LinkedIn has launched two new tools designed to help B2B marketers connect with trusted creators and produce higher-performing campaigns: Creator Marketplace and BrandWorks.

Insights:

• 77% of B2B marketers say buyers need to trust and know a brand before they are willing to engage, while 82% say creators increase credibility with decision-makers.
• 83% of B2B marketers say credibility matters more than traditional brand messaging, and 70% say buyers rely more on peer voices and experts than brand-produced content.
• 56% of B2B buyers depend on creator input at the final stage of the buying process to validate recommendations.

Creator Marketplace: connecting brands with trusted voices

• Available within Campaign Manager, Creator Marketplace centralises discovery, insights, and partnership tools in one place, allowing marketers to search for vetted creators by topic and content expertise.
• Brands can identify organic and sponsored creator content featuring their brand, then amplify it with Thought Leader Ads to boost visibility with decision-makers.
• Creators who opt in can showcase their best work, set partnership preferences, and control how and when their sponsored content is used.

BrandWorks: hands-on creative support for B2B campaigns

• BrandWorks is a team of experts spanning brand, creative, content, and events, offering hands-on strategy and creative support to help marketers build higher-performing LinkedIn campaigns.
• Services include turning audience insights into smarter strategy, creating content tailored to how buyers engage, and unlocking more value from existing creative.
• BrandWorks is already delivering results for brands including SAP and Webflow, helping them reach the right audiences and drive measurable impact.

For more information, visit linkedin.com.