The #1 B2B Marketing Lesson for 2024

In the fast-paced world of B2B marketing, staying ahead of emerging trends and platforms is pivotal to maintaining a competitive edge.

Lexicon recently published a white paper on social media trends in Thailand for 2023, which you can read for free here.

While the report covers a range of platforms, this article zeroes in on LinkedIn, highlighting why personal LinkedIn accounts are increasingly indispensable for B2B marketing strategies.

LinkedIn: Quality Over Quantity

LinkedIn, though not the largest social media platform in terms of user base, emerges as a true heavyweight in the B2B arena. With 3.6 million active users in Thailand as of 2022, LinkedIn’s strength lies in the quality of its users, not merely their quantity. What sets LinkedIn apart is the fact that a significant portion of its users are decision-makers within their respective organizations. This demographic alignment positions LinkedIn as the ideal hub for most B2B companies to engage with key decision-makers.

Thought Leadership as the Cornerstone

When it comes to B2B marketing on LinkedIn, thought leadership takes center stage. This involves the creation and dissemination of insightful content, including white papers, blogs, and increasingly, podcasts. This long-form content is often repurposed into smaller, more digestible pieces that provide various perspectives on the same narrative. Thought leadership is the foundation on which trust, credibility, and engagement are built on LinkedIn.

Unlocking the Power of Personal Accounts

While thought leadership is undeniably pivotal, the real secret to LinkedIn success is the strategic use of personal accounts. LinkedIn’s algorithm distinctly favors content shared via individual accounts over content originating from business pages. Consequently, personal accounts enjoy a broader reach, making them an invaluable asset for B2B marketers.

The Virtues of Personal Accounts

The advantages of personal LinkedIn accounts over business accounts are manifold. For one, personal accounts allow you to establish direct connections with your target audience. You can filter connections based on job titles, industries, and geographical locations, ensuring that your content reaches precisely the right individuals. Edelman’s research underscores the effectiveness of thought leadership, with 64% of B2B decision-makers expressing that it demonstrates an organization’s genuine grasp of specific business challenges.

Furthermore, another survey highlights that 76.9% of B2B marketers concur that an executive’s social media presence significantly contributes to an organization’s sales growth. Personal accounts humanize your engagement, fostering authentic relationships and trust.

The Ascendant Role of Video Content

Video content is ascendant on LinkedIn. Videos are shared a remarkable 20 times more frequently than other content formats. Notably, research underscores the financial impact of video content, revealing that brands publishing videos experience revenue growth 49% faster than those that do not. For those exploring video content, consider enlisting the services of a professional video production company to craft compelling and shareable material.

Future Prospects: Paid Advertising for Personal Accounts

LinkedIn is currently in the experimental phase of introducing paid advertisements for individual accounts. This development could be a game-changer, empowering smaller or newer accounts to reach a broader audience right from day one. As this feature evolves, it’s a space to closely monitor within the dynamic LinkedIn marketing landscape.


To recap, personal LinkedIn accounts offer a more personalized and authentic approach to engagement, fostering heightened visibility, stronger relationships, and diversified content strategies. As B2B marketing continues to evolve, it is evident that personal LinkedIn accounts hold the key to expanded reach and engagement. In your journey through the ever-evolving B2B marketing landscape, personal LinkedIn accounts, as we head into 2024, prove to be a formidable asset that warrants significant attention and investment.

About the Author

David Norcross is an award-winning LinkedIn & marketing & Executive Branding expert with over 15 years of experience in the industry and over 20,000 followers on LinkedIn. He’s the founder and CEO of Lexicon as well as the Chairman of the British Chamber of Commerce in Thailand Marketing & Communications Committee.

Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia.


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