Top 12 B2B LinkedIn Marketing Trends in 2023

It's that time of year again. Trend forecasting season has arrived. And we can't wait to share your top LinkedIn B2B marketing trends for 2023 and beyond! 

We've been hard at work here at Revnew doing our research. We're excited to share insights from both our internal experts and external industry professionals.

This post gives you the complete picture of what to expect this year. So, without further ado, here are the top 12 Linkedin trends in 2023 in B2B marketing. So, get ready to take your marketing game to the next level! 

Top 12 LinkedIn B2B Marketing Trends to Look Out for in 2023

Regarding LinkedIn, we decided to heed the counsel of Sherlock Holmes while reporting on B2B marketing trends. He had said: “It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.” 

Thus, we gathered data from various experts and sources. Plus, we detected patterns in B2B marketing and evaluated significant trends in the industry. So, let us share our findings with you!

1. Video Content

Trend #1 is all about video content. We've got stats and tips to help you succeed! First, online videos make up 82% of consumer internet traffic. Over half the consumers are eager to see videos from brands.

• In fact, 91% of businesses use video as a marketing tool. 

• Plus, 92% of B2B marketers report positive ROI from video marketing. 

As such, it's clear that video content is here to stay. So what are the benefits of video in your LinkedIn B2B marketing strategy? 

For starters, video is a great way to showcase your brand's personality. As such, it helps establish trust with your audience. Also, it's a powerful tool for increasing engagement and driving conversions.

But how can you effectively incorporate video content into your LinkedIn B2B marketing strategy? Here are some pointers to consider:

• Keep it short and sweet: Attention spans are short, so aim for videos that are 2-3 minutes long at maximum.
• Optimize for mobile: Most LinkedIn users access the platform from their mobile devices, so make sure your videos are mobile-friendly.
• Include captions: Not everyone can listen to your video with sound, so captions are necessary.
• Add a clear call to action (CTA): Ensure your video ends with a strong CTA that encourages viewers to take the next step.

2. Personalization

“B2B buyers expect B2C experiences. They want to feel like you understand them and care about them. In fact, a recent study from Salesforce found that 66% of B2B buyers expect vendors to personalize engagement to their needs.” — Mandy McEwen, Founder of Mod Girl Marketing.

Yes, personalization is the name of the game in LinkedIn B2B marketing trends. In today's digital age, B2B buyers prefer a B2C experience. So why is personalization so effective in B2B marketing? For starters, it helps to build trust and establish a deeper connection with your audience. 

• In fact, research shows that 68% of customers expect brands to showcase empathy.
• Plus, 37% of customers claim that brands usually demonstrate empathy.

Now how can you implement personalization in your LinkedIn B2B marketing strategy? Here are some LinkedIn marketing best practices to remember:

• Use dynamic content: It lets you personalize your website content based on factors like a visitor's industry, location, or previous behavior.
• Personalize messaging based on buyer personas: Develop detailed buyer personas and use them to inform your messaging and content strategy.
• Customize your LinkedIn Company Page: Use your Company Page to showcase your brand's unique personality and values and tailor your content to resonate with your target audience.

3. Influencer Marketing

Influencer marketing is gaining momentum among our shortlisted LinkedIn B2B marketing trends. It involves partnering with industry thought leaders or subject matter experts. In turn, they help promote your brand and establish credibility with your target audience.

Influencer marketing allows you to tap into the trust and authority influencers have already built with their followers. 

Research shows that 49% of consumers rely on influencer recommendations when making purchase decisions. In fact, this is only slightly less than those that depend on suggestions from their close contact (56%)

But how can you leverage influencer marketing in your LinkedIn B2B marketing strategy? Let’s check out some expert recommendations:

• Identify the right influencers: Look for thought leaders or subject matter experts who have a strong following in your industry or niche. It could include industry analysts, journalists, or even existing customers passionate about your brand.
• Create a mutually beneficial relationship: Make sure your partnership with influencers is a win-win situation. For example, provide value to them by promoting their content or helping them grow their following.
• Leverage the power of LinkedIn Groups: LinkedIn Groups are a great way to connect with influencers and build relationships with them. So, look for relevant Groups in your industry or niche and participate in discussions to establish your thought leadership.

4. Artificial Intelligence (AI)

AI is becoming increasingly popular in B2B marketing on LinkedIn. A Harvard Business Review (HBR) study found that:

• Companies that use AI for sales and marketing tasks achieve 50% more leads.
• Plus, such firms see a cost reduction of up to 60%.
• Third, 80% of companies believe AI will revolutionize marketing in the next five years.

Why is this? AI can automate routine tasks and personalize messaging. Moreover, it can help you make data-driven decisions.

AI-powered tools used in LinkedIn B2B marketing include – chatbots like ChatGPT, predictive analytics, and lead scoring software. 

For example, ChatGPT can engage with potential customers, answer common questions, and schedule appointments. 

Additionally, predictive analytics can help identify the best prospects to target. They can even guide you most effective content to use. Plus, lead scoring software lets you prioritize leads based on their conversion likelihood.

Now, when using AI in LinkedIn's B2B marketing strategy, ensure it’s used to add value to the customer experience. 

For example, program chatbots to respond conversationally and offer relevant information. 

Additionally, you can create personalized messaging using AI-powered tools that analyze data on a buyer's behavior and preferences. 

At last, monitor the results of AI-powered campaigns and adjust strategies as needed to ensure optimal performance.

5. Conversational Marketing

Emotion-driven campaigns are critical in B2B marketing. In fact, promotions focusing on customer emotions outperform initiatives prioritizing a rational thought process. 

So yes, the way people interact with businesses is changing. And that’s why emotion-centered conversational marketing is the next big thing!

source

By using messaging apps and chatbots, you can engage with your leads and customers in a more personalized way than ever before. In fact, 82% of consumers expect an immediate response to their inquiries. And conversational marketing can help you meet those expectations.

How? Conversational marketing helps build stronger relationships with your audience. Plus, it can also lead to higher conversion rates. What’s more? Businesses that use chatbots see a 20% increase in sales! 

6. Account-based Marketing (ABM)

Next up! Are you tired of wasting resources on leads that never convert? ABM is a highly targeted approach focusing on engaging and converting specific accounts. It ditches the age-old practice of casting a wide net.

• Companies using ABM generate 208% more revenue than those who don't. 
• Plus, 87% of marketers agree that ABM delivers a higher ROI than any other marketing approach.
• In addition, ABM increases average deal size as per 91% of respondents in a recent poll.

Source

Now, to implement ABM on LinkedIn,

• Start by identifying your target accounts. 
• Then, create personalized content that directly addresses their pain points and needs. 
• Next, utilize LinkedIn's powerful targeting tools to reach the right people at the proper accounts. 
• Finally, track your results to optimize your strategy continually.

7. User-generated Content (UGC)

UGC is becoming increasingly popular in LinkedIn B2B marketing. It provides authentic, relatable content created by customers or employees. In addition, research highlights that UGC is definitely one of the most critical LinkedIn B2B marketing trends.

• User-generated videos on LinkedIn receive 10x more views than regular content.
• 60% of consumers believe UGC is the most authentic form of content.
• UGC drives a 73% increase in email click-through rates (CTRs).

To help you make the best use of UGC, here are some best practices to consider:

• Encouraging customers and employees to share their experiences on LinkedIn, such as testimonials or success stories.
• Creating campaigns that invite customers to share photos or videos of themselves using your product or service.
• Repurposing UGC in your content, such as using customer quotes in social media posts or featuring employee stories in blog posts.

8. Thought Leadership Content

LinkedIn has seen a significant rise in the use of thought leadership content. It refers to content that showcases an individual or company's expertise in a particular industry or niche. 

By sharing valuable insights and perspectives, thought leaders can establish themselves as trustworthy and knowledgeable sources of information.

Thought leadership content is particularly effective in building brand awareness. Why? It can help you stand out from the competition and position yourself as a leader in your industry. In fact:

• Thought leadership posts receive 4x more engagement than job posts. 
• Thought leadership pieces are 6x more likely to be shared.
• 54% of decision-makers spend over an hour reviewing and reading thought leadership content each week. 
• 54% of decision-makers are more likely to purchase a new product or service that they hadn't previously considered after encountering an engaging piece of thought leadership.

Source

Now, to create effective thought leadership content, here are a few steps to remember:

• First, identify relevant and exciting topics for your target audience.
• Second, use data and research to support your arguments and opinions.
• Third, collaborate with other thought leaders in your industry.
• Fourth, share insights from your own experiences and expertise.
• Finally, use a conversational and engaging tone to capture readers' attention.

9. Social Selling

Social selling is the new black! More and more businesses use LinkedIn to sell and promote their products and services to potential customers. It's all about building relationships and connecting with prospects. Plus, focus on becoming their go-to source for information and solutions.

So, you want some proof that social selling works? Here are some stats: 

• Sales reps who use social selling techniques are 51% more likely to reach their sales quotas.
• 78% of social sellers outsell their peers who don't use social media. 
• 76% of buyers are ready to converse with potential providers on social media.

Now, what are the best practices for sales lead generation on LinkedIn through social selling?

• Start by optimizing your LinkedIn profile and building a solid network of connections. 
• Use LinkedIn Sales Navigator to identify and engage potential leads through personalized messaging. 
• Share relevant and valuable content, and feel free to ask for referrals or introductions.
• Above all, remember that social selling is about building relationships, not just closing deals.

10. Data-driven Marketing

You may have noticed a trend towards more data-driven B2B marketing on LinkedIn. This is because marketers rely on data and insights – to inform their marketing strategies. In short, they don’t depend on just intuition or guesswork anymore.

In fact, the benefits of using data-driven marketing on LinkedIn are huge! Data-driven marketing can result in 5-10 times higher ROI than traditional marketing methods. 

In addition, you can create more personalized and effective campaigns by analyzing data on your target audience's behaviors, interests, and preferences.

Now, to use data to drive your LinkedIn B2B marketing strategy, follow the following tips:

• Start by identifying your key performance indicators (KPIs).
• Next, set up tracking and analytics tools.
• Next, use data to create buyer personas.
• Finally, segment your audience for targeted messaging. 

And remember to analyze your data and adjust your strategy accordingly regularly. 

11. Cold Outreach Campaigns

Source

Cold outreach campaigns are crucial to many B2B marketing strategies. And LinkedIn is a powerful tool for executing them effectively. A cold outreach campaign involves reaching out to prospects without previous interaction with your brand.

Then, the campaign aims to generate interest in your products or services. As a result, they are becoming increasingly popular on LinkedIn. In fact, 75% of surveyed executives are willing to make an appointment to attend an event based on a cold call or email alone.

Why is this trend so promising? Because businesses constantly look for ways to connect with relevant decision-makers and influencers. As such, these campaigns may involve a combo of direct messaging and mailing, LinkedIn InMails, and cold calling/emailing. 

And their end goal is to start conversations and build relationships. Now, to create an effective cold outreach campaign, it's essential to follow a few best practices:

• Define your target audience: First, use LinkedIn's targeting options to find prospects who fit your criteria. Next, craft your messaging specifically for them.
• Personalize your outreach: Avoid generic, mass outreach messages. Instead, take the time to research your prospects and tailor your message to their needs and pain points. It can significantly increase the likelihood of a response.
• Use LinkedIn's messaging features: LinkedIn's messaging features, such as InMail and connection requests, can be powerful tools for cold outreach. Use them wisely, and follow LinkedIn's guidelines to avoid being flagged as spam.
• Track and analyze your results: Use LinkedIn's analytics tools to track the success of your outreach campaigns. Analyze your open, response, and conversion rates to optimize your campaigns and improve your results.

12. Brand Advertising

It involves promoting your brand values rather than specific products/services. It aims to build brand recognition, trust, and loyalty among your target audience. Different LinkedIn ads like sponsored content, InMail, and display ads can help you launch brand ads.

In fact, brand advertising can be highly effective in building brand awareness and preference among B2B audiences. 

For example, as per research, LinkedIn brand campaigns resulted in a 20% increase in brand favorability. Plus, it led to a 33% increase in brand consideration.

Further, to design a successful brand advertising campaign on LinkedIn, it's critical to follow a few steps:

• Develop a clear brand message and visual identity that resonates with your target audience.
• Use high-quality visuals like images or videos to grab attention and effectively communicate your message.
• Target your ads based on job title, industry, company size, and other relevant criteria to ensure your message reaches the right people.
• Use retargeting to reach people who have engaged with your brand before, such as by visiting your website or engaging with your content on LinkedIn.
• Monitor your campaign performance closely and adjust your targeting and messaging to optimize results.

The Way Forward

In the rapidly evolving world of B2B marketing, it's essential to stay up-to-date with the latest trends. By leveraging these 12 LinkedIn B2B marketing trends, you can stay ahead of the curve and make the most of your B2B marketing efforts. 

So, keep experimenting, measuring, and optimizing your strategy, whether you're just starting or have been doing it for years. Only then you’ll reach your goals and succeed in the ever-changing landscape of LinkedIn B2B lead generation marketing.

FAQs

1. Is LinkedIn Good for B2B Marketing?

Yes, LinkedIn is a powerful platform for B2B marketing as it allows businesses to connect with other professionals and decision-makers in their industry.

2. How Does LinkedIn Work for B2B Marketing?

LinkedIn works for B2B marketing by allowing businesses to create a company page, share content, engage with their target audience, and leverage LinkedIn marketing tools such as LinkedIn Ads and LinkedIn Sales Navigator.

3. Is LinkedIn More B2B or B2C?

While LinkedIn can be used for B2B and B2C marketing, it is primarily known as a B2B platform due to its professional and networking focus.

4. What Is the Benefit of LinkedIn for B2B?

The benefits of LinkedIn for B2B include access to a professional audience, opportunities for networking and relationship building, the ability to showcase thought leadership and expertise, and tools for targeted advertising and lead generation.