Why Your B2B Marketing Isn't Working on LinkedIn (The Data Will Surprise You)

Why is your B2B marketing reaching people, but still not building enough buyer trust to move deals forward? In this episode of Social Media for B2B Growth, Michelle J Raymond speaks with Vita Molis from The B2B Institute about the data behind why B2B marketing isn’t working the way many teams expect. B2B buying journeys are longer. Buying committees are bigger. Deals are stalling. And according to Vita, the real issue may not be reach. It may be a credibility gap. In this conversation, we cover B2B buyer trust, LinkedIn, employee advocacy, creators, video marketing, Company Pages, demand generation and why B2B marketers need to build confidence across the whole buying group before sales ever gets involved. You’ll learn why B2B brands need more than polished corporate content, how creators and employees can help build credibility, and why video may become one of the most important trust-building formats in B2B marketing. Guest: Vita Molis, The B2B Institute Host: Michelle J Raymond, B2B Growth Co Subscribe for more practical LinkedIn and B2B marketing strategies. Timestamps 00:00 - Why B2B marketers need research, not more trends 02:00 - Why B2B brands have a credibility gap 03:00 - The data behind stalled B2B deals 05:20 - Why marketers need to influence the whole buying committee 07:30 - Are B2B creators the new demand engine? 08:30 - Why buyer expectations are changing in B2B marketing 12:00 - How creators and employees build buyer confidence 13:00 - The employee advocacy opportunity for B2B brands 16:10 - Why creator-led content builds brand trust 18:40 - Is video the new language of B2B marketing? 20:50 - Lo-fi vs polished video: what works best? 23:00 - What smart B2B marketers should do in 2026 25:20 - Why one video is not enough to prove a strategy works 27:00 - Why brand building takes time in B2B 28:20 - Why rapport matters before know, like and trust 30:00 - New research from The B2B Institute #b2bmarketing #LinkedInMarketing #B2BInstitute #B2BGrowth