The platform expects the unit to reach an annualised run rate of about $100 million in the next fiscal year, according to a source familiar with the plan.

The Microsoft-owned company introduced BrandWorks internally in March 2026. Since then, the team has expanded by roughly 60%, with new hires coming from TikTok, Meta and X.

It now focuses on building higher-performing campaigns for enterprise clients, including SAP, IBM and ServiceNow.

BrandWorks also runs programmes that link advertisers with creators. One of them, Top Voices 360, supports sponsored content partnerships and has generated over $20 million between May 2025 and May 2026.

“We’re developing services that are designed to meet the marketer where they are,” said Alex Josephson, vice president of BrandWorks, who previously built a similar offering called Twitter Next.

LinkedIn is enhancing its focus in B2B advertising, even as it competes with much larger companies in digital ads. Its advertising business brought in $8.2 billion in 2025 and is projected to rise to $9.7 billion in 2026, with a further increase to $11.3 billion expected in 2027.

Even with that growth, LinkedIn is still smaller than Meta and Google in overall ad scale. Still, it has carved out a strong niche, with about 80% of B2B marketing budgets now flowing into search and social platforms.

“We estimate that 80% of B2B budgets go into search and social media, with Google and LinkedIn the primary beneficiaries of those B2B dollars,” said Luke Stillman, managing director at trend advisory firm Madison and Wall.

LinkedIn’s ad footprint is also expanding in relative terms. It accounts for about 3.2% of US digital ad spend, 2.4% in the UK, and less than 2% across markets such as Brazil, France, Canada and Germany.

Video has become an important part of its strategy. The company reports that vertical video uploads rose by 36% in 2025. CEO video posts have also increased by 68% over the past two years.

Younger users are driving some of that transition. LinkedIn says Gen Z is its fastest-growing audience, with higher engagement in video content and creator-led posts.

BrandWorks by LinkedIn also supports BrandLink, a video-focused advertising programme. The company expects BrandLink revenue to nearly triple in the current fiscal year, although it has not disclosed the base figure.

The acquisition follows Landbase’s $30 million Series A funding and is another step in its bid to dominate the go-to-market (GTM) technology space. 

Adauris is known for building intent signal systems that help B2B companies identify and convert high-intent leads through distributed content. Its tools have reached over 10 million impressions monthly and identified more than 45,000 potential prospects daily.

According to Landbase Chief Executive Daniel Saks, “We’re building the future of GTM: intelligent, connected, and deeply multimodal.” 

He described the integration as a key driver for the company’s “Vibe AI” vision, a software approach that allows users to express marketing goals in plain language, leaving execution to intelligent systems without the need for complex interfaces or manual processes.

With this deal, Landbase gains an experienced founding team:

• Logan Underwood, former Adauris CEO, will lead partnerships and oversee collaborations with agencies.
• Tina Haertel, former COO, will direct inbound marketing product development.
• Griffin Cook, former CTO, will head engineering for the inbound product line.

Former Adauris CEO, Underwood said, “We joined Landbase because it’s solving a critical market pain point: providing a unified approach to GTM, and combining inbound and outbound into single omni-channel campaigns. We saw the power of Landbase as a customer and a partner, and the impact is undeniable.”

The Adauris team has already contributed to Landbase’s first inbound-focused feature, a LinkedIn thought leadership posting tool. It allows GTM teams to publish signal-based content, track real-time buyer engagement, and strengthen market presence directly from the platform.

Haertel noted, “Everyone wants more visibility, but most teams don’t know what to say or who’s listening. This feature makes it easy to publish with purpose and connect content to demand, and it’s just the beginning of Landbase’s inbound roadmap.”

Landbase plans to expand its inbound offering with more publishing channels, deeper engagement analytics, and automated signal-based content creation, positioning itself as a central operating system for GTM.