LinkedIn cites trust as central KPI for B2B marketing

LinkedIn, in partnership with market‑research firm Ipsos, released the 2025 B2B Marketing Benchmark based on a global survey of B2B marketing professionals. The study identifies trust as a new key performance indicator (KPI) for B2B marketing strategies, stating that 94 % of respondents consider trust essential for brand performance, outweighing traditional factors such as price or visibility.

According to Marcelo Santos, director of Idônea Comunicação, trust has become a strategic asset because it reduces perceived risk and underpins high‑impact financial decisions. The report notes that the majority of the buyer journey—about 70 %—occurs before any direct contact with a supplier, and 96 % of prospects conduct independent research, underscoring the need for brands to establish credibility early in the buying process.