LinkedIn’s Sachin Sharma on Video’s Power to Make B2B More Human, More Impactful

Everyone’s raving about video for B2B marketing, and you can see why. Stories pull people in, emotions spark action, and real creators make it feel true. But here’s the thing: most companies are just standing on the sidelines, not jumping in. Why? Their creative teams are swamped, barely keeping up. Bosses stick to what feels safe, afraid to take a chance. And everyone’s obsessed with quick results to make the numbers look good by next quarter. So, even though video could change the game, connecting in a deep, lasting way, it’s still just a dream for most, seen but not touched.

That’s where LinkedIn is stepping in, repositioning itself not just as a networking platform but as a full-stack marketing ecosystem for B2B brands. From rolling out First Impression Ads to nurturing a community of credible professional creators through BrandLink, the platform is betting on high-impact formats to bridge the gap between reach and relevance.

In a conversation with BrandWagon Online, Sachin Sharma, Director, LinkedIn Marketing Solutions, India, unpacks why video is no longer a “nice-to-have” for B2B marketers, how new ad formats are performing, and why Indian brands need to stop chasing leads and start building trust. (Edited Excerpts)

 If B2B marketers believe video and creativity drive results, what’s stopping them? What structural or budget-related roadblocks are they facing inside Indian companies?

 Indian B2B marketers are feeling the heat -- 90% say grabbing audience attention is their biggest campaign worry, according to our latest research. While they see video as the way forward -- a medium that cuts through the noise, wins attention, and drives results --  three major roadblocks are holding them back: a lack of resources and expertise to create compelling video content, difficulty in proving ROI to leadership focused on near-term gains, and a broader leadership mindset that’s risk averse. In fact, 85% say they lose out because leadership prefers safer, more traditional tactics, and 72% find it hard to push for newer formats like video. That’s the gap we want to help close by making it easier to build creative, credible campaigns that actually perform.

You have launched new formats like First Impression Ads and Reserved Ads. How do these actually perform, beyond impressions, in terms of lead gen, engagement depth, and conversions in India?

 Our goal is to give B2B marketers new ways to tell high-impact stories at scale. First Impression Ads appear as the first ad a member sees -- ideal for one-day campaigns that demand visibility. Early adopters are seeing improvements in dwell time, view-through rates, and brand recall -- all powerful signals of deeper engagement. 

Reserved Ads offer predictability by placing Sponsored Content as the first feed ad, especially valuable during product launches or industry events. These formats are designed to boost share of voice and ensure high-value audiences don’t miss your message. Metrics like frequency, attention, and brand lift are key indicators we use to evaluate success beyond impressions.

What specific types of B2B video content — testimonials, explainers, founder POVs, influencer-led — are performing best on LinkedIn in India right now?

The content that performs best balances insight with relatability. Product explainers and testimonials work great for driving consideration, founder POVs drive leadership and authenticity, while creator-led videos are winning on relevance and reach.

We are seeing a clear shift: 82% of B2B marketers say influencer-led video helps build trust and reach decision-makers and 97% say it's the most effective way to drive direct sales. That’s why more marketers are calling creator partnerships essential, not just to inform, but to truly influence.

Influencer marketing is being called a sales driver in B2B. But where is LinkedIn sourcing or developing credible B2B creators in India? Are they working with sector specialists or just general business influencers?

LinkedIn’s strength lies in its community of professionals -- experts who share ideas, not just content. We have expanded BrandLink (formerly Wire Program) to help brands partner with top creators -- people already engaging around topics like entrepreneurship, tech, AI, or sustainability.

We are not just working with influencers, but credible professionals with a voice, whether they are startup founders, CXOs, or emerging creators. Their content is grounded in experience, not gimmicks, and that's what resonates in B2B.

How do these new ad formats on LinkedIn compare, in cost and performance, to what a B2B brand might get on YouTube, Meta, or OTT platforms?

While cost comparisons depend on campaign specifics, what sets LinkedIn apart is precision – the ability to target decision-makers, buyers, and influencers by industry, function, and seniority in a professional context that consumer platforms can’t match. Take First Impression Ads, for example. They are designed to deliver broad reach in a single market over a one-day campaign, while ensuring your message is seen by the right audience, at the right moment. Early pilots are already showing strong view-through rates, dwell time, and share of voice. And as we expand measurement tools like Conversions API and Revenue Attribution Report, we are helping B2B brands go beyond vanity metrics to prove real business impact.

CTV Ads are pitched as 4x more effective than linear TV in reaching B2B buyers. But they are limited to the US and Canada. Why highlight them for India right now, and when can Indian marketers realistically expect to leverage this channel?

While LinkedIn’s CTV ad placements currently target audiences in the US and Canada, they are available for global customers, including those in India, who want to reach B2B decision-makers in these markets. In fact, Indian marketers are already tapping into this opportunity to expand their global reach. Our recent survey shows that 76% of Indian B2B Marketers believe CTV ads make it easier to engage their customers more regularly. Encouraged by this momentum, we are continuing to expand our CTV capabilities through integrations with platforms like Innovid and Sprinklr, making it simpler to create, manage, and measure high-impact CTV campaigns.

What is LinkedIn’s broader vision for India’s B2B ecosystem? Is the bet on video just the start of a larger transformation — say, moving from just lead-gen to full-funnel marketing enablement?

We are moving beyond just lead-gen toward full-funnel, impact-led marketing. Indian marketers are shifting from chasing volume to creating value, and that’s why we are focused on tools like CAPI and Revenue Attribution Reports (RAR) that measure real outcomes, like pipeline or revenue contribution.

Video, influencers, deeper targeting -- all these are part of the same story: helping marketers engage their audience with relevance, build trust, and drive results at every stage of the funnel. India’s B2B marketing ecosystem is evolving fast, and we are excited to partner with marketers to lead that change.