What’s marketing’s role in a supply-constrained market?

What’s marketing’s role in a supply-constrained market?

Businesses today are navigating a strange marketplace. The economy is strong in certain ways — there’s investment interest and money to be spent — but the ripple effects of the COVID-19 pandemic continue to show up in unpredictable ways. Most companies feel the impacts of record-high labor shortages, and many are working through supply chain disruptions. The resulting resource constraints are driving costs up and making it difficult to deliver on customer demand. As a result, many companies are projecting flat or declining revenue and profits. (more…)
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Jennifer Zick featured on The Female Entrepreneur Show with host Angela Pointon

Jennifer Zick featured on The Female Entrepreneur Show with host Angela Pointon

Jennifer Zick, Founder & CEO of Authentic Brand, is featured as a guest on The Female Entrepreneur show, created and hosted by Angela Pointon. From start-up to job loss to founding a fractional CMO company that helps other entrepreneurs grow their businesses, Jennifer shares openly in this episode about her successes, struggles and vision for future women entrepreneurs. Listen to the full conversation here: (more…)
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Jennifer Zick featured on Intentional Growth Podcast with host Ryan Tansom

Jennifer Zick featured on Intentional Growth Podcast with host Ryan Tansom

Marketing Doesn't Have to Feel Like Hocus Pocus and Pixie Dust: Demystifying Marketing and the Role of a CMO with Jennifer Zick The following is an excerpt from the Intentional Growth Podcast Episode #273: with Jennifer ZickHosted by Ryan Tansom “Marketing is just hocus pocus and pixie dust” — does that feel familiar? Most of us are tired of wasting time and money on the latest marketing strategies that never seem to work. Jennifer Zick of Authentic Brand shares why one of her clients said this (and why it’s one of her favorite quotes of all-time) on today’s show. Not…
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A business guide to marketing leadership models

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 ExpertiseDifferences…
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Demand Generation 101: Build a foundation for a strong program

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…)
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What should growing businesses include in their entrepreneurial marketing plan?

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…)
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Hire a marketing leader: A guide for business leaders

Hire a marketing leader: A guide for business leaders

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 businesses confidently bring strong marketing leadership to the table?How can…
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Random Acts of Marketing Guide

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

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

Many of the businesses we work with at Authentic Brand have long relied on traditional, paid corporate events to increase brand awareness and support business development efforts. Nearly every Authentic Brand 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…
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How to Harness Trust to Build Brand Equity and Grow Your Business

How to Harness Trust to Build Brand Equity and Grow Your Business

There is nothing more valuable to a business, its relationships, and its brand than the trust it creates and maintains with its stakeholders. Trust is your most valuable brand currency, one that builds on itself over time to increase your brand equity, the brand’s worth in and of itself. Companies with higher brand equity experience all types of financial benefits: greater profit margin and better customer acquisition and retention. Building brand equity through trust can be an overwhelming effort for company founders and CEOs. But as a business leader, you don’t need to strive to achieve the brand equity of…
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