LinkedIn on trust, tactics and the big B2B shift

In a world of AI acceleration, content saturation, and risk aversion, how do marketers cut through the noise and build meaningful connections?  In this episode of The CMO Show, Brendan Wong, News Editor at LinkedIn Australia, joins Mark Jones to explore how trust, authenticity, and peer networks are reshaping the B2B marketing landscape. Drawing on LinkedIn's latest research, Brendan reveals how decision-makers are increasingly relying on personal networks to validate brands, and why storytelling, not polish, is the key to influence.  From the rise of community-driven content to the pressure of AI upskilling, Brendan shares insights into how leaders can show up online with purpose, build their personal brand, and foster genuine engagement. Whether you're a CMO, job seeker, or content creator, this episode offers a roadmap for navigating change with confidence.    The CMO Show is produced by ImpactInstitute, in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au