Does your B2B LinkedIn strategy travel well?

For most B2B marketers, LinkedIn is the default. With more than a billion users globally and near-total market dominance in the UK, it’s easy to treat it as the universal B2B platform. But that assumption doesn’t always hold up once you step outside familiar markets.

Just because LinkedIn works brilliantly in one market doesn’t mean it will perform the same elsewhere. In fact, relying too heavily on it – without considering local context – can be a strategic blind spot.

LinkedIn’s global footprint isn’t as even as it looks

In many industries, LinkedIn is where decision-makers connect, share ideas, and look for new suppliers. If you’re not active there – or not using it well – you’re probably missing out. But while LinkedIn is available throughout most of the world, it’s not equally popular everywhere. In some countries, it’s essential. In others, it’s more of a niche. Let’s take a closer look:

• United Kingdom: A mature B2B LinkedIn market. Most professionals have a profile, and it’s a standard part of B2B comms – from employer branding to lead gen.

• United States: Similarly mature, but noisier. Heavier investment in paid media, content marketing, and influencer activity. Standing out requires more creativity and budget.

• Germany: LinkedIn is growing, but XING – the German professional network – remains active, especially among older professionals and in more traditional industries. German audiences can be more reserved in how they use LinkedIn – less personal, less promotional, more focused on expertise.

• France: LinkedIn is popular, but with a distinct local flavour. Expect a more formal tone and greater emphasis on thought leadership. Employer branding also plays a big role – especially for attracting younger talent.

• Japan: LinkedIn exists, but it’s far from dominant. Business culture is relationship-driven and hierarchical, and most professional networking still happens offline. Wantedly – a Japanese social recruiting platform – is a more culturally aligned alternative. Japanese business professionals also network on Facebook.

• China: LinkedIn shut down its domestic version in 2021, citing a challenging regulatory environment. For B2B in China, you need to look elsewhere – WeChat often takes centre stage for nurturing business relationships.

• Brazil and Mexico: LinkedIn is widely used, but local nuances matter. In Brazil, for example, users are often more expressive, and humour can play a bigger role in content. Lead gen via LinkedIn can work well – provided your language, tone, and approach feel local.

• Middle East: LinkedIn has strong uptake in countries like the UAE and Saudi Arabia, especially in sectors like energy, construction, and tech. But expectations around tone and professional conduct differ. Directness may need to be softened, and religious or cultural sensitivities must be respected.

• India: A massive and fast-growing LinkedIn market, driven by its vast IT and service sectors. But with high volumes come high noise levels – so quality, relevance, and targeting are crucial.

So – should you use LinkedIn for global B2B marketing?

In most cases, yes – but never as a copy-paste strategy. The golden rule is local adaptation. Your international LinkedIn strategy should account for:

• Market maturity: Are users actively engaging on the platform or just passively present? LinkedIn has over one billion users but it’s estimated that only 1% post regularly and this varies by market.

• Language and tone: What feels authoritative in the UK might feel boastful in Germany or confusing in Japan.

• Content formats: Preferences vary depending on whether a culture is low context or high context. In low-context cultures – where direct, to-the-point communication is the norm – short-form content like carousels, infographics, or punchy videos often performs best. In high-context cultures, where meaning is shaped more by nuance and shared understanding, long-form posts may be more effective, giving space to build context and convey depth.

• Paid media behaviour: CPMs and CPCs vary wildly. Some markets are underpriced; others are saturated.

• Cultural norms: How do professionals talk about success? Is humour welcome or off-putting? Is personal storytelling encouraged or frowned upon? In the UK, there’s been a clear trend towards using personal anecdotes to build authenticity and connection – but this approach doesn’t always land well in other markets. In some cultures, it may come across as too informal, overly self-promotional, or even inappropriate in a business context.

This is where Oban’s LIME network makes a difference. We work with our Local In-Market Experts to shape B2B strategies that go beyond translation, making sure they feel right for the market you’re targeting, not just the one you’re used to. They speak the right language (literally and figuratively), take the temperature of the local market, and help you show up in a way that makes sense.

What if LinkedIn isn’t the best option?

Sometimes, depending on your objectives or target markets, LinkedIn might not be the right tool – or at least not the only one. Here are some alternatives to consider:

• WeChat (China): For B2B, WeChat is more than messaging – it’s a CRM, a content hub, and a contact builder rolled into one. Whitepapers, articles, mini-programs, and QR code engagement can be powerful in the right sectors.

• XING (Germany, Austria, Switzerland): Still used in DACH countries, particularly for traditional industries and corporate jobs. Not global-facing like LinkedIn, but can be useful for local B2B comms.

• LINE (Japan, Taiwan, Thailand): Often overlooked by Western marketers, LINE has enormous reach and can support direct engagement through corporate accounts, chatbots, and targeted ads. In Japan, it’s also used for job-seeking.

• Quora (India, US): Especially useful in tech and SaaS sectors for thought leadership and community building. Quora Ads can also offer niche B2B targeting.

• Reddit: Not a B2B platform per se, but for some industries – particularly tech, gaming, and engineering – there are rich communities where credibility goes further than content volume.

And of course, for B2B, email still reigns supreme – especially when supported by localised landing pages, smart lead magnets, and culturally attuned nurture journeys. But again, execution must be local to work.

. . .

A global mindset needs local insight

LinkedIn plays an important role in many B2B strategies, but it’s not always the whole answer. Its impact and relevance can vary depending on where you’re targeting – and what feels right in one market might not land the same way elsewhere. If you’re expanding into new markets and want to make sure your B2B social strategy fits the local context – whether that’s LinkedIn or something else entirely – Oban can help. Get in touch to find out how.