Why LinkedIn says buyer confidence is the new currency of B2B marketing

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LinkedIn plans to use the upcoming IAB NewFronts to spotlight a major shift in B2B marketing: moving beyond attention metrics toward measurable business outcomes. The platform argues that impressions, clicks, and views are no longer enough as marketing leaders face growing pressure to prove return on investment.

According to LinkedIn, nearly 80% of CMOs say demonstrating ROI has become more important in the past two years, reflecting tighter budgets and increasing scrutiny from executive leadership. As B2B buying cycles grow longer and more complex, marketers are being asked to show how campaigns directly influence revenue and purchasing decisions.

“Marketers have to be far more focused on business impact — having confidence that the money they’re spending is driving real commercial outcomes,” said Davang Shah, vice president of marketing at LinkedIn.

The complexity of modern B2B buying is a key reason for the shift. Enterprise purchases are rarely decided by a single executive; instead, they involve buying groups that can exceed 20 stakeholders and decision cycles that may last nearly seven months. In that environment, marketing must help multiple decision-makers build consensus around a solution.

LinkedIn describes the goal as increasing “buyability” — the level of confidence a buying group has in advocating for a product internally. Content that demonstrates expertise, trust, and real-world outcomes is becoming more important than traditional awareness campaigns.

Demographics are also reshaping B2B strategy. Millennials and Gen Z now represent roughly 70% of B2B decision-makers, and these buyers tend to respond more to credible insights and expert-led content than conventional advertising.

LinkedIn expects video and creator-driven content to play a growing role in this shift. The company reports that video-engaged audiences are 1.6 times more likely to open a lead-generation form within 30 days.

The message heading into NewFronts is clear: in modern B2B marketing, attention may spark interest — but confidence drives the deal.