New and Improved
By Tequia Burt, Editor in Chief of the LinkedIn for Marketing Blog
We’re already about halfway through the year 2025. Can you believe it? Milestones like this serve as a good reminder: We don’t need to wait until the arrival of a new year to review, refine and revamp our marketing approaches. With plenty of opportunity remaining to grow your impact here in 2025, there’s no time like the present to take a step back and then make a renewed push forward.
On our end, we just launched a full redesign of the LinkedIn for Marketing Blog homepage, with an eye on making its steady stream of content easier for B2B marketers to navigate and use.
Showing up for your audience differently is just one way you can remix and shake things up. Read on to find more tips, insights and ideas to inspire your new and improved strategy in the second half of the year.
What to Read
B2B Marketers Changing Strategies Due to Current Economic Climate: Harris Poll (Demand Gen Report): A new Harris Poll conducted by Madison Logic found that 96% of B2B marketing leaders are revising their company’s strategies in reaction to the economic climate, as James Hickey covers. Unsurprisingly, events and AI are among the biggest areas of increased focus.
93% of B2B marketers agree that Millennial and Gen Z marketers are changing the B2B marketing landscape. (Madison Logic)
Why CMOs Should Bet Big on B2B Influencers (CMSWire): Kishore Kothandaraman touts the value of influencer marketing in B2B, emphasizing the importance of long-term partnerships versus ephemeral promotional boosts.
The Bold New Era of B2B at Cannes Lions 2025 (LinkedIn for Marketing Blog): Steve Kearns recaps LinkedIn’s expanded presence at Cannes, and explains how it reflects larger shifts in B2B toward creativity, AI and immersive design.
50 New B2B Marketers on the Move – Spring Summer Edition 2025 (TopRank Marketing): Even in a challenging job market, “demand for experienced marketing leadership is very strong,” writes Lee Odden, “with hiring for senior roles (Director and above) growing by 17.6% year-over-year in Q1 2025.” Lee shines a spotlight on 50 B2B marketers who have recently been promoted or taken roles at new companies.
Recommended by LinkedIn
LinkedIn’s New B2B Playbook Shows Ability to Defend Bad Decisions Drives B2B Buying Decisions (The Drum): Richard Draycott chatted with our Mimi Turner about LinkedIn’s new research around the evolution of decision-making dynamics. The starkest insight: being seen as the safe choice matters above all.
“The number one thing B2B buyers want isn’t the best product or the best price – it’s a decision they can defend two years from now if everything falls apart. What they’re really buying is a career-proof rationale.”—Mimi Turner, Head of Marketplace Innovation, LinkedIn
How Measurement Is Powering CTV Adoption Among B2B Marketers (TVREV): This interview with iSpot’s Stuart Schwartzapfel explores how the LinkedIn Marketing Partner is helping enable deeper and clearer measurement for CTV campaigns on LinkedIn. “LinkedIn is betting that its advanced targeting will outperform broader, less precise inventory from other publishers.” he says. “And the results so far suggest they’re right.”
What to Watch
AI is no longer new on the scene, but B2B marketers are still uncovering endless new ways that these tools can improve their work and processes. In this highlight reel of expert of insights from industry leaders, you'll get guidance directly from visionary execs like Raja Rajamannar of Mastercard, Marcus Zirn of Workday, Dara Treseder of Autodesk, Benjamin Braun of Samsung Europe, and Maren Waggoner of Walmart.
What to Know
B2B marketing budgets are rising 5-10% this year, while headcount remains flat. This is according to a new report from 2X and Avasant, “Rethinking B2B Marketing Execution.” The report also found that one in five marketing dollars now go toward funding technology, doubling the share from five years ago.
Make sure to follow the LinkedIn for Marketing Blog for more insights.
Founder and CEO @ Golden Fenyx Digital Consultancy | For Start ups to Soar and Titans to Roar | Marketing Visionary | Helping startups and established businesses grow through powerful marketing & strategy
2dDefinitely worth reading! Reflection isn't retreat. It's recalibration. Step back, realign, and leap forward with intention. The rest of 2025 is unwritten — and it's yours to shape.✨📈
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1wGeweldig
Economics and Management Student at BIBF | University of London - Academic Direction by LSE | Production Employee at NETAJNA
1wI just read this week’s edition and it was awesome. Thank you so much, Ms. Burt, for the practical and motivating insight. As a student exploring marketing for the first time, this newsletter makes things feel less overwhelming and so much more exciting. I especially loved the reminder that we don’t have to wait in order to reflect and reset. That mindset shift applies far beyond marketing, and I really needed to hear it. Looking forward to next week already! 🙌
Driving Growth in Automotive & Lubricant Oil Industry | 20+ Years of Experience | Business Development | Strategic Planning |Business Consultant | Cost & Budget | Finance .
2wThe B2B Mindset: Where Forward (B Seller) and Backward (B buyer) Integration strategies Meet From my experience in business development and commercial strategy, I’ve come to see B2B as a strategic alignment of two distinct mindsets . In every B2B relationship: ✅ The seller (B) often operates with a forward integration strategy mindset aiming to get closer to the end-user, gain more control over distribution, and directly shape customer experience. ✅ The buyer (B) usually has a backward integration strategy mindset seeking to reduce costs, secure consistent supply, and gain more control over critical inputs. And the deal happens not when one mindset dominates but when both meet at a point of strategic alignment. I have witnessed this firsthand in major tenders and high B2B deals ... where tension runs high across the entire organization from owners and CEOs to department heads, sales directors, and technical teams. Their impact can last for years, shaping the organization’s direction and reputation. This explains, and even justifies, the fear, the stress, and the pressure teams feel. At that moment, they’re not just doing business - They Are The Business.
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