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Create a LinkedIn Page

First, build your company's brand and build trust with your community.

Campaign Manager

Second, create your first ad campaign on LinkedIn's ad platform.

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Ad formats

Sponsored Content

Reach and engage a professional audience in the LinkedIn feed.

Sponsored Messaging

Engage your prospects where professional conversations happen.

Dynamic Ads

Engage prospects with ads automatically personalized to them.

Text Ads

Self-service ad formats to create campaigns in minutes.

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Pricing

Discover how much it costs to advertise on LinkedIn.

Targeting

Reach the people who matter most to your business.

Lead Generation

Qualified leads come from a quality audience on LinkedIn.

Boosting

An easy way to reach new audiences by amplifying your best content.

Conversion Tracking

Measure the true impact of your LinkedIn ads.

Reporting & Analytics

Measure the ROI of your LinkedIn ads.

Objective Based Advertising

Choose your LinkedIn ad format based on your objective and customer journey.

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Europe, Middle East & Africa Spotlight

B2B marketing leaders in EMEA have an entrepreneurial mindset and are focused on upskilling. They are more inclined to consume thought leadership content and utilize professional networking platforms such as LinkedIn – significantly more than B2B leaders in other regions.

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Regional B2B Leaderboard

Top Brands in Europe, Middle East & Africa

Leveraging LinkedIn's B2B Index, The B2B Leaderboard identifies a distinct cohort of B2B companies worldwide that excel at brand building. By examining factors such as creativity, distribution and investment, we generate a composite score for every organization in the B2B Index. This allows us to build a comprehensive and comparable assessment of effective B2B brand building for companies within the same industry. Not just one, but four regional lists (APAC, EMEA, LATAM-Brazil, NAMER) complement a singular global index, underscoring these brands’ diverse and widespread influence.

An individual smiling and sitting down at a table.

LinkedIn calculates the B2B Index by looking at three dimensions that signal strong performance on the platform:

  • Brand Investment
    (Examples: Paid Spending, Posting by Company Executives)

  • Brand Creative Quality & Investment Effectiveness
    (Examples: Dwell Time, Customer Outcomes)

  • Brand Advocacy & Visibility
    (Examples: Qualified Applications, Non-Employee Mentions)
Illustration of a collection of logos such as EY, Orange, Schneider Electric, and Siemens.

Defining what Successful B2B Marketing Looks Like

LinkedIn’s new brand metric, called the B2B Index, measures brand heat in B2B.

Jim Habig

VP of Marketing, LinkedIn

Profile picture of Jim Habig.

"Our composite score takes into account the most important features of a strong B2B brand: creative quality, investment and audience intent. We're using this index to analyze best-in-class B2B work, and our leaderboard celebrates the organizations that stand out for their brand work."

Learn more about the trends shaping B2B

Download the regional report
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B2B Budgets & Outlook

B2B leaders expect their marketing budgets to increase this year, especially for lead generation and brand building & awareness.

Illustration of B2B budget increases this year in EMEA: Lead Generation at 38%, Brand Building & Awareness at 26%, Demand Generation at 20%, and Account Based Marketing at 16%.

Over 6 out of 10 marketers in EMEA agree improving B2B measurement tools and relying on data and insights to demonstrate effectiveness are the biggest business priorities for the next year.

Unlock deeper insights about where B2B marketing budgets are trending

Download the regional report
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The B2B Marketing Organization

Skills

B2B marketing leaders in EMEA have an entrepreneurial mindset and are focused on upskilling.

Skills like innovative thinking and creative strategy are of great importance.

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Almost 7 in 10 marketers say creative strategy and execution is the top skill required for their roles.

7/10

More than 1 in 2 EMEA B2B marketing leaders say Self-sufficiency/Entrepreneurial mindset is a top skill required in their current role, significantly higher than other regions.

+1/2

The Evolving Role of the CMO

In EMEA, over 7 out of 10 EMEA CMOs

say they have strengthened their skills to demonstrate B2B marketing impact to help the CFO/CEO understand the value of brand marketing.

agree learning the language of finance has helped them secure more marketing budget.

are under pressure to prove ROI in the short term.

Illustration of ten user profiles with seven profiles highlighted.

Diversity, Equity & Inclusion

8 out of 10 marketers in EMEA recognize the importance of DEI for their B2B marketing teams and also at a company level.

 

Importance of DEI in EMEA

B2B marketing team

80%

Company level

84%

Equip your B2B marketing organization for today and the future

Download the regional report
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B2B Marketing Strategies

What are the most important avenues for reaching B2B customers and prospects?

Video stands out as one of the highest intended usage channels according to almost 2 in 3 B2B marketing leaders.

Illustration of Marketing techniques planned to be used in the next year: Video at 64%, In-person Events at 61%, Thought Leadership at 61%, Display Ads at 49%, Digital Events at 49%, Hybrid Events at 42%, Influencer Marketing at 39%, Podcasts at 37%, Online Communities at 36%, and Generative AI at 24%.

In EMEA, 6 out of 10 marketers are already using AI for content generation to increase efficiency so they can focus on higher-value work.

6/10

Professional networking platforms such as LinkedIn are used significantly more in EMEA.

LinkedIn Logo.

84% of marketers say LinkedIn is a top channel for meeting their marketing needs.

84%

Understand the latest channels and tools to drive B2B marketing success

Download the regional report
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Back to the Global B2B Marketing Benchmark Hub

Further Resources

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Marketing Success Hub

Find tips on how to set up a campaign, audience targeting, bid management and more.

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Get Started with LinkedIn Advertising

How to create a company page, launch a campaign and boost an organic post.

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LinkedIn Ads Blog

Get inspiration, insights and innovative ideas to help you achieve B2B marketing success.

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LinkedIn Collective

Groundbreaking insights from the world of work curated by our team of B2B marketing experts.

Learn More

Identify and analyze the trends shaping B2B

Get the knowledge and tools marketing leaders need to influence B2B growth in an increasingly tumultuous world

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