While Measuring Long Term Impact Remains A Challenge, 94% Of B2B Marketers In India See AI Driving High ROI: LinkedIn

Highlights

Nearly half of B2B marketers in India say they have to justify marketing spend to C-suite every month

Majority of B2B marketers say value metrics are stronger indicators of campaign success

Over 9 in 10 B2B marketers agree that they are seeing improved ROI when using AI to build and optimise campaigns

LinkedIn announces enhancements to Conversions API (CAPI) to help B2B marketers drive better ROI through accurate campaign measurement

The pressure for B2B marketers is intensifying as nearly half of them in India have to justify marketing spend to C-suite executives on a monthly basis, according to new research from LinkedIn, the world’s largest professional network and leading B2B advertising platform. With the length of B2B buying cycles getting longer, the majority (89%) of B2B marketers say it’s getting harder to measure long-term impact of a campaign.

LinkedIn’s new ‘B2B ROI Impact’ research,* which surveyed over 1,000 B2B marketers in the US, UK, France, and India, highlights the ongoing pressures that marketers face to demonstrate the impact of their work on company revenue. 84% of B2B CMOs in the country say that proving campaign return-on-investment (ROI) has become more important in the past two years.

Research shows that there are three key barriers B2B marketers face when demonstrating ROI — lack of standardised industry benchmarks and metrics, particularly for B2B campaigns (42%); difficulty in accurately attributing conversions to specific campaigns (39%), integration issues between different data platforms (39%); and lack of organisational alignment on metrics between sales and marketing (38%).

Sachin Sharma, Director, LinkedIn Marketing Solutions, India, says, “As proving ROI remains the core priority for Indian B2B marketers in 2025, their relationship with senior leaders will be in sharper focus. With 9 in 10 already using AI tools to improve campaign returns and measure ROI better, B2B marketers must work with leaders to prioritise ‘value metrics over volume metrics’. To do this, they must adopt the right AI tools that can help measure a campaign's impact with greater precision – resulting in real business outcomes.”

Majority of B2B marketers say value metrics are stronger indicators of campaign success

Although research finds that volume metrics, like Customer Acquisition Cost (CAC), Cost per Engagement (CPE), and Return on Ad Spend (RoAS) are some of the most frequently requested metrics from senior leadership, B2B marketers know that mindsets need to shift. Despite data showing that 46% of senior leaders in India are focused on RoAS, B2B marketers consider value metrics, like Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), as stronger indicators of campaign success.

Looking ahead into the next year, B2B marketers say that understanding buyer intent – a buyer’s likelihood to purchase – will be the biggest challenge in proving campaign effectiveness, signaling the criticality in effectively measuring qualified leads. As a result, over half (53%) of B2B marketers are pivoting to a buyer group marketing strategy to influence purchase decisions and drive conversions, and focusing on Customer Lifetime Value (CLV) in reporting.

96% of B2B marketers believe AI will have a positive impact on measurement

As the buying group continues to evolve and B2B marketers find it harder to reach the right decision-makers and prove campaign effectiveness, more than 9 in 10 B2B marketers in India believe AI will have a positive impact on measurement over the next five years.

And, 94% of B2B marketers also agree that they are seeing improved ROI when using AI to build and optimize campaigns. Research shows they are using AI to enhance audience segmentation and targeting (65%), drive predictive analytics for better lead scoring (61%), personalize content at scale (57%), and optimize ad spend and creative content in real time (55%).

When looking to the future, B2B marketers believe that over the next five years, AI will prove to be the most valuable in measuring ad effectiveness (62%); content creation and personalisation (60%); and predictive analytics (53%)

Saloni Javeri, Chief Digital & Marketing Officer at L’Oréal India says, “LinkedIn’s unique blend of professional networking and content marketing enables L’Oréal to connect with key stakeholders—industry professionals, potential employees, investors, and consumers. Through targeted campaigns like L’Oréal Sense of Purpose, we’ve strengthened brand awareness, corporate reputation, and engagement within a highly relevant and influential audience. LinkedIn’s sophisticated targeting and analytics help us measure impact, optimize campaigns, and maximize ROI.”

LinkedIn continues to invest in solutions to help B2B marketers measure campaign performance and business impact

LinkedIn is strengthening its measurement solutions to help B2B marketers track campaign performance and business impact more smartly. New investments in Conversions API (CAPI) and Revenue Attribution Report (RAR) include:

Conversions API: With Conversions API, B2B marketers can connect their first-party data - both online and offline customer interactions - to LinkedIn to target audiences that are most likely to take action. When paired with campaign goals, this can be an incredibly effective tool to drive ROI. Beyond optimising lead generation campaigns for impressions, clicks and general leads, marketers can now optimise for qualified leads—those that meet their marketing or sales-qualified criteria (MQLs or SQLs).

As a result, with Conversions API, marketers are achieving on average a 31% increase in attributed conversion, seeing a 20% decrease in cost per action, and early results show a 39% decrease in cost per qualified leads.

Aditi Oleman, Head of Marketing at Cashfree Payments, talks about how LinkedIn helps drive business impact, “LinkedIn is where we build our brand and spark real conversations with the right audience. Whether it’s launching new products, engaging SMBs, or sharing industry insights, LinkedIn ensures we’re reaching decision-makers who matter. The professional environment, precise targeting, and analytics don’t just boost visibility—they drive action. It’s not just another channel for us; it’s where thought leadership turns into real business impact.”

Revenue Attribution Report: When B2B marketers connect their opportunity and pipeline data to LinkedIn directly or via Marketing Partners, they can prove account-level impact of their campaigns on sales metrics with the Revenue Attribution Report (RAR). RAR enables advertisers to tie marketing efforts to real business outcomes with metrics, such as revenue influenced, return on ad spend, and pipeline.

**Both Conversions API and RAR are available globally through partner integrations and by API. In the coming months, we anticipate making the new RAR functionalities we are testing available to customers across the globe.

*The ‘B2B ROI Impact Research’ methodology

LinkedIn commissioned YouGov to survey 1,014 B2B marketers working for large companies employing 250+ employees in senior management positions and higher (up to CMO) across the UK, US, France, and India. All fieldwork was conducted online between November 29 to December 20, 2024.

About LinkedIn

LinkedIn connects the world’s professionals to make them more productive and successful and transforms the way companies hire, learn, market, and sell. Our vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph. LinkedIn has over 1 billion members and has offices around the globe. www.linkedin.com / mobile.linkedin.com.

Samsung R&D Institute, Bangalore Inaugurates Samsung Innovation Campus At Karnataka’s First Women-Only Engineering College

·              The flagship CSR initiative trains Indian youth in AI, IoT, Big Data, and Coding & Programming to make them job-ready

·              This initiative by Samsung is part of its commitment to foster new generation of women leaders in technology

Samsung R&D Institute India, Bangalore (SRI-B) inaugurated Samsung’s flagship global citizenship programme, the Samsung Innovation Campus (SIC), at Karnataka’s first all-women’s engineering college, Geetha Shishu Shikshana Sangha (GSSS) Institute of Engineering and Technology for Women, Mysore. This initiative underscores Samsung’s unwavering commitment to advancing gender equality in STEM and fostering a new generation of women leaders in technology.

Launched in September 2022, the SIC programme comprises an extensive curriculum focused on core technology skills including Artificial Intelligence/Machine Learning, Big Data, and Coding & Programming, especially designed by Samsung’s global R&D experts to make India’s youth industry-ready. The students enrolled in this initiative will get an opportunity to undergo expert offline and online training at a classroom facility, and work on innovative projects under the guidance of mentors from SRI-B and GSSS Institute.

"At Samsung, we believe innovation thrives when opportunities are inclusive. It brings us immense pride to inaugurate Samsung Innovation Campus (SIC) at Karnataka’s first women’s engineering college, a space where bright young minds will explore, experiment, and push the boundaries of technology. Aligned with the government’s #DigitalIndia and #MakeinIndia campaigns, it empowers students to drive technological progress from within the country. We look forward to moulding future women leaders as they create, innovate, and transform the world with technology,” said Mohan Rao Goli, Corporate Vice President and Managing Director, SRI-B.

In 2024, Samsung Southwest Asia expanded its SIC reach by enrolling 3,500 students, up from 3,000 in 2023. Samsung’s ongoing commitment to corporate social responsibility, through initiatives such as SIC and Samsung Solve for Tomorrow (SFT), highlights its mission to nurture and train India’s future-tech leaders. Through these programmes, Samsung continues to support India’s youth, equipping them with the skills that not only advance their personal and professional growth but also empower India as a global technology hub.

"Our collaboration with SRI-B ensures maximum impact, providing industry-relevant courses and niche skills, strong technical foundations, and practical exposure through capstone projects. This initiative reinforces our commitment to powering #DigitalIndia by bridging the digital skills gap and preparing women for the future workforce. Through a structured curriculum, the students will gain hands-on experience in problem-solving and emerging technologies, enhancing both employability and innovation. We deeply appreciate SRI-B for this invaluable partnership, which empowers young women technologists to drive technological advancements,” said Anupama B Pandit, Secretary, GSSS (R), Mysore.

SRI-B has established SICs in seven other institutes in Karnataka, including BNM Institute of Technology, Cambridge Institute of Technology (Main & North Campuses), Don Bosco Institute of Technology, KLE Institute of Technology, RNS Institute of Technology (RNSIT) Bengaluru, as well as one in IIIT-Kurnool, training over 800 students with the necessary skills to secure relevant opportunities in the field of technology.

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For latest news on Samsung India, please visit Samsung India Newsroom at http://news.samsung.com/in. For Hindi, log on to Samsung Newsroom Bharat at https://news.samsung.com/bharat. You can also follow us on Twitter @SamsungNewsIN.

Limca Brings The Zest Back With 'Lime ‘N’ Lemoni' Campaign Starring Tripti Dimri

Campaign Film:  https://youtu.be/qUYcyrlxFx0?si=MnJSFn6u2UAmFef7

Coca-Cola India’s homegrown brand Limca, is a beverage that has iconic written all over it. From its distinct cloudy bubbles to a zesty taste that is quintessentially Indian, Limca is truly an experience like no other. And now, India's most loved lemoni drink, Limca is ushering in a new era of refreshment with its exciting new summer campaign.

A chilled sip of Limca on a hot summery day just suddenly lifts you up and makes you feel “breezy”. It is this simple yet true insight that is at the core of this year’s summer campaign for Limca. 

This fresh take on its signature Lime ‘N’ Lemoni fizz invites consumers to rediscover and celebrate the charm and romance of Limca.

The campaign stars the effervescent Tripti Dimri and her furry friend, as she leaves behind the heat and grime in a uniquely Limca way. The moment she takes a sip of Limca, the scene transforms with dynamic visuals, her energy lifts up, and a wave of zesty freshness takes over.

Ruchira Bhattacharya, Senior Director, Marketing – Hydration, Sports, and Tea Category, India and South-West Asia Operating Unit at The Coca-Cola Company, said, “Limca is a differentiated brand and is much loved by consumers across ages and with this campaign we brought all things loved on Limca back to Limca. We also have a “light-hearted” melodious jingle and the very endearing Tripti, both have truly uplifted our campaign. We hope to re-in force Limca’s leadership in the beverage category, ensure it remains the go-to choice for instant revitalization and joy with this beautiful campaign”

Tripti Dimri added, “Limca makes me very nostalgic, and this campaign took me back to the old, charming, fun world of Limca and I am just so glad that I got be a part of it. I had an absolute ball of a time shooting this with Dibakar Sir and the entire team. Really hope people love it. This one is all heart!”

A 360-degree strategy will drive visibility through engaging storytelling across platforms. By bringing a fresh spin on its long-standing legacy, Limca invites everyone to take a sip and experience the Lime ‘N’ Lemoni feeling — that invigorates a feel-good rush that only a Limca moment can deliver.

The campaign has been created and conceptualized by VML.

Creative Team : Nakul Sharma, Tirtho Ghosh, Deepak Pandey, Ramesh Sain, Kavya Rangan

Account Management: Charu Bhatnagar, Virender Bhawnani, Varundeep Kaur

Strategy: Shubhrojyoti Roy, Khyati Gupta

Production House : Hogarth

Director : Dibakar Banerjee

Music: Sameer Uddin

Singer: Lagnajita Chakraborty

About Coca-Cola India

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’ offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and Honest Tea. The Company also offers hydration beverages including Limca GlucoCharge, Smartwater, Kinley, Dasani and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes and Smartwater. In addition, it offers a Costa Coffee range of tea and coffee. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.

The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives and carbon emission reductions across its value chain.

Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.

Tata Coffee Gold Hazelnut Brings Bold & Nutty Twist To Your Daily Brew

If you’re the kind of coffee drinker who appreciates a little extra flair in your cup, Tata Coffee Gold Hazelnut Flavoured Instant Coffee is here to upgrade your daily brew. This premium blend combines high-quality coffee beans with the warm, nutty essence of hazelnut, delivering an aromatic and indulgent experience—no barista required.

Why It’s Worth a Sip

Smooth & Nutty – The rich coffee base gets a flavor boost with a subtle yet satisfying hazelnut twist, making it a perfect pick for those who enjoy a touch of sweetness without the sugar.

Instant, But Make It Fancy – Forget bland, one-note instant coffee. This freeze-dried blend is designed for both convenience and taste, so you get a velvety, well-rounded cup in seconds.

For Coffee Lovers, By Coffee Lovers – Made from carefully selected beans, this blend balances boldness with a smooth finish—ideal for sipping solo or upgrading your at-home coffee game. 

Tata Coffee Gold Hazelnut Flavoured Instant Coffee comes in a sleek 50g jar, keeping things fresh while adding a little indulgence to your everyday routine. If your mornings could use a little more character, this might just be your new go-to.

Price: Rs 375/- for 50gms, Availability: GT, MT, E-commerce & Q-commerce.

JBI Aerospace & VIK Composites Partner To Advance India’s Composite Industry

-Collaboration set to drive innovation and reliability in Aerospace, Aviation, Wind Energy, Space, and Defence sectors-

JBI Aerospace and VIK-COMPOSITE GmbH, Germany have announced a strategic alliance to strengthen the Indian composite industry, with a sharp focus on Aerospace, Space, and Defence applications.

Jayanthi Bhagatha, Founder and CEO of JBI Aerospace, expressed enthusiasm for the partnership, stating, “VIK-COMPOSITE is committed to delivering tailored solutions that address complex challenges. Their emphasis on innovation, quality, and customer-centric solutions makes them an ideal partner. This collaboration will leverage joint efforts in manufacturing, material processing, and market strategies to advance the industry.”

Victoria Ruppel, Executive Director of VIK-COMPOSITE GmbH, Germany echoed this sentiment: “We are pleased to join forces with JBI Aerospace, a trusted and valuable partner in India’s Aerospace, Aviation, Wind Energy, Space, and Defence sectors. Their deep understanding of end-user requirements, combined with their market expertise, aligns perfectly with our mission to deliver high-quality composite manufacturing solutions.”

As part of its expansion strategy, JBI Aerospace is set to establish a state-of-the-art facility in India, aimed at reducing costs, shortening lead times, and addressing specific customer needs. This initiative will not only fortify support for the local composite industry but also enhance indigenous manufacturing capabilities through innovation and collaboration.

Honda Motorcycle & Scooter India Launches “OBD2B Hornet 2.0”

* ‘Challenge the Streets’

Honda Motorcycle & Scooter India (HMSI) introduced the updated “OBD2B-compliant Hornet 2.0” with enhanced styling, modern technology, and improved safety features. The new 2025 Honda Hornet 2.0 has been priced at Rs. 1,56,953 (ex-showroom, Delhi), and is now available at all HMSI Red Wing and BigWing dealerships across India.

Introducing the updated Hornet 2.0, Mr. Tsutsumu Otani, Managing Director, President & CEO, Honda Motorcycle & Scooter India, said, “The Hornet 2.0 has been a game-changer in the segment ever since it was first introduced in August 2020. Over the years, we have continuously updated the motorcycle and even introduced special MotoGP edition models, each receiving an overwhelming response from our customers. With the new OBD2B-compliant Hornet 2.0, we aim to take this legacy forward by offering an even more refined riding experience, coupled with cutting-edge technology and superior safety features.”

Commenting on this announcement, Mr. Yogesh Mathur, Director, Sales and Marketing, Honda Motorcycle & Scooter India, said, “We are thrilled to introduce the latest iteration of the Hornet 2.0, which comes with exciting new features and enhancements. The motorcycle now boasts aggressive new graphics, an advanced digital TFT display with Bluetooth connectivity, and safety features like Honda Selectable Torque Control and Dual-Channel ABS. Designed for performance enthusiasts to challenge the streets, the Hornet 2.0 is all-set to redefine the streetfighter experience.”

New Hornet 2.0: Updated Design and Modern Features

The new Hornet 2.0 sports striking new graphics on its body panels, further accentuating its aggressive stance. It features an all-LED lighting set-up, ensuring enhanced visibility and a striking road presence. The motorcycle is offered in four dynamic colour options, catering to diverse rider preferences. They are – Pearl Igneous Black, Radiant Red Metallic, Athletic Blue Metallic, and Mat Axis Gray Metallic.

At the heart of the Hornet 2.0 is an OBD2B-compliant 184.40cc, single-cylinder, 4-stroke engine, delivering 12.50 kW of power at 8500 RPM and 15.7 Nm of peak torque at 6000 RPM. The engine comes paired with a 5-speed gearbox for an exhilarating riding experience. This updated engine not only meets the latest emission norms but also ensures optimal performance and fuel efficiency. There is also an Assist & Slipper Clutch that provides smooth gear shifts, preventing rear-wheel locking during aggressive downshifting.

The new Hornet 2.0 now comes equipped with a 4.2-inch TFT display featuring Bluetooth connectivity via the Honda RoadSync app which allows riders to seamlessly access navigation support, incoming call alerts, and SMS notifications. There is also a new USB C-type charging port to charge devices, enhancing convenience on the go. For added confidence and safety, the Hornet 2.0 now features Honda Selectable Torque Control (HSTC) and Dual Channel ABS (Anti-lock Braking System), ensuring superior braking performance and stability across varied riding conditions.

New Hornet 2.0: Price and Availability

The new 2025 Honda Hornet 2.0 has been priced at Rs. 1,56,953 (ex-showroom Delhi). It is offered in a single variant with four colour options. The Hornet 2.0 is now available at all HMSI Red Wing and BigWing dealerships across India.

Embassy Services Appoints Saarang Ganapathi As CEO To Lead Next Phase Of Growth & Innovation

Embassy Services Private Limited (ESPL), the property management arm of Embassy Group, is pleased to announce the promotion of Mr. Saarang Ganapathi as its Chief Executive Officer (CEO). 

With over 11 years of expertise in Real Estate Management and 7 years at ESPL, Saarang has been instrumental in driving operational excellence, scaling efficiencies, and expanding ESPL’s footprint across 130 million square feet in 12 states. Previously as Chief Operating Officer, he has played a key role in strengthening ESPL’s presence across diverse real estate sectors, including business parks, airports, data centres, high commissions, retail, co-working spaces, hospitality, education, and residential developments. His leadership has been instrumental in shaping ESPL into one of India’s leading integrated property and facility management providers. Saarang has also spearheaded the expansion of ESPL’s service portfolio, adding Project Management Consultancy and Renewable Energy Advisory to its offerings. 

“I am honoured and privileged to step into the role of CEO at ESPL, a company I am deeply committed to and proud to have been a part of. As we embark on this next phase of growth, my focus remains on driving operational excellence, expanding strategic initiatives, and providing greater value to our clients. Building on our strong foundation and track record of innovation, I look forward to accelerating ESPL’s expansion into new markets across India, while reinforcing its position as an industry leader. With our talented team, I am excited about the opportunities ahead,” said Saarang Ganapathi, CEO, Embassy Services Private Limited.

In his new role as CEO, Saarang will focus on strengthening ESPL’s capabilities in renewable energy, project management consultancy, and integrated property solutions. He will continue to oversee a workforce of over 20,000 professionals, ensuring the delivery of high-quality services while fostering innovation and sustainable growth.

About Embassy Services 

Embassy Services Pvt. Ltd. (ESPL) was established in 1995 as the property management arm of the Embassy Group, one of India's leading real estate developers. With 30 years of experience with owned assets, self-developed technology tools, and a team of 20+ Subject Matter Experts as a part of its Specialist Services Group, ESPL manages a diverse portfolio spanning 130+ million sq. ft. in 12 states across India. ESPL has the expertise to cater facility and property management services across the real estate spectrum in commercial, residential, co-working, airports, retail, hospitality, energy, healthcare, education, and industrial & warehousing segments.

ESPL is certified by BSI (British Standards Institution), BSC (British Safety Council), and ISO (14001, 45001, 41001) for globally acceptable standards and best practices required for Integrated Facility Management. ESPL is also a recipient of the prestigious ‘Sword of Honour’ from the British Safety Council and manages some of the largest business parks in Asia, carrying LEED and IGBC Platinum certifications, among others. Built on the 'future-first' and 'people-centric' values of the Embassy Group, Embassy Services strives to deliver its motto of ‘Giving Life to Spaces’.

Website: https://www.embassyservices.in/