LinkedIn launches new effort in push to capture business advertisers
LinkedIn, a Microsoft-owned platform, launched BrandWorks, a new marketing team for business advertisers, aiming for an annualized $100 million run rate next fiscal year, according to a source. BrandWorks, led by VP Alex Josephson, grew about 60% since March and includes clients such as SAP and Webflow. The team’s Top Voices 360 program generated over $20 million in revenue from May 2025 to May 2026.

BrandWorks/BrandLink are incremental monetization initiatives for LinkedIn that could support MSFT’s advertising growth narrative.
LinkedIn, a Microsoft-owned platform, launches BrandWorks and BrandLink to grow B2B ad revenue and campaign performance.
Mild positive bias for MSFT as traders price improved ad monetization, though magnitude is uncertain.
Background
LinkedIn is positioning BrandWorks and BrandLink to strengthen its B2B advertising offering versus larger ad-focused competitors.
Why it matters
The article provides concrete program metrics (BrandWorks annualized $100M run rate next fiscal year; Top Voices 360 drove $20M+ revenue; BrandLink revenue nearly triples) that can influence near-term sentiment around LinkedIn ad monetization.
Market relevance
Traders may reassess LinkedIn’s ability to monetize B2B budgets via video and creator-sponsored formats, with potential read-through to Microsoft’s advertising outlook.
Market effects
Highlights intensifying competition for B2B advertisers and creator-driven sponsored content across social platforms.
Primarily US/Western enterprise ad budgets; no explicit regional breakdown provided.
Enterprise software advertisers are global; monetization improvements could matter for international ad spend trends.
Alternative perspectives
The disclosed targets (e.g., annualized $100M run rate) may be small relative to Microsoft’s total revenue, limiting stock impact.
Execution risk: higher-performing campaigns depend on advertiser ROI and creator supply; competitive responses from Meta/Google could cap gains.
Key entities
- platformLinkedIn
Microsoft-owned business-focused social network launching BrandWorks and BrandLink to grow B2B advertising.
- initiativeBrandWorks
New marketing-expert team for higher-performing ad campaigns; launched internally in March.
- programBrandLink
Video-adjacent program for publishers/creators to enable advertiser campaigns.




