How LinkedIn is helping B2B marketers reach audiences at scale with creators and video
Trusted voices and video are delivering impact for B2B marketers, but scaling both remain the challenge. That’s why LinkedIn is simplifying how to work with professional creators and reach the right audiences with video – through new sponsorships, expanded BrandLink capabilities, and more flexible CTV buying.
What’s New?
Here’s what LinkedIn is introducing to help B2B marketers reach and influence decision‑makers at scale through trusted creators and video:
- New Premium Creator Sponsorships with Top Voices 360. Building on the success of Shows by LinkedIn, LinkedIn is expanding how brands sponsor creator content and influence decision makers with a more integrated Top Voices 360 offering. Advertisers start with an exclusive editorial show (supported by BrandLink ads) and can extend that sponsorship across other activities, likeco‑branded posts, industry event appearances, and more.
With the launch of Top Voices 360, brands can partner with a mix of new creators, including Meghana Dhar, Corporate Natalie, Ramit Sethi, and Aishwarya Srinivasan, alongside familiar faces like Steven Bartlett, Cat Goetze, Bernard Marr, and Candace Nelson.
- New BrandLink Enhancements: Broader Reach, Simpler Buying, Smoother Payments. To give marketers more choice and flexibility, we’re introducing new BrandLink capabilities that:
- Turn live events into long-term impact: Advertisers can extend the impact of live, publisher-hosted events, like Forbes Under 30 Summit or WSJ Future of Everything, by bundling BrandLink and Event Ads into a single sponsorship.
- Expand reach across trusted global publishers: Brands can now run pre-roll video ads alongside premium content from new global publishers, including Axel Springer (DE), The CEO Magazine (AU), NYSE (US), Reuters Japan (JP), TIME (US), and Times Network (IN), in addition to 40+ existing media outlets.
- Unlock easier access for campaign setup: BrandLink campaigns with publishers are now available as a self‑serve option in Campaign Manager to select customers, which means marketers can get up and running more quickly with a simpler, more accessible setup.
- Streamline the payment process: Payments shouldn’t slow anyone down – that’s why we’re starting to power BrandLink creator payouts through Stripe, delivering a more efficient experience for both advertisers and trusted voices on the platform.
- New Flexible CTV Buying with The Trade Desk. As B2B buyers move between LinkedIn and premium streaming, advertisers need tools that move with them. For the first time, marketers can choose how they purchase their LinkedIn CTV Ads – either directly through Campaign Manager or programmatically through The Trade Desk, powered exclusively by Microsoft Monetize.
Why Does This Matter? It’s no secret that trusted voices move B2B buyers across the funnel. According to our new 2026 Global B2B Marketing Outlook*:
Trusted voices are central to B2B performance: 82% of B2B marketers who work with creators agree – influencer campaigns are essential to deliver measurable ROI.
Video is accelerating the buying journey: 81% of B2B CMOs believe that video accelerates sales cycles compared to other formats; and 79% agree it also accelerates lead conversion.
- Creators help close the deal: more than half of B2B buyers who use creators (56%) rely on input from them during the final stage of the buying process to confirm recommendations.
Marketers feel the stakes: 81% of B2B marketers who use creators say pulling back from them would mean leaving revenue on the table, underscoring why scaling trusted voices is now a business priority, not an experiment.
Customer and Partner Insights: See what customers and partners are saying about today’s news here.
Learn More: You can learn more about Making It Easier for B2B Marketers to Reach Audiences at Scale with Creators and Video:
*Methodology
Global B2B Marketing Outlook: This research was conducted by YouGov. Total sample size was 1,299 B2B marketers (aged 18+; middle management +) in the USA, UK, France, Germany and India. Fieldwork was undertaken between 14th January and 5th February 2026. The survey was carried out online.