Marketing Magic: Why Pet Brands Can't Afford to Ignore LinkedIn
From Petworking by Peter Kenseth
March 10, 2026 · 43 min
About this episode
The episode discusses the importance of LinkedIn for pet brands with insights from Jessica McCarthy, emphasizing digital marketing strategies and relationship building.
With Global Pet Expo right around the corner, I sat down with Jessica McCarthy, Founder & CEO of Brand Energy, to talk about something that should be on every pet brand's radar: the untapped power of LinkedIn as a marketing and relationship-building platform. Jessica brings serious pet industry credibility to the conversation, having spent nearly seven years at Mars — including a five-year run leading their national customer marketing program. In this episode, we explore: Why 99% of LinkedIn users are "lurkers" — and why that matters more than you think How B2B sales and marketing in pet has evolved from boots on the ground to digital relationship building The future of independent pet specialty in a convenience-driven, at-home delivery world Why brands questioning trade show ROI are often the ones not doing the digital work before, during, and after the show The execution gap between knowing the LinkedIn playbook and actually running it What Jessica covers in her forthcoming book, Marketing Magic, and her upcoming talk at Global Pet Expo Jessica is a fractional CMO and CRO who works with pet brands and businesses of all sizes to build marketing strategies that…
People in this episode
Host: Peter Kenseth
Guest: Jessica McCarthy
Topics covered
- LinkedIn marketing
- pet industry
- B2B sales
- digital marketing
- relationship building
- trade show ROI
Keywords
- pet brands
- digital marketing
- B2B sales
- relationship building
- Global Pet Expo
- trade shows
Mentioned in this episode
Organizations: Brand Energy, Mars
Books & works: Marketing Magic
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