A new LinkedIn study reveals a growing concern among India’s B2B marketers: capturing and sustaining audience attention. According to its 2025 B2B Marketer Sentiment Research, 90% of marketers in India cite audience attention as their top challenge. As competition heats up, 62% believe failing to invest in video marketing this year could lead to losing ground to rivals.
The report surveyed over 3,000 B2B marketers across 13 countries, uncovering an urgent need to rethink creative strategies. In India, 80% of marketers now feel it’s essential to elevate their brand storytelling in order to stand out in a crowded landscape.
However, this creative push is often tempered by internal constraints. Around 72% of senior marketing leaders, including CMOs and VPs, admit that leadership tends to be risk-averse, often limiting the adoption of newer, more experimental formats like influencer-led videos or interactive storytelling.
Despite this, marketers remain optimistic about the impact of modern media strategies. A resounding 97% of B2B marketers in India say video and influencer content are among the most effective levers to drive sales. Short-form video, in particular, is being recognised not only as a tool for engagement but as a driver of trust and credibility, with 82% of marketers noting its influence in reaching key decision-makers.
To support this shift, LinkedIn is rolling out a new suite of video-forward ad solutions:
The broader message from LinkedIn’s latest efforts is clear: in today’s attention-deficit digital world, video is no longer optional—it’s foundational. The platform is betting big on video not just as a creative medium, but as a measurable growth engine that fosters trust, visibility, and action across the B2B buyer journey.
As marketers look to navigate tighter budgets and mounting expectations, these new tools offer a timely opportunity to blend creativity with performance, helping brands connect meaningfully with professional audiences where it counts.
