Pressure mounts on B2B marketers, but AI could save them: Linkedin research

March 5, 2025 2:03

Pressure is mounting on B2B marketers, as demonstrating a campaign’s ROI is becoming increasingly difficult, according to new research from Linkedin. But, marketers are looking positively to how AI could impact this.

According to Linkedin’s ‘B2B ROI Impact’ report, which surveyed over 1,000 B2B marketers worldwide, nearly half (46%) of the world’s B2B marketers are having to justify their marketing spend to the C-suite every single month.

It found that the length of B2B buying cycles is getting longer, causing difficulties for 87% of marketers in measuring long-term campaign impacts. Despite this, 78% said the importance of demonstrating ROI has grown in the past two years – locally, that percentage goes up to 80%.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.