LinkedIn, the world's largest professional network, is establishing itself as an essential platform for B2B marketing, especially in Brazil, where more than 3 million companies are already using its features. A HubSpot survey showed that LinkedIn is 277% more effective in capturing B2B leads compared to other social networks. Furthermore, four out of five platform users are decision-makers in businesses, which reinforces its importance in the market.
According to the B2B Marketing Benchmark study, commissioned by LinkedIn from Ipsos Institute, 84% of Brazilian B2B marketing professionals feel confident in generating revenue next year, and 76% expect an increase in sector budgets. Amid this growth perspective, challenges such as the complexity of B2B purchase cycles, which require an average of 17 interactions before closing a deal, lead companies to prioritize relationship building as their main strategy.
ToGabriel Preuss, specialist in LinkedIn Ads and responsible for generating over 1.7 million leads for B2B and high-ticket solutions, LinkedIn has become the center of marketing among companies in Brazil. "Brands have realized that LinkedIn is where decision-makers are truly found. Additionally, the platform offers robust targeting and engagement tools, making the return on investment in LinkedIn Ads highly competitive," emphasizes Preuss, who is also CEO of theRaizheperformance digital marketing agency and consultancy.
LinkedIn introduced new tools to strengthen B2B marketing, such as The Wire, which allows companies to promote video ads alongside content from renowned media outlets like Bloomberg and Forbes. These advances reflect a trend towards a more creative and value-based strategy, with 66% of B2B marketers betting on innovative approaches to engage customers and increase conversions, according to the Ipsos study.
With the growing importance of the network in the B2B landscape, LinkedIn is becoming a key element in the customer acquisition strategies of Brazilian companies. Raizhe is a reference in providing resource-related solutions, managing over R$1 million on the platform and even leading international expansions exclusively on LinkedIn Ads. Preuss highlights that the focus on building trust is what differentiates the system. "LinkedIn promotes a genuine connection between companies and clients, which is essential to strengthen trust in the B2B environment," he concludes.
