The real B2B revolution is emotional: inside LinkedIn’s ‘Buyability’ blueprint for growth

The Drum caught up with LinkedIn’s Mimi Turner (pictured) and Jann Schwarz on the set of our new Buyability video series, filmed at the ANA Masters of Marketing 2025 in Orlando, to unpack a framework that could redefine how B2B marketing works. The research explores how brands can move beyond clicks and leads to build trust, fame and real business growth.