Is Your Marketing Muscle Weak? Five indications that you need to pump some serious marketing iron

Is Your Marketing Muscle Weak? Five indications that you need to pump some serious marketing iron

Brand, Intelligent, Leadership, Marketing, Messaging, Sales, Strategy
It's a common situation for growing businesses: marketing is one of the last roles in the company to be prioritized. And it makes sense, to a certain point. Many businesses reach their first $5M, $10M, or even $50M through a focused sales-led effort, building relationships and expanding accounts and referrals. But for most of these organizations, there comes a time somewhere along the way where growth becomes unsustainable without a marketing engine in place to create early-stage interest and pipeline. That's usually when Authentic Brand enters the conversation. Building a healthy business is a lot like building a healthy body: Needs change over time. I'm a prime example. When I was in my twenties, I took up running. In my thirties (and after three babies), my body started sending me…
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From “What” to “So What”: Building a Messaging Foundation for Modern Marketing

From “What” to “So What”: Building a Messaging Foundation for Modern Marketing

Authentic, Brand, Intelligent, Marketing, Messaging, Strategy
By the time I'm meeting with a business leader, it's because he or she is ready to invest in strategic, proactive marketing. Most often, the business has grown steadily through a sales focus and a bit of marketing "here and there" (with no clarity on what works or drives ROI). But now the business is at a point where sustained growth will require new approaches to pipeline development. It's time to invest in building a modern marketing team and program, focused on demand generation and expanded engagement. (more…)
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Everything Marketing Automation: A Virtual Panel of Expert Perspectives

Everything Marketing Automation: A Virtual Panel of Expert Perspectives

Brand, Content, Digital, Intelligent, Leadership, Marketing, Messaging, Strategy, Virtual Panel
What do you get when you pick the brains of five digital marketing experts, representing partnerships with some of the most popular martech platforms on the market? You get everything marketing automation: the good, the bad, the ugly, and a whole lot of wisdom gleaned from the trenches. Welcome to Authentic Brand's first "virtual panel": a Q&A exchange with five leaders in the Twin Cities digital community. (more…)
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Beyond Buzzphrases: How emerging tech could actually change everything for marketers

Beyond Buzzphrases: How emerging tech could actually change everything for marketers

Content, Data, Digital, Intelligent, Marketing, Strategy
For the past several years, there's been plenty of buzzphrase mania around topics such as IoT (internet of things), connected devices, big data / deep data, artificial intelligence, cognitive computing, machine learning, and virtual / augmented reality. And while many of these concepts may still feel abstract and fuzzy, these emerging technologies are taking tangible shape right now in many businesses. In fact, new research just released by Forbes today, based on Salesforce's Fourth Annual State-of-Marketing Report, shows that: (more…)
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Event Recap: DenamiCON17

Event Recap: DenamiCON17

Authentic, Brand, Content, Data, Design, Digital, Event, Intelligent, Strategy
Earlier this week, I had the privilege of being included in the speaker lineup for DenamiCON17, an inbound growth-focused event, hosted by Denamico (Hubspot-certified partner) and MentorMate (software development firm). Missed the event? Watch the recorded live stream here, and follow along with my mini blog series below that provides my expanded perspective on the topics discussed. (more…)
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Shocking But True: The Marketing Automation Disconnect

Shocking But True: The Marketing Automation Disconnect

Brand, Content, Digital, Intelligent, Marketing, Messaging, Strategy
I'll never forget the day I realized just how huge the gap could be between expectation and reality, relative to marketing automation. I had recently taken a new job, after 13 years in sales and marketing for a fast-growth technology consulting start-up; a firm that specialized in CRM and marketing automation. My new organization was a contrast to my start-up experience in every way (more…)
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The Hard Truth About Marketing Automation

The Hard Truth About Marketing Automation

Brand, Content, Digital, Intelligent, Marketing, Messaging, Strategy
It's one of the greatest misnomers of modern marketing: Marketing Automation. It's not a new term or technology. In fact, the pioneers in this space entered the market as early as 1999. And yet, despite its strong adoption and incredible growth (300 solutions added in just the past year - see graphic below), businesses large and small still struggle with what marketing automation actually means, and the level of commitment and resources required to manage an effective program. (more…)
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