LinkedIn B2B marketing statistics 2026

• 73%

  Decision-makers who say an organization's thought leadership is a more trustworthy basis for judging its capabilities than its marketing materials. Survey of 3,484 executives

  Edelman and LinkedIn, Feb 2024Copy citationEmbed

• 86%

  Decision-makers moderately or very likely to invite an organization that consistently produces high-quality thought leadership into an RFP

  Edelman and LinkedIn, Feb 2024Copy citationEmbed

• 63%

  Hidden buyers who spend more than an hour a week on thought leadership, close to the 64% of target buyers

  Demand Gen Report on Edelman and LinkedIn, Jul 2025Copy citationEmbed

• 95%

  Buyers who chose a winner from their day-one shortlist of vendors, up from 85% a year earlier. Nearly 4,000 respondents

  6sense, 2025Copy citationEmbed

• 61%

  Point in the buying journey at which buyers first contact a seller, down from 69%

  6sense, 2025Copy citationEmbed

• 69%

  B2B buyers who prefer to validate AI-generated insights with sales reps. Survey of 645 buyers

  Gartner, May 2026Copy citationEmbed

• 94%

  B2B marketers who agree that building trust is key to B2B success, in LinkedIn's survey of 1,500 marketers

  Search Engine Journal, Jul 2025Copy citationEmbed

These figures come from LinkedIn Statistics 2026: Users, Reach, B2B and Creator Data, which puts them in context.