LinkedIn launches BrandWorks and Creator Marketplace to boost B2B advertising

LinkedIn announced two new offerings aimed at business‑to‑business marketers. The Creator Marketplace, built into Campaign Manager, lets brands search for creators by topic, view audience and performance data, and promote creator content with Thought Leader Ads. BrandWorks provides strategy, creative production and event‑marketing support for B2B campaigns, with the team expecting an annualised run rate of $100 million next fiscal year. Early customers include SAP, IBM, ServiceNow and other enterprise firms. LinkedIn cited a Reuters survey showing 77 % of B2B marketers say buyers need trust before engaging and 82 % believe creators enhance credibility, underscoring the push to connect marketers with credible creator voices.

The initiatives also expand LinkedIn’s existing programs such as Top Voices 360 and BrandLink, and come as the platform’s parent Microsoft trims costs and restructures divisions. LinkedIn expects the new services to help advertisers reach decision‑makers more effectively across its professional network.