LinkedIn released a comprehensive 55-page guide on B2B branding, developed with the Ehrenberg-Bass Institute, stressing the need for consistent presence across digital and in-person channels to drive growth. The report emphasizes treating availability as a core planning element, not an afterthought, backed by research from global B2B advertisers.
Key Focus Areas
The guide outlines three pillars for effective B2B branding.
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Presence: Align brand exposure with customer search channels by matching revenue shares, such as aiming for 30% of sales from websites if that’s the category norm.
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Prominence: Shift from temporary paid ads to owned assets like thought leadership, visual branding, and community ties for lasting visibility.
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Portfolio: Prioritize and safeguard core products that fuel revenue, ensuring promotions enhance rather than undermine them.
Actionable Insights
Brands should research customer discovery paths, including trade shows, to prioritize high-impact channels. Trends in B2B buying highlight opportunities in secure prominence over rented ad space. For 2026 planning, review the full “Easy to Find: Where B2B Buying Happens” report via LinkedIn.
