WEBVTT

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People trust people,
people buy from people,

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and they have to believe that you are a
real person and that you believe in what

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you're promoting or you're selling.

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Thank you for joining me here in Cannes.

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We're talking about how CMOs can make the
most out of LinkedIn,

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and it's especially relevant because
we're here in Cannes,

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where people are networking,
they are building a community,

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they're pitching, they're selling.

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So CMOs do that every day on LinkedIn.

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Before we get into LinkedIn, let me . . .
let's talk a bit about the CMO.

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What is the evolving role and expectation
of the CMO today?

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So I think CMOs are now firmly viewed as
revenue drivers.

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And so the role in the C-suite is,
of course,

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to represent and grow the brand,
but it is as much to grow the actual

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company and the revenue and the customers
of the company,

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which is wonderful for those of us who
grew up that way.

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And then we live in a macroeconomic
climate of great chaos.

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So if you are a global marketer,
you have to be on top of every single

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political,
economic ruffle happening around the

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world,
which is not for the faint of heart.

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And then, of course,
AI is forcing all CMOs to not only use AI

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and train their teams and acquire tools
and experiment and learn,

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but we have to become builders ourselves.

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I have to learn to build agents,
I have to be a technologist in a way that

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is delightful for me having worked in a
lot of tech companies.

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But it's still intimidating and hard.

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And I think a lot of CMOs are trying to
figure out

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how to be AI fluent and AI productive.

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Well, that's it.

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I mean,
I see it first hand with many of our  clients,

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this new sensibility for driving revenue,

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for understanding technology and tools.

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You know,
gone are the days where you can be a

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brand creative or, you know,
to be what they thought was a marketer,

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you need to be all these things.

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So I think with AI now it's becoming
table stakes to use AI for efficiency and

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aiding the speed of things like content
creation, et cetera.

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But now the next frontier is growth,
driving revenue growth,

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driving customer growth,
engaging more deeply

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and personally with customers through AI.

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And that's really the the land we're
moving through now.

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And the CMOs who do a good job of that,
they want to tell that story.

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So maybe let's talk a bit about how CMOs
can build their personal platform,

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their personal brand on LinkedIn.

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How should CMO start to leverage LinkedIn
for their own brand and platform?

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And I think this is not just for CMOs.

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This is for the entire C-suite.

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LinkedIn is over a billion professionals
around the world.

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It is the best place to build and
showcase your brand

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and also yourself as a leader.

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And so I always tell people, your CEO,
your CFO, your head of product, yours,

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you as a CMO,
you must be on LinkedIn regularly.

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You should be posting video--video, video,
video.

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People are getting incredible engagement
on video.

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Ninety-eight percent of Fortune CEOs
share on LinkedIn and their videos get

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four times the engagement of other
content.

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So embracing video.

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And I also think it's important to lower
the stakes on yourself.

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I think, you know, five, six,
years ago you would have a script and you

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would write it or rehearse it,
and it was very professionally done.

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And I'm trying to encourage people now to
take three minutes between meetings or

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add an event like this and say I learned
two amazing things in the last hour from

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this customer or this thought leader.

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Here's my personal take on it.

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And just be, just be real,
but share your insight.

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And it's not a scripted,
overproduced event.

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Let's talk a bit about how marketers can
use LinkedIn.

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Certainly generative AI has made content
creation and consumption,

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there's a new thinking around it,
a new dynamic.

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It's so much easier.

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How should marketers be using LinkedIn
for their own business today?

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Yeah, absolutely.

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Well,
our ads platform has gotten much deeper

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and better and stronger.

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Video is a huge part of our offering now,
both to people, thought leaders,

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who post on the platform,
but also to marketers using creators who

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are experts in your industry or your
space.

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Creators are thriving on LinkedIn,
and the best marketers

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are working with the best creators.

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We have a brand link program where we
actually have, you know,

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Shelley Zalis and Rebecca Minkoff and
some of the greatest, you know,

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thinkers and writers in the world.

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And then brands can buy in and partner
around this incredible content.

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We also have a very rich events-marketing
platform,

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and the companies partnering with us on
events promotion

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are seeing incredible results.

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And then the last thing I would call out
is CTV.

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I mean one of the best things about
LinkedIn is that we have true identity,

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first-party data, and the targeting . . .

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if you're in B2B marketing,
the targeting at LinkedIn is unparalleled.

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And now you can take those audiences and
that targeting into the CTV realm and

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just magnify your impact.

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So it's a pretty,
it's a pretty exciting time to be in

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marketing and use LinkedIn.

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You're a huge advocate for authenticity
amongst executives,

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LinkedIn.
How does it look to be organic and real?

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Yeah, people trust people,
people buy from people,

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and they have to believe that you are a
real person and that you believe in what

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you're promoting or you're selling.
As a marketer

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and as a tought lider on the platform,

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share your point of view.

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What are you excited about?

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What did you hear from somebody who
inspired you?

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You can integrate data and insights from
your research team or your comms team,

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but do it in a conversational and . . .
and human way.

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You know,
the best brands touch us in our hearts,

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and that's true of people speaking on
LinkedIn too. Share what you're learning,

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share what's difficult,
share what you're struggling with.

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Do it on video.

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Make it fun. And, people, you know,
use more humor.

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The things that do well on LinkedIn are
real stories told by real humans about

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their personal insights and experience.

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And don't be afraid to be funny.

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Don't be afraid to be sad.

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Don't be afraid to be confused.

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I mean,
some of my best posts are about things

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that I'm struggling with as a marketer or
a leader and enlisting people's help.

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Great advice from the CMO of LinkedIn.

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Jessica, thank you for joining us here.

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Oh this is a treat.