Too many deals fall apart behind closed doors — and marketers are left guessing why. LinkedIn and Edelman’s 2025 B2B Thought Leadership Impact Report sheds light on the overlooked stakeholders quietly shaping outcomes: target buyers and hidden buyers. Target Buyers are subject matter experts. They are the IT leads, marketing heads, or technical users who […]

New research from LinkedIn reveals a significant shift in B2B buyer behaviour. Creator content now outperforms branded content when it comes to trust and influence across the buying journey. For senior marketers, the takeaway is clear. Creator content is no longer a top-of-funnel tactic. It is driving decisions at every stage, from initial discovery and

LinkedIn is extending its top-of-feed news banner to more regions, in a move aimed at increasing real-time conversation and topical engagement on its platform. Initially launched in early 2024 across the US, Canada and India, the feature is now being rolled out to users in the UK and Australia. For digital marketing leaders, this expansion

For years, influencer marketing has been synonymous with B2C brands promoting lifestyle products through celebrity endorsements and viral campaigns. However, the game is changing. Influencer marketing is making waves in the B2B world, driven by platforms like LinkedIn. According to a recent LinkedIn survey of over 1,700 tech buyers across the UK, US, and India,

LinkedIn has shared updated guidance on the types of content that perform well on the platform and those that could be penalised by its feed algorithm. These insights are designed to help users maximise their content’s visibility and engagement while maintaining the platform’s professional standards. If you’re looking to enhance your LinkedIn strategy, understanding these

Historically, B2B advertising has leaned on rational messaging, focusing on product features, benefits, and performance metrics to influence business decision-makers. But with today’s competitive landscape and the rising expectations of B2B audiences, this functional approach alone isn’t enough. A new wave of research, including LinkedIn’s “B2B Renaissance” study with MAGNA Media Trials, highlights that adding

LinkedIn has evolved far beyond its origins as a job-seeking platform. Today, it serves as a dynamic space for professional dialogue and thought leadership, with a rising trend of C-suite executives, particularly CEOs, using it to build their public profiles and engage directly with professional audiences. Financial Times (FT), October 2024 “There has been a