What are the biggest ‘campaign worries' for UAE B2B marketers?
In today's high-stakes, highly complex B2B landscape, 91 per cent of B2B marketers surveyed in the UAE say that grabbing audience attention is their biggest campaign worry, while 66 per cent say that investing in video is imperative to not lose out to competitors, according to new research from LinkedIn.
66 per cent of B2B marketers say that investing in video is imperative to not lose out to competitors.
The LinkedIn '2025 B2B Marketer Sentiment Research' that surveyed more than 3,000 B2B marketers across 13 countries – including the UAE, UK, USA, France, Germany, Netherlands Spain, Italy, Sweden, Brazil, Singapore, India, and Australia – reveals that 76 per cent of B2B marketers in the UAE, and 80 per cent globally feel they need to invest in creative strategies to stand out because it's more competitive these days.
76 per cent of B2B marketers in the UAE feel they need in invest in creative strategies.
However, creativity still needs to make its case in the boardroom. Senior-level marketing leaders are clear that creative ideas and video will influence purchase decisions, but they're being forced to rely on more traditional and stale tactics over experimental ones, with 83 per cent of UAE CMOs and VPs saying their leadership is risk averse.
83 per cent of UAE CMOs and VPs saying their leadership is risk averse.
Effective strategies to drive direct sales: B2B video and influencer marketing
As B2B marketers continue to do more with less and face increasing pressure to demonstrate impact on the bottom line. Close to 97 per cent of B2B marketers in the UAE say video and 98 per cent say influencer marketing are among the most effective strategies to gain direct sales in the current landscape.
Short-form video in B2B helps marketers build trust with audiences (72 per cent) and reach decision makers (72 per cent), and short-form influencer video content is emerging as the top investment priority for marketers.
66 per cent of B2B marketers say that their marketing strategy is incomplete today without influencer and creator partnerships.
The research also uncovers that building authentic and credible brands is a top priority for B2B marketers, and influencer and creator partnerships can help achieve this. Approximately 66 per cent of B2B marketers say that their marketing strategy is incomplete today without influencer and creator partnerships, and 91 per cent are confident that influencer marketing campaigns will directly lead to sales by the end of the year.
B2B buying is becoming more complex, and according to Forrester's 2025 B2B Marketing and Sales Predictions, younger B2B buyers are relying on 10 or more external sources – including social media and peer networks – when making purchase decisions.
Jessica Machalani, Head of LinkedIn Marketing Solutions MENA, said, 'Today's B2B buyers, 71% of whom are Gen Z or millennials, are engaging with brands in entirely new ways. Video now plays a central role in how they discover, evaluate and connect.'
Machalani added, 'To earn a spot on their shortlist, brands need to show up where it matters – in the content they watch, the creators they trust, and the stories that resonate. Earning their engagement means being more human and more relatable – connecting through meaningful touchpoints like compelling video, thought leadership, and credible, expert-driven influencer marketing.'
To address the concerns stated by marketers, and to help them cut through the noise, LinkedIn recently expanded video advertising capabilities, introducing first impression ads, reserved ads, and expanded CTV ads capabilities. It has also teamed up with Adobe to make video ad creation easier.
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