Observed Signal · Nov 16, 2023 · Industry Analysis · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
LinkedIn Remains the Top Business Network
LinkedIn has surpassed 1 billion members, reinforcing its position as the leading professional networking platform. The article highlights expert commentary on LinkedIn's dominance, ongoing growth, and the competitive dynamics with Xing, which is undergoing a strategic shift toward recruitment. LinkedIn also announced a new Premium Experience centered on artificial intelligence, signaling increased AI-driven content creation and targeting capabilities. Industry voices from TripleLift, elaboratum, and HubSpot credit LinkedIn with powerful networking, rapid knowledge exchange, and broad reach, projecting continued expansion, especially among social-media‑savvy generations entering the business world. Critics caution against over-reliance on a single platform and warn of potential downsides to rapid network growth. Separately, New Work SE (Xing's parent) reported nine-month results showing revenue of €227.4 million, with a decline in Xing Ad-Impressions and a 21% drop in Marketing Solutions revenue to €9.6 million, underscoring transformation within the German job-market ecosystem. An OnlineMarketing.de poll indicates 77% of respondents do not use Xing at all.
LinkedIn's dominance in professional networking is reiterated; Xing undergoes a challenging transformation; AI integration and platform dynamics are noted as industry-wide implications.
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Key Takeaways & Evidence Grounding
- LinkedIn surpassed 1 billion members.
- LinkedIn launched a new AI-focused Premium Experience.
- Xing is undergoing a strategic repositioning toward recruitment; nine-month revenue €227.4 million; Xing Ad-Impressions declined; Marketing Solutions revenue down 21% to €9.6 million.
- An OnlineMarketing.de poll found 77% of respondents do not use Xing, 14% use it for business, and 5% for private use or both.
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Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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