SINGAPORE – In an increasingly saturated media landscape, B2B marketers across the Asia-Pacific region are grappling with a universal dilemma: how to earn, hold and convert attention. According to LinkedIn’s 2025 B2B Marketer Sentiment Research, a striking 91% of global B2B marketers and an even higher 94% in Singapore identify capturing audience attention as their single greatest challenge.
The study, which surveyed over 3,200 B2B marketers worldwide, reveals a growing consensus: video content is a necessity. Sixty six percent of marketers globally believe that without investing in video, they risk being outpaced by competitors. This belief is even more pronounced in Singapore (70%), India (62%) and Australia (57%).
Matt Derella, VP of LinkedIn, said: “Today’s B2B buyers — 71% of whom are Gen Z or millennial — aren’t swayed by the same old tactics. They’re influenced by what they watch, who they follow, and what they trust. Video and creators are shaping the shortlist. If you want to win, you need to turn views into relationships — and relationships into revenue.”
The research highlights that short form video is playing an outsized role in building trust and engaging decisionmakers. In Singapore and India, over 80% of marketers say short form video delivers on both counts. Meanwhile, 96% of marketers globally identify video and 94% cite influencer marketing, as among the most effective channels for driving direct sales.
Yet despite this pivot toward visual storytelling, internal resistance remains. While 80% of global marketers say they need to invest more in creative strategy, leadership buy-in is another matter. Risk aversion at the executive level is holding innovation back. In Singapore, 79% of CMOs and VPs describe their leadership as reluctant to embrace bold, creative moves – a sentiment echoed across India (72%) and globally (68%).
Still, signs of change are emerging. More than 60% of B2B marketers globally now view influencer and creator partnerships as essential, with 82% confident such campaigns will deliver measurable sales impact by year’s end. Confidence is highest in Singapore (89%), followed by India (84%) and Australia (79%).
To support this shift, LinkedIn is doubling down on its video advertising offerings. The platform has introduced First Impression Ads, Reserved Ads, and expanded Connected TV (CTV) Ads capabilities to help marketers cut through the clutter. These solutions provide premium placements, expanded reach, and sharper targeting, allowing brands to engage professional audiences with greater immediacy and precision.
One standout example of this approach in action is BNP Paribas Asset Management’s “Ripple Effect” campaign. Through a visually striking four-part documentary series launched on LinkedIn, the brand saw an 82.5% video completion rate and a 142% boost in engagement with its first video-led Thought Leader Ads campaign.
Luxury watchmaker IWC Schaffhausen also leveraged LinkedIn’s Reserved Ads to boost visibility for its Ingenieur collection. The campaign delivered a 57% increase in click-through rates over standard video ads, underscoring the power of premium placements and high-impact storytelling.
As the B2B customer journey becomes more fragmented and digitally driven, the convergence of video, creative innovation, and influencer marketing appears not just timely but transformative.
