Study: 94% of B2B marketers in SG struggle to capture audience attention

Nearly 94% of B2B marketers in Singapore, and 91% globally say that capturing and keeping attention has become the biggest campaign challenge. Many of whom have turned to video and influencer-led strategies to cut through the noise in an increasingly fragmented landscape. This is according to LinkedIn's "2025 B2B marketer sentiment research".

Without video, most marketers fear falling behind, with 70% of marketers in Singapore, 62% in India, and 57% in Australia believe they’ll lose out to competitors if they don’t invest in the format.

Video and influencer marketing have also emerged as the top performers when it comes to driving direct sales. Globally, 96% of marketers say video is highly effective, followed closely by 94% for influencer campaigns. In Singapore, video and influencer marketing performed even stronger, with 95% and 97% respectively, while in Australia, 91% and 89% reported similar success.

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Short-form video, in particular, is gaining traction for its role in building trust and reaching hard-to-access decision-makers. These are critical outcomes as younger buyers reshape the B2B funnel.

Meanwhile, over 80% of marketers in Singapore and India said short-form video is effective on both fronts, with momentum also growing in Australia.

Influencer and creator partnerships are also shedding their “nice-to-have” label. LinkedIn’s study found that 63% of marketers globally now see such partnerships as essential, with 82% confident that influencer-led campaigns will directly contribute to sales by the end of the year. That confidence is even higher in APAC markets, led by Singapore (89%) and Australia (79%).

At the same time, 80% of marketers globally, and 87% in Singapore, say there’s a growing need to invest more in creative strategies that stand out. However, internal risk aversion continues to hold teams back.

According to the study, 68% of CMOs and VPs globally say their leadership still favours tried-and-tested tactics over experimental ones, a sentiment even more pronounced in Singapore (79%) and India (72%).

“Today’s B2B buyers, 71% of whom are Gen Z or millennial, aren’t swayed by the same old tactics. They’re influenced by what they watch, who they follow, and what they trust. Video and creators are shaping the shortlist. If you want to win, you need to turn views into relationships, and relationships into revenue," said Matt Derella, VP of LinkedIn.

In June, LinkedIn unveiled plans to expand its video advertising capabilities with the launch of "first impression ads", "reserved ads", and enhanced connected TV (CTV) placements, all aimed at helping B2B marketers break through attention barriers and drive conversions.

The rollout builds on LinkedIn’s broader strategy to help advertisers connect with its 1.2 billion members and 69 million listed companies across both on- and off-platform environments.

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