This Week in Marketing: B2B Video Magic

By Tequia Burt, Editor in Chief of LinkedIn for Marketing Blog

It's a fun time of year for movie buffs. With famed annual film festivals in Telluride and Venice getting underway over the past week, and Toronto's set to start soon, the industry is abuzz. Ambitious new projects, emotional resonance and unbridled creativity will take center stage over the coming months as Oscars season unfolds.

B2B marketers can find plenty of inspiration from all these premieres, especially by taking note of what’s hitting home with audiences. At a moment where the powerful combination of video and social media is being recognized, brands that can engage and captivate users from the feed will be at a great advantage.

Our latest roundup of trending content features a fascinating conversation from top brand leaders about the future of video in B2B marketing, as well as tips to adapt your strategy for AI, expand organic reach, and improve your conversion tracking.

What to Read

5 Key Trends We’re Seeing in B2B Marketing (MarTech): Ruth Stevens highlights key trends that are driving B2B marketing right now. Among them: “Video just gets bigger and bigger.”

New Research: GenAI Adoption Insights for Marketing Leaders (Skyword): By June 2025, nine in 10 marketers will be using generative AI for content creation in some capacity. Andrew Wheeler breaks down this and other insights from Skyword’s research.?

Introducing SEOntology: The Future Of SEO In The Age Of AI (Search Engine Journal): Many are wondering how the rise of AI will affect the search landscape going forward. Andrea Volpini provides a helpful, deeply detailed overview.?

Google Wants You to Date Other Organic Platforms. Take Them Up on It. (MarketingProfs): Kelly Ayres explains why building and optimizing an organic content strategy outside of Google is the smart play for brands.?

10 Tips to Craft the Perfect LinkedIn Marketing Strategy (Influencer Marketing Hub): The folks at IMH put together a guide for effective marketing on LinkedIn, outlining several strategies for success.

What to Watch

Execs from LinkedIn, Merkle & Initiative Say Video Is Unlocking New Possibilities in B2B

In a recent conversation hosted by The Drum and LinkedIn, Kendra Barnett was joined by the following leaders to discuss the increasingly essential role of video, and channels like connected TV, in B2B marketing strategies:

• Penry Price, VP of Marketing Solutions, LinkedIn
• Sonya Hand, VP and B2B Strategy Lead, Merkle
• Kandace Barker, Head of Comms Design, Initiative

You can click above to read highlights from the chat, or click here to watch the 30-minute stream.

What to Know

Marketers on LinkedIn are seeing big performance gains by recapturing signals with help from our marketing partners. You can learn how marketers at Eftsure and MarketerHire achieved 30-40% reductions in cost per lead, while boosting conversion rates and ROAS, through key integrations here.

Make sure to follow the LinkedIn for Marketing Blog for more insights.