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B2Believe Event

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Summary

LLinkedIn’s B2Believe event in San Francisco unveiled powerful updates for advertisers. From a creative standpoint, the platform is pushing boundaries—introducing Conversation Starter Ads (which will replace Message Ads in 2023), Click-to-Message Ads, and the long-awaited ability to boost employee posts, not just company content. Add to that the rollout of Connected TV and in-stream video ads, and it’s clear LinkedIn is positioning itself for a more dynamic, multi-format future. On the measurement side, they announced Clean Rooms for cross-channel attribution and a B2B Index to score your brand’s visibility, intent, and investment. Most of this came directly from Gyanda Sachdeva’s product roadmap keynote—one of the most anticipated moments of the entire event.

But it wasn’t just product talk. Ben Stiller surprised many with insights on risk-taking and creative authenticity, reminding marketers that safe ideas rarely stand out. LinkedIn’s Chief Economist, Karen Kimbrough, also delivered a clear-eyed forecast: while a recession is expected, it will likely be mild—lasting 6–9 months with peak unemployment at around 5%. Her advice? Don’t pull back—invest during downturns and you’ll outpace competitors when the market recovers. As she put it: recessions are short, sales cycles are long. For B2B marketers, the message was loud and clear—this is your time to build, test, and lead with bold ideas.