TLDR Tech / Marketing
LinkedIn's Latest Data: The New Rules of B2B Targeting
B2B marketers need to stop targeting a single decision maker and start building campaigns that help entire buying groups reach consensus. LinkedIn data shows 40% of B2B deals are lost to indecision, while the average buying group includes 10 stakeholders and 94% of buyers now use LLMs during research. Consideration content should focus on addressing perceived risks and objections rather than simply differentiating from competitors. Video is especially effective because it creates shared context across stakeholders and drives a 1.6x higher likelihood of lead form completion. Creative should prioritize specific, problem-focused hooks and authentic, low-production formats that build trust with informed buyers.
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