Latest news with #2025B2BMarketerSentimentResearch
Campaign ME
12-06-2025
- Business
- Campaign ME
What are the biggest ‘campaign worries' for UAE B2B marketers?
In today's high-stakes, highly complex B2B landscape, 91 per cent of B2B marketers surveyed in the UAE say that grabbing audience attention is their biggest campaign worry, while 66 per cent say that investing in video is imperative to not lose out to competitors, according to new research from LinkedIn. 66 per cent of B2B marketers say that investing in video is imperative to not lose out to competitors. The LinkedIn '2025 B2B Marketer Sentiment Research' that surveyed more than 3,000 B2B marketers across 13 countries – including the UAE, UK, USA, France, Germany, Netherlands Spain, Italy, Sweden, Brazil, Singapore, India, and Australia – reveals that 76 per cent of B2B marketers in the UAE, and 80 per cent globally feel they need to invest in creative strategies to stand out because it's more competitive these days. 76 per cent of B2B marketers in the UAE feel they need in invest in creative strategies. However, creativity still needs to make its case in the boardroom. Senior-level marketing leaders are clear that creative ideas and video will influence purchase decisions, but they're being forced to rely on more traditional and stale tactics over experimental ones, with 83 per cent of UAE CMOs and VPs saying their leadership is risk averse. 83 per cent of UAE CMOs and VPs saying their leadership is risk averse. Effective strategies to drive direct sales: B2B video and influencer marketing As B2B marketers continue to do more with less and face increasing pressure to demonstrate impact on the bottom line. Close to 97 per cent of B2B marketers in the UAE say video and 98 per cent say influencer marketing are among the most effective strategies to gain direct sales in the current landscape. Short-form video in B2B helps marketers build trust with audiences (72 per cent) and reach decision makers (72 per cent), and short-form influencer video content is emerging as the top investment priority for marketers. 66 per cent of B2B marketers say that their marketing strategy is incomplete today without influencer and creator partnerships. The research also uncovers that building authentic and credible brands is a top priority for B2B marketers, and influencer and creator partnerships can help achieve this. Approximately 66 per cent of B2B marketers say that their marketing strategy is incomplete today without influencer and creator partnerships, and 91 per cent are confident that influencer marketing campaigns will directly lead to sales by the end of the year. B2B buying is becoming more complex, and according to Forrester's 2025 B2B Marketing and Sales Predictions, younger B2B buyers are relying on 10 or more external sources – including social media and peer networks – when making purchase decisions. Jessica Machalani, Head of LinkedIn Marketing Solutions MENA, said, 'Today's B2B buyers, 71% of whom are Gen Z or millennials, are engaging with brands in entirely new ways. Video now plays a central role in how they discover, evaluate and connect.' Machalani added, 'To earn a spot on their shortlist, brands need to show up where it matters – in the content they watch, the creators they trust, and the stories that resonate. Earning their engagement means being more human and more relatable – connecting through meaningful touchpoints like compelling video, thought leadership, and credible, expert-driven influencer marketing.' To address the concerns stated by marketers, and to help them cut through the noise, LinkedIn recently expanded video advertising capabilities, introducing first impression ads, reserved ads, and expanded CTV ads capabilities. It has also teamed up with Adobe to make video ad creation easier.
Time of India
04-06-2025
- Business
- Time of India
Battling for attention: Indian B2B marketers turn to video as competition heats up
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.'
