Learn from marketers who don't chase likes, but change lives. 💡 In Joshua Spanier’s latest #FrontierCMO conversation, Will Flaherty, SVP of Growth at Ro, shares how modern growth leaders can evolve legacy models to elevate user journeys and scale performance: 🛠️ Build around meaningful impact: Great campaigns start with a great product experience. Ro creates supportive entry points for sensitive health journeys by combining relatable messaging with behind-the-scenes support like navigating GLP-1 insurance coverage. As Will shares, true brand strength lives in the substance of your product. 📈 Streamline workflows for teams and customers: Empower nontechnical team members with intuitive digital tools so they can query growth data and build custom dashboards in seconds - keeping decisions fast and agile. 🎯 Invite experts into creative concepting: Bring domain, legal, and compliance partners into creative reviews from day one. The teams closest to category guardrails often hold the sharpest, most empathetic human insights. Read the full conversation 👇 #CMOInsights #MarketingLeadership
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Google's source for insights, trends and research in digital media and marketing. Creative inspiration, industry intelligence and best practices for marketing leaders.
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Executive Advisor | Public Speaker | HBS Faculty | Bestselling Author | Helping CEOs & CMOs Transform Marketing and Growth with AI
AI is changing not just how people discover brands, but what brands need to stand for. In my most recent article for Think with Google, I highlight why strong brand strategy is more critical than ever. As #AI reshapes discovery, content, and #CX, brands need a clear, consistent identity that guides every interaction, not just their marketing campaigns. In the AI era, brand strategy isn't just about what you say. It's about what you stand for and how consistently you deliver on that promise. A worthwhile read for anyone thinking about the future of marketing, brand building, and customer experience. Read my article here: https://lnkd.in/g_4BhgtB
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Efficiency isn't the real story. Growth is 📈 By 2030, AT&T projects up to 70% of network traffic will be initiated by AI agents. But driving real growth takes more than automated volume. In Joshua Spanier’s latest #FrontierCMO conversation, Kellyn Smith Kenny, AT&T’s chief marketing and growth officer, breaks down how modern CMOs can lead enterprise-wide transformation: 🛠️ 𝐅𝐢𝐱 𝐭𝐡𝐞 𝐬𝐭𝐨𝐫𝐲, 𝐧𝐨𝐭 the 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠: Don’t ad-spend your way out of product friction. Partner across operations, engineering, and finance to fix brand-tarnishing touchpoints before spending a dollar advertising them. 📊 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐞 𝐨𝐮𝐭𝐜𝐨𝐦𝐞𝐬 𝐨𝐯𝐞𝐫 𝐨𝐮𝐭𝐩𝐮𝐭: Cutting creative timelines and costs is great, but true leverage comes from driving measurable growth and net-new customer insights. 🎯 𝐀𝐧𝐜𝐡𝐨𝐫 𝐨𝐧 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐭𝐫𝐮𝐭𝐡𝐬: Avoid reactive price cuts that crater industry economics. Build sustainable differentiation around core customer truths that competitors can't simply discount away. Read the full conversation 👇 #CMOInsights #MarketingLeadership
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How do you win the lead-to-sale journey in the age of AI? ⏱️ At Rethink ROI 2026, we explored how AI has fundamentally transformed high-consideration purchases with multi-touch sales journeys. The compromise between confidence and convenience is over, creating an opportunity to rethink the way you create, capture, and convert high-quality leads at scale. Here are the 3 strategic takeaways from the keynote to help your team win: 👇 🔍 1. Rethink the funnel: Today’s super-empowered consumer uses Google Search and YouTube for every stage of their decision journey. Winning the lead-to-sale cycle means moving beyond siloed channels and running Search and YouTube as one unified strategy. 💡 2. Stop guessing consumer behavior: Tap into real-time intent instead of relying on the operational burden of keyword matching. Deploying AI-powered campaigns like AI Max frees up your teams to focus on commercial outcomes and find new, highly qualified customers in a pool of trillions of queries. 📈 3. Use data as your competitive advantage: You have to teach AI what a high-quality lead for your business looks like. Your biggest competitive differentiator is your own first-party data, steering Google AI to optimize directly for closed-won revenue and sales efficiency rather than cheap, low-intent form fills. Combine your first-party customer signals with the power of Google AI today to capture every dollar your business deserves.
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Think with Google reposted this
Creator marketing is now a $35B global industry. Yet, most brands are still treating it like one-off endorsements. At the inaugural IAB CreatorFronts, leaders from YouTube, Boston Consulting Group (BCG), Kimberly-Clark, and Viral Nation shared how leading marketers are reimagining creator partnerships to drive measurable performance. Key lessons from the panel: 💎 Intent over Reach: YouTube creators aren't just for awareness; they’re how consumers research and decide on products. 💎 Ecosystems over One-Offs: Combine Shorts for scale with long-form vlogs for deep consideration. 💎 Paid Integration: Fueling creator assets with paid media drove 48% higher cost efficiency than traditional brand creative in recent trials. Ready to unlock YouTube creator partnerships? Get the YouTube Creator Marketing Playbook: https://goo.gle/4xDhTYa Thanks to our speakers: Célia Salsi Trevor Sponseller Mathew Micheli Trevor Park
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The trade-off between purchase speed and buying confidence is officially gone. 💨 With 3 in 4 users saying AI Mode and AI Overviews help them make faster and more confident decisions, today’s super-empowered consumers are ready for the first truly AI-powered holiday shopping season. Courtney Rose, VP of Retail, Google shared her top 3 high-impact priorities at #Rethink2026 that every marketer needs on their holiday checklist: 💬 𝐒𝐩𝐞𝐚𝐤 𝐬𝐡𝐨𝐩𝐩𝐞𝐫𝐬’ 𝐥𝐚𝐧𝐠𝐮𝐚𝐠𝐞: Shoppers are prompting conversational, scenario-based questions. Make sure your Merchant Center feeds feature Conversational Attributes and detailed descriptors to ensure your products surface during open-ended research. 🌉 𝐁𝐫𝐢𝐝𝐠𝐞 𝐢𝐧𝐬𝐩𝐢𝐫𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐜𝐡𝐞𝐜𝐤𝐨𝐮𝐭: AI-powered tools like Performance Max and Demand Gen connect intent with conversion. Using Google Search and YouTube together drives 25% more conversions from new customers than paid social at a lower acquisition cost. 📈 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐞 𝐝𝐞𝐦𝐚𝐧𝐝-𝐥𝐞𝐝 𝐠𝐫𝐨𝐰𝐭𝐡: Capping budgets while high-intent shoppers are converting pushes customers straight to competitors. Align with finance on margin targets versus daily spending caps to capture every potential conversion. Read the full article 👇 Download our AI-powered holiday playbook → https://goo.gle/4ivfLxX
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You can’t buy cultural relevance — you have to earn it. In this edition of 𝐹𝑟𝑜𝑛𝑡𝑖𝑒𝑟 𝐶𝑀𝑂, Damon Berger (SVP of Marketing Shared Services at Gap Inc.) shares how connecting brand buzz directly to performance drove 11 consecutive quarters of positive comps annual sales growth: 𝟏) 𝐑𝐞𝐥𝐞𝐯𝐚𝐧𝐜𝐞 𝐢𝐬 𝐫𝐞𝐯𝐞𝐧𝐮𝐞: Cultural moments drove a +23% store visit lift and +72% higher AOV. 𝟐) 𝐅𝐫𝐨𝐧𝐭𝐥𝐢𝐧𝐞 𝐜𝐫𝐞𝐚𝐭𝐨𝐫𝐬: Store associates became decentralized media networks via employee affiliate programs. 𝟑) 𝐅𝐢𝐧𝐚𝐧𝐜𝐞 𝐢𝐬 𝐚𝐧 𝐚𝐥𝐥𝐲: Shared brand and campaign data turns budget battles into enterprise growth strategies. Read the full breakdown 👇 #ThinkWithGoogle #FrontierCMO #Rethink2026
