LinkedIn Bookmarks: Key trends in B2B marketing to check out and add to your collection

Have you noticed the posts that are attracting attention on LinkedIn lately follow a pattern? The content that is making people stop scrolling is no longer clichéd tips or motivational speeches. Now the spotlight is on people recounting their professional achievements, their clear opinions, and their sincere outbursts. But this change isn't happening out of nowhere. It reflects one of the most significant transformations currently taking place in B2B marketing.

Here's an analysis of B2B marketing trends worth keeping an eye on to add to your LinkedIn bookmarks, and how you can use them later.

A key strategy for B2B marketing

LinkedIn bookmarks are one of the resources you can use to map and understand B2B marketing. Most professionals focus solely on publishing, which is also essential. But analyzing the perimeter first and thoroughly understanding the environment where your content will be posted is just as important.

Your LinkedIn bookmarks represent a living library of ideas, competitor insights, customer signals, and industry changes, all curated by you, in real time. This gives you a reference guide for your own content.

Trend #1: People buy from people, not companies

The biggest change in B2B marketing today is undoubtedly human. According to LinkedIn's own data, buyers increasingly want to interact with people rather than faceless brands. Content coming from leadership profiles is now considered more trustworthy than a post from the company itself or institutional marketing materials.

What does this mean in practice? The most valuable LinkedIn bookmarks today are posts from executives, professionals, and experts who speak openly about their niche. These are the voices that are shaping purchasing decisions, even before the sale begins.

• What to bookmark: LinkedIn posts from executives, founder stories, and CEO opinions.

Trend #2: Thought leadership is reaching hidden buyers

One of the most fascinating findings in recent B2B research is the concept of “hidden buyers.” Wait, who? They are stakeholders who have significant influence over purchasing decisions but rarely appear in a vendor's CRM or sales pipeline.

These people tend to do their research discreetly, consuming content long before they become visible to the sales team. LinkedIn data shows that 95% of these hidden buyers consider that strong thought leadership makes them more open to outreach.

If you can map out who these voices are and what they care about, you will get a strategic advantage when it comes to engaging with them.

• What to bookmark: posts from mid-level decision makers, industry analysts, and niche community leaders whose opinions hold weight in your target market.

Trend #3: Creators are the new word-of-mouth in B2B

According to LinkedIn, nearly six out of ten B2B buyers say they discovered new brands through creator content during the initial awareness phase. Most revealingly, nearly half of them visit a supplier's website after interacting with a creator's content during the decision phase.

This means that LinkedIn creators, and not just the company page, are generating real opportunities. 

• What to bookmark: high-performing posts from LinkedIn creators related to the companies you are targeting.

Trend #4: Employee advocacy is a force multiplier

The combined networking of company employees is approximately 12 times larger than the company's own number of followers. When employees share their own perspectives and not just repost company content, they become the most trusted voices.

• What to bookmark: High-engagement posts from employees at companies you respect, advocacy frameworks shared by HR and culture leaders.

Trend #5: Video and live events are driving discovery

Beyond the texts written by thought leadership, LinkedIn's research highlights the growing role of video and live events in B2B discovery. Short-form videos, in particular, are increasingly being used to humanize brands and showcase expertise. This content format is considered “easier to digest.”

As you scroll LinkedIn, you'll notice that video posts from individuals, not brands, consistently outperform other content formats. 

• What to bookmark: LinkedIn live replays and short-form video posts from industry leaders.

Taking the strategy to LinkedIn bookmarks

The truth is that saving all this content is only half the job. LinkedIn's bookmarks feature doesn't allow you to search through content, tag, filter, or organize what you've saved. After a while of saving one post after another, you end up with a pile of content with a lot of potential, but that you may never be able to find again.

This is exactly the problem that Dewey can solve.

Dewey syncs, organizes, and optimizes your LinkedIn bookmarks, transforming your chaotic collection of saved posts into a fully searchable, indexed, and exportable knowledge base.

Trusted by over 45,000 curators, Dewey transforms LinkedIn bookmarks from a default feature into one of your most powerful research and content tools.

Start building your B2B content library today

The trends that are transforming how B2B marketing works are happening right now, in your LinkedIn feed. Those who don't just scroll through but also save posts, organize them, and act on that material will come out ahead.

Ready to turn your LinkedIn bookmarks into a real competitive advantage?

Start using Dewey and finally make your saved posts work for you. If the future of B2B marketing is human-driven, then make sure your collection of favorites reflects that.