Hiring a marketer based on industry experience? You’re doing it wrong.

Hiring a marketer based on industry experience? You’re doing it wrong.

https://www.youtube.com/watch?v=kst0flupOvc Video Transcription Are you hiring for a marketing leader in your organization and prioritizing that hire based on finding somebody with deep industry experience within your particular business niche or vertical or market focus? If so, you're doing it wrong.  Hi, I'm Jennifer Zick, founder and CEO of Authentic, and I'm here today to dispel a very common myth among business leaders who are making perhaps their first ever executive decision for marketing leadership. So many businesses come to Authentic asking for somebody with a particular industry or business niche of experience, and in fact, they miss out on…
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CRM Optimization: Aligning your organization for insight and efficiency

CRM Optimization: Aligning your organization for insight and efficiency

In growing businesses, it’s vital to leverage a CRM for growth, scalability and insight. But is your CRM slowing you down with clunky processes and outdated contacts? A clean, optimized CRM can change your business from sluggish growth to a systematized organization that's ready for growth. Watch this webinar in partnership with Authentic, 11outof11, and Convergo to learn more about how to optimize your CRM for maximum insight and efficiency.  https://www.youtube.com/watch?v=yL9Rxtexml0 Key Takeaways Clear role definitions help align different departments' objectives with the CRM strategy, enhancing cross-functional collaboration and data integrity. CRM systems serve as a centralized repository for all…
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The Buyer’s Journey: Optimize engagement to maximize revenue results

The Buyer’s Journey: Optimize engagement to maximize revenue results

It’s a hot topic, and for good reason. In recent months, most companies have had to rethink and retune their go-to-market strategies and approaches. In many cases, the way companies sell, who they sell to, and how they solve customer problems has been reshaped as organizations adapt to economic, logistic, and demographic impacts on a global scale. Whether your organization has been radically transformed, or only lightly touched by recent changes and challenges, one thing is true for all: To maintain and sustain healthy growth, every business needs to attract, convert, and retain healthy relationships with its buyers. If persona-building,…
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The Importance of Employer Branding: How to Attract and Retain Top Talent

The Importance of Employer Branding: How to Attract and Retain Top Talent

In an era where the quest for top talent has become more challenging than ever, businesses are increasingly recognizing the importance of employer branding as a strategic tool for attracting and retaining the best employees. With insights from a webinar featuring experts in the field, we’ll delve into the core aspects of employer branding and how organizations can leverage it to stand out in a competitive job market. Understanding Employer Branding Crafting Your Competitive Edge: The Power of Employer Branding The post-pandemic world has seen a significant shift in the job market, with industries grappling with recruitment and staffing challenges.…
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Marketing budgets for growing businesses: How to think about investing in leadership and execution

Marketing budgets for growing businesses: How to think about investing in leadership and execution

https://www.youtube.com/watch?v=iZOfHUzAeGk Video Transcription Great question about how you should think about the activation budget to do the things that marketing will require? In our scopes of work, we can only propose and price the services we directly provide, which are for fractional CMO services. As a management consulting firm, however, all of our clients do need activation and their budgets are as diverse as the clients that we serve.  A good rule of thumb for the businesses we work with, who of course, as I explained, are generally between five and 100 million in annual revenue. For those organizations. The…
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What Is An Outsourced CMO? What Does An Outsourced CMO Do?

What Is An Outsourced CMO? What Does An Outsourced CMO Do?

Sometimes hiring a full-time marketing executive isn’t the right move for your business, and an outsourced CMO may be a better option. Keep reading to find answers to questions such as “What does an outsourced CMO do?” and “How can you hire one?” A chief marketing officer (CMO) leads a company’s marketing department. Large businesses usually have an in-house CMO, but smaller businesses may not need a full-time CMO or have a budget that supports a full-time hire. An outsourced chief marketing officer may be a better fit for these companies. Learn more about CMO outsourcing to determine if it’s…
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Marketing + Finance: An unlikely match, or a love story written in the stars?

Marketing + Finance: An unlikely match, or a love story written in the stars?

We’ve all heard it said that opposites attract. This time-tested sentiment holds true in the C-Suite, where leaders balance roles between risk aversion and growth investment. Opposite perspectives are valuable to inform decision-making. But opposing priorities are deadly to team culture and corporate health. The rubber often meets the road in the relationship between Marketing and Finance. Should the company invest in strategic, but often unpredictable (risky), marketing initiatives? Or should the business limit its spend to programs already proven to generate measurable results? What is the right ratio of risk vs. caution, reward vs. stability? There is no one-size-fits-all…
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Augurian: Client Story

Augurian: Client Story

Digital marketing agency Augurian engaged Authentic to develop a targeted marketing strategy for the upcoming year.  “[Our Authentic Fractional CMO] helped us get what we intuitively might have understood or had in the back of our minds onto paper in a more organized way.” Josh Becerra, co-Founder & CEO, Augurian https://youtu.be/4uahV_2PlZA Augurian at a glance Company size: 28 employeesBusiness type: Digital marketing agencyCategory: B2BHeadquarters: Minneapolis, MNKey initiatives: Marketing strategy, marketing roadmap, ideal customer profile, content marketing, messaging & differentiation The challenge Augurian, a digital marketing agency based in Minneapolis, Minnesota, was faced with a common challenge that many other marketing…
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Marketing ROI: Return on Investment or Really Obscure Information?

Marketing ROI: Return on Investment or Really Obscure Information?

Marketing ROI: Return On Investment or Really Obscure Information? Every founder, CEO, CFO and investor wants to know their return on marketing investment. And rightly so. But getting to ROI is not always a straight-forward “dollars in, dollars out” calculation. Businesses are spending money, investing in a variety of marketing activities, yet unsure of how (or even if) those tactics are moving the needle.  To reach healthy, sustainable brand and business growth, organizations must move beyond Really Obscure Information to measurable Return On Investment.  This webinar features a panel of experienced B2B and B2C marketing leaders, who bring some clarity…
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Crafting Your Competitive Edge: The Power of Employer Branding

Crafting Your Competitive Edge: The Power of Employer Branding

For many industries, recruiting and staffing remain the biggest barriers to growth following the pandemic. And for companies in highly competitive fields, finding and keeping the attention of qualified candidates is continuing to take more time, creativity and resources.  More than ever, the reputations of the company and its leadership matter during a candidate’s search. According to a recent survey conducted by Randstad, 86% of workers would not apply for, or continue to work for, a company with a bad reputation with former employees or the general public. So, how do you attract candidates to your organization to help fuel…
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