B2B marketers aiming to build brand equity should focus on trust, customer recommendations and consistent brand presence, according to new research from LinkedIn.
The platform’s latest report, The 2025 B2B Marketing Benchmark: The Influence Report, draws on responses from more than 1,500 decision-makers across key markets. It identifies the core elements that influence purchasing decisions and the brand traits that most effectively cut through in today’s competitive landscape.
Among the standout findings: 93.7% of respondents said trust is the most important factor in building a successful B2B brand. When asked what drives trust, the majority pointed to customer recommendations, case studies, and thought leadership content as the most influential assets during the decision-making process.
The research also outlines the biggest obstacles to building a strong B2B brand. These include low brand awareness, inconsistent messaging, and a lack of differentiation in the market. In response, LinkedIn recommends a long-term approach to brand investment – not only to increase visibility but also to establish authority and relevance across the buyer journey.
LinkedIn’s report highlights several tactics for effective B2B brand building, including:
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Creating customer-driven content to boost credibility
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Investing in recognisable, consistent visual branding
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Maintaining a clear and differentiated positioning
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Aligning thought leadership with the needs and challenges of decision-makers
The findings reinforce the platform’s own push toward more brand-led B2B campaigns. With video, influencer collaborations and CTV advertising all growing on LinkedIn, the platform is positioning itself as a hub for both performance and brand marketing in the B2B space.
The 2025 B2B Marketing Benchmark: The Influence Report is available to download via LinkedIn with email registration.
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