Conference: Oct 5-6
Workshops: Oct 7
Lean in With LinkedIn
Vita Molis (Global Team Lead, B2B Institute, LinkedIn)
Derek Yueh (Global Lead, B2B Institute, LinkedIn)
Alejandro Garcia Medina (Global Lead, B2B Institute, LinkedIn)
Date: Wednesday, October 7
Time: 10:20 am - 11:05 am
Pass Type:
All Access -
Get your pass now!
Session Type:
Summit (All Access Required)
Track:
Summit | AI in Action
Vault Recording: TBD
B2B buyers no longer move neatly from awareness to consideration to conversion. Instead, they are self-directed, AI-assisted, and constantly shifting between discovery, evaluation, and decision moments.
This session explores how two forces, AI and video, are fundamentally reshaping how buyers discover, evaluate, and ultimately choose brands. Together, they redefine how marketers must think about growth: not as a linear funnel, but as a system of moments where visibility and trust are built simultaneously.
Panel 1: AI and the New Discovery Layer
94% of B2B buyers now use AI during the purchase process. Yet buying cycles, vendor evaluations, and buying group dynamics remain surprisingly unchanged. So what is AI actually changing? This session explores one of the biggest emerging questions in B2B marketing: does being surfaced by AI actually influence decisions, or simply reinforce preferences buyers already had?
Drawing on upcoming research from LinkedIn’s The B2B Institute and Kantar, this session will explore how AI’s role may differ depending on category dynamics, buyer experience, switching costs, and trust signals.
Panel 2: Press REC: Video as the New Demand Engine in B2B
While AI is changing how brands get discovered and considered, it is video that influences how brands are experienced, understood, and ultimately chosen. As buyers navigate complex decisions, the question is no longer whether video works in B2B, but whether marketers are fully leveraging its ability to drive demand across the entire funnel.
Drawing on a 15-year analysis of LIONS campaign submissions in partnership with WARC, comparing campaigns with and without video, this session explores what makes video truly effective for business outcomes. From building memory and trust to using creators and real voices, we examine how video drives demand and accelerates decisions.
What Marketers Will Take Away
• Understand how to win in AI-driven discovery and shape early consideration
• Learn how to use video as a full-funnel demand engine—building memory, improving evaluation, and accelerating choice
• Balance visibility and trust to drive stronger buyability and measurable full-funnel performance