Authentic®, Author at Authentic

Authentic recognized as “Best of Business” finalist

Authentic is honored to share the news that we have been recognized as a top three finalist for Twin Cities Business 2021 "Best of Business" Readers' Choice Awards in the category of Advertising And Marketing Firm. (more…)

They’re all in: Why Authentic’s commitment to 100% W2 employees is a category-shattering revolution

MINNEAPOLIS, MN - August 3, 2021 Authentic announced today that as of August 1, 100% of their team has voluntarily converted to W2 employee status – a shift that’s unique in the category of fractional executive services and reflects Authentic’s strategic vision of thoughtful growth and development of an aligned, values-driven team that’s fully committed to the company, to each other, and to their clients. (more…)

A business guide to marketing leadership models

How does a fractional CMO compare to interim CMOs and strategic consultants? You know you need marketing leadership: someone to move your go-to-market strategy forward, guide your team, and integrate activities. While the requirements of the role might be straightforward, the solution is often anything but. How do you define the ideal fit for your organization in a world of increasingly diverse and flexible marketing leadership options? Finding the right answer for your business begins with a clear understanding of various marketing engagement models, leadership responsibilities, and commitment levels. Table of Contents What to Consider When Searching for Marketing Expertise…

Demand Generation 101: Build a foundation for a strong program

Small and growing businesses are often laser-focused on demand generation. They want more “at-bats,” or opportunities, for their sales team. But demand generation isn’t as simple as putting your company’s message out into the marketplace. Demand generation is the process of creating brand awareness with relevant, targeted stakeholder groups (i.e., prospects) and then building on this awareness by nurturing prospects to create new revenue opportunities. (more…)

What should growing businesses include in their entrepreneurial marketing plan?

We start many blog posts with a similar story because it resonates with the many businesses struggling to drive alignment, accountability, and activation in marketing: A business has ambitious ideas for its growth, but leadership hasn’t agreed on or documented a clear vision with achievable goals that the entire company understands. Downstream, this lack of clarity and direction leads marketing to develop a plan based on wishful, hypothesis-driven thinking. (more…)

How to hire a marketing leader: A guide to discover what your business needs

The task to hire the right marketing leader has become increasingly difficult. Growing businesses need experienced marketing direction, and they can’t afford to get this hire wrong. A bad hire in the marketing leadership role is not only painful from a talent turn-over and expense perspective, but it runs the risk of damaging the company’s overall brand reputation, culture, and revenue potential. This reality begs some important questions, which we’ll address in this Guide to hiring a marketing leader: Why is it so hard to hire a marketing leader? How can you confidently bring strong marketing leadership to your table?…

Random Acts of Marketing Guide

It’s a story we hear all of the time: A business grew rapidly in its first years by focusing on sales and pursuing whichever opportunities came its way. Eventually, though, growth leveled off. The company needed to do something to jumpstart its sales and fuel its next-level growth. Executives recognized it was time to invest in marketing. (more…)

How to Get More Value from Your Agency Relationships

Many growing businesses will engage agency partners before ever employing an internal marketer or marketing leader. And many of these businesses will experience frustration with agency partner communication, project timelines, budgets, and outcomes. We know this is true because it’s one of the primary reasons clients seek Authentic Brand’s help: Entrepreneurial businesses struggle to select the right-fit agency partners, and then they struggle to understand (or leverage) the value of their capabilities. All too often, agency relationships and engagements falter. But why? Are agencies to blame? Are client expectations unrealistic? Is there a better way to manage client and agency…

Transformational tech marketer, Peter Zaballos, joins Authentic as Fractional CMO

A seasoned Chief Marketing Officer, board leader and venture capitalist, Zaballos accelerates SaaS companies (and race cars). MINNEAPOLIS, MN - June 9, 2021 Authentic continues expansion of its national fractional CMO team with the addition of Peter Zaballos, a Chief Marketing Officer with a reputation for building brands that disrupt the technology landscape and fundamentally change the world. Zaballos' career includes past roles with LSI Logic, C-Cube Microsystems and RealNetworks: companies that changed the landscape of computing and launched Zaballos' passion for transformational technology and rapid-growth entrepreneurial businesses. Propelled by a track record of success in sales, marketing, and product…

What’s to come with corporate events? 4 Considerations for Business Leaders

Many of the businesses we work with at Authentic have long relied on traditional, paid corporate events to increase brand awareness and support business development efforts. Nearly every Authentic client has (or had) a line item for events on their budget. The future of corporate events and their role in a company’s marketing strategy got thrown into question in March 2020 when the COVID-19 pandemic halted all travel and in-person events. Some businesses quickly, nimbly, and effectively pivoted in-person events to virtual ones, while others canceled their participation in events altogether. Today, as the world begins to return to its…

Author: Authentic®

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