You Can’t Outsource Thought Leadership for Great Marketing Content

You Can’t Outsource Thought Leadership for Great Marketing Content

https://www.youtube.com/watch?v=huifPRijQnA Video Transcription I often talk with business leaders who are frustrated about the level of effort and investment required to create quality content for their business. Why are they spending so much money on staff and agency partners if the blogs they're getting back are low quality and still require them to do a ton of rewriting and content review? Well, I wish I could tell you there was an easy button for this challenge, but there's not.  When you sell a complex service or solution, your content must have the input and direction and insight of the subject…
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Our business is growing. Should we hire a marketer?

Our business is growing. Should we hire a marketer?

https://www.youtube.com/watch?v=0awSP-FDhwQ Video Transcription Your business is growing and it's time to accelerate your marketing efforts. Should you make a full time hire? This is a common conversation that I have with leaders of growing businesses and most times, entrepreneurial leaders will default to defining a lower level entry level marketing role and then embarking on a search for a marketing unicorn who can be affordable in a full time role for their small business and who somehow can magically bridge everything from strategy through execution.  But those marketers simply do not exist. So let me offer you an alternative to…
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Marketing is simple. But not easy. 

Marketing is simple. But not easy. 

https://www.youtube.com/watch?v=Bu6e75EI-PE Video Transcription Jennifer Zick: Marketing is the same as it's ever been, which is answering a few simple but really foundational questions for building your business, which is what is our business's purpose? What is our big why? Why do we exist in the world and how do we change lives?  Like literally, if you don't know how you change lives, I don't know what you're doing in business. So answering that question first, your big why, your purpose, however you want to get to that, and then you start answering the questions, then, okay, if this is our…
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Should I fire my marketer?

Should I fire my marketer?

https://www.youtube.com/watch?v=gF9vxQB-MkE Video Transcription Should I fire my marketing leader? Believe it or not, it's one of the most common questions we're asked at Authentic® and our answer always begins with: slow down.  It might not be a people issue. In most cases, we find that marketing organizations are challenged for lack of strategic guidance, experience, or perspectives outside of their domain of expertise. No single marketer, whether they're young in their career and skilled at tactics, or whether they're very experienced executives, can have all the answers, all of the time, for all of the opportunities and challenges that your…
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What in the world is going on with events?

What in the world is going on with events?

Event marketing has never been easy, but today’s event landscape is a whole new world that is still being charted. Companies of every size, industry, model, and location are revisiting their go-to-market plans and budgets, and are rethinking their approach to events. Sudden virtual shifts have opened new opportunities for broader engagement and have reshaped the attendee experience. Live events are re-emerging, shaped differently than before, and often requiring a more complex mix of blended in-person and virtual experiences. Safety, access, and value are converging to reshape requirements and expectations. With the event landscape still in a very fluid state,…
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Southeastern Equipment Company: Client Story

Southeastern Equipment Company: Client Story

Equipment retail and service company sees a 100-200% increase in marketing-qualified leads after working with an Authentic Fractional CMO™ on lead generation strategy. “Having a scorecard and a roadmap approach has helped our team to see how they’re progressing and keeps us from living in the gap of information and feedback.” Thor Hess, President, Southeastern Equipment Company Hear more from Thor Southeastern Equipment Company at a glance Company size: 250 employees Industry: Engineering / Architecture / Construction Business model: B2B, E-commerce Headquarters: Cambridge, Ohio Key initiatives: Marketing strategy, lead generation, marketing mentorship & coaching, marketing technology, SEO The challenge Southeastern…
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RISE Marketer Community™ Informational Session Recap

RISE Marketer Community™ Informational Session Recap

The RISE Marketer Community™ momentum is growing! We’ve had such a positive response, a lot of early applications, and many requests to learn more about the community. If you are considering RISE Marketer Community™ for yourself or a member of your team, we invite you to listen to our interactive information session, hosted by our CEO, and RISE host, Jennifer Zick. https://www.youtube.com/watch?v=dm9AbYbw3-Q Learn more about RISE Marketer Community Key Takeaways RISE is designed to support mid-level marketers (managers and directors) looking to grow into strategic leadership roles. It provides mentorship, education, and a peer-driven community to help overcome isolation, career…
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Lifecycle of a Brand

Lifecycle of a Brand

The lifecycle of a business includes a tremendous amount of change: from launch, through various growth stages, to eventual exit or new evolution. Every major milestone along the growth journey creates an opportunity to rethink the brand story, and ensure it’s aligned to the audiences who matter most at these crucial moments. Wherever you are on your growth journey – whether you are the Founder of a startup, the CEO of a fast-growing company, or an Owner planning an acquisition or exit – this recorded webinar will help you understand how your brand strategy and story should evolve to help…
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Product Marketing Pitfalls (and strategies to avoid them)

Product Marketing Pitfalls (and strategies to avoid them)

The pathway to product launch is full of pitfalls and detours. Whether you’re a leader in a small business with a new product idea, or an established enterprise with highly-evolved systems for product innovation, you’ve felt the pains that accompany bringing a new solution to market. As CMOs and marketing leaders, we’ve traveled that road in partnership with founders, engineers, inventors, designers, go-to-market teams, and end-users. We’ve helped to shape and sell tangible and intangible solutions; consumer goods and enterprise solutions. And while the process of product development and marketing is never easy - there is nothing quite as rewarding…
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