In an era where capturing audience attention is harder than ever, 90% of Indian B2B marketers say that video is now crucial to standing out in a saturated market, according to LinkedIn’s 2025 B2B Marketer Sentiment Research.

The study, which surveyed over 3,000 B2B marketers across 13 global markets, indicates a growing consensus among Indian marketers that the creative edge, especially through video and influencer content can determine whether brands break through or fall behind.

Amid budget constraints and mounting performance expectations, 97% of Indian marketers believe video and influencer marketing is among the most effective tools to drive direct sales, underscoring the shift toward high-impact, trust-building content.

The report noted that as B2B marketing matures in India, creativity, authenticity, and strategic storytelling are no longer optional, they’re expected. And video, backed by credible voices, is fast becoming the new currency of trust and conversion.

Highlights from the report:

• Competitive urgency: 62% say they risk losing out to competitors if they don’t invest in video marketing.
• Creative edge needed: 80% feel the need to embrace more innovative strategies to stay ahead, though 72% of CMOs/VPs report internal resistance due to risk-averse leadership.
• Short-form video impact: 82% of marketers say it helps build trust and reach decision-makers; it’s now the top investment priority.
• Influencer marketing rising: 72% say their strategy is incomplete without influencer/creator partnerships; 84% believe such campaigns will lead to measurable sales impact by year-end.
• Younger B2B buyers evolving: According to Forrester, B2B buyers now rely on over 10 external influencers, including peer networks and social platforms, in their purchase decisions.

Sachin Sharma, director, LinkedIn Marketing Solutions, India, said, “With attention spans shrinking and competition intensifying, B2B marketers need more than just creative stories, they need content that grabs eyeballs, earns trust, and drives action. The opportunity lies in pairing high-impact social video with relevant influential voices to turn passive scrolls into meaningful views, and eventually into buying decisions. Our new video solutions are designed to help marketers do just that – cut through the noise while maintaining credibility and authenticity that move audiences towards engagement.”