LinkedIn has unveiled the Companies Hub within Campaign Manager, enhancing its Company Engagement Report to give B2B marketers deeper insights into how companies engage with their brand. The Companies Hub allows marketers to sort, filter, and review metrics like engagement levels, organic and paid interactions, company data, and campaign performance. Marketers can create audiences based on detailed engagement insights before launching campaigns.
They can also use engagement levels to target buyers effectively and track advertising impact and engagement post-campaign. The Companies Hub provides B2B marketers with actionable insights to fine-tune their LinkedIn campaigns. By identifying engagement levels, marketers can better plan, target, and measure their efforts, ensuring they reach the right buyers at the right time.
The Companies Hub is now live globally in Campaign Manager. India has seen a significant rise in marketing opportunities, with a 32% increase in marketing jobs compared to 2023, making it home to the largest number of marketing roles globally. The fastest-growing skills include social media management, e-commerce optimization, social media analysis, and planning marketing campaigns.
Meanwhile, common skills among Indian marketers are search engine expertise, digital marketing, SEO audits, social media marketing, and e-commerce SEO. LinkedIn’s top predictions for B2B marketing in 2025:
AI will unlock new possibilities for hyper-targeted and immersive content. Marketers will use AI-powered insights and advanced analytics to deliver meaningful content at scale, transforming traditional formats into interactive touchpoints.
Dynamic product demos, interactive webinars, and live events will evolve into tools for deepening engagement and forging stronger connections, turning every interaction into an opportunity for lasting impact. As AI takes over routine tasks and decisions, the real value will lie in capabilities no machine can replicate. LinkedIn’s analysis shows Collaborative Problem-Solving among B2B marketers grew by 138% from 2021 to 2023, proving its importance.
The marketers who thrive will combine human ingenuity with the right tools and partnerships, solving core business problems with agility and innovation. Authenticity will define the future of B2B marketing as trust becomes the most sought-after commodity in an age of misinformation. In 2025, successful brands will go beyond transactional narratives, focusing on humanizing their presence and amplifying authentic executive voices to create meaningful connections.
By grounding their marketing in transparency and trust, leaders will not only stand out but build the kind of loyalty that transforms audiences into long-term advocates. Sachin Sharma, Director of Marketing Solutions at LinkedIn India, comments, “B2B marketing is entering a defining chapter where technology dazzles, but human connection seals the deal.
Companies Hub offers enhanced insights
AI will turn once-static buyer journeys into immersive experiences that feel more personal and engaging. Yet, while machines automate the ‘how,’ marketers must master the ‘why’ because tools alone won’t define success. The real advantage will belong to marketers who solve deeper business challenges with human skills and strategic clarity that no machine can replicate.
Finally, in a marketplace oversaturated with content and mistrust, authenticity will become the most valued currency, helping brands cut through the noise and create relationships that are not just transactional but transformative.”
In a changing landscape where AI and human skills intersect, the future of marketing in India looks promising, with increased job opportunities and the rise of new skills paving the way for innovation and growth. LinkedIn has introduced its final feature update for Campaign Manager for the year, incorporating a range of new insight and targeting elements to help advertisers maximize their promotions on the platform. First off, LinkedIn recently replaced the “Company Engagement” report with a new “Companies” overview.
This new feature provides more detailed insights into how other companies interact with your brand on LinkedIn, ideal for marketers aiming to refine their strategies. With expanded filtering options and the inclusion of both paid and organic metrics, users can tailor their campaigns like never before. Additionally, marketers can save reports as audiences for future use, making their marketing efforts more precise and impactful.
The updated report now includes expanded date ranges for data, up to 90 days, and offers more insights into both paid and organic engagement. This can be a valuable complement to your existing data sources, helping you target the right companies more effectively with your outreach. Moreover, LinkedIn has rolled out an updated data-driven attribution report, providing deeper insights into how specific elements of your marketing efforts influence lead generation.
This report uncovers the most impactful touchpoints in your customer’s journey, helping you understand which campaigns, ads, and tactics have the greatest impact. Another new feature is the “Measurement Insights” tab, which offers overviews of member, company, campaign, and ad format data. This addition aims to help marketers better evaluate the business impact of their marketing efforts without the need to juggle multiple tabs or reports.
Finally, LinkedIn is introducing “Qualified Leads Optimization,” enabling marketers to tailor their campaigns to target leads that meet specific criteria. By connecting your CRM via CAPI, you can share examples of qualified leads, and the optimization tool will find similar prospects. This feature aims to ensure higher conversion rates and reduce wasted spend by focusing on high-quality leads most likely to convert.
These updates are the latest additions to LinkedIn’s advancing ad platform, which leverages both AI and machine learning to improve targeting and drive better results. With the continued growth of video content on LinkedIn, there may be expanded opportunities there, making it a critical consideration for your 2025 planning.
