New Delhi: Nearly all B2B marketers in India (97%) believe their companies’ future growth depends on their ability to influence younger decision-makers, including Gen Z and millennials, according to new research by LinkedIn.
The findings highlight a shift in how B2B brands are approaching younger audiences, with marketers increasingly focusing on trusted voices, professional communities and content formats that can build credibility alongside visibility.
According to the research, 44% of B2B marketers in India say Gen Z is most likely to engage with content from expert voices, while 40% identify short-form immersive videos as a key format for engaging the cohort.
Professional relationships and recommendations are also emerging as important factors in brand consideration. 95% of B2B marketers in India believe Gen Z buyers are more likely to consider a brand when it is validated by someone in their professional community.
Expert voices emerge as a consideration driver
The research indicates that expert-led content is playing a growing role across the B2B purchase journey. 42% of Indian B2B marketers say campaigns featuring expert voices have their greatest impact during the awareness and consideration stages.
Among marketers already working with expert voices, 75% say such content is more effective than traditional campaigns at moving audiences from awareness to consideration.
Sachin Sharma, Head of LinkedIn Marketing Solutions, India, says, “AI is changing how buyers discover brands, but it hasn’t changed how they build confidence in a decision. Buyers still look to experts, peers, and communities they trust. As younger decision-makers take on greater influence, credibility is becoming as important as visibility. The brands that stand out will be the ones that combine the scale of AI with the trust that comes from real expertise.”
Credibility gains importance amid AI-led discovery
As AI increasingly influences how buyers discover brands and information, 82% of B2B marketers in India agree that brand credibility is becoming more important than brand visibility. Meanwhile, 84% believe brands must show up in trusted professional networks to establish credibility and support AI-driven discovery.
Marketing investments are also reflecting this shift. Over the next 12 months, 69% of B2B marketers expect their organisations to increase investment in AI search optimisation, while 58% anticipate greater investment in content from expert voices to strengthen brand credibility and influence AI-led discovery.
LinkedIn tools support expert-led marketing
LinkedIn is positioning its Creator Marketplace and Thought Leader Ads as tools to help B2B brands identify relevant creators, amplify authentic content and reach audiences through trusted voices.
According to LinkedIn, adoption of Thought Leader Ads has grown nearly 40% year over year, with the format delivering up to 2x higher click-through rates than comparable single-image ads.
LinkedIn cited Rippling as an example, where more than 300 customers were mobilised to share their experiences using its AI products. The company then amplified these voices through Thought Leader Ads and precision C-suite targeting, generating a 5.8x return on total campaign investment and 38% higher engagement rates compared with LinkedIn benchmarks.
Five ways B2B brands can engage younger buyers
LinkedIn’s research also outlines five approaches for marketers looking to engage the next generation of B2B buyers: giving executives, employees, creators, customers and experts a larger role in brand conversations; creating original research and strong points of view; making content relevant and accessible through formats such as short-form video and product demonstrations; using customer experiences to demonstrate value; and maintaining a consistent presence in professional communities beyond individual campaigns.
The findings point to an evolving B2B marketing landscape where trust, expertise and professional validation are becoming increasingly important alongside reach and visibility, particularly as younger decision-makers gain greater influence over business purchases.
