Lean Manufacturing Meets Smart Marketing: Driving Efficiency and Brand Loyalty

Lean Manufacturing Meets Smart Marketing: Driving Efficiency and Brand Loyalty

In an industry where precision and efficiency reign supreme, manufacturing companies are increasingly discovering that smart marketing isn’t just a nice-to-have—it’s a competitive edge. By aligning operational excellence with compelling brand storytelling, manufacturers can amplify their value, build lasting customer loyalty, and open doors to new markets. We invited three Authentic CMOs, Daneen Kiger, Christy Joyce, and Sean Syring to dive deeper into the topic of how to drive efficiency and brand loyalty through marketing in the manufacturing industry.  What metrics should manufacturers track to align operational efficiencies with marketing goals and ROI? Daneen: Manufacturers should implement a comprehensive tracking…
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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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Harnessing Data Analytics for Healthcare Innovation and Market Expansion

Harnessing Data Analytics for Healthcare Innovation and Market Expansion

For marketers and business leaders in the healthcare industry, data is more than just numbers—it’s the key to unlocking new opportunities, improving patient outcomes, and driving business growth. Healthcare organizations that strategically leverage data analytics can gain deeper insights into patient demographics, personalize care delivery, and enhance operational efficiency. Data also plays a critical role in identifying market opportunities, refining customer engagement strategies, and ensuring compliance. We invited three Authentic CMOs, Kim Leistikow, Marina Erulkar, and Veronica Williams, to dive deeper into the topic of using data analytics to innovate and expand in the healthcare industry.  How can healthcare organizations…
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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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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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Plymold: Client Story

Plymold: Client Story

Transforming strategy: Plymold's path to 50% e-commerce growth and sustainable marketing leadership. "The matchmaking process between Authentic and Plymold was excellent. Our fractional CMO ensured we had set clear objectives and mutual understanding throughout our relationship, making it a safe and smooth business transition for me and my team." Ryan Dahnert, CEO, Plymold https://www.youtube.com/watch?v=Dshx4OHH10Q Plymold at a glance Company size: 133 employees Industry: Manufacturing / Distribution Business model: B2B, Distribution / Network, Channel Partnerships / Alliances, Ecommerce Headquarters: Kenyon, Minnesota Key initiatives: Marketing strategy, SEO, CRM implementation, product development, marketing coaching & mentoring, marketing analytics The problem Plymold, a company…
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Drive Business Value and Multiples: Building Brand Equity

Drive Business Value and Multiples: Building Brand Equity

The ultimate goal for many businesses is to maximize value—whether to scale, attract investors, or prepare for a future sale. Driving business value and improving valuation multiples requires a strategic focus on operational excellence, brand equity, and financial performance. The Value Multiplier Effect According to Harvard Business Review, businesses that prioritize strong brand equity, efficient operations, and clear growth trajectories can achieve valuation multiples up to 20% higher than their competitors. Investors and buyers are willing to pay a premium for businesses with scalable, sustainable models. Why It Matters Increases Marketability: A well-positioned business attracts better offers from investors or…
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Prepare for Capital Raise / Pitch: Telling Your Value Story

Prepare for Capital Raise / Pitch: Telling Your Value Story

Securing investment is a pivotal moment for many growing businesses, but standing out to investors requires more than just financial projections. A compelling pitch weaves together your vision, value, and validation into a story that inspires confidence and action. The Power of a Strong Pitch Research from CB Insights highlights that 38% of startups fail due to insufficient capital or investor interest. Crafting a well-prepared, data-driven pitch can be the difference between securing funding and being overlooked. Why It Matters Attracts the Right Investors: A clear and compelling pitch resonates with investors aligned with your goals. Builds Credibility: Comprehensive preparation…
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