Demand Generation vs Lead Generation

Demand Generation vs Lead Generation

Explore the differences, connections, and strategies to leverage both approaches for maximum growth impact. Demand generation and lead generation often overlap, but their goals and tactics differ significantly. In this webinar, a panel of marketing experts will clarify these concepts and discuss how to align them with business objectives. Learn how to build a strategy that balances awareness with conversion-focused initiatives. https://www.youtube.com/watch?v=fXSB8URGqaA Key Takeaways Demand generation is top-to-mid funnel, focused on awareness, consideration, and engagement; lead generation is bottom-of-funnel, focused on sales-ready leads and handoff to sales. Branding acts as both a filter and a net, helping the right customers…
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We helped pack 51,264 meals for children!

We helped pack 51,264 meals for children!

Authentic team members, clients, Ally Network Partners, and friends gathered at Feed My Starving Children on April 24, 2025 to help pack meals in support of the organization’s mission to break the cycle of poverty around the world. Along with other volunteers, together the group helped pack 89 boxes filled with 51,264 meals which will feed 140 kids for a year! View photo gallery Feed My Starving Children’s Mission Feed My Starving Children (FMSC) believes hope starts with food. As a Christian nonprofit, FMSC is dedicated to seeing every child whole in body and spirit. FMSC works with food distribution…
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Authentic® Named a Finalist for the 2025 Meaningful Capitalism Awards

Authentic® Named a Finalist for the 2025 Meaningful Capitalism Awards

Minneapolis, MN, April 21, 2025 – Authentic® is honored to share that we have been named as a Finalist for the 2025 third annual Meaningful Capitalism Awards hosted by Platinum Group.  The Meaningful Capitalism Awards celebrate privately held Minnesota companies that are successful at growing and running a financially sustainable business, and doing so in ways that tangibly benefit individuals, families and communities. According to Platinum Group, companies that live out Meaningful Capitalism:  Are consistently profitable Are proactive in helping their employees become better people and grow professionally Donate a portion of their profits to improve the lives of individuals…
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[Event Recap] VIP.DC Pre-EOS Conference Mix & Mingle 2025

[Event Recap] VIP.DC Pre-EOS Conference Mix & Mingle 2025

Our enthusiasm for the Entrepreneurial Operating System® (EOS) is at the heart of everything we do. So when the opportunity arose to bring together Visionaries, Integrators, and Implementer Partners in person ahead of the 2025 EOS Conference in Washington, D.C., we knew it was a moment we couldn’t pass up. On April 2, 2025 we filled the Succotash with over 200 growth-minded Visionaries, Integrators, and EOS Implementers from across the country for great food, drinks, conversation, and connection.  View the full photo gallery We truly believe that when we serve others well, with no strings attached, they trust us. And…
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Financial Services Company: Client Story

Financial Services Company: Client Story

How strategic marketing fueled growth and positioned a financial services company for success and acquisition. The Problem A high-end life insurance provider offering strategic, customized solutions for clients with significant wealth faced challenges in aligning their marketing and business development efforts to effectively communicate their unique value proposition and support their long-term growth. Seeking a strategic marketing partner, they turned to Authentic® for guidance. The Solution Authentic worked closely with the client to establish a strong foundation for marketing and business development. Rather than immediately launching new initiatives, the team took a step back to assess and refine the company's…
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ConvHERsations with Kristie Clayton Featuring Jennifer Zick

ConvHERsations with Kristie Clayton Featuring Jennifer Zick

Kristie Clayton of HERverse invited Authentic Founder & CEO Jennifer Zick to her ConvHERsations podcast where they engage in a dynamic conversation focusing on community building, personal growth, and empowering women in business. They discuss the significance of an abundance mindset and collaboration over competition, particularly in the context of virtual events during the pandemic. Jennifer reflects on her transition from a corporate job loss to entrepreneurship, motivated by a blend of emotions. She offers inspiration and practical advice for women facing similar challenges, highlighting the importance of processing emotions and taking bold steps forward. https://www.youtube.com/watch?v=crX137b_UX0 Key Takeaways Building strong communities…
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Retention Is The Best Revenue: Reduce Customer Churn and Create Compounding Growth

Retention Is The Best Revenue: Reduce Customer Churn and Create Compounding Growth

Customer retention is a cornerstone of sustainable growth, but reducing churn requires more than just customer service—it demands strategic marketing alignment. This webinar will explore how to create strong collaboration across your revenue team (sales, service, product, and marketing) to boost customer loyalty and minimize churn.  In this recorded webinar, a panel of Authentic Fractional CMOs will share actionable insights on nurturing relationships, identifying churn signals, and creating long-term value for your customers. https://www.youtube.com/watch?v=P4Dl0W7ExUA Key Takeaways Acquiring a new customer costs 5-7 times more than retaining an existing one. Businesses need to shift from an obsession with new sales to…
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Creating a Workplace Employees Love: Lessons from Authentic’s CEO

Creating a Workplace Employees Love: Lessons from Authentic’s CEO

​In a recent Inc.com article, "How to Build a Company Culture Employees Will Love," Jennifer Zick, founder and CEO of Authentic, shares her insights on cultivating a thriving workplace culture. Drawing from her own experiences, including the motivation to establish Authentic after encountering negative cultural environments, she emphasizes the importance of intentional and collaborative culture-building.​ "Company culture isn't something you can just force to happen from the top down," Zick states. "You have to listen and understand." She highlights that without deliberate efforts to shape the desired culture, it will develop organically, often leading to undesirable outcomes.  At Authentic, Zick…
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The Science of Fractional Marketing and The Secret Sauce of a W-2 Talent Pool

The Science of Fractional Marketing and The Secret Sauce of a W-2 Talent Pool

8 years ago, Jennifer Zick set out to create a new marketing standard. She noticed that marketing was becoming ever more chaotic through growth in new tools, channels, and models. She also saw the rise of marketing executives that could make phenomenal fractional leaders, and that fractional already existed for finance and back-office management, but not for marketing. So she combined the two - marketing expertise and a fractional modelworking relationship, to offer what is now Authentic, a marketing consultancy that helps growing businesses “Overcome Random Acts of Marketing®”. Both are crucial for every leader building their team, their org,…
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