As B2B marketers face growing pressure to prove ROI and engage new generations of buyers, LinkedIn continues to evolve – delivering new tools, insights, and strategies for professional success. This week, we explore how smarter algorithms shape the feed, why video is becoming non-negotiable in B2B, how engagement should really be measured, and why LinkedIn remains the top platform for measurable marketing impact. Let’s dive into the latest updates shaping the future of B2B marketing.
LinkedIn Video: A Must-Have for Modern B2B
Video is no longer just a trend but a pillar of modern B2B strategy. LinkedIn now boasts over 1.2 billion members, and video content on the platform is twenty times more likely to be shared and drives 1.4 times more engagement than other post types. According to LinkedIn’s own research, Gen Z and Millennials now make up seventy-one percent of B2B buyers, and video is their preferred format. This demographic shift is redefining how marketers must communicate. From in-feed video ads to Connected TV formats, brands like Salesforce and Smokeball Australia are seeing exponential increases in completion rates and return on ad spend. The message is clear: short-form, creative, and trusted video is essential. Salesforce achieved four times higher on-target impressions using LinkedIn video, while Smokeball saw a 9.5 times higher video completion rate when using customer-led content.
Source: SocialMediaToday
Smarter Feeds: How LinkedIn Surfaces What Matters
LinkedIn’s feed prioritizes relevance over virality. A recent post by Rishi Jobanputra, Senior Director of Product Management at LinkedIn, explains how the platform invests in content quality and context rather than just clicks. The feed surfaces posts from people or brands you follow as well as posts relevant to your industry, interests, and network activity. Your actions – likes, comments, hides, and scroll behavior – signal your preferences. LinkedIn is also cracking down on clickbait and low-value posts, especially from outside your network, by using more nuanced feed signals. If your content is helpful, timely, and insight-driven, it is more likely to surface. You can improve your feed experience by hiding irrelevant posts, as LinkedIn learns from your preferences.
Redefining Engagement: Beyond Likes and Vanity Metrics
According to LinkedIn’s content team, authentic conversations in comments or messages, the right audience interacting with your content, and profile visits and follows from specific posts are better measures of meaningful engagement than just views or reactions. LinkedIn’s updated analytics tools now offer insights into audience industries and job titles, as well as profile views and followers gained per post, helping marketers understand who is engaging and why. Think of likes as a positive sign, but comments, direct messages, and new followers are indicators of real traction.
This perspective comes from Rishi Jobanputra, Senior Director of Product Management at LinkedIn, who oversees the Feed and Content experience. With nearly 15 years in product management and a deep background in growth and engagement, Rishi’s expertise shapes how LinkedIn prioritizes meaningful content and engagement across the platform.
Why LinkedIn Is Still the #1 B2B Platform for Results
For B2B marketers under pressure to deliver fast and measurable results, LinkedIn remains the platform of choice. According to the Dreamdata Benchmarks Report 2025, recent data shows a 113% return on ad spend from LinkedIn Ads, a 52% increase in CEO posting, and a 27% rise in video creation over the past year.
Source: Dreamdata Benchmarks Report 2025
It is ranked the top platform for influencing B2B decision-makers. Advanced tools such as Conversions API, Insight Tag, Document Ads, and Lead Gen Forms enable marketers to track ROI across the entire funnel, from awareness to action. For example, Eftsure reduced cost per lead by 40% using LinkedIn’s Conversions API with Dreamdata, while SoSafe ran full-funnel account-based marketing campaigns with seamless CRM integration. As CMOs face increasing pressure to justify budgets, LinkedIn offers measurable impact that goes beyond vanity metrics.
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