The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.

Seth speaks with Dara Treseder, the Chief Marketing Officer at Autodesk, about where B2B marketing is the same as—and different than—B2C marketing. At Autodesk, a leading technology & software company, Dara oversees the worldwide marketing, brand, communications, demand generation, e-commerce, and education business teams.

In this episode Seth speaks with Lorraine Twohill, the long-time CMO at Google, someone who understands product marketing, arguably as well as anyone ever, and better than almost anyone ever. As Google's CMO, Lorraine oversees a global team responsible for telling the story of Google's brand and bringing to life how its many tools — products and services both — help millions of businesses grow.