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Cohen revealed that LinkedIn has been 鈥渋nvesting heavily in connected TV鈥� (CTV) for B2B marketing, with third-party partners reporting ROI six to seven times higher than traditional tools. The platform initially announced this push last year; in coming months, it plans to expand LinkedIn CTV to make it even easier for B2B marketers to reach new buyers and measure camapign effectiveness.

The Significant Role of Video in B2B Marketing. Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content. Many B2B marketers now prioritize video content on social media, and short-form videos are proving to be the most effective.

B2B marketers are under pressure to prove event ROI. B2B events are a key channel for driving engagement and building pipeline鈥攂ut the pressure to prove ROI is increasing. Event participation must be strategic and aligned with clear business outcomes. This report reveals 10 data-backed best practices to help sponsors and exhibitors boost engagement, generate pipeline, and turn event participation into measurable business results.

LinkedIn posted 9% YoY revenue growth in its June-ending quarter, fueled by rising engagement, B2B ad demand, and AI-powered tools. Despite soft hiring trends, sessions rose 11% YoY as more creators and professionals use LinkedIn for content, networking, and branding. Microsoft CEO Satya Nadella emphasized the platform鈥檚 evolution from a resume archive to a dynamic business hub. AI continues to drive efficiency and creativity across features, benefiting both users and advertisers. With strong identity data and a trusted audience, LinkedIn is carving out a stable, differentiated space in social media鈥攑ositioning itself for long-term relevance beyond recruitment cycles.

LinkedIn is scaling its BrandLink program with new creator-led shows and partnerships with publishers like BBC Studios, TED, and The Economist. Backed by sponsors including AT&T, IBM, SAP, and ServiceNow, the initiative reflects LinkedIn鈥檚 push into B2B video at scale. Since rebranding from the Wire Program in May, BrandLink revenues have grown nearly 200% quarter-over-quarter, while creator and publisher payouts more than tripled YoY. With US B2B video ad spend up nearly 18% this year, LinkedIn is positioning BrandLink as a premium marketplace balancing enterprise polish with creator authenticity at a time when audiences crave human-driven, unscripted content.

In this report, CMOs share how they鈥檙e transforming influencer strategies to deliver business impact鈥攁nd what solution providers can do to help.

The news: AI is growing in importance for small and medium-sized businesses, saving SMB marketers time and money, often with benefits outweighing risks like public backlash. AI helps US SMB marketers save about 13 hours per person per week and cut operating costs by about $4,700 per month on each team, per ActiveCampaign. Separately, Thryv found that 90% of US small businesses save 11 or more hours per week with AI. Our take: As AI saves companies time and money, it's crucial to have plans in place for how to use them. Marketers should use that time to test new creative strategies, reach out to new customers, and act on campaign analytics gathered by AI. AI-driven cost savings can be reinvested in higher-quality marketing content and expansion of product catalogs.

The insights: YouTube isn鈥檛 Google Search, and brands need to recognize it as a unique platform. Its algorithm prioritizes clicks, watch time, and retention over keywords. Brands and content marketers that rely on blog-style SEO risk getting buried as YouTube and Netflix battle for attention. Our take: Treating YouTube as a strategic content hub, not a recycling center, gives marketers and brands a competitive edge in reach, trust, and conversion potential. By mastering engagement levers鈥攃ompelling thumbnails, sharp hooks, and strong retention鈥攂rands can turn viewers into loyal subscribers and warm leads.

B2B marketing also saw notable gains. LinkedIn hit a milestone with more than 1 billion members worldwide. The professional networking giant鈥檚 revenues increased 10% YoY in its fiscal Q1 FY25 (ended September 30, 2024). Member growth in emerging markets like India and Brazil grew by double-digits. Video content emerged as LinkedIn's new powerhouse.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

The trend: Pharma field teams saw 2.5 times more new patient starts if they used marketing content during healthcare provider visits, according to the Veeva Pulse Field Trends Report for Q1. The takeaway: Pharma marketing teams should focus on how the content they鈥檙e creating can boost field teams鈥� engagement with healthcare providers and advise reps on how and when to use materials.