LinkedIn has shared a new strategic framework to help B2B marketers get more from their product launch campaigns. According to Robert Yanik, LinkedIn’s product marketing and go-to-market leader, many brands make the mistake of chasing short-term attention spikes instead of building lasting credibility. Yanik argues that buyers don’t respond to press releases — they respond to confidence built through trusted voices and consistent signals.
Why Peer Trust Drives B2B Purchase Decisions
Yanik noted that a single endorsement carries little weight, but a coordinated network of credible voices can meaningfully shape market perception. Backing this up, he cited data showing that 87% of B2B buyers rely on content from trusted industry creators when validating purchasing decisions. This makes early, sustained brand-building essential rather than optional.
LinkedIn’s recommended approach follows three distinct phases. In the Ramp phase, brands should begin building awareness weeks before any announcement, using sponsored posts and video content to establish authority. Yanik highlighted that video drives three times higher engagement than static posts and makes audiences 1.6 times more likely to take action.
Turning Announcements Into Market Conversations
During the Launch phase, Yanik recommended high-impact placements such as Premiere video ads and Thought Leader Ads to amplify reach. He also encouraged brands to activate employees as advocates, noting that employee networks are 12 times larger than company pages, effectively turning a single announcement into a broader market conversation.
The final Nurture phase focuses on re-engagement, using retargeting, Document Ads, and Sponsored Messaging to maintain visibility with audiences who have already interacted with the campaign. Yanik stated this persistent approach delivers a 30% lift in overall campaign performance, helping brands stay top-of-mind throughout the full buying journey.