials engage 40% of marketers, while 23% utilize case study videos focused on ROI to facilitate purchasing decisions. In-depth product demonstrations and personalized content help reduce perceived risk and accelerate conversion timelines.

Industry implications for marketing technology adoption

The research suggests that traditional marketing funnel approaches may no longer adequately address contemporary B2B buying behavior. The study introduces a "Trust System" concept recognizing that purchasing decisions now involve complex group dynamics, private conversations, and hidden decision-making processes that occur outside tracked interactions.

Modern B2B buying involves multiple stakeholders, non-linear research patterns, and conversations that happen in private Slack channels, peer communities, and informal networks. Trust becomes what the research calls "the routing layer of B2B," determining which brands reach shortlists and gain recommendation within these hidden conversations.

The implications extend beyond marketing departments. The research notes that buying has become a group effort characterized by messy, non-linear processes shaped by conversations that marketers cannot always observe. Influencers, videos, peer opinions, and internal politics all contribute to trust building that occurs early and spreads across teams before formal evaluation processes begin.

This shift requires marketers to think systematically about trust building rather than focusing exclusively on lead generation and conversion optimization. The research suggests that trust-building investments create compound returns that extend beyond individual campaigns or quarterly performance metrics.

Timeline

• March 7-April 7, 2025: LinkedIn and Ipsos conduct B2B Marketing Benchmark survey across six countries
• July 15, 2025: LinkedIn Creative Labs reveals B2B video content performance principles
• July 24, 2025: LinkedIn Marketing Collective publishes trust-focused benchmark report findings
• January 27, 2025: Video marketing ROI data shows short-form content leads B2B performance
• February 24, 2024: LinkedIn unveils privacy-first B2B marketing playbook

PPC Land explains

Trust represents the foundational element driving modern B2B marketing success, with 94% of survey respondents identifying it as the most critical factor for brand achievement. Unlike traditional brand metrics, trust functions as what researchers term "the routing layer of B2B," determining which organizations gain consideration within private decision-making conversations that occur outside trackable marketing interactions. Trust building requires systematic approaches that combine authentic content, credible voices, and consistent messaging across multiple touchpoints to influence complex buying group dynamics.

Video has become the dominant content format for B2B marketers, with 78% currently implementing video strategies and 56% planning increased usage. The research demonstrates that video content outperforms static alternatives across multiple performance indicators, including 26% higher brand favorability scores and 19% increased purchase intent. Technical specifications significantly impact effectiveness, with vertical formats achieving 34% longer dwell times and emotionally resonant content generating 44% higher view-through rates compared to standard corporate productions.

B2B marketing encompasses the strategies and tactics organizations use to reach business customers rather than individual consumers. The research reveals fundamental shifts in B2B approaches, with marketers moving away from traditional funnel-focused demand generation toward relationship-building strategies that account for complex group buying decisions. Modern B2B marketing requires understanding that purchasing decisions involve multiple stakeholders, non-linear research patterns, and conversations that happen in private channels beyond direct marketing influence.

Influencer marketing has gained institutional acceptance within B2B organizations, with 55% currently using creator partnerships and another 29% planning adoption within twelve months. B2B influencer strategies differ significantly from consumer approaches, prioritizing subject matter expertise, industry credibility, and authentic thought leadership over follower counts or celebrity status. Effective B2B influencers include industry analysts, company customers, independent creators, and employees who can speak authentically about relevant business challenges and solutions.

ROI (Return on Investment) measurement reveals significant performance variations across content formats and strategies. Short-form social video leads with 41% ROI, followed by brand storytelling at 38% and testimonials at 34%. However, traditional ROI calculation methods may inadequately capture trust-building value, as these activities often influence hidden conversations and group decision-making processes that occur before measurable conversion events. Organizations increasingly adopt broader performance indicators including brand awareness lift, share of voice, and sentiment analysis.

Content marketing strategies have evolved to emphasize authenticity and value delivery over promotional messaging. The research shows that 71% of B2B marketers believe recommendations from subject matter expert influencers significantly impact brand success. Effective content marketing requires mapping different formats to specific buyer journey stages, from awareness-building social videos to decision-supporting case studies and product demonstrations. Technical execution elements like vertical formatting, clear audio quality, and mandatory captions directly influence content performance.

Brand awareness represents the primary objective for 35% of video marketing efforts, reflecting a strategic shift toward longer-term relationship building rather than immediate conversion focus. The study demonstrates that companies leveraging creator content achieve 39 percentage point increases in brand awareness compared to traditional approaches. Brand awareness building requires consistent presence across multiple channels and formats, with particular emphasis on authentic storytelling that resonates with business decision-makers rather than polished corporate messaging.

Engagement metrics have become critical performance indicators for video and influencer content, with organizations tracking views, social sharing, completion rates, and audience interaction levels. The research reveals that 73% of video completions and 49% of engagement rates depend on creative decisions rather than production budgets or technical specifications. High engagement levels indicate content relevance and audience connection, often serving as leading indicators for downstream conversion activities and relationship development.

LinkedIn serves as both the research platform and primary distribution channel for B2B video content, with internal data showing 12% year-over-year growth in B2B advertisers using video. The platform's professional context makes it particularly suitable for thought leadership content, industry discussions, and authentic business storytelling. LinkedIn's Creative Labs analysis of over 13,000 video advertisements provides data-driven insights into technical elements that drive performance, including optimal formats, duration recommendations, and engagement strategies.

Marketing strategy development increasingly incorporates trust-building as a measurable business objective rather than an abstract brand concept. The research introduces frameworks like the Trust Flywheel, Trust Maturity Index, and Trust Funnel to help organizations operationalize credibility-building efforts. Effective marketing strategies now require cross-functional collaboration involving Content, Brand, Analytics, and Sales teams to ensure consistent messaging and full-funnel support for trust-building initiatives across all customer touchpoints.

Summary

Who: LinkedIn and Ipsos surveyed 1,500 B2B marketing leaders across six countries (United States, United Kingdom, Germany, Brazil, India, and Australia), including CMOs, marketing C-suite executives, and directors/managers from companies ranging from 10 to 500+ employees.

What: The 2025 B2B Marketing Benchmark study reveals that 94% of marketers consider trust the key success factor, with 78% currently using video marketing and 55% leveraging influencer partnerships. Short-form social video generates 41% ROI while trust-building strategies show measurable impact across brand awareness (+39 percentage points), lead generation (+30 percentage points), and revenue growth (+30 percentage points).

When: The research was conducted between March 7 and April 7, 2025, with findings published through LinkedIn Marketing Collective on July 24, 2025.

Where: The study encompassed core B2B growth markets with strong LinkedIn member bases, collecting 250 responses from each of the six countries studied, representing diverse industries including financial services, technology, agencies, professional services, healthcare, and manufacturing.

Why: The research addresses the fundamental shift in B2B marketing from traditional funnel-based approaches to trust-building strategies that account for complex group buying decisions, private conversations, and hidden decision-making processes that occur outside trackable marketing interactions.