India's B2B Marketers Embrace Video as Key to Sales

A groundbreaking study from LinkedIn, the world’s leading professional networking platform, reveals that over 90% of India’s B2B marketers consider video content pivotal to driving sales, highlighting a seismic shift in marketing strategies.

The 2025 B2B Marketer Sentiment Research, surveying over 3,000 B2B marketers across 13 countries, including India, underscores video’s dominance as a tool to capture attention and influence purchase decisions in an increasingly competitive landscape.

The research indicates that 97% of Indian B2B marketers view video and influencer marketing as the most effective strategies for generating direct sales. Short-form video, in particular, has emerged as a powerhouse, with 82% of marketers crediting it for building trust and reaching decision-makers. This aligns with Forrester’s 2025 predictions, which note that younger B2B buyers, primarily Gen Z and millennials, rely on over 10 external sources, including social media, during purchase decisions. However, the study also highlights a challenge: 72% of CMOs and VPs report risk-averse leadership, favoring traditional tactics over innovative approaches like video.

Sachin Sharma, Director of LinkedIn Marketing Solutions, India, emphasized the urgency of adapting to evolving buyer behavior: “With shrinking attention spans and rising competition, B2B marketers need content that grabs eyeballs, earns trust, and drives action. Pairing high-impact social video with influential voices transforms passive scrolling into meaningful engagement and buying decisions.” LinkedIn’s data shows a 34% year-over-year increase in video uploads, cementing its position as a leading B2B video platform.

The impact of this trend is profound. Video’s ability to convey authentic, humanized storytelling fosters emotional connections, crucial as 85% of B2B marketers acknowledge that purchasing decisions are as emotionally driven as B2C. Moreover, 66% of B2B buyers in India say short-form videos inform their buying decisions, with 83% trusting influencer-led video content. This shift is prompting marketers to prioritize video to stay top-of-mind, especially since 95% of B2B buyers are not actively in-market at any given time.

To capitalize on this, LinkedIn has introduced innovative ad formats. First Impression Ads, a full-screen vertical video format, target professional audiences for single-day campaigns, ensuring maximum visibility. Reserved Ads place sponsored content as the first ad in users’ feeds, enhancing brand presence. Additionally, LinkedIn’s Connected TV (CTV) ads, four times more effective than linear TV for B2B audiences, are now integrated with platforms like Innovid and Sprinklr for streamlined campaign management.

Future steps for B2B marketers include doubling down on short-form video and influencer partnerships, with 84% confident these will drive sales by year-end. Integrating AI tools, as 94% of marketers report improved ROI through AI-driven targeting and analytics, will further optimize campaigns. Overcoming leadership’s risk aversion by showcasing video’s measurable ROI, such as a 31% increase in conversions via LinkedIn’s Conversions API, is critical. By aligning creative strategies with data-driven insights, India’s B2B marketers can transform challenges into opportunities, ensuring sustained growth in a dynamic market.

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