Scroll through B2B LinkedIn this year and the accounts pulling real engagement don’t look like company pages at all. They look like people. A founder arguing with a comment. An account executive posting about a deal that fell through and what they learned. A brand voice that sounds like it belongs to an actual human, not a press release with a logo attached.
That shift is exactly the space Inbound was built for. As companies lean harder on individual voices instead of corporate ones, the people behind those voices become the asset, and the ones who invest in becoming visible now are the ones organisers and buyers will already know when it matters.
Company pages are quietly losing ground to personal ones. LinkedIn’s own engagement patterns favour individual profiles over branded pages, and buyers trust a person’s opinion over a company’s announcement almost every time. The B2B brands adapting fastest aren’t hiring more social managers, they’re pushing their own people to post under their own names.
Video is doing more of the work too, but not the polished kind. A founder talking straight to camera about a mistake they made outperforms a produced explainer nine times out of ten, because it reads as unscripted in a feed full of things that clearly aren’t.
And thought leadership has quietly split into two camps: generic advice everyone’s seen a version of, and specific, slightly uncomfortable opinions that only someone actually doing the work would have. Only the second kind gets remembered.
Underneath all of it is the same idea. B2B buyers aren’t buying from companies anymore, not really. They’re buying from the people they’ve been reading for months without realising it was working on them.