Authentic Brand, Author at Authentic Brand

In-house marketing vs. agency or freelancer: What’s best for you?

There comes a time in every business’s lifecycle when it needs to invest in marketing to continue growing. Some of the most important decisions are when and who to hire to develop and manage your marketing programs. Your business has what seems like endless options: in-house marketing vs. agency, consultant, or freelancer.But these resources also vary in their seniority and experience in various functional areas (e.g., digital, content, analytics, traditional). Without strategic marketing leadership at the helm, it can feel impossible to make sense of all of the…

When should my business hire a marketer, and who’s the right fit?

One of the most challenging business decisions a growing company faces is when the right time is to hire a marketer and build an internal marketing team. Many scenarios prompt this decision, but it often comes when the business reaches a critical growth point. (We often see this happen when the business generates between $5 million and $10 million in revenue.) The company may have been founder-led or sales-driven until this point, but its sales are plateauing. It realizes that to continue growing, it needs to invest in…

How remote collaboration in marketing has changed — and why it’s here to stay

In a matter of days, the COVID-19 pandemic altered where marketing teams got their work done and how they collaborated with colleagues. Research suggests that the remote work environment is here to stay in some form, with less than one in five executives saying they want to return to the office as it was pre-pandemic. Employees are eager for hybrid office and remote options, but some executives express concern over the impacts these hybrid work environments could have on company culture. (more…)

Interim CMO vs. Fractional CMO: What’s the difference, and what do you really need?

You know you need a marketing leader: someone to move your go-to-market strategy forward, guide your team, and integrate activities. While the requirements of the role might be straight-forward, the solution is often anything but. In a world of increasingly diverse and flexible marketing leadership options, how do you define the ideal fit for your organization? (more…)

Marketing budget allocation: Why there’s no silver bullet

At Authentic Brand, we work primarily with small to mid-size growing businesses that have started to invest in marketing activities but aren’t sure if they are allocating resources in the best way to support their business growth goals. One of the most common questions we get from clients is, “How much should I spend on marketing?” It seems like a simple question, but unfortunately, the answer isn’t. The not-so-satisfying answer we often give to questions about marketing budget allocation is, “It depends.” (more…)

Integrator Community joined by Ninety.io to talk connectivity

On December 17th, Authentic Brand hosted our Integrator Community™ event for companies powered by the Entrepreneurial Operating System®. Integrators joined from around the country to participate in small group IDS and hear how Ninety.io, a Platinum LIFT Partner for the Integrator Community, builds and supports strong tribes and connected communities. Read more

Marketing Technology — Your biggest headache or significant business driver?

Choosing and implementing marketing technology can be an overwhelming process. There are thousands of martech solutions on the market, making it challenging to determine which ones your business should invest in (and perhaps more importantly, which it shouldn’t). Without a strategic marketing plan or experienced leader, marketing technology decisions can be daunting. Too often, businesses end up committing random acts of marketing in their technology decisions. (more…)

Integrator Community gets a jumpstart on end of year financial planning

On November 16th, Authentic Brand hosted our Integrator Community™ event for companies powered by the Entrepreneurial Operating System®. Integrators took time out of their busy schedule to get a refresher on end of year financial planning from platinum LIFT partner, All In One Accounting. Read more

SANCTUARY community supports each other during chaos of 2020

On November 12th, the SANCTUARY community of marketing executives gathered virtually to check-in and support each other. The combination of everyday pressures and responsibilities piled on top of the chaos of 2020 has left everyone in the wake of stressors. Once again, the group of executive marketers that attend SANCTUARY each month have come together in a judgment-free zone to support their peers. (more…)

Is your business committing random acts of marketing? [Part 3]

If you haven’t read part one and part two of our random acts of marketing series, we encourage you to start there! If you’ve been following us here for a while and reading this series, you know by now what we mean by “random acts of marketing.” If you’re getting up to speed, here’s a quick definition: Random acts of marketing: When growing businesses activate marketing on a reactive, tactical, “shiny object” basis or with short-term, experimental bursts. Ultimately, random acts of marketing burn through resources without building…