Creating a LinkedIn B2B Marketing Strategy in 2025

Published on 27.11.2025 by Chizoba T

With over 1.1 billion users, including industry leaders and decision-makers, LinkedIn is arguably the best social media platform for B2B marketing. Statistics support this fact, as the platform generates 62% of the leads produced by B2B marketers. Additionally, the conversion rate on LinkedIn is twice as high as on other platforms, while users on the platform have 33% more purchase intent. 

With brands recognizing the power of this top professional marketing platform, it is clear why many are using it to market their brands. This also means that the competition on LinkedIn can be stiff, raising the need for competitive analysis to discover opportunities. If you want to get noticed and achieve the desired results, it's essential to have a strong LinkedIn marketing strategy to elevate your business to the next level. In this article, we will take you through the steps of creating an outstanding LinkedIn marketing strategy.

What is a B2B LinkedIn Marketing Strategy?

A B2B LinkedIn marketing strategy is a plan that defines how you will reach your target audience, generate high-quality leads, and enhance your business relationships on the platform. This can involve various measures, such as sharing high-quality organic content, addressing your target audience’s queries, and running highly effective targeted ads at a low cost.

A good LinkedIn marketing strategy should begin by determining who your ideal B2B customers are. You can then optimize your company pages with the relevant details and connect with professionals to position yourself as a thought leader in your niche.

Why LinkedIn is Effective for B2B Marketing

LinkedIn has emerged as a significant force for B2B marketing, and this is for several reasons, such as:

Targeted Audience

One of the significant strengths of LinkedIn is its specialization in professionals, which means that any brand wanting to target professional thought leaders and industry decision-makers can easily reach these groups on the platform. If you are running ads on LinkedIn, you are offered various targeting options, including job titles, industries, roles, and other factors. This ensures that you have the right messaging to target the right audience. 

More precise targeting can be a key determinant of the success rate of your campaign because you can easily target the users who are genuinely interested in your products or services. When you adapt your marketing to match the different audience segments, you can improve your ROI and bottom line.

Increasing Brand Awareness

As of 2025, LinkedIn had over 1.1 billion active users, providing potential customers with a high level of connections. When you have an outstanding LinkedIn marketing strategy, you can reach this target audience and improve your brand’s reach. You can increase brand awareness and trust on LinkedIn using various methods, such as:

  • Connecting with professionals. LinkedIn is an excellent platform for engaging in industry discussions and providing insights to establish credibility.
  • Share insightful content. LinkedIn is an excellent platform for establishing yourself as a thought leader by sharing content that adds value to your target audience.
  • Join the relevant groups. Groups are another valuable resource on LinkedIn, as they enable you to connect with like-minded professionals.
  • Create a group. If you don't want to join the already existing LinkedIn groups, you can create your own group. When you do that, you will be seen as a professional, and you can easily attract potential customers. 

A B2B Powerhouse

Statistics indicate that LinkedIn is one of the most powerful B2B lead generation tools. In one study, it was noted that the platform was used by 89% of B2B marketers for lead generation.  Out of that number, 62% suggested they found the platform to be effective. 

This can be attributed to the fact that LinkedIn allows businesses to target professionals in specific job roles, industries, and companies. When you connect with a professional who is really interested in the product your brand sells, you can gain high-quality leads that can result in converting clients. 

Effective for Connecting with Decision Makers

When marketing on LinkedIn, you will be connecting directly with the decision makers. That means when marketing on LinkedIn, you will be reaching the major stakeholders who drive buying decisions. This makes it easier for brands to convert their leads into paying customers. When you foster these kinds of connections, you will grow your business relationships and improve the sales process. This can drive the success and growth of your brand. 

Capturing Leads

LinkedIn is one of the most effective platforms for generating quality leads. A Sprout Social study found that 62% of B2B marketers consider LinkedIn to be effective for generating leads, resulting in 33% more buying intent. Therefore, the platform is not only effective for acquiring leads but also impacts decision-making.

This can be attributed to LinkedIn's outstanding targeting options and its extensive professional network, which enables the platform to attract the right users who are more likely to convert. If your goal is to connect with real professionals who make decisions, LinkedIn is the place to be. 

A High Click-Through Rate

Compared to platforms such as Facebook and TikTok, LinkedIn has one of the highest click-through rates because the platform provides users with tools to enhance their CTR. Users can leverage strategies such as:

  • Ability to test and optimize their ad copy. To ensure that your LinkedIn ad resonates with your target audience, continue to test and refine it.
  • Leverage ad extensions. LinkedIn enables ad creators to enhance their ads using additional tools, including CTAs and links. You can use A/B testing to refine your CTAs.
  • Better targeting option. The improved LinkedIn targeting ensures that your ad is reaching the most relevant target audience. 
  • Leverage retargeting. If some users have already interacted with your brand, you can re-engage them.

These strategies can be highly effective in improving your CTR and creating more effective ads.

Outstanding Analytics Feature

For any social media marketing effort to be successful, you need to track its performance by examining the relevant data. You can achieve this by paying attention to metrics such as engagement, conversion, and impressions to gain insights into your best-performing campaigns. You can then use this data to adjust your strategy and create a more effective campaign that yields better results. When you continually evaluate and improve your campaign, you can achieve greater success and impact.

Understanding LinkedIn Marketing in 2025

The way you do LinkedIn marketing in 2025 is different from how you would have done it several years back. Here are some changes that you should take note of:

Introduction of Short-Form Content

YouTube started experimenting with short-form content in March 2024. As of January 2025, the number of users making use of the feature had reached 234 million in the U.S. Additionally, video content on LinkedIn is growing on the platform. 

According to a Hootsuite study, 63% of B2B buyers on YouTube report that short-form videos aid them in their purchasing decisions. Other statistics indicate that 63% of B2B buyers make purchasing decisions driven by short-form videos. This is in addition to the fact that short-form videos are among the most engaging forms of content.

LinkedIn’s tool has supported the growth of video content by introducing a video tab and adding videos to your section of the feed. LinkedIn users are now seeing more videos in their feed. 

New In-Stream Video Ads

With the focus more on video content, one of the changes that has occurred is the introduction of Instagram ads. To start running online ads, go to the Campaign Manager.  This will enable your ads to run on video content of trusted creators such as Reuters, Forbes, and Bloomberg. 

Additional Features on Campaign Manager

The LinkedIn Campaign Manager now comes with new features, such as:

  • Marketing Overview. This will provide an overview of all your ad accounts and campaigns.
  • Media planner. A greater tool to provide you with a forecast of your ad impression, reach, and average frequency. This enables you to estimate your ROI before running an ad campaign. When using the ad planner, you can experiment with factors such as budget and targeting to find the optimal combination for maximum ROI.
  • Ad duplication. You can use this setting to duplicate your ads and test different copy or variations. If you have a high-performing ad, you can copy it.
  • Dynamic UTMs. You can generate a consistent UTMS (Urchin Tracking Model)  using this tool.
  • Enhanced Insights. You can gain valuable insights into the entire customer buying journey using the enhanced insights dashboard.
  • Campaign Performance Digest. LinkedIn also offers improved data and insights on the campaign performance digest.

Premium Company Pages

If you are in a small or medium-sized business, LinkedIn offers a subscription service that works similarly to LinkedIn Premium Business. The subscription service includes additional features to enhance page customization and boost engagement. If you are the admin of a Premium company page, you can see the people who visited your page, making it easy for you to follow up with them. Other features of the service include:

  • Auto-inviting users to follow your page when they interact with your page.
  • Spotlighting customer testimonials on top of your page.
  • Using the Credibility highlight section to show your achievement.
  • Creating custom CTA.
  • Using an AI Writing Assistant.

Linkedin Games

It can be hard to associate LinkedIn with gaming. However, one of the features added to LinkedIn in 2025 is a collection of quick brain teasers. According to the platform, this feature aims to enable professionals to reconnect, reignite, and deepen relationships. Inside data indicate that people who participate in LinkedIn games do so because it was shared by one of their connections. Additional statistics indicate that 84% of the people who play the LinkedIn games end up replaying.

While LinkedIn games aren't intended to be a marketing tool, there are some compelling reasons for marketers on the platform to utilize them. For once, they can encourage users to visit the platform more, helping businesses connect more deeply with their audience. Secondly, company representatives, such as directors and salespeople, can utilize gameplay to enhance their connections. Therefore, LinkedIn games can help improve relationships.

Improved Accelerate Ads and Live Events Ads

LinkedIn has added new features to these forms of advertisements as follows:

  • Live events. Thought leadership can be an effective way to market your brand on LinkedIn. This is why the platform now allows the use of thought leaders in marketing your post linked to an event. They can even add a 30-second sneak preview before and after the event and choose a region to target their event ads.
  • Accelerate ads. While Accelerate ads were launched in 2023, LinkedIn has continued to add features. These forms of ads were primarily designed to facilitate lead generation and increase website traffic. Some of the features added to these ads include the ability to add document and video ads, in addition to a single-image creative. LinkedIn also enables marketers to pursue other brand objectives, such as website conversions, video views, and increased engagement. 

AI-Powered Sales Navigator

Finally, LinkedIn has also added an AI-powered tool to help marketers find leads and prospects. This is an excellent choice for personalizing communication throughout the sales process.

Creating a LinkedIn Marketing Strategy in 2025

We have already seen the changes that have occurred on LinkedIn. This means you also need to have a modern strategy to personalize the communication throughout the sales process. Here are the steps to follow when creating a LinkedIn marketing strategy:

Determine Your Goal

Like any other social media marketing plan, you need to start by determining what you want to achieve with your LinkedIn marketing strategy. When doing that, consider how LinkedIn will add value to your overall marketing strategy. As a platform for professionals and brands, LinkedIn can be a great place to foster your relationship-building and lead development efforts. If you are a B2C company, LinkedIn can be a good platform for recruitment. These are, therefore, some of the goals you may have in mind.

Perform Audience Research

Like other social media platforms, LinkedIn has a diverse range of users. However, the platform's audience demographics are skewed toward older and higher-income audiences. You need to dig deeper into your audience demographic to determine the kind of content they are searching for. 

One feature you can use to gain insights into your audience is LinkedIn analytics. By examining your Visitors and Followers dashboard, you can gain insight into their industries, job functions, locations, company sizes, and seniority levels.  

You can also visit the Campaign Manager under Audience Insights to gain a deeper understanding of your target audience. Another option is to utilize AI-powered buyer groups to identify the key decision-makers in your target audience. The tools can also provide insights into your audience’s characteristics, including their preferred content. 

You can also leverage social listening to get deeper insight into your audience and their thoughts about your brand and the overall industry. AI tools, such as ChatGPT, can help you gain more insight into your audience. You can begin by loading a sample comment or post of your target audience on ChatGPT, then explain the audience you want to reach. 

In addition, you can dig deeper into their preferences, needs, and more. According to LinkedIn research, AI can enhance sales research results, resulting in higher-quality leads and saving you more than 1.5  hours. 

Keep the Company Page and Staff Profiles Up-to-Date and Well-Optimized

You can imagine a situation where prospects visit a top company page or profiles of your representatives, only to be met with incomplete profiles. It becomes harder to convert them. This is why you need to ensure that your LinkedIn pages are complete. According to data from LinkedIn, complete pages generate 30% more views. 

Blogger brands can ensure that their content marketing reaches the right audience through the Showcase Pages. They can establish various company programs and initiatives. Don't forget to update the cover image at least twice a year. Keep the profiles of your executive team well-updated, including profile pictures and a suitable cover picture. 

The summary section should also be completed. This section can show the expertise, experience, and passions of the leaders, which can help people understand the importance of following their executive team. 

Have an Outstanding Content Strategy

The primary purpose of LinkedIn is typically to network and build professional connections. To achieve this, you need to share high-quality content, rather than just promoting your brand consistently. According to LinkedIn, brands should share at least four helpful pieces of content for every promotional piece of content. 

While you can share other creators’ posts, add your unique perspective to showcase your brand’s expertise. A good way to source relevant content is through social listening. You can also make your content outstanding on the platform through various tips, such as:

  • Utilizing eye-catching visuals, including video, images, and infographics.
  • Sharing relevant industry trends and news.
  • Sharing a recap of an insight or campaign you learned recently
  • Using the right hashtags to reach your target audience. You can also group similar topics. 
  • Adding SEO titles, tags, and descriptions to enable others to discover your content.
  • Creating a spotlight for your teams and appreciating them. 

You can also experiment with different content formats such as videos, carousels, branded moments, and polls. With the LinkedIn audience and algorithm rewarding activity and experimentation, you can rest assured that they will appreciate it.

Keep Analyzing and Refining

As noted earlier, you can get essential insights by tracking the results of your LinkedIn content, which can be used to improve your strategy. You can use LinkedIn analytics to get crucial strategic information. By looking at your native LinkedIn Analytics, you can get critical insights into the performance of your posts and overall page. You can then use these insights to improve your marketing messages.

For instance, you can track the pages that have started performing poorly, then determine whether the decline happened after introducing a new type of content or after an algorithm update. You might also notice that your audience engagement is dropping because you aren't engaging with them through direct messages or comments. By implementing these insights, you can change your LinkedIn marketing strategy and get better results.

Best Practices in LinkedIn Marketing

For the best results in your LinkedIn marketing, follow these tips:

Learn From Your Community

There was a time when LinkedIn felt like a notice board with all forms of announcements. However, this has changed in the recent past, giving it a social media platform feel, especially with the addition of features such as Games. 

Today, the platform has the feel of Reddit, complete with expert insights, niche discussions, and other unfilled conversations. All these conversations provide essential opportunities for learning for both brands and employees. The platform, therefore, enables brands to position themselves as experts with vital information to share.

Create a Community

Like other social media platforms, LinkedIn is now shifting its focus from likes and reshares to active participation. We have more users who are going to the comment section to spark meaningful discussions and debate ideas. This is what is actually driving the platform toward becoming a community-driven platform, rather than a place for corporate updates. 

Actively engaging with your audience will also help you drive brand awareness. Therefore, rather than waiting for people to find your brand, comment on a thought leader's post. This will help you network, increase brand awareness, and add more focus to your content.

Use Short-Form Content Formats

In January 2025, the number of LinkedIn comments had increased by 37%. Another statistics indicator is that users on LinkedIn engage with 1.5 million posts every minute. This can be attributed to the changing nature of the posts on the platform. In the recent past, the short and off-the-cuff posts have added an element of fun and dynamism.

Additionally, the popularity of the overly polished content that sounds corporate is also decreasing as users focus on a more human and conversational tone. Therefore, don't focus solely on long-form content, even though it still has its place on the platform. In fact, LinkedIn recommends using fewer than 150 characters for updates that link to content. The platform also recommends standalone posts without links, which can be longer.

Go ahead and create that one sentence and thought-provoking post, question, and statement. You can combine this with a snappy and more detailed post featuring an experience, a Story, or a lesson to drive conversation in the comment section.

Understand the Best Posting Time

One of the factors that affects the engagement level of a post is the time of posting. According to a LinkedIn study, the best time for posting on LinkedIn is during the early morning hours on weekdays. If you are a beginner on the platform, this can be a great starting point, but it may also differ depending on the brand, industry, and target audience.

Show the Face of Your Brand

Remember that LinkedIn users want to connect with people, not faceless companies trying to push something. This is why it can provide a spotlight for your brand and establish a relatable brand voice. You can share your employees' content or have an employee advocacy program. 

This is important, as a LinkedIn study shows that leveraging employee networks can help build ten times more connections than a company's followers. Additionally, when employees post content, it receives twice as many clicks as the company's business page. 

In Conclusion

If you are engaging in B2B marketing, LinkedIn is the best platform for doing so. With thought leaders and decision-makers active on the platform, you can expand your reach to the right people. This requires a good LinkedIn B2B marketing strategy that will make your brand stand out from the best. If you are wondering how to create one, our detailed guide will help you get started. You can read our guide on automating social media campaigns.