94% of B2B marketers in India see AI driving high ROI: LinkedIn

The pressure for B2B marketers is intensifying as nearly half of them in India have to justify marketing spend to C-suite executives on a monthly basis, according to new research from LinkedIn. 

With the length of B2B buying cycles getting longer, the majority (89%) of B2B marketers say it’s getting harder to measure long-term impact of a campaign.

LinkedIn’s new ‘B2B ROI Impact’ research,* which surveyed over 1,000 B2B marketers in the US, UK, France, and India, highlights the ongoing pressures that marketers face to demonstrate the impact of their work on company revenue. 84% of B2B CMOs in the country say that proving campaign return-on-investment (ROI) has become more important in the past two years.

Sachin Sharma, Director, LinkedIn Marketing Solutions, India, says, “As proving ROI remains the core priority for Indian B2B marketers in 2025, their relationship with senior leaders will be in sharper focus. With 9 in 10 already using AI tools to improve campaign returns and measure ROI better, B2B marketers must work with leaders to prioritise ‘value metrics over volume metrics’. To do this, they must adopt the right AI tools that can help measure a campaign's impact with greater precision – resulting in real business outcomes.”

94% of B2B marketers also agree that they are seeing improved ROI when using AI to build and optimize campaigns. Research shows they are using AI to enhance audience segmentation and targeting (65%), drive predictive analytics for better lead scoring (61%), personalize content at scale (57%), and optimize ad spend and creative content in real time (55%).

When looking to the future, B2B marketers believe that over the next five years, AI will prove to be the most valuable in measuring ad effectiveness (62%); content creation and personalisation (60%); and predictive analytics (53%)

Saloni Javeri, Chief Digital & Marketing Officer at L’Oréal India says, “LinkedIn’s unique blend of professional networking and content marketing enables L’Oréal to connect with key stakeholders—industry professionals, potential employees, investors, and consumers. Through targeted campaigns like L’Oréal Sense of Purpose, we’ve strengthened brand awareness, corporate reputation, and engagement within a highly relevant and influential audience. LinkedIn’s sophisticated targeting and analytics help us measure impact, optimize campaigns, and maximize ROI.”