Nearly ninety-four percent of B2B marketers in Singapore—and ninety-one percent worldwide—now identify capturing and holding attention as their single greatest campaign challenge, according to LinkedIn’s 2025 B2B Marketer Sentiment Research. Faced with audiences that swipe past traditional content in seconds, marketers are doubling down on two tactics they believe can still break through the noise: video and influencer-led campaigns.
The survey shows that the fear of falling behind is real. Seventy percent of marketers in Singapore, sixty-two percent in India, and fifty-seven percent in Australia say competitors will outpace them unless they invest seriously in video. The confidence appears justified: ninety-six percent of respondents worldwide rate video as “highly effective” for driving sales, while influencer activations follow closely at ninety-four percent. In Singapore, the numbers climb even higher—ninety-five percent for video and ninety-seven percent for influencers.
Short-form video sits at the center of this surge. More than eighty percent of marketers in Singapore and India—and a growing share in Australia—credit bite-sized clips with reaching elusive decision-makers and building trust among younger buyers who increasingly dominate procurement teams. LinkedIn’s data underline the demographic shift: seventy-one percent of today’s B2B purchasers are either Gen Z or millennials, a cohort that rarely responds to the “same old tactics.”
Influencer and creator collaborations, once considered experimental, have meanwhile shed their “nice-to-have” label. Sixty-three percent of marketers globally—and an emphatic eighty-nine percent in Singapore—now view creator partnerships as essential to 2025 revenue targets. Yet internal culture has not fully caught up. LinkedIn found that sixty-eight percent of global CMOs and VPs still default to tried-and-tested tactics; the resistance is even sharper in Singapore, where seventy-nine percent of leaders prefer low-risk campaigns.
“Today’s B2B buyers are influenced by what they watch, who they follow, and what they trust,” said Matt Derella, LinkedIn’s vice-president, in commenting on the findings. “If you want to win, you need to turn views into relationships, and relationships into revenue.”
To accelerate that shift, LinkedIn in June announced an expansion of its video advertising suite. New formats such as First Impression Ads, Reserved Ads, and enhanced Connected TV placements aim to help brands secure premium visibility the moment users log in—addressing what Derella calls the “attention barrier” that frustrates so many campaigns.
Despite macro headwinds, the report suggests that marketers who lean into visually compelling, personality-driven content—and who accept a higher degree of creative risk—stand the best chance of staying top-of-mind in an increasingly fragmented landscape. For those unwilling to adapt, the warning is implicit: audiences may keep scrolling, and competitors will not wait.
