LinkedIn consolidates leadership in B2B marketing with innovative ads and tools

LinkedIn, the largest professional network in the world, is consolidating itself as an essential platform for B2B marketing, especially in Brazil, where more than 3 million companies already use the resources. A HubSpot survey pointed out that LinkedIn is 277% more effective in capturing B2B leads, when compared to other social networks. In addition, four out of five users of the platform are business decision makers, which reinforces the importance in the market.

According to the study The B2B Marketing Benchmark, commissioned by LinkedIn to the Ipsos Institute, 84% of Brazilian B2B marketers feel confident in generating revenue next year, and 76% expect an increase in industry budgets.Amid this growth perspective, challenges such as the complexity of B2B buying cycles, which require an average of 17 interactions before a business closes, lead companies to prioritize relationship building as a main strategy.

For Gabriel Preuss, LinkedIn Ads specialist and responsible for generating more than 1.7 million leads for B2B and high-ticket solutions, LinkedIn has become the center of marketing between companies in Brazil.“brands have realized that LinkedIn is where decision makers really are. In addition, the platform offers robust tools for segmentation and engagement, which makes the return on investment in LinkedIn Ads highly competitive”, says Preuss, who is also CEO of LinkedIn Roothe, agency and performance digital marketing consulting. 

LinkedIn has introduced new tools to strengthen B2B marketing, such as The Wire, which allows companies to promote video ads alongside content from reputable media outlets such as Bloomberg and Forbes. These advances reflect the trend toward 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 relevance of the network in the B2B scenario, LinkedIn is becoming a key player in the strategies of attracting Brazilian companies. Raizhe is a reference in offering solutions linked to the resource, managing more than R$ 1 million on the platform and even leading international expansions exclusively in LinkedIn Ads. Preuss highlights that the focus on building trust is what differentiates the system. “O LinkedIn promotes a genuine connection between companies and customers, which is fundamental to strengthen trust in the B2B” environment, he concludes.