B2B Brand Awareness in 2026: Why It Works, How to Build It and How to Measure It

What are the key B2B brand awareness numbers in 2026?

If you only need one table, this is it. Every figure was checked on the page or report it comes from on 14 November 2026. The rest of the guide explains what each one means and how to use it.

Cite: "About 95% of B2B buyers are not in the market in a given quarter, and the IPA data puts the best B2B split at 46% brand, 54% activation." Kiin Labs, kiin.co/blog/b2b-brand-awareness#key-numbers

What is B2B brand awareness, and why is it an asset?

B2B brand awareness is the share of potential buyers who know your brand and, more usefully, who think of it when they face a buying situation in your category. The second part is what the Ehrenberg-Bass Institute calls mental availability: the chance that your brand comes to mind when a buyer has a need. Being recognised when someone hears your name is awareness. Being thought of when the need arises, without a prompt, is salience. Being talked about across the market is fame.

Brand awareness and brand equity are related but not the same. Awareness is whether people know and recall you. Equity is what that recall is worth: the price premium, preference and loyalty it creates. Over the last two decades companies have put more weight on intangible assets like these, because they cost money and time to build, they can be sold, and a competitor would often rather buy one than build its own. A strong brand is valued because it makes future sales more likely.

The practical test is simple. When a company in your category decides to buy next quarter, will the person running the search already have your name on the list? Ehrenberg-Bass measures this through category entry points, the situations in which someone might buy or use the category, such as "our current vendor just raised prices" or "we are opening an office in Germany". In John Dawes' 2021 paper for the B2B Institute, many well-established brands are linked to a given entry point by only 20 to 30% of buyers, and even market leaders often reach only 50%. Getting to double-digit mental availability is, in his words, a multi-year task (Dawes, Advertising effectiveness and the 95-5 rule, 2021).

Research from the same programme found that lack of awareness is a much bigger problem than active rejection of a B2B brand (LinkedIn B2B Institute and Ehrenberg-Bass, How B2B Brands Grow). Most buyers who do not choose you never thought of you; they did not consider you and say no.

Most of this thinking traces back to Byron Sharp's book How Brands Grow (Oxford University Press, 2010), built on the Ehrenberg-Bass Institute's research: brands grow mainly by winning more buyers (penetration), by being easy to think of in buying situations (mental availability) and easy to buy (physical availability), and by using consistent distinctive assets such as colours, characters and taglines. The B2B House's book summary of How Brands Grow now lives on this page; the B2B application is the LinkedIn B2B Institute work cited below.

Why does brand awareness matter in B2B?

Because at any moment almost all of your future customers are not buying, and when they start, they shortlist the brands they already know. Marketers often treat brand awareness as a B2C activity and point B2B budgets at people who are ready to buy now. The evidence says that leaves most of the market untouched.

The 95-5 rule

Professor John Dawes of the Ehrenberg-Bass Institute set out the 95-5 rule in a paper published by the LinkedIn B2B Institute in May 2021. Companies change providers such as their main bank or law firm about once every five years on average. That means only about 20% of business buyers are in the market over a whole year, and about 5% in any quarter: 95% are not in the market (LinkedIn B2B Institute, 95-5 rule). LinkedIn's page on the rule adds that 75% of companies buy computers once every 4 years and 80% change banking services once every 5 years.

Dawes is careful to say the 95% "is not meant to be a precise rule". It is a heuristic, and you can calculate your own number: if your category's average time between purchases is two years, about 50% of buyers are in the market over a year and about 13% in a quarter. The consequence is the same. Advertising mostly reaches people who will not buy soon, so it works by building and refreshing memory links to the brand, which activate when the buyer comes into the market. When buyers do search, they strongly prefer brands they are familiar with, and click-through rates for unfamiliar brands are lower.

The benefits of strong brand awareness

The B2B House studied the common traits of strong B2B brands such as Salesforce, Adobe and GE and listed six benefits. They still hold, and most now have evidence behind them:

Sources: Binet and Field, The 5 Principles of Growth in B2B Marketing; How B2B Brands Grow; Dreamdata 2026; LinkedIn Brand Lift Testing docs. Fetched 14 Nov 2026.

Brand awareness often produces short-term sales too, but it is most effective as a long-term growth strategy. As out-of-market buyers move into the market, the ones who already know you are more likely to consider you, and often to pre-select you. For a wider view of how B2B buyers research and buy, see our B2B marketing statistics.

Cite: "Only about 5% of business buyers are in the market in any quarter, so B2B advertising works mainly by building memory before the purchase (Dawes, Ehrenberg-Bass, 2021)." Kiin Labs, kiin.co/blog/b2b-brand-awareness#why

How much should B2B companies spend on brand awareness?

The best evidence says roughly half: about 46% of the budget on brand building and 54% on sales activation, against 60:40 in B2C. That is the finding of Les Binet and Peter Field's analysis of B2B cases in the IPA Databank from 1998 to 2018, published by the LinkedIn B2B Institute in 2019 as The 5 Principles of Growth in B2B Marketing. The B2B Institute's page for the report now rounds the advice to a 50/50 split.

Two caveats come from the authors themselves. The B2B sample is small, under 50 cases, and the IPA databank is biased towards effective campaigns with large budgets. Treat 46:54 as a direction, not a law. And the right mix varies by category, price and how long your sales cycle is.

Share of voice vs share of market

Share of voice (SOV) is your advertising spend, or presence, as a share of all advertising in your category. Share of market (SOM) is your revenue as a share of the category's revenue. Brands whose SOV is above their SOM tend to grow, and the gap is called extra share of voice (ESOV). Binet and Field found the rule holds in B2B almost exactly as in B2C: for consumer brands, 10 points of ESOV raises market share by 0.6 points a year; for B2B brands, by 0.7 points.

How to estimate both:

1. Share of voice. Ask your platform representatives; LinkedIn reps can estimate your share of voice among a target audience. Or calculate a proxy from brand mentions: your mentions divided by your mentions plus your competitors' mentions (HubSpot's share of voice guide shows the method). On LinkedIn you can also compare your impressions in a target audience with what the Forecasting tool says the audience can deliver.
2. Share of market. Add your competitors' revenue to yours to get the market total. If revenue is not available, use units sold or number of clients.
3. Set the gap. Decide the market share you want, set share of voice above it, then work out the spend needed to get there.

Until you can quantify both, the practical rule from The B2B House still stands: grow share of voice by buying more reach and frequency in your target audience. In our LinkedIn Ads benchmarks the median LinkedIn CPM across the Kiin panel is $36.23, which is the starting point for working out what a given level of reach will cost.

Cite: "In B2B, 10 points of extra share of voice grows market share by about 0.7 points a year, and the best budget split is about 46% brand, 54% activation (Binet and Field, IPA data, 2019)." Kiin Labs, kiin.co/blog/b2b-brand-awareness#budget

How do you build B2B brand awareness?

Four things build brand awareness: more share of voice, reaching your whole category rather than only current customers, building mental availability with distinctive and repeated exposure, and emotional messaging. The B2B House listed these four in 2022 and the evidence behind each has only grown.

1. Increase your share of voice

Covered in section 04: spend above your market share, and measure it as reach and frequency among the people who buy in your category.

2. Grow your customer base through reach, not loyalty

Binet and Field found in the IPA B2B cases from 2008 to 2018 that customer acquisition strategies are much more effective than loyalty strategies, and reach strategies, which talk to customers and non-customers together, are the most effective of all. Broad reach brings in new buyers and also reassures existing clients. Loyalty is largely a predictable function of market share (the Double Jeopardy law), so a business cannot grow sustainably on loyalty alone. In LinkedIn's 2019 survey, more than 65% of B2B marketers still believed businesses grow by increasing loyalty (B2B Institute, 2019).

Buying committees change, so keep your picture of them current. Dreamdata's 2026 data counts an average of 10 stakeholders and 88 touchpoints per B2B buying journey, and 81% of the journey happening outside the sales pipeline (Dreamdata, March 2026). Reach the people who influence the decision, not only the person who signs.

3. Increase mental availability

Mental availability, or share of mind, grows when your brand is linked to buying situations, repeatedly, in a way people remember. Recommendations that still hold:

• Maximise reach across the whole buyer category.
• Use clear, distinctive copy and creative, and keep it consistent so each exposure adds to the last.
• Increase frequency of brand exposure, within limits (see section 07).
• Use video. In the Kiin panel, LinkedIn video gets 42% more dwell time than an image in the same account, though it costs 18% more per landing page click (LinkedIn video ads benchmarks, 676 advertisers).
• Target current and future buyers. Do not hyper-target; the 95% are by definition not showing intent yet.
• Drive engagement with both paid and organic activity, including posts from your founders and experts.

4. Use emotional messaging

The IPA data shows that B2B buying is only slightly more rational than B2C, and that the pattern of effects is the same: rational messages work for short-term activation, emotional messages build the brand over the long term. Campaigns whose main objective was fame, getting talked about and shared, reported an average of 2.2 very large business effects, against 1.6 for awareness goals and 0.7 for activation goals (Binet and Field, Fig. 8, IPA B2B cases 1998 to 2018).

The reason is the same 95-5 logic. People who are not buying screen out product messages, but they will pay attention to advertising that is engaging, and remember it. Prime them with repeated, memorable exposure before they come to market. When they do, more rational messages help you cash in that brand strength.

How do you build brand awareness on LinkedIn?

Use the brand awareness objective with broad, category-wide targeting for cold reach, add video and thought leader content for attention, and switch to engagement and website objectives for smaller, warmer audiences. The approach works on any channel, but for B2B we recommend starting with LinkedIn Ads: people visit it with a professional goal, and it lets you reach a whole buying group, not just one contact. LinkedIn now has more than 1.4 billion members and 71 million companies (LinkedIn About Us, November 2026); more in our LinkedIn statistics.

The B2B House's guide mapped organic and paid formats and targeting to each phase of an awareness programme. Here is that plan, as published:

What we would change in 2026:

Audience thresholds from Kiin Labs Report No. 1, engagement vs brand awareness. Format availability per LinkedIn Campaign Manager, Nov 2026.

Which LinkedIn objective is best for brand awareness?

On big cold audiences, the brand awareness objective. Paired within 36 accounts running both objectives, brand awareness reached 77% more people per dollar than engagement and paid 39% less per impression, while a landing page click cost the same on each ($17.24 vs $17.22). On a cold audience of 30,000 or more it reached 184% more people at a 59% lower CPM. Under 10,000 people engagement wins, because there is nobody extra to reach (LinkedIn engagement vs brand awareness).

Fibbler's 2026 benchmarks, across 1,000+ B2B advertisers and $200M+ of spend, put the spend-weighted CPM for the brand awareness objective at $41.04, with a 0.49% CTR, against $59.90 for engagement and $121.77 for lead generation (Fibbler, August 2026; identified companies only, so CPMs run higher than in Campaign Manager).

Source: Fibbler, LinkedIn Ads Benchmarks 2026, spend-weighted, Aug 2025 to Jul 2026.

Reach optimisation, forecasting and frequency caps

Under the brand awareness objective you can optimise for reach, which maximises the number of unique members who see your ads, or for impressions. The Forecasting panel in Campaign Manager shows expected reach and frequency before you launch. Since July 2025 LinkedIn has also offered a frequency cap on brand awareness ad sets across the feed, Audience Network and CTV: you can leave it on default or set a cap of 3 to 30 impressions per member in seven days. LinkedIn notes delivery can exceed the cap, so treat it as a preference, not a ceiling (LinkedIn Help, frequency cap).

People, not just pages: founders and thought leader ads

People pay more attention to people than to logos. Thought leader ads, which promote a post from an employee's own profile, had a median CTR of 1.35% in Fibbler's 2026 data, against 0.38% for single image ads. Building the founder's and experts' own audiences organically, then promoting their best posts, is how many B2B brands now build awareness on LinkedIn. Our founder content service does exactly this.

How do you measure B2B brand awareness?

Measure brand awareness on LinkedIn in three layers: whether you reached the right accounts often enough (reach and frequency), whether it changed what they think (brand lift), and whether the accounts you reached turned into pipeline (influenced pipeline). Then judge it over a year or more, not a quarter. In LinkedIn's 2019 survey, only 4% of B2B marketers measured impact beyond six months, and Dreamdata now puts the average first LinkedIn impression 281 days before revenue.

Layer 1: reach and frequency in your target accounts

• Penetration rate: the share of your target audience that saw your ads at least once in the month. We aim for 50% or more.
• Frequency, measured at the account level. Campaign Manager reports frequency per campaign, which undercounts: in Kiin data, campaigns reported 3.5 while the account delivered 9.5 to the same people (LinkedIn ad frequency and fatigue). Engagement on a creative falls 9% once everyone has seen it once and 22% after five times, so refresh creative by audience size, not by the calendar.
• Companies reached. Fibbler's median cost per company reached is $1.20, and $11.42 per company influenced (engaged).

Layer 2: brand lift

LinkedIn's Brand Lift test splits your audience into exposed and control groups and surveys both. Questions include ad recall, aided awareness, top-of-mind awareness, familiarity, favourability, consideration and recommendation, plus employer brand versions. The test has no separate fee, but it is not free in practice: you need $60,000 budgeted for one question, $90,000 for two, and $45,000 for each additional question, over a test of 14 to 90 days (LinkedIn Help, Create a Brand Lift test). Below that budget, use a simple survey of your target market once or twice a year, asking which brands come to mind in your main buying situations.

Layer 3: influenced pipeline

Brand campaigns should show up in pipeline months later. The evidence that they do, by association:

Dreamdata: 66M+ sessions and 3.5M+ customer journeys, published 10 Mar 2026. HockeyStack: 50+ B2B SaaS companies, Jan 2023 to Feb 2024, published 15 Dec 2025. Fibbler: 1,000+ advertisers, Aug 2025 to Jul 2026, published Aug 2026. All are association, not proof of cause. Fetched 14 Nov 2026.

The organic Company Page figure matters for awareness: Company Page posts that nobody paid to promote still turn up in almost one in five closed deals, an average of 90 days before revenue. Brand on LinkedIn is not only ads.

The full metric list

The B2B House listed eleven metrics for awareness campaigns. Here is each with how we would measure it now:

The guide's point that these effects compound still stands, and we would keep its advice: if resources are limited, use LinkedIn's reach optimisation, the Forecasting tool, and the engagement and viral columns in Campaign Manager reporting (viral metrics count clicks, reactions and shares that happen when members share your sponsored content with their own network).

Cite: "LinkedIn ads appear in 30.2% of SQL-stage sessions, and the average first LinkedIn ad impression comes 281 days before revenue (Dreamdata, 2026)." Kiin Labs, kiin.co/blog/b2b-brand-awareness#measure

What do good B2B brand awareness campaigns look like?

The B2B House used three LinkedIn campaigns as examples. All three come from LinkedIn's own case studies, so the results are as LinkedIn and the advertiser reported them. We have checked each against LinkedIn's page and added the date, which the original guide did not give.

Cenareo: from new audience to 500 leads in a month (2021)

Cenareo makes digital signage software that updates any number of screens in real time. With many shops closed in the pandemic, it repositioned to help corporate communications and HR teams keep staff safe and informed, so it needed awareness with a new audience, then nurture, then leads. It used LinkedIn audience insights to tailor creative, ran Conversation Ads with two calls to action (stage-appropriate content, and a case study, solution guide and demo), and used single image and video ads to keep nurturing and build awareness.

Result: more than 500 leads in one month and an estimated pipeline of more than €180,000, as reported by LinkedIn on 9 September 2021 (LinkedIn Marketing Blog). Note that the leads came mainly from Conversation Ads; the video ads carried the awareness job.

Lenovo: 17% lift in brand favourability (2013)

Lenovo, then described as a $34 billion technology company with more than 35,000 employees and customers in 160+ countries, ran LinkedIn Sponsored Updates (now Sponsored Content) through May and June 2013 across four themes: brand, thought leadership, products and external trends, and optimised content to each audience's reactions.

Result: a 17% increase in brand favourability in a brand impact study run with LinkedIn, and post-level engagement about four times display averages (LinkedIn case study, © 2013). It is a classic, but it is 13 years old. LinkedIn's current Lenovo story is about thought leader ads lifting mid-funnel CTR by 63%.

SMEC: 756,000 members reached on a small budget (2020)

SMEC, a global engineering, management and development firm, wanted to be known as a world-class specialist infrastructure brand and an employer of choice. Its marketing team in Australia was small with a limited budget for a global campaign. For its "70 Years of Impact" campaign it used LinkedIn audience segments to scale reach and a mix of single image and video sponsored content, plus organic posts and employee advocacy.

Result: more than 2 million impressions, more than 756,000 members reached, and a 5% engagement rate against an industry benchmark of 1%. The people engaging were mainly managing directors and owners in engineering and project management, the profile SMEC targeted; senior professionals were 36% of the engaged audience. LinkedIn's page also reports employee shares up 90% and Net Promoter Score up 3.3% (LinkedIn, SMEC case study; the campaign won awards in April 2020).

What the three have in common: broad reach into a defined professional audience first, content built for that audience rather than a product pitch, and a mix of formats including video. What none of them reported is pipeline over the following year, which is the measure we would add today.

Figures previously published by The B2B House

The B2B House's "B2B Brand Awareness: The Complete Guide 2024" was first published in 2022 and is linked to by sites including HubSpot. The B2B House is now part of Kiin, so every figure and factual claim it published stays here, exactly as published, so every link to it still makes sense. Next to each is what we know in 2026.

Two things to know before you use them:

• Most are from 2013 to 2022. The guide was titled 2024 but its LinkedIn figures and case studies are older, and none were dated on the page.
• Some had no source. Where a claim cannot be traced, we say so rather than invent a replacement.

Brand awareness claims we no longer recommend

These are widely repeated but either have no current source or are easy to misread:

• "95% of buyers are out of market" as a measured fact. It is a rule of thumb from purchase cycles; calculate your own from your category's buying frequency. Details.
• "LinkedIn has 850 million active users." LinkedIn publishes members, not active users. It now has 1.4 billion+ members.
• "LinkedIn brand lift is free." No fee, but a $60,000 budget minimum.
• "A 1% engagement rate is the LinkedIn benchmark." A 2020-era comparison from one case study; use current medians by format.
• "Herd mentality is a scientifically proven reason followers snowball." The guide's source was a dictionary definition.
• "The right split is 60:40 brand to activation" in B2B. That is the B2C figure; the B2B estimate is about 46:54.

The original B2B House guide, archived in full

The B2B House is now part of Kiin. So that every link to its guide still makes sense, the complete original is kept below, section by section, exactly as it was last published (only typos fixed). Figures in it are from the dates its authors gave; the sections above give the current numbers and sources. Open any section to read it.

How to increase the share of voice (SOV)

Share of voice (SOV) is the amount of ad spend delivered by your company divided by the total amount of ad spend in that category. Share of market (SOM) refers to your company’s total revenue compared to the total revenue in your entire market.

Businesses tend to grow when SOV is bigger than (SOM). Until you can quantify SOV and SOM, we propose that you boost your SOV by capturing more reach and impressions from your target audiences. To get started, we propose increasing your share of voice by acquiring more reach and frequency with your target audiences.

Share of Voice vs Share of Market

You may find your share of voice score from the platform representatives. LinkedIn reps will be able your share of voice.

Alternatively, you may calculate share of feed based on the number of brand mentions vs the total market mentions (Your brand mention plus your competitor mentions)

For the Share of market, you may add together your competitor’s revenue with yours to find the total market revenue.

Alternatively, you may use the total number of units or the total number of clients instead of the total revenue if that figure is not available.

Use Emotional Messaging

Emotional messaging must be used by B2B brands to create their brands for long-term growth.

Emotional messaging is critical for capturing the 95% of customers who are out of the market for when they are in the market. People are rational by nature, yet they can be emotional when making decisions, as we discovered with the availability heuristic.

People will pay attention and remember your brand as long as the advertising is entertaining and targeted.

Customers should be primed with repeated, memorable exposure to your brand before they come to market (in a purchase scenario).

As those purchasers enter the market, more logical messaging can support you in maximizing on this latent brand strength to achieve short-term results.

How Mental Availability works

Marketing strategies, tactics and tools to build brand awareness

Let’s get started with the techniques and approaches you may use to build your brand over time. We’ll cover both organic and paid strategies to help you achieve your brand awareness goals.

While the examples below are based on LinkedIn, the concept can be applied to any channel and platform.

We do recommend starting with LinkedIn if your target audiences are B2B.

LinkedIn audiences are distinct since their users visit the site with a specific goal in mind.

They devote time to becoming more productive and successful, as well as to learning and growing.

As a result, as compared to other platforms, they are more interested in learning about brands on LinkedIn. And, with over 850+ million active users and 55 million registered firms, your marketing campaigns can reach a large B2B audience.

LinkedIn is an excellent resource for rapidly reaching out to everyone in a B2B category, and even B2B buyer groups.

The diagram below shows how you could run your organic/digital campaigns to raise awareness.[Insert Awareness marketing screenshot]Update: Do note that LinkedIn stories are no longer available. But there are new formats like document ads and LinkedIn events that are more relevant

A balance of organic and paid is needed.

In the brand awareness and video views phases, aim for broad outreach. Reach the entire buyer committee or total addressable market.

In the engagement and website visit phases, the targeting should aim more toward in-market audiences. These include retargeting by engagements and website visits.

B2B Brand Awareness Campaign Example

B2B brand awareness campaign example 1: Cenareo

Cenareo offers a digital signage technology that can communicate in real time with a limitless number of screens.

With many shops closed during the pandemic, Cenareo modified their strategy to supporting Corporate Communications and Human Resources departments in using their solutions to keep their staff safe and informed. With this change, Cenareo needed to raise brand recognition among a new audience, educate and nurture them, and eventually create leads.

Cenareo uses LinkedIn audience insights to deliver a tailored experience for each of their prospective customers. Based on these data, they continued to adjust their ad creative and brand-building content, such as case studies, solution guides, and product demos. They then employed LinkedIn video advertisements to continue engaging their target demographic and increasing brand awareness.

Results: They generated 500 leads and drove a total pipeline of estimated 180k EUR in just 1 month.

Cenareo Brand Awareness Example 1

Cenareo Brand Awareness Example 2

Cenareo Brand Awareness Example 3

B2B brand awareness campaign example 2: Lenovo

Lenovo is a $34 billion personal technology firm that employs over 35,000 people and serves clients in over 160 countries. They serve the majority of the world’s countries, and were recently crowned the world’s number one PC company and is a rising PC+ leader with its smartphone and tablet advancements.

LinkedIn Sponsored Content was used for two months to further engage their audience across four key themes: brand, thought leadership, products, and external trends. Lenovo was able to adapt the content to increase engagement based on each specific target group and their accompanying answers.

They achieved a lift in brand favourability by 17%.

Lenovo Brand Awareness Example 1

Lenovo Brand Awareness Example 2

Lenovo Brand Awareness Example 3

Lenovo Brand Awareness Example 4

B2B brand awareness campaign example 3: SMEC

SMEC is a global engineering, management, and development firm that provides customers, partners, and communities with technical excellence and long-term solutions.

SMEC wants to be known as a world-class, specialist infrastructure brand and an industry employer of choice.

The primary goal was to enhance brand awareness among their primary consumers, creating a solid basis for future tactics that would contribute to advanced stages of the buyer journey. The team developed unique goals for each of its target audiences. However, because SMEC has a tiny marketing team in Australia, it has limited resources and a restricted budget to execute a global campaign.

They used LinkedIn’s audience segments to scale outreach to a global audience. They used a series of rich content, from single images to videos, to establish themselves as a thought leader.

Results:

• The campaign received over 2 million impressions and reached over 756,000 LinkedIn members.

• The campaign achieved a high LinkedIn engagement rate of 5% compared to the industry benchmark of 1%.

• According to demographic data, LinkedIn members interacting with the content included only the profile SMEC was targeting, Managing Directors/Owners; the most common industries were engineering and project management.

SMEC Brand Awareness Example 1

SMEC Brand Awareness Example 2

SMEC Brand Awareness Example 3

B2B brand awareness: frequently asked questions

How we built this page, and every source

We started from every claim in The B2B House guide and every claim other sites link to it for (we checked its backlinks one by one). For each, we went to the original publisher: the LinkedIn B2B Institute and its reports by the Ehrenberg-Bass Institute and by Les Binet and Peter Field (IPA Databank), LinkedIn's Help Center, case studies and About page, and the attribution studies from Dreamdata, Fibbler and HockeyStack. We opened each source on 14 November 2026 and copied the figure from it. Where there is no update we say so and keep the old figure with its date. Kiin's own figures come from the Kiin Labs panel ($65M+ of LinkedIn Ads spend across 1,000+ advertiser accounts), described in our method note. Corrections: [email protected].

1. LinkedIn B2B Institute, The 95-5 rule and John Dawes, Advertising effectiveness and the 95-5 rule (May 2021)
2. Les Binet and Peter Field, The 5 Principles of Growth in B2B Marketing (LinkedIn B2B Institute, 2019; IPA Databank B2B cases 1998 to 2018)
3. LinkedIn B2B Institute and Ehrenberg-Bass Institute, How B2B Brands Grow
4. Ehrenberg-Bass Institute for Marketing Science
5. TopRank Marketing, takeaways from LinkedIn's 2024 B2B Marketing Benchmark (20 Jun 2024)
6. LinkedIn, Global B2B Marketing Benchmark
7. Dreamdata, 2026 LinkedIn Ads Benchmarks Report (10 Mar 2026)
8. Fibbler, LinkedIn Ads Benchmarks 2026 (Aug 2026)
9. HockeyStack Labs, Marketing influence on outbound deals (15 Dec 2025)
10. LinkedIn Help, Create a Brand Lift test
11. LinkedIn Marketing API, Brand Lift Testing getting started (Microsoft Learn, Apr 2026)
12. LinkedIn Help, frequency cap for brand awareness ad sets
13. LinkedIn Pressroom, About Us
14. LinkedIn Marketing Blog, 5 examples of striking the right balance between brand and demand (Cenareo, 9 Sep 2021)
15. LinkedIn Success Hub (Lenovo case study, 2013; Lenovo thought leader ads)
16. LinkedIn, SMEC case study
17. HubSpot, share of voice
18. Kiin Labs, LinkedIn engagement vs brand awareness (Report No. 1), LinkedIn video ads benchmarks, ad frequency and fatigue, penetration rate and LinkedIn Ads benchmarks