LinkedIn expanded its Thought Leader Ads format to let advertisers sponsor member posts that link directly to a LinkedIn Event Page.
Why we care. Trust is currency in B2B marketing – and people trust people more than brands. LinkedIn’s 2025 B2B Marketing Benchmark Report found:
- 94% of marketers say trust is the key to B2B success.
- 76% believe collaborating with creators builds authenticity; 81% say it helps establish trust.
- 58% prioritize credibility when selecting influencers.
By sponsoring authentic member posts, brands can tap into higher engagement rates, strengthen trust, and reach audiences more likely to take action. It’s a direct way to boost attendance while aligning with the growing B2B demand for authenticity and thought leadership.
How it works. When an executive, employee, creator, or expert posts an event, advertisers can promote it as a Thought Leader Event Ad (with member permission).
- In Campaign Manager, choose Browse Existing in the Content Library to find eligible posts.
- Standard metrics like CTR, CPC, conversions, and new followers track performance.
The big picture. By tying thought leadership directly to events, LinkedIn is giving marketers a scalable way to amplify credible voices, fuel attendance, and strengthen brand trust, all while meeting the rising demand for authenticity in B2B.