In today’s B2B landscape, building trust is the most critical currency. As decision-makers increasingly turn to their professional networks for guidance, the way brands communicate must evolve. Just as a skilled guide helps a team navigate new terrain, modern marketing requires a strategic approach to cut through the noise and connect authentically with audiences.
How brands are driving success with B2B video from authoritative leaders is the subject of the session titled Networks over Noise: How Trusted Voices Accelerate Full-Funnel Growth at the B2BMX lounge held during Advertising Week New York on Oct. 9.
Alex Josephson, VP, Brand and Content Strategy for Advertisers, LinkedIn, will lead the discussion next Thursday and he sat down with us to discuss the power of B2B marketing videos, why video has become an essential tool for engagement and how leveraging trusted creators can amplify a brand’s message with unparalleled credibility.
Demand Gen Report (DGR): Alex, thanks for joining us. What trends are shaping the future of B2B video marketing?
Alex Josephson: Thanks for having me. B2B buying is fundamentally different than it was a decade ago. Today’s decision-makers are digital-native professionals, and 71% of them are Gen Z or millennials. They’re not waiting around for a sales pitch. Instead, they’re actively engaging their professional and peer networks to inform buying decisions, and increasingly using video to do so.
That’s why video isn’t just a format, it’s how brands can show up with relevance in today’s market. We’re seeing short-form and emotionally resonant content take center stage. And platforms like LinkedIn are becoming the go-to space for this kind of storytelling.
DGR: How are brands leveraging video to build trust with B2B audiences? Why is video considered the most powerful storytelling tool in B2B marketing?
Josephson: Video is growing 1.6x faster than all other formats on LinkedIn globally. Why? Because it delivers authenticity and credibility— two things B2B buyers are looking for. Whether it’s a founder sharing their unique perspective, a customer telling their story, or a creator breaking down a complex topic, video can be used to humanize a brand in seconds and make them more relatable to their target audience.
Brands can leverage video to gain this trust and influence decision makers by leading with content that isn’t overly produced, that’s timely and relevant, and that addresses a real business need for their buyers. This is what will drive success— especially when you can make sure you’re reaching the right audience in the right environment.
DGR: How does network-driven storytelling help brands cut through the noise in a crowded marketplace?
Josephson: People trust people, even in the age of AI. Our research shows that the #1 trusted source for professionals isn’t search engines or AI algorithms. It’s their network. That’s why network-driven storytelling is so powerful. It’s not just about what your brand says— it’s about who’s saying it, and where.
When creators, employees, or industry voices share your story, it becomes more contextually relevant, more credible, and more likely to influence a buying group. In B2B, where decisions are made by committees and not individuals, that kind of influence is gold.
DGR: What are the key benefits of aligning brand messaging with trusted creators and experts?
Josephson: It really comes down to credibility, relevance, and reach. When brands partner with creators who share their values and speak their audience’s language, the results are exponential. For example, advertisers who have used LinkedIn’s BrandLink offering have seen 130% higher completion rates and 23% higher view rates when compared to standard in-feed ads. And there’s lower funnel impact as well— Members are 18% more likely to become a lead after being exposed to a company’s BrandLink campaign prior to seeing a Lead Gen Form.
Creators bring a human voice to your message. They help you show up in the right places, like the feed or the inbox, and in the right conversations not just as a brand, but as a peer. And that’s how you build trust at scale.
DGR: How can brands adapt their strategies to meet the evolving preferences of B2B buyers?
Josephson: Always start with what you know to be true about your buyer. Today’s B2B buyers span multiple platforms and multiple generations. They expect content that’s relevant, credible, and worth their time. That means short-form video, thought leadership, and creator-led storytelling. The brands that win will be ones that aren’t just selling but that can solve real customer problems and show up authentically to meet buyers where they already are.
DGR: How can brands identify and collaborate with trusted creators and experts in their industry?
Josephson: You want to begin with clarity by defining your goals, then find creators who align with your audience and values. From there, co-create content that feels native— whether it’s a product walkthrough, a customer story, or a product tutorial. And most importantly, nurture the relationship. The best creator partnerships aren’t one-offs, but they’re long-term collaborations built on trust and shared purpose.
DGR: What factors contribute to 91% of marketers believing that video will accelerate more ROI than other formats?
Josephson: Video drives results because it drives connection. It can be a powerful tool to simplify complexity and build trust, which might move buyers through the journey even faster. When used effectively, video can be more than just a tactic, it can be a growth engine.
DGR: What types of video content resonate most with B2B audiences at different stages of the buyer journey?
Josephson: Across the board, the winning formula is simple: authentic, informative, and succinct. A few ways to think about more specific content across the funnel could be:
- Top of funnel: Thought leadership, brand storytelling, explainer videos.
- Mid-funnel: Product demos, tutorials, customer testimonials.
- Bottom of funnel: Case studies, ROI breakdowns, peer recommendations.
DGR: What challenges do brands face when trying to build trust in an AI-driven world?
Josephson: AI can scale personalization, but it can’t scale trust. The challenge is balance. Over-automated messaging feels robotic and buyers will disengage. The key is using AI to free up time for human connection— not replace it. The brands that get this right will earn trust, and those that don’t will lose it.
DGR: How can brands balance the use of technology with human connection in their marketing strategies?
Josephson: Let tech do the heavy lifting and let people lead the conversation. It’s great to use AI for segmentation, timing, and optimization but don’t forget to keep the human voice front and center. Whether it’s a personalized note, a live video, or a creator-led campaign — connection is what drives conversion.
