24 B2B LinkedIn Marketing Statistics That Show What Works

LinkedIn continues to be a key platform for B2B marketers seeking to reach decision-makers, generate leads, and grow their networks. Understanding how budgets are allocated, which content types drive engagement, and how marketing teams are adopting new tools like AI can help organizations maximize their LinkedIn performance.

These statistics provide insights into marketing priorities, content strategies, and emerging trends in B2B LinkedIn marketing.

How we collected this data

The data is sourced from industry surveys of B2B marketers, CMOs, and directors, focusing on budget allocation, content usage, AI adoption, and performance metrics. These insights reflect current practices and emerging trends in LinkedIn marketing for B2B companies.

24 B2B LinkedIn marketing statistics

1. B2B marketers allocate 23% of their budget to paid media. [LinkedIn B2B Benchmark]

2. 21% of their budget goes to creative development. [LinkedIn B2B Benchmark]

3. 18% is allocated to events and sponsorships. [LinkedIn B2B Benchmark]

4. 4 in 10 organizations have undergone a reorganization. [LinkedIn B2B Benchmark]

5. 60% focus on pursuing new customers rather than investing in existing relationships. [LinkedIn B2B Benchmark]

6. 9 in 10 marketers feel confident about their ability to drive revenue. [LinkedIn B2B Benchmark]

7. 2 in 3 marketers are using generative AI in their efforts, a 20% increase from 2023. [LinkedIn B2B Benchmark]

8. Only 1 in 4 marketers report having an extremely good understanding of how to use AI in marketing activities. [LinkedIn B2B Benchmark]

9. 62% of CMOs say they have established generative AI guidelines. [LinkedIn B2B Benchmark]

10. 48% of directors or managers report that their organization provides generative AI training opportunities. [LinkedIn B2B Benchmark]

11. More than 50% of marketers say visual content, such as videos and infographics, is the top form of content they use. [LinkedIn B2B Benchmark]

12. 75% of B2B marketers use social media. [LinkedIn B2B Benchmark]

13. 61% of B2B marketers use email. [LinkedIn B2B Benchmark]

14. 42% of B2B marketers use blogs. [LinkedIn B2B Benchmark]

15. 7 in 10 have the right technology in place to measure their marketing activities. [LinkedIn B2B Benchmark]

16. 43% say innovative thinking is the top skill needed in the next year or two. [LinkedIn B2B Benchmark]

17. 69% of CMOs say their role has grown in importance. [LinkedIn B2B Benchmark]

18. 36% of CMOs say they now have more influence in driving revenue. [LinkedIn B2B Benchmark]

19. 9 in 10 CMOs say relationship building has become essential for success. [LinkedIn B2B Benchmark]

20. Just 7% prioritize DEI while hiring. [LinkedIn B2B Benchmark]

21. 37% say building a high-quality pipeline is their highest priority this year. [LinkedIn B2B Benchmark]

22. 53% of B2B marketers use LinkedIn to identify prospects and source contact details. [Sopro]

23. 78% of users consume content on LinkedIn to keep up with industry news. [Sopro]

24. Engagement peaks on Tuesday and Thursday, the middle of the working week. [Sopro]

Conclusion

B2B LinkedIn marketing in 2025 is driven by a mix of paid media, creative content, and strategic use of AI. Marketers are investing in video, infographics, and social media while emphasizing relationship building and pipeline development.

To improve results, organizations should track engagement patterns, optimize content for mid-week consumption, and provide teams with AI training. Combining these approaches helps marketers identify prospects, maintain strong relationships, and maximize ROI on LinkedIn campaigns.