We recently visited the Linkedin offices and were quite excited about the potential for our clients in 2026. Here’s what you need to know and why we’re excited.
Quick B2B Landscape Check
- 211‑day sales cycles with 10+ stakeholders mean you need patience and consistent engagement to close a deal.
- Video watch time up 33 % year on year. A reminder of how critical this format is (across all platforms).
- Independent research shows LinkedIn drives the best return on ad spend in B2B, outpacing Google and Meta.
Linkedin’s Strengths
- First‑party data. LinkedIn’s targeting allowing you to zero‑in on job titles, company size, seniority and even psychographic segments like luxury goods fans or finance opinion leaders is very powerful.
- Company Intelligence API. A new development, this tool shows how your campaigns influence entire companies from initial reach to MQLs, SQLs and conversions. This allows you to finally see the true cost per acquisition.
- Richer analytics. New metrics like average dwell‑time and post insights (saves, sends, profile views) let you see whether your content actually engages people.
- All‑in on vertical video. LinkedIn is testing a TikTok‑style feed and rolling out full‑screen First Impression Ads and Reserved Ads, which guarantee your video gets prime placement.
Our 2026 Game Plan
- Lead with video: Create short, compelling clips for awareness and deeper demos or case studies for those closer to purchase.
- Leverage segmentation: Use LinkedIn’s advanced targeting to speak directly to the right job titses and affinities.
- Measure relentlessly: Tap into the Company Intelligence API and expanded post analytics to see what works, and then double down.
- Stay authentic: Thought‑leader ads, conversation ads and document ads work best when they feel like genuine content, not sales pitches.
Final thoughts
LinkedIn continues its transition from a networking site into a B2B media platform. With longer sales cycles and many voices at the table, the brands that win will be those that mix sharp targeting with really strong content. 2026 is shaping up to be a great year to get ahead.
