Authentic Brand Blog - Marketing Insights for Growing Businesses

Channels: From undefined to omnichannel

A company’s first go-to-market channel usually emerges organically as the business finds its footing and tests its idea with the market. But as a company matures, it must thoughtfully choose new channels for growth and develop strategic integrations between them. Using our Authentic Growth™ Marketing Maturity Matrix, we demonstrate the stages a business moves through as its channel strategy matures. Before we dive into the six stages of channel maturity, let’s define what we mean by channels. (more…)

Healthcare marketing tips from experienced fractional CMOs

Healthcare has always been a challenging industry to market within. Competition is fierce with large investments being made into innovative startups, patient choice is largely based on factors you cannot control, margins are often slim, and regulation presents challenges for how you engage with your patients. Marketers must understand these unique challenges, keep up with developments in the industry, and know how to strategically allocate resources for impact. (more…)

Do Good Work podcast featuring Jennifer Zick

Creating Category Dominance Our founder and CEO, Jennifer Zick, was recently the featured guest on the Do Good Work podcast hosted by Raul Hernandez Ochoa. Jennifer discussed how businesses can achieve category dominance when they start by building a solid marketing foundation that includes a strategy to help them overcome random acts of marketing. Listen to the Podcast

Talent Talks podcast featuring Jennifer Zick

The Power of Shared Expertise Through Fractional Leadership w/ Jennifer Zick & Jim Hardwick Our founder and CEO, Jennifer Zick, was recently the guest on the Talent Talks podcast hosted by Titus Talent Strategies, CEO & Visionary, Jonathan D. Reynolds. Jennifer was joined by Jim Hardwick, Chief Community Officer of Sales Xceleration®. The team talked about sales and marketing fractional leadership, and why it's a smart approach that brings external expertise to organizations in a flexible and cost-effective manner. Additionally, the three also covered the importance of giving back, living life with no regrets, the tough lessons learned and what’s…

Inbound Back Office podcast featuring Jennifer Zick

Why agencies need marketing leadership Our founder and CEO, Jennifer Zick, was recently the featured guest on the Inbound Back Office podcast with host Amy Foley. Jennifer Zick discussed why growing businesses need marketing leadership, the different phases of business, and when you need a strategic marketing leader. Additionally Jennifer discussed: What happens when no one "owns" the marketing role in a business How fractional CMOs can help you scale with lower risk Benefits of working with a team of Fractional CMOs with differing skills and experience Listen to the Podcast

Media mix: From no mix to a combination that builds compounding reach

In the earliest days of a business, most founders see marketing as one big category. However, any marketing program can and should be understood in the context of these four mediums: paid, earned, shared, and owned. Separating marketing initiatives into these mediums helps companies visualize and assess their overall media mix — the combination of marketing activities a business uses to communicate its value, promote itself, and connect with its audiences. (more…)

Embracing AI as a business leader: 8 insights from fractional CMOs

Even though AI has been around for some time, everything changed when OpenAI released ChatGPT to the public in late 2022. Now, speculation abounds about the implications of AI: is it a friend or foe to businesses and their employees? Can AI accelerate business growth? What are its benefits? Its risks? How do organizations balance the risks and benefits of AI and use it responsibly and strategically to support their growth? (more…)

Manufacturing & distribution: Marketing tips from experienced fractional CMOs

Manufacturer marketing: Tips from experienced fractional CMOs In the rapidly evolving world of manufacturing and distribution, staying ahead of the curve is vital for survival. With growing competition driven by eCommerce, shifts in consumer behavior, persisting supply chain challenges, talent constraints, and the ever-present digital revolution, marketers must be savvy, strategic, and always ready to adapt. (more…)

Marketing team: From founder-led to fully-resourced

Many entrepreneurial organizations put off hiring marketing leadership or internal roles until it becomes painfully, undeniably necessary. Instead of investing in strategic marketing early on, founder-led, sales-driven organizations often cobble together what they need to support sales, create market traction, and develop operational critical mass. Marketing is often considered a cost instead of an investment. As a result, the earliest iterations of the marketing function lack clarity and structure, and the makeshift team is likely committing random acts of marketing. (more…)

Marketing budget: From zero to unlimited

Business leaders often want us to tell them how much to allocate to their marketing budget. But there’s no easy answer to this question; no universal formula exists that works for all companies due to varying factors, such as industry, business model, market, company culture, appetite for investment, the maturity of the existing marketing programs, and how quickly they’re willing to change. (more…)