B2B buyers trust people, not logos. Thought leadership that actually opens doors

LinkedIn’s 2026 B2B insights, drawing on its research with Edelman, found nearly three in four decision-makers say thought leadership is a more trustworthy way to assess a company’s capabilities than its marketing. 95% of ‘hidden buyers’ say strong thought leadership makes them more open to outreach [1].

It also found nearly six in ten buyers discover new brands through creator content, and employee networks are around 12 times larger than a company’s own following [1]. Video is one of the formats buyers say most influences their decisions [1].

What good looks like

• A clear point of view. Something your market might disagree with, backed by experience.

• Real people. Founders and specialists posting as themselves, not a logo posting as a brand.

• Short video. Explain one idea in under a minute.

• Consistency. Weekly beats a burst every quarter.

Connecting it to business development

• Map the buying group, not just the decision-maker.

• Share useful content before you ask for a meeting.

• Follow up on engagement with a relevant, personal note.

• Track which content starts conversations, and make more of it.

Sources

1. 6 B2B marketing insights for 2026: why creators are up, LinkedIn Marketing Solutions (February 2026)

Here’s how we run business development for clients: researched target lists, outreach written for each person, introductions and a monthly pipeline report, with nothing sent until you approve it.