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The New B2B Battlefield: Creativity, Video, and Influence
In a world where attention is the new currency, Indian B2B marketers are scrambling to secure their share. With competition intensifying and traditional methods fading in impact, a new survey by LinkedIn unveils a bold shift: 90% of B2B marketers in India now consider capturing attention their top priority — and they’re betting big on video to get it done. The findings stem from LinkedIn’s ‘2025 B2B Marketer Sentiment Research’, a global study surveying over 3,000 B2B marketers across 13 countries. For India, the signal is clear — if you’re not leveraging video, you’re losing the race.
Indian marketers are under pressure to deliver tangible results with fewer resources, pushing them toward more creative, scalable, and measurable approaches. While 80% feel the need to invest in creative strategies to stay competitive, risk-averse leadership (72% of CMOs and VPs) is still leaning toward safer, more traditional tactics. But video is breaking through that hesitation. An overwhelming 97% say video and influencer marketing are the most effective strategies to generate direct sales today. In fact, short-form videos are not just grabbing attention but also building trust and reaching decision-makers, with 82% of marketers backing this claim.
Influencer partnerships are rapidly becoming indispensable. A strong 72% of marketers believe their strategy is incomplete without creators, and 84% are confident that influencer-led campaigns will drive sales by year-end. The younger B2B audience is now consulting over 10 external influencers — including peers and social media personalities — before making a purchase. LinkedIn is riding this wave with a host of new video features including First Impression Ads, Reserved Ads, and expanded CTV capabilities, aiming to help marketers cut through the noise and build authentic, trust-driven engagement at scale.
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Creativity in Crisis
The article underscores a critical pivot in
Video as the Great Equalizer
Video, especially short-form, is emerging as the ultimate tool for capturing fleeting attention spans. Its ability to inform, entertain, and persuade within seconds gives it unmatched versatility. In a B2B context, where decisions are data-driven and multi-layered, video humanizes the message and simplifies complexity. This explains why 97% of Indian marketers are shifting budgets towards it — not as an experiment, but as a cornerstone of modern strategy. Platforms like LinkedIn are smart to support this trend by rolling out specialized formats like First Impression Ads and Reserved Ads.
The Power of Influence
Perhaps the most revealing shift is the rise of influencer marketing in B2B. Traditionally reserved for B2C brands, influencers are now shaping high-value purchase decisions across industries. With 72% of marketers saying their strategy feels incomplete without influencer collaborations, the model is rapidly being normalized in boardrooms. The data confirms it: 84% expect direct sales results from influencer campaigns. In a world where trust is often outsourced to third parties, aligning with credible creators is not just clever — it’s essential.
The CTV Curveball
Connected TV (CTV) advertising is a surprise hit, especially in the B2B sector. The article reveals that CTV ads are over four times more effective in targeting B2B audiences compared to linear TV. With Indian marketers embracing this format — and 76% claiming it improves audience reach — the opportunity here is massive. LinkedIn’s partnerships with Innovid and Sprinklr aim to streamline this further, offering sharper insights and easier campaign management. The platform’s expansion of these features worldwide shows a strategic play to dominate attention-based ad spending globally.
Generational Shift in Buying Behavior
One of the most significant undercurrents is the generational evolution in B2B buying. Younger decision-makers now depend on over 10 external influencers — including peer networks and digital creators — before making a purchase. This means traditional brochures and whitepapers won’t cut it anymore. To stay relevant, brands must invest in trust-based, social-first storytelling, delivered by voices that resonate authentically with their audience. It’s not just about being seen, it’s about being believed.
The Final Take
The future of B2B marketing in India — and globally — is unfolding in real time. Attention is the battleground. Creativity is the weapon. And video is the vehicle. Marketers must embrace change or risk becoming irrelevant. With LinkedIn at the forefront of this evolution, the time to pivot is now.
Fact Checker Results ✅📊
Is video marketing a leading strategy among Indian B2B marketers? ✅ Yes
Are traditional tactics still dominating due to leadership risk-aversion? ✅ Yes
Is LinkedIn expanding tools to help marketers innovate with video? ✅ Yes
Prediction 🔮📈
By 2026, video and influencer-led strategies will dominate over 70% of B2B marketing budgets in India. LinkedIn’s advanced video offerings will become standard tools for high-impact campaigns. Risk-averse leadership will gradually shift as data-driven results from creative strategies become too powerful to ignore. Expect a B2B world where storytelling and social trust drive business more than ever before.
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