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Actionable intel to elevate your B2B marketing
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- B2B Marketing Trends
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- Connected TV for B2B
2025 B2B Marketing Benchmark Series
A yearlong research series from LinkedIn, revealing what’s driving B2B marketing success—one theme at a time. Explore new insights on influence, AI, content, measurement, careers and more.
June 2025
Category Fame & Social Trust
July 2025
B2B Video & Influence
August 2025
AI Advantage
September 2025
Content Marketing
October 2025
Industry Trends
November 2025
Measurement
2025 B2B Marketing Benchmark
Our flagship research, revealed in six insight-packed releases across the year.
Download the previous report: Global Marketing Jobs Outlook 2024
To get a clear read on the state of the marketing jobs, we surveyed thousands of marketing professionals around the globe, analyzed aggregated jobs and skills data from the LinkedIn platform, and reviewed findings from the 2024 B2B Marketing Benchmark.
Tequia Burt
Editor in Chief of the Linkedin Marketing Collective & the Linkedin for Marketing Blog
Marketing Skill of the Year: Collaborative Problem-Solving
Combining this collaborative specialization with a base level of technical know-how is the winning combination for today’s marketers. These specific hard skills emerged as most added to profiles of marketers over the past three years:
Creative execution
Artificial intelligence
Creative execution
Can B2B ad creativity influence consideration and conversion?
LinkedIn and MAGNA Media Trials surveyed over 1,700 LinkedIn users in the United States in order to quantify the drivers of B2B ad performance among decision makers and uncover how creativity can help support both brand and bottom line growth.
Steve Kearns
Global Head of Content, LinkedIn for Marketing
Key Findings
“Creative” LinkedIn Ads Can Be Highly Effective
display and video B2B ads work to drive favorability, intent and purchase consideration
of B2B decision makers say more creative ads would drive their interest and action
Business decision makers are 40% more likely to consider purchasing the brand if their ad is seen as “creative”
B2B brands are moving beyond traditional business channels and reaching decision makers on Connected TV
This research from LinkedIn and MAGNA Media Trials answers key questions about today’s business decision makers:
- What's the profile of today's business decision maker?
- How can B2B brands connect with business decision makers when they are most receptive?
- Can B2B ads on CTV drive next steps?
- How can B2B brands optimize creative messaging on CTV?
CTV ads are currently available only in the U.S. and Canada, and all data provided is limited to those regions.
Alexandra Rynne
Senior Content Marketing Manager, LinkedIn for Marketing
Key Insights
Connected TV viewing is universal among LinkedIn users
watch CTV in a typical week
who watch linear TV
of the LinkedIn audience watches CTV with ads
Explore further: B2B Marketing Trends | Marketing Jobs | B2B Ad Creativity | Connected TV for B2B
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