The CEO’s Guide to Marketing The one with Google CMO Lorraine Twohill about product marketing and chocolate chip cookies
Nov 21, 2024
Join Lorraine Twohill, Google’s savvy CMO, as she dives into the evolving landscape of product and brand marketing. She shares insights on the critical symbiosis between product and brand, emphasizing the necessity of early collaboration with engineering teams. Lorraine discusses how brands thrive through listening and learning, and stresses the importance of measuring marketing effectiveness. Plus, her fun analogy involving chocolate chip cookies perfectly illustrates product and brand interplay. Get ready for a thought-provoking take on strategic marketing!
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Measure With Control Tests
- Measure true incrementality through rigorous experimentation with control groups and A/B tests.
- Use geography or audience holdouts to isolate lift from marketing layers.
Sell Marketing As A Strategic Investment
- Treat marketing as an essential long-term strategic investment, not a short-term expense.
- Build measurement frameworks over years and get permission to optimize steadily to prove impact.
Put Product Marketers In The Room Early
- Embed product marketing with product teams from idea to launch to shape features and use cases.
- Bring insights, research, and customer perspective into early product meetings to add real value.