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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Podcast with Jennifer Zick: Marketing Second Shift

Podcast with Jennifer Zick: Marketing Second Shift

Authentic, Brand, Content, Digital, EOS / Traction, Marketing, Messaging, Sales, Strategy
I recently had the privilege of being featured on the Marketing Second Shift podcast. Chaunce Stanton, CEO Co-Founder of Chronicals Digital - and producer of the podcast - covered a huge range of topics with me, including: EOS / Traction, Marketing Automation, Sales, Work-Life Balance (or lack thereof), and my love of family, yoga, and trips up north. Trust me...it all fits together in the Authentic Brand story. :)  These excerpts from my interview with Chaunce are republished here with his permission.  (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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Let’s be friends: How sales and marketing can help each other

Let’s be friends: How sales and marketing can help each other

Authentic, Brand, Content, Marketing, Messaging, Sales
What can salespeople do to help marketers? And conversely, what can marketers do to support sales? I love this question because I've been on both sides. I cut my professional teeth in B2B sales before shifting my focus to marketing, and then marketing team leadership. I've experienced the tension between these departments, and the reality is that it doesn't have to be that way. So, here's a little bit of advice for both sides, from someone who gets it. (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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