LinkedIn unveils ‘BrandWorks’ in major B2B advertising push

LinkedIn has adopted a new strategy to win more businesses in a major advertising push, aiming to boost run rate for the next fiscal year reaching $100 million.

According to a source privy to the matter and reported by Reuters, the strategy revolves around building a new team of marketing experts.

Named BrandWorks, the newly developed marketing team will carry out high-performing ad campaigns for diverse customers ranging from software giants SAP to private platform Webflow.

"We're developing services that are designed to meet the marketer where ⁠they are," said Alex Josephson, VP of BrandWorks, who previously built a similar entity called Twitter ​Next.

In March, LinkedIn also launched an internal team and experienced a 60 percent growth in team size through aggressive hiring from platforms like Meta, TikTok and X.

The team is now working on a program Top Voices 360 that combines advertisers with creators for sponsored content, including clients like SAP, ServiceNow, and IBM. Through its workings, the team generated over $20 million between May 2025 and May 2026.

In the US B2B social ad spending is projected to hit $11.64 billion by 2027. An estimated 80 percent of B2B budgets are directed toward search and social media, with Google and LinkedIn acting as the primary beneficiaries.

Among young people, video format is a fast emerging category. Therefore, the Microsoft-run platform is encouraging creators and advertisers to share more videos for high engagement through the BrandLink program.

"Gen Z is our fastest-growing demographic on the platform. They are our fastest-growing in terms of engagement with content," Josephson said.