“Thanks for connecting with me!” The LinkedIn trends every marketer needs to know

Download “Thanks for connecting with me!”

The LinkedIn trends every marketer needs to know


Did you know that more than 80% of all B2B leads originate from LinkedIn? With 722 million users worldwide, it should come as no surprise that LinkedIn is where professionals come to do business. But finding a way to cut through the noise takes more than just pinging out messages to strangers in the vague hope you’ll connect. It takes imagination. It takes gusto. It takes a forward-thinking approach to marketing that few truly master.

Those that have these qualities, and the know-how, will stand out from the crowd – and deliver actionable leads from LinkedIn. To help you craft marketing campaigns that cut-through, our in-house social selling specialists have compiled their knowledge and wider industry trends for B2B marketers. From the death of the cookie to the contextual marketing revolution, the desire for more ‘good’ in marketing and the rise of social selling, this is the place to start your campaign refresh.

What you'll learn:

Key LinkedIn marketing trends from around the world

How to make sure your lead generation campaign on LinkedIn actually delivers

The role your company’s approach to key social issues plays on LinkedIn


Generating face-to-face engagement, virtually

Develop an effective marketing strategy for 2021

Generating face-to-face engagement, virtually

Marketing and sales leaders around the world have been under immense pressure to find innovative ways of engaging customers and prospects virtually. But while the global pandemic has tested the resilience of entire teams and industries, it has also provided them with new opportunities to evolve. Discover how B2B technology leaders have adapted to the shift to virtual engagement and how it’s impacting pipeline in this exclusive report.

What you'll learn:

The key challenges to virtual engagement – and how these are being overcome

What virtual event formats are the most successful and why

Top tips for running a successful virtual event in 2021 and beyond

In March 2020, Covid-19 forced businesses around the world to close their office doors and prepare for an extended period of remote working. With a ban on in-person gatherings and events, marketing and sales leaders were under immense pressure to find innovative ways to engage customers and prospects, virtually.

With 98% of B2B technology marketing leaders now saying they will continue to use virtual platforms to connect with their customers, we wanted to uncover what new, holistic approaches they’ve been utilising to thrive in an increasingly digitally connected world.

We reached out to 50+ carefully selected B2B technology marketing and sales leaders across the UK, US and Europe to discover how they’re replicating face-to-face engagement virtually, and how it’s impacting pipeline. We then interviewed a select few respondents to gain even deeper insights.

In this new and exclusive report, we present the findings from our extensive outreach to provide B2B technology leaders with the knowledge and insight necessary to thrive virtually and beyond.

Get your B2B guide here

"Those that do not adapt
will not succeed."

— Ramon Planas, Sales and Marketing Director

B2B marketing statistics for 2022 and beyond

B2B marketing statisticsfor 2022 and beyond

Our must-know marketing statistics will aid you in outlining your strategy
and achieving B2B marketing success now, and in the future.

Unlock the statistics

With an ever-changing marketing landscape, accelerated by a sudden shift to virtual and the emergence of new technologies, business leaders and marketers need to stay ahead of the curve.

That’s why we’ve curated a list of the top marketing statistics, aiding you in outlining your strategy and achieving B2B marketing success in 2022 and beyond.

Sift through our marketing statistics and discover key insights that can drive your B2B marketing strategies and trends. As demand for content continues to rise, learn why elements such as social media marketing, automation and data are integral and necessary building blocks for foolproof strategies to secure conversions, increase engagement and spark meaningful C-Level relationships.


Content creation

With the right content, you can share relevant written and visual collateral with your target audience, allowing them to learn more about your brand, expertise, and products or services. Check out these marketing statistics; they speak for themselves.

Thought Leadership


of marketers consider thought leadership a “top priority” for their marketing organisation, but only 26% consider their current program “very successful”.


of people would rather read an article based on data than the author’s opinion.


of decision-makers say they use thought leadership content as an important way to vet business.

Thought leadership has a greater impact of ideas on potential buyers than all other forms of content marketing (case studies, collateral, advertising, etc.).



of content marketers say online communities is the best promotion method.


of marketers use organic traffic as a measure of content success.


of B2B marketers are outsourcing content creation.


of blogs include videos but 41% of bloggers report strong results from videos.

67% of marketers say SEO is the most effective marketing tactic.

Half of all content created in 2019 was for top-of-the-funnel.


Text will always be the foundation of search so making sure the text around your website’s assets is descriptive will help them rank well in search.

Marketing tactics

Top five B2B content marketing tactics: Social media content 92%; eNewsletters 83%; articles on your website 81%; blogs 80%; in-person events 77%.

Websites & SEO

To improve site performance, the top technical SEO tactic used by marketers is optimising mobile performance.


About 64% of marketers actively invest time in search engine optimisation (SEO).


To improve site performance, the top technical SEO tactic used by marketers is optimising mobile performance. 

Search traffic

According to a 2019 study, search traffic generated 65% of total ecommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. 


In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales.


Content marketing

The right content marketing strategy can transform your business. Just as quality content builds your brands trust, marketing it right increases conversions. These marketing statistics will show you what strategies really work.

Email marketing

Email marketing is one of the most effective marketing channels. The average ROI is £38 for each pound invested and 72% of customers prefer to be approached via email.


In the US 21% of email opens happens between 9 a.m. and noon.


Companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests.


Consumers open emails with personalised subject lines at a 50% higher rate compared to emails without personalised subject lines, yet only 2% of emails employ personalisation.


On a global basis, segmented email campaigns see 14% higher open rates as compared to non-segmented email campaigns.

45% of businesses send their leads one email per week.

Social media marketing

In 2020, there are 3.81 billion people actively using social media in the world.

257 million

By 2023, the number of social network users in the US is expected to reach 257 million.


As of April 2020, LinkedIn’s number of users in the US reached 160 million, making it the country with the most users in the world.


Instagram is the social channel with the second-highest ROI among marketers.

Social media

Social media usage broken down: 90% of Millennials, 77% of Generation X, and 48% of Baby Boomers.

Video marketing


of video marketers say video has helped them generate leads.


of video marketers claim that video has directly increased sales.


of people now listen to podcasts each month.


of marketers consider podcasts to be the most successful form of virtual engagement.


Business relevance

Businesses are always striving to attract new prospects. To do this effectively means trying and testing different methods. Services like lead generation marketers can convert prospects interested in your brand, products, or services. Check out these marketing statistics to discover what’s integral to building business relevance and converting your clients from prospect to client.

Building credibility


of customers spend more money at brands they’re loyal to.


of consumers say they would be open to sharing more information if it would result in faster and easier services.


of B2B purchasers won’t speak to a salesperson until they’ve done their own research.


of business leaders plan to make investments in more advanced customer service technology over the next two years.

77% of brands could simply disappear and no one would care - so you need to go that extra mile.

Lead generation

Information that helps customers advance drives ease and high-quality deals. Those brands that helped buyers advance would experience a 2.8x rise if made easier, and 3x more if made higher quality.


of B2B buyers claim that their latest purchase was very complex or difficult.


of companies report that increasing customer acquisition is their primary objective.


of companies use lead generation as a key metric to measure content success.


of leaders agree that marketers must now focus on using virtual experiences to generate qualified leads and customer satisfaction.

Proportion of buyers who used sales reps vs website to complete a job is consistently higher, with an average 4.5% higher engagement with sales reps than websites.

Marketing automation


Data-driven marketing increases ROI, with campaigns that leverage data-driven personalisation reporting 5-8x ROI for their campaign spend.

email automation

Email automation campaigns are among the top three tactics used by email marketers to improve performance.

content delivery

Of those who are automating marketing, 23% are automating their content delivery.


Human engagement

At Chief Nation, our Digital to Human™ approach and networking experiences bring you face-to-face with your desired C-level audience in the UK, US and EU. With live and virtual events, you can create opportunities to connect with prospects and spark meaningful business relationships.

Virtual events


of people join virtual events for educational purposes. The next biggest reason for joining virtual events is networking.


of the people who have attended virtual events report higher or equal levels of engagement compared to in-person events.


of event marketers plan to invest in virtual events moving forward.


of marketing and sales leaders said that virtual roundtables were proving the most successful form of virtual engagement.

68% of leaders agree that hybrid events that combine elements from both virtual and in-person experiences are likely to be a powerful tool for connecting with audiences.


of event marketers reported that a hybrid solution that can manage both virtual and in-person events will play a key role in the 2020 and 2021 event strategies.


of respondents said that not needing to travel to business events is the best thing about virtual events.


of marketers say that email is the single most effective way to drive registrations.


of respondents reported that attendee engagement and satisfaction were KPIs used for measuring virtual event success.

Seven out of 10 respondents have moved their face-to-face events partially or fully to a virtual platform, and many don’t see that as a short-term fix.


of virtual event organisers use social media to drive registrations.


of event marketers said they have canceled—and 66% have postponed—events as a result of COVID-19.


of marketing and sales leaders say that the shift from face to-face engagement has had a negative impact on their organisations.


of attendees of virtual events said they are keen to attend live events in person within the next 12 months.

For 45% of marketing leaders, reducing carbon emissions was the most important benefit to virtual engagement.


of leaders will run both virtual and in-person events.


of respondents believe tools to engage virtual attendees will play a key role in their 2020 and 2021 event strategies.


of respondents agree that in-person events provide attendees with valuable opportunities to form in-person connections in an increasingly digital world.


of respondents believe tools to connect sponsors and attendees both virtually and in-person will play a key role in their 2020 and 2021 event strategies.

On average, marketing and sales leaders are scoring their current virtual engagement strategy a 6 out of 10.

We can help you deliver a winning virtual event


We help clients connect all over the world, virtually. We bring our diverse portfolio of clients together for C-level insight, trending business discussions, thought-leadership content and networking opportunities all through our virtual events sister company, CWO : DIGITAL.

If you want to strike the right balance between business and pleasure but aren’t sure how, get in touch with one of our events managers today!

Thriving virtually: 7 secrets to running the ultimate digital event

Engage your audience virtually

Thriving virtually:7 secrets to running the ultimate digital event

Want to captivate and engage your audience virtually? From marketing to hosting your digital event, we have the secret formula to increase your conversions. Find them here now.

What you'll learn:

Defining your target audience to better meet their needs

Choosing timings that fit your audience to ensure optimum reach

Creating engaging content, that is data-driven and increases conversions

Increasing audience participation through integrated tools

Virtual Interactive HD Video Conferencing has increased in popularity in recent times. According to Reuters, just this March, video conference platform downloads reached 6.7 million. But with so many factors to consider, how can you innovate your business and ensure you thrive virtually?

We know it’s difficult, which is why we’re filtering through the noise in our latest eBook. Download Thriving Virtually: 7 Secrets to Running the Ultimate Digital Event today and discover how you can create better, more successful virtual events.

Running up to 84 events per year through our flagship event brand Chief Wine Officer, we know a thing or two about putting on a successful event. Read on to discover our key elements.

Download the report

C-level networking events 101

C-level networking events 101

10 need-to-know success factors for sparking C-suite conversations

Lay the right foundations for C-level networking events and give yourself the best chance of success. By incorporating each of these proven success factors, your c-level event will have the best chance of sparking meaningful c-level relationships. Find them here now.

What you'll learn:

To lay the foundations for a successful c-level event, we’d like to share with you Chief Nation’s top 10 tips for guaranteed networking success – time after time.

Together, they form a proven 10-step roadmap for generating maximum value from your C-level event.

Each success factor is based on insight and knowledge of what works gathered over 15+ years of successful networking events.

Get your report now