LinkedIn Growth Masterclass with LinkedIn CMO, Jessica Jensen

Jon Evans (0:00)

So marketers are making more and more ads, but measuring their effectiveness becomes harder and harder. Now, this is where System1's Test Your Ad Screen can help. It's a new AI tool enabling brands to quickly and affordably screen multiple creatives at scale. Emotion, of course, is at the heart of the platform, which was trained on System1's database of more than 120,000 ads, which, by the way, is 18 million emotional responses.

Now, this means that you can constantly predict the commercial outcome of your advertising and make better informed decisions. Now, all we have to do to find out more about Test Your Ad Screen is go over to system1group.com or check it out in the show notes below.

Jessica Jensen (0:45)

LinkedIn is a professional network. We are about work.

Jon Evans (0:50)

Jessica Jensen is the CMO of LinkedIn and this is a LinkedIn masterclass. What advice would you give somebody that wants to get to a top voice status?

Jessica Jensen (0:58)

We're looking for people who have a point of view, who speak to specific expertise. They're not just post and run, post and run, post and run. They solicit conversation and they engage.

Jon Evans (1:11)

I hand her my LinkedIn profile to find out what she thinks of it.

Jessica Jensen (1:15)

Very intriguing. You've hooked me. I think that you kind of belabor the point. I remember this post and it made me tear up.

Jon Evans (1:23)

Everybody wants to know about B2B creators.

Jessica Jensen (1:25)

Trust is incredibly important to younger audiences, and creators create and build trust, because people trust people. There is a very significant gender gap in AI hiring. Women have got to get trained and in the loop, and in recruiting, and in advancement in AI, or we're going to have a big societal problem.

Jon Evans (1:52)

Jessica, it's good to have you back on the show.

Jessica Jensen (1:54)

Jon, it is always a delight to see you. Thanks for the time.

Jon Evans (1:57)

You are, as always, on brand with those glasses.

Jessica Jensen (2:00)

Well, thank you for joining me in the House of Silly Business. Yes, we like to do hard, important business, and have a sense of humor at the same time.

Jon Evans (2:11)

I think that's great. I'm loving these glasses, by the way. Top pick for me, so thank you.

Jessica Jensen (2:15)

I knew the guitars would be spot on. I don't know why. I was just channeling.

Jon Evans (2:18)

You were absolutely spot on with this. Now, I thought a bit of fun starts off this time.

Obviously, as somebody that uses LinkedIn a lot, it's my primary social media channel. It drives my business. I depend on it a great deal. I thought I would hand my LinkedIn over to you.

Jessica Jensen (2:34)

Oh, God, this is the training.

Jon Evans (2:36)

I'm not sure if this is a great idea or-

Jessica Jensen (2:37)

I get to make my own posts as you. This is amazing.

Jon Evans (2:39)

You can do whatever you want. I thought maybe you could tell me what I should be doing better.

Are you up for this?

Jessica Jensen (2:46)

I'm so up for it. That sounds great.

Jon Evans (2:47)

All right, let's give this a go. We might need to remove our glasses.

Jessica Jensen (2:50)

I can't see a damn thing by the way. No, these are not for reading. These are for silly business.

Jon Evans (2:56)

Let me throw a few posts at you. Great. And I want you to tell me honestly, hit or miss, and what I can learn from this.

Jessica Jensen (3:04)

Your content is excellent, so I'm sure it will be hard to find opportunities, but I'd love to take a look.

Jon Evans (3:10)

Now we're going to start with my most recent posts, as of 15 minutes ago. So Producer James and I flew in last night, stayed at the beautiful One Hotel, and I don't know if you saw Scott Galloway was saying the other day that he pays his team 40% above market rates. So we thought we should check out how much Producer James has paid above or below market rates. I'll let you discover the answers to the question.

Jessica Jensen (3:31)

Okay. Awesome.

Jon Evans (3:32)

This is the post from this morning.

Jessica Jensen (3:34)

Okay. Do I have the world's most expensive producer?

Okay. So you'd pulled some benchmarks. Great. And then you can see my reaction when the answer popped up. Not 20, not 40 nights. So you're paying double. Well played.

Jon Evans (3:52)

Double, right?

Jessica Jensen (3:53)