Sarah Stephenson, Social Director at tmp, shares insight into how LinkedIn continues to shape B2B community and social engagement strategies.
LinkedIn remains the dominant platform for B2B marketers. As of 2026, 86% of B2B marketers report using LinkedIn as part of their marketing efforts, reinforcing its position as one of the most widely adopted platforms in the sector. Historic data has also suggested that 80% of marketers’ social leads stem from LinkedIn, a statistic that continues to influence how enterprises allocate budget and resources.
Stephenson explained that the platform’s professional environment contributes to higher-quality conversations compared with other social channels. Users typically engage with industry peers, decision-makers, and subject matter experts, which supports more focused and commercially relevant dialogue. This context allows brands to participate in conversations that are closely aligned with buyer intent and business priorities.
The discussion also explored LinkedIn’s distribution model and how it shapes content discovery. Stephenson noted that the platform rewards relevance, expertise, and authentic interaction, which encourages brands to invest in thought leadership and community-driven engagement rather than purely promotional messaging.
