LinkedIn Unveils ‘Buyability’ Framework to Boost B2B Marketing Effectiveness

LinkedIn, in partnership with LIONS Advisory and WARC, has unveiled new research introducing "Buyability", a framework designed to help B2B marketers convert creative attention into buyer confidence and business growth.

Mimi Turner, Head of Marketplace Innovation, LinkedIn and Jim Lesser, Chief Brand Officer, ServiceNow presented the research at Cannes Lions 2026. Based on a study of 700 award-winning B2B campaigns, it finds seven creative signals that influence purchase decisions across business buying groups.

The study found that campaigns that successfully embed recommendations, relatable buying situations and relationship building do better than those that don’t. These signals fall under three pillars in the framework-Recommendations, Relationships and Relatability-to help marketers build trust and confidence among multiple decision-makers involved in B2B purchases.

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Buyer Confidence:

Presenting the findings, Mimi Turner said, “Buyability gives us a seven-signal framework that marketers can use to strategically enhance campaign outcomes because it is built on the insights that help buying groups feel confident to buy.”

“Buying group decision-making is defensive and risk-averse. The real job of B2B creativity is to create more trust signals that buying groups rely on,” she added.

B2B purchasing decisions are often made by multiple stakeholders with different priorities, which makes trust-building a must,” said Imaad Ahmed, Principal Strategist at LIONS Advisory and WARC.

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Our analysis revealed that high Buyability campaigns were more likely to report uplifts in brand health and revenue compared to low Buyability campaigns. But despite the evidence, B2B marketers are using Buyability signalling at an alarmingly low rate,” he said.

The research was demonstrated through ServiceNow’s multi-year “Put AI to Work for People” campaign, starring actor Idris Elba, which uses storytelling to engage different stakeholders within IT, HR, finance, customer service and security functions involved in enterprise buying decisions.

“When creative is relatable, grounded in customer proof and reflects how customers actually buy, it helps build a system that turns attention into confidence and confidence into growth,” said Jim Lesser, chief brand officer at ServiceNow.

The research shows campaigns with stronger Buyability signals were 24% more likely to increase brand awareness, 91% more likely to increase consideration and purchase intent, 63% more likely to deliver increased ROI and 2.1 times more likely to drive incremental revenue.