The lines between B2B and B2C marketing are evolving faster now. Today consumers are not just influenced by flashy ads or traditional demographics, but by trust, storytelling, communities and even professional milestones.
That shift is exactly where LinkedIn is placing its bets. The platform has been doubling down on video, creator-led storytelling and Connected TV (CTV) advertising. Using first-party professional signals to help brands target audiences more meaningfully. As marketers move towards intent-driven advertising and outcome-focused campaigns, LinkedIn is positioning itself as a platform that goes beyond networking to shape conversations, influence purchase behaviour and drive business results.
In a conversation with IMPACT Magazine, Sachin Sharma of LinkedIn shares how trust and professional identity are reshaping modern marketing, while explaining how LinkedIn is adapting to that shift through video, first-party signals and its growing push into CTV.
Watch the interview here:
Read the excerpts below:
Q: Today, the buying journey for consumers has become more complex and long. How can B2C brands use platforms like LinkedIn to influence consumers earlier, even before they enter the consideration stage?
A: You are absolutely right. One of our key findings from recent research around high-value and high-consideration purchases is that people are spending up to two weeks researching even before the actual moment of purchase. What is also interesting is that people are becoming increasingly open to sharing their professional milestones and updates on our platform. In fact, one in three high-value purchases is tied to these milestones. These are identity moments for users. It could be a promotion, a bonus, or finally closing a contract they have been chasing for a long time. Those moments often trigger purchase decisions.
The simplest answer I can give you is that if brands use the right signals, follow the consumer journey, and understand when users are in the market because of these professional milestones, it becomes much easier to connect with them meaningfully. Those moments can become strong entry points for brands to start conversations.
Q: LinkedIn’s research also suggests that professional milestones are increasingly shaping premium purchase behaviour. How should brands rethink audience targeting when intent is driven more by life progress than traditional demographics like age or income?
A: Like I mentioned earlier, professional milestones often trigger either a desire or a need. It is not always about impulse or indulgence. Sometimes, it is simply about rewarding yourself, and I am sure many people relate to that feeling.
We have data points and signals that brands can use. These could include a recent promotion, a job change, or a career move. If someone has recently been promoted, there may be a higher likelihood of them considering a premium automobile, for example. If you are a brand operating in that category, it becomes easier to align your messaging with those moments. These are the kinds of signals the platform can surface, helping brands connect with consumers in a far more contextual and relevant way.
Q: Video consumption on LinkedIn has seen massive growth over the years. How are marketers adapting to a more video-first professional audience?
A: Video is important because it drives trust and credibility. In B2B purchase decisions, there are often multiple stakeholders involved and buying committees take time before making decisions. In those situations, trust, authority and voice matter a lot. There are several ways in which marketers can approach this. It can begin with something as simple as posting organic videos from CXOs, stakeholders, or product teams on company and product pages. That itself can help build salience.
On the advertising side, there are multiple formats available as well. We have a format called BrandLink, where brands can associate themselves with premium publisher content. There are also Thought Leadership Ads, where leaders like CFOs or Chief Product Officers can talk about innovation strategy or the company’s vision. That naturally helps build trust with potential buyers. There are both organic and paid opportunities that marketers can use to engage audiences more effectively.
Q: LinkedIn has recently expanded its push into the CTV space as well. Since CTV is growing rapidly, what kind of response and traction have you seen so far?
A: It is a very exciting space, and we have seen massive growth in CTV. One of the biggest reasons is that the format itself is extremely powerful. It is on the big screen and commands a highly captive audience. What makes it even more impactful is that it is layered with our first-party signals, which are accurate and trustworthy. Even if you are a B2B advertiser selling a niche software solution, you already know who is part of your buying committee and who the decision-makers are. Today, it is possible to reach those audiences through television advertising as well. That combination of premium viewing and precise targeting is making CTV a very exciting opportunity for brands.
Q: One of the common concerns around CTV is that brands do not always know who is actually watching the screen. From LinkedIn’s perspective, how do you look at solving that challenge?
A: We work with third-party measurement and validation partners to ensure that reach and ad delivery are accurate and relevant. Of course, there can be situations where content is viewed by a broader household instead of just the intended individual, but in many cases, that also becomes additional earned media for the brand.
That said, we take several measures to ensure that delivery is happening accurately and that reporting remains relevant and meaningful for advertisers.
Q: Today, everyone is competing for attention. In such a crowded landscape, what makes professional content truly stand out?
A: It always comes down to powerful storytelling, and honestly, that has not changed for thousands of years. Even before brands and markets existed, the messages people remembered were always communicated through stories. The same principle applies today. The brands and voices that truly stand out are the ones that tell compelling and memorable stories.
In B2B, just like in B2C, it ultimately comes down to how you make people feel and how memorable your story is. If people remember and recall your story, your brand naturally comes to mind when they are ready to make a decision.
Q: Finally, how does the future look for LinkedIn? What kind of marketing innovations can we expect from the platform in the near future?
A: We are at a very exciting phase as a platform. Membership continues to grow rapidly, not just in markets like the US, but also in India, where new members are joining every few seconds. There is strong traction across different forms of content on LinkedIn today, whether it is long-form articles, posts, or increasingly, video content. More users are creating meaningful content, and engagement on the platform continues to grow.
We are investing heavily in innovation to ensure that marketers and partners see real business outcomes, not just activity metrics like reach or clicks. The focus is increasingly on outcomes that truly matter, whether that is generating revenue, building pipelines, or closing deals. You will continue to see new features and innovations from LinkedIn that are designed to help marketers achieve those outcomes more effectively.
