LinkedIn B2B Marketing in 2025: Strategies, Trends, & Tips

When it comes to B2B marketing, LinkedIn remains the go-to platform. With over 1 billion members worldwide, it’s a powerful tool for businesses to connect, build relationships, and generate leads. But how can you make the most of LinkedIn’s ever-changing features and algorithm?

Today, we’ll break down everything you need to know about B2B marketing on LinkedIn and how to stand out in 2025.

Is LinkedIn (Still) Good for B2B Marketing?

Absolutely. In fact, LinkedIn is arguably the best platform for B2B marketing. Why? Because it’s where professionals gather to share ideas, discuss industry trends, and make decisions. According to the Content Marketing Institute, 85% of B2B marketers say LinkedIn is the most valuable social platform for their business—and that’s been true for years.

But it’s not just about connecting with people; LinkedIn also delivers results. Sprout Social found that 40% of B2B marketers say LinkedIn is the most effective channel for driving high-quality leads. In fact, 89% of B2B marketers actively use LinkedIn for lead generation, and 62% say they see actual results from it.

How Does the LinkedIn Algorithm Work?

To succeed on LinkedIn, it helps to understand how its algorithm works. While the details can be complex, the main goal of the algorithm is to show people content that’s most relevant to them.

Here’s a quick breakdown of how the LinkedIn algorithm prioritizes content.

Engagement

LinkedIn’s algorithm rewards content that gets people interacting. The more comments, likes, and shares a post gets, the more likely it is to show up in your network’s feed.

Relevance

The algorithm looks at what kind of posts you’ve engaged with in the past to predict what you’ll find useful next. It pays attention to the type of content (articles, videos, etc.), topics, and even the people you engage with the most.

Personalization

LinkedIn tries to make your feed as tailored as possible. It takes into account your job role, industry, and previous interactions to show you content that might interest you.

Rich Media

The LinkedIn algorithm favors posts with multimedia content (videos, images, documents), as they tend to generate more engagement. If you’re sharing a video or infographic, it has a better chance of standing out in the feed

Consistency

Regular posting is important. If you consistently share valuable content, the algorithm will recognize your activity and push your posts to more people.

LinkedIn Algorithm Update: What We Can Expect in 2025

LinkedIn’s algorithm is always evolving, and 2025 is no exception. Here are some key updates we can expect in the coming year.

AI-Powered Personalization

LinkedIn is increasingly relying on artificial intelligence (AI) software to personalize feeds even further. The platform’s algorithms are now more adept at predicting what content will resonate with individual users based on their interactions, interests, and the professional topics they follow. The more relevant and tailored your content is, the better it will perform.

Emphasis on Video & Live Streaming

Video continues to dominate, and LinkedIn is doubling down on promoting video content in 2025. Live streaming is also becoming a critical tool for B2B businesses to engage directly with their audiences. Real-time interactions, such as webinars and live Q&A sessions, provide opportunities to deepen connections with potential customers and showcase your expertise.

Focus on Community-Driven Content

LinkedIn is placing more importance on content that fosters discussions within groups and among professionals. This focus on community-driven content highlights the growing importance of networking and relationship building. Marketers should focus on creating content that sparks dialogue and encourages peer-to-peer interaction.

LinkedIn Content Trends to Prepare for in 2025

Content trends on LinkedIn reflect the evolving preferences of users. Here’s what B2B businesses should focus on in 2025 to keep up with the times.

Authentic Storytelling

People don’t want to hear sales pitches—they want real stories. Businesses that share behind-the-scenes insights, real-world success stories, and even challenges they’ve overcome are seeing more engagement.

Interactive Content

Polls, surveys, and Q&A sessions are becoming a great way to boost interaction. These posts encourage your audience to take part, making them feel more connected to your brand.

Thought Leadership

As more businesses vie for attention, thought leadership is becoming even more valuable. Sharing original insights, research, and opinions helps position your brand as an authority in your field.

Video Content

Video is not just a passing trend—it’s now a requirement. Whether you’re sharing product demos, customer stories, or industry insights, video captures attention and sparks engagement.

What to Post on LinkedIn as a B2B Business

Now that you know how the algorithm works and the content trends to watch out for, let’s talk about what kind of content you should be posting as a B2B business. Here are a few content ideas for 2025.

Industry Insights

Sharing articles or posts that reflect on current trends, challenges, and innovations in your industry can help you position your company as a knowledgeable resource.

Customer Success Stories

People love seeing real-world examples of how your product or service made a difference. Case studies and success stories not only build trust but also show prospects how you can solve their problems.

Product Demos & Tutorials

Give your audience a sneak peek into your product or service. Video demos, tutorials, or even step-by-step guides can help potential customers understand your offerings better.

Behind-the-Scenes Content

Share photos or videos of your team, office culture, or how products are made. This type of behind-the-scenes content humanizes your brand and makes you more relatable to your audience.

Polls & Interactive Content

Asking questions or conducting polls is a great way to interact with your audience while also gaining valuable insights into their preferences.

Best Practices for B2B Marketing on LinkedIn in 2025

Follow these best practices to make the most of LinkedIn in 2025 (and beyond).

Optimize Your Company Page

Your LinkedIn company page is often the first place prospects will go to learn about your business. Make sure your page is fully updated with a professional logo, clear company description, and relevant content.

Post Consistently

Posting regularly is key to staying visible. A content calendar can help you stay on track and ensure you’re sharing a good mix of content.

Use LinkedIn Ads

If you’re looking to expand your reach, LinkedIn’s advanced targeting features allow you to connect with the right professionals based on industry, job title, location, and more. Invest in Sponsored Content or Message Ads to boost your visibility.

Engage with Your Audience

Don’t just post and forget about it. Respond to comments, share others’ posts, and be active in groups. Building relationships and posting content are equally important.

Measure & Improve

LinkedIn provides analytics that can help you track how well your content is performing. Use these insights to adjust and continually improve your strategy.

How to Plan for LinkedIn Success in 2025: A Step-by-Step Guide

Success on LinkedIn is not just about posting content—it’s about creating a strategy that aligns with your business goals and speaks to your target audience. Set yourself up for success by following these steps to implement a LinkedIn B2B marketing strategy in 2025.

1. Set Clear Goals

First, clearly define what you want to achieve. Are you trying to generate leads, boost brand awareness, or establish thought leadership? Having clear goals will guide your content creation, advertising, and engagement strategy.

Other goals to have could include the following:

• Drive website traffic: Promote blog posts, product pages, or landing pages to increase visits to your site.
• Customer retention: Use LinkedIn to nurture existing relationships, share relevant updates, and stay top-of-mind with your current clients.
• Market research: Use LinkedIn’s engagement tools (polls, comments, etc.) to gather insights and feedback from your audience on what resonates with them.

2. Understand Your Audience

Knowing who you’re trying to reach is essential to crafting effective LinkedIn content. Identify your audience’s demographics, interests, and professional pain points. The more you know about your audience, the better you can tailor your messages for them.

Here are a few things to consider:

• Job titles and seniority: Are you targeting C-level executives, department heads, or mid-level professionals? LinkedIn’s targeting options let you focus your efforts on the right job roles.
• Behavioral insights: Understand audience behaviors on LinkedIn—what type of content they engage with, what groups they belong to, and what hashtags they follow.
• Content preferences: What do they prefer: long-form articles, quick tips, videos, or infographics? Adjust your content to match the types of posts they engage with most.

3. Develop a Content Strategy

An effective LinkedIn strategy requires variety. From articles and videos to infographics and polls, mixing up your content keeps things fresh and engaging.

Start with these content ideas:

• Industry trends and insights: Share the latest research, news, and analysis relevant to your industry. Position your company as a go-to source for valuable information.
• Employee spotlights: Showcase your team and their expertise. This spotlight content humanizes your brand and builds trust with your audience.
• User-generated content (UGC): Encourage customers to share their stories and experiences with your product or service and then repost their content.
• Success stories: Case studies, client testimonials, or milestones that demonstrate how your solution has benefited real customers are highly effective in building trust.

4. Invest in Ads

While organic posts are important, LinkedIn Ads can take your efforts to the next level by helping you reach a highly targeted audience. Invest in the right ad formats for your objectives.

Additional ad formats and ideas include the following:

• Dynamic ads: Use personalized ads that dynamically adjust based on user behavior to increase relevance.
• Text ads: Simple but effective text ads can drive traffic to your landing pages or events.
• Event promotions: If you’re hosting webinars, conferences, or product demos, LinkedIn Ads can help promote these events to a targeted professional audience.

5. Review Your Performance

Measuring success is essential to improving your strategy over time. Regularly track key performance indicators (KPIs) such as engagement rates, click-through rates, and lead conversions.

Here are a few other ways to track success:

• A/B testing: Experiment with different headlines, visuals, and ad copy to see what content performs best.
• Engagement growth: Track not just the initial engagement but also how your audience grows over time—focusing on followers, group members, and connections.
• Conversion metrics: For lead generation campaigns, focus on conversions such as sign-ups, demo requests, or free trials. LinkedIn’s Lead Gen Forms are perfect for tracking these conversions directly within the platform.

5 Tips to Stand Out on LinkedIn in 2025

With so much content being shared, standing out on LinkedIn takes effort. Here are some actionable tips to help your B2B brand rise above the noise on LinkedIn.

1. Focus on Quality

Quality should always be at the forefront of your content strategy. Instead of posting frequently for the sake of it, make sure your content provides value.

Follow these tips:

• Create a professional design: Ensure that any graphics, videos, or infographics are professionally designed. High-quality visuals are more likely to grab attention in the feed.
• Use compelling headlines: Craft strong, attention-grabbing headlines for your posts to increase click-through rates.
• Avoid overly promotional content: Instead of focusing on self-promotion, share helpful resources and industry insights that provide real value to your audience.

2. Use Video More

Video is one of the most effective types of content on LinkedIn, and in 2025, it’s more important than ever to incorporate it into your strategy.

Want some video ideas? Try out these types of videos:

• Product demos: Showcase how your product works with short, engaging demo videos. These help potential customers better understand the value of your offering.
• Customer testimonials: Videos from satisfied customers provide social proof and help build trust with your audience.
• Company milestones and events: Share company achievements, product launches, or behind-the-scenes glimpses into your workplace culture.
• Live video: LinkedIn Live allows you to engage with your audience in real-time, whether through Q&As, interviews, or panel discussions.

3. Engage with Others

Don’t just post your own content—engage with others on LinkedIn. By joining the conversation, you’ll boost visibility and show your brand’s expertise.

Here are a few more ways to engage:

• Comment thoughtfully: Leave insightful comments on posts from industry leaders, influencers, and prospects. This practice will make you more visible in their networks.
• Share valuable content: Curate and share high-quality content from other industry experts or publications to demonstrate thought leadership and expand your reach.
• Join LinkedIn Groups: Actively participate in LinkedIn Groups relevant to your industry. Engaging in these communities can establish your brand as a trusted authority.

4. Encourage Employee Advocacy

Your employees can help amplify your brand’s reach on LinkedIn. Encourage them to become advocates for your company and share your content.

Additional employee advocacy tips:

• Create shareable content: Design content that’s easy for employees to share, such as short-form posts, articles, or visuals that align with their professional interests.
• Recognition programs: Highlight and reward employees who are actively engaging with content and advocating for the brand.
• Employee social sharing guidelines: Provide guidelines on how employees can share content, interact with prospects, and represent the brand professionally on LinkedIn.

5. Stay Updated with New Features

LinkedIn is constantly evolving, and staying on top of new features will help you stay competitive.

Explore these new features in 2025:

• LinkedIn Stories: Leverage Stories to share quick updates, product launches, or event highlights. They’re a great way to engage users on the go.
• Polls and surveys: Use LinkedIn’s poll feature to gather insights, spark engagement, and increase visibility among your audience.
• Creator Mode: Use LinkedIn’s Creator Mode to increase your visibility, especially if you’re focused on content creation or thought leadership.
• LinkedIn newsletters: Start a LinkedIn newsletter to regularly share valuable content with your followers. It’s a great way to establish a direct connection with your audience.

Conclusion

LinkedIn is still the top platform for B2B marketing in 2025. Whether you’re focusing on lead generation, brand building, or industry influence, LinkedIn offers a wealth of opportunities to connect with your audience. By understanding how the algorithm works, staying on top of content trends, and following best practices, you can make the most of LinkedIn for your business.

Need help taking full advantage of your LinkedIn presence? Good news: We’re the LinkedIn experts!

Schedule a consultation with us today to learn more about how OneIMS can help engage your LinkedIn audience, get more leads, and grow your business.