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Assessing your brand’s opportunity to serve [SERVE•ival – Part One]

Assessing your brand’s opportunity to serve [SERVE•ival – Part One]

When crises hit that disrupt life for businesses and communities, marketing and communication teams must react quickly and strategically to determine the best path forward for the brand. If marketing teams choose the wrong path, they risk coming off as careless, disingenuous, and opportunistic. Customers and employees have increasingly high expectations of brands, and failing to navigate a crisis the right way could be all it takes to lose once-loyal stakeholders. (more…)
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Own your brand — Why you need to invest more in the marketing channels you control

Own your brand — Why you need to invest more in the marketing channels you control

Every business, no matter its size, type, or revenue, has limited resources to direct toward marketing. Unlimited marketing budgets don’t exist, and that’s especially the case for the small to midsize businesses we work with at Authentic Brand. When resources are limited, a company must invest in creating brand value through owned marketing channels and assets (e.g., website, blog, content). These assets are essential to building marketing programs that deliver returns. (more…)
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Webinar Recap: Integrating Like Never Before

Webinar Recap: Integrating Like Never Before

We are living in unprecedented times. For EOS-powered businesses, Integrators are integrating like never before. In the midst of chaos and uncertainty, it’s important to remember that we are all in this together. In the spirit of camaraderie, collaboration, and connection, we invited EOS Integrators to come together for a live webinar and community building event. (more…)
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Event Recap: AIM Women’s Leadership Conference

Event Recap: AIM Women’s Leadership Conference

The third annual AIM full-day event was held on March 5, 2020. The event, hosted and organized by ACG Minnesota, is designed to support and encourage female leaders to grow and achieve success throughout their career journeys. Attendees gained insights and inspiration to further their personal and professional careers. (more…)
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Introducing Twin Cities Integrator User Group

Introducing Twin Cities Integrator User Group

We are excited to share the upcoming launch of the Twin Cities Integrator User Group. In partnership with Doug Andersen (Certified EOS® Implementer) and Gabby Matzdorff (Professional EOS® Implementer), we are building an event series that we believe will foster collaboration, growth, and connection among local EOS-powered organizations. (more…)
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Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Growing businesses often think new lead generation should be the primary — and sometimes only — objective of marketing. This mindset fails to recognize the strategic role marketing can play to generate revenue across the full customer lifecycle, particularly through nurturing and engaging existing customer accounts, and how important that is for driving growth. Marketing should be partnering with sales far beyond the closed win to ensure the company’s brand stays top-of-mind and shows up consistently for customers. (more…)
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Getting real about demand generation: Expectation vs. reality

Getting real about demand generation: Expectation vs. reality

Demand generation. These two words often cause anxiety for B2B marketers because they frequently come attached to unrealistic expectations. Business leaders tend to think that creating demand is solved by executing a few digital marketing tactics or implementing a marketing automation tool. In reality, demand generation is much more complex. (more…)
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