LinkedIn has quietly become the most powerful platform for B2B companies. It’s where decision-makers spend their time, where thought leadership gets amplified, and where conversations turn into million-dollar deals. According to Hootsuite 4 out of 5 people on LinkedIn “Drive business decisions.” Yet many teams are still treating LinkedIn like a posting board instead of a business engine.
If you’re a B2B company looking to leverage LinkedIn marketing, this guide will walk you through the strategies, skills, and habits that separate companies who generate pipeline from those who simply generate impressions.
The good news is LinkedIn still rewards a mix of formats. The most effective in 2025 are:
The key is not just what you post, but how you frame it.
Bad opener: “How to improve LinkedIn engagement.”
Good opener: “Why your LinkedIn content isn’t bringing in clients even though your work is excellent.”
The second approach speaks to identity, exposes a gap, and creates curiosity. That’s how you stop the scroll and spark conversations that matter.
Video has become LinkedIn’s most influential format. It’s where the algorithm is investing, and it’s what buyers prefer. In short form, you need:
“LinkedIn said it has seen content perform well when it provides “behind-the-scenes glimpses that show the human side of your professional journey.” This makes sense. The human-to-human connection is what online networking can lack compared to events in real life. LinkedIn is keeping it real by prioritizing the messy glimpses of your life rather than the glossy, edited showreel.” -Forbes
This is what we call, “Being the content.” Recording the things you are doing throughout the day (Strategically) and using that as high-value content. Example here
Even the best content won’t succeed if your team isn’t engaging. LinkedIn rewards activity: the more you interact, the more your content gets distributed. That’s why social selling training is essential for B2B companies building in-house teams.
A simple daily cadence might include:
Notice what’s missing: automation, spam, and generic pitches. The goal is to start real conversations. A message like, “I’ve worked with [your industry] companies and noticed the fastest-growing one's approach content very differently. Happy to share what that looks like…would 20 minutes be helpful?” outperforms 200 copy-paste DMs every time.
Many teams avoid LinkedIn Ads because they’ve “tried it and wasted money.” In reality, two things usually break: targeting and the creative.
The most effective approach for B2B companies right now is thought-leadership video ads. Instead of brand promos, promote real posts from a leader’s profile. Retarget by video watch percentage (25%, 50%, 75%) to build familiarity. Done well, this channel becomes predictable—think $1 in, $8 out.
Check out this in-depth video on how to use LinkedIn thought leader ads to drive new business and get an 8:1 return on ad spend!
LinkedIn isn’t just another channel, it’s the most direct way for B2B teams to build trust and authority with the people who matter. But the companies that win aren’t outsourcing their voice. They’re training their in-house teams to master content, video, and social selling.
With the right strategy, cadence, and measurement in place, your team can turn LinkedIn from “something we do on the side” into a consistent driver of pipeline and growth.
At Impaxs, we train and coach marketing and sales teams on LinkedIn marketing and LinkedIn social selling. Reach out now and let’s chat about turning LinkedIn into your #1 growth channel this year!
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