Battling for attention: Indian B2B marketers turn to video as competition heats up

Time of India

4 days ago

HighlightsNinety percent of B2B marketers in India consider capturing and retaining audience attention as their primary campaign concern, according to new research from LinkedIn. A striking ninety-seven percent of Indian B2B marketers identify video and influencer marketing as key drivers for direct sales, with short-form video being particularly effective in building trust and reaching decision-makers. Seventy-two percent of B2B marketers believe their marketing strategy is incomplete without partnerships with influencers and creators, highlighting the importance of these collaborations in achieving sales growth.
In a B2B landscape increasingly characterised by noise and complexity, Indian marketers are facing a significant challenge: capturing and retaining audience attention. New research from LinkedIn indicates that a substantial 90 per cent of B2B marketers in India view this as their primary campaign concern. The solution, for many, lies in video, with 62 per cent acknowledging that failure to invest in it risks losing ground to competitors.
The "2025 B2B Marketer Sentiment Research," which surveyed over 3,000 B2B marketers across 13 countries, highlights a prevailing sentiment in India. Eighty per cent of Indian B2B marketers believe that creative strategies are essential to stand out in today's competitive environment.
Despite this recognition, pushing creative and video-centric initiatives through to the boardroom remains an uphill battle. While senior marketing leaders largely agree on the influence of creative ideas and video in driving purchase decisions, 72 per cent of CMOs and VPs report that their leadership tends to be risk-averse, favoring traditional tactics over more experimental approaches.
Video and Influencer Marketing: Driving Direct Sales
With increasing pressure to demonstrate tangible impact on the bottom line, B2B marketers are seeking effective strategies. A striking 97 per cent of Indian B2B marketers identify video and influencer marketing as key drivers for direct sales in the current market.
Specifically,
short-form video
in the B2B space is proving its worth. Eighty-two per cent of marketers credit it with building trust with audiences and an equal percentage with reaching decision-makers. Consequently, short-form influencer video content is emerging as a top investment priority.
The research also underscores the importance of building authentic brands, a priority that influencer and creator partnerships can help achieve. Seventy-two per cent of B2B marketers believe their marketing strategy is incomplete without these partnerships, and 84 per cent are confident that influencer marketing campaigns will directly translate into sales by year-end. This trend aligns with Forrester's 2025
B2B Marketing
and Sales Predictions, which note that younger B2B buyers increasingly rely on a diverse set of influences, including social media and peer networks, in their purchase decisions.
Sachin Sharma, director,
LinkedIn Marketing Solutions
, India, commented, 'With shrinking attention spans and rising competition, B2B marketers need more than just creative stories. They require content that truly captures attention, builds trust, and prompts action. The opportunity lies in combining impactful social video with relevant influential voices to convert passive scrolling into meaningful engagement and, ultimately, buying decisions. Our new video solutions are designed to empower marketers to achieve this – to cut through the noise while maintaining credibility and authenticity, driving audiences towards engagement.'