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Beehive Strategic Communication: Marketing Traction Success Story

Beehive Strategic Communication: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Strategic communication firm invests in a Fractional CMO to support next-level growth. We knew that something had to change to drive our own consistent growth. That's when we turned to Authentic Brand for a Fractional CMO partner, and that's been game-changing. [...] In order to grow and be competitive in environments that are transforming faster than any of us can predict, we have to invest in our own businesses. There’s no choice. Those investments have to be smart, focused, and strategic. And that’s what Authentic Brand helps us do." - Lisa Hannum, CEO, Beehive Strategic Communication https://www.youtube.com/watch?v=4etZ9WUVta0 STORY SUMMARY As a firm that helps businesses develop and refine their communication strategies, it's easy to imagine that tackling marketing for your own business would be a snap.  The leaders of Beehive…
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Coherent Solutions: Marketing Traction Success Story

Coherent Solutions: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
A large software development company engages a Fractional CMO to accelerate growth. We knew we needed [marketing] leadership... but to hire a full-time marketing leader, we didn't really have the function structured, we didn't have any momentum in it, we didn't even have a common vision among our leadership team as to what the marketing leader would do and how the function would integrate with the rest of the company. Authentic Brand introduced the idea of Fractional CMO as an alternative solution. That was very appealing to us, to hire someone at a lower allocation...but still get access to great leadership, great talent that we could use to structure the function and get some momentum. They were a great catalyst to get us pointed in the right direction." - Rob…
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Boundary Waters Bank: Marketing Traction Success Story

Boundary Waters Bank: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Expanding community bank matures in their marketing efforts. As bankers, we like to think we know a lot about [marketing], but in all actuality, we don’t. We know nothing about marketing or advertising. And what we tend to do - and what this bank has done in the past - is waste dollars on different types of advertising or marketing, thinking we were getting our name out or the product out to the people. What brought us to Authentic Brand: We were getting nowhere, we needed some traction, and we needed somebody with the expertise to bring this bank into the market. ...The beauty of Authentic Brand is: you bring them on, they bring you the ideas, and they help you get to your goal." - Sarah Kolek, President &…
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Fueled Collective: Marketing Traction Success Story

Fueled Collective: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Marketing fuel for growing co-working and event brand. We were suddenly facing a lot of competition at the same time. Originally, we had no marketing. Then we moved to "Random Acts of Marketing", and we finally had to really professionalize that whole area, and that's when we sought out Authentic Brand. [Since] that initial engagement, we’re headed towards being even more than just marketing focused, we’re headed towards being sales focused." - Don Ball, Co-Founder, Fueled Collectivehttps://www.youtube.com/watch?v=aQTGFx4LneQ STORY SUMMARY What do you do when you're a pioneer in your space, and a large, aggressive, well funded competitor comes to town to set up shop?  You can try to go toe-to-toe with them or you can refine and adapt.  This is the story of Fueled Collective. They began as COCO: the…
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GoKart Labs: Marketing Traction Success Story

GoKart Labs: Marketing Traction Success Story

Brand & Messaging, Client Story, Community, Fractional CMO, Marketing, Strategy & Coaching
Digital innovation firm drives awareness for a national audience. The Authentic Brand team has been really instrumental in helping us organize and focus in on a really specific strategy. We have a tendency to want to do everything all at once, and they helped us pick out the most important things to focus on, drive the right metrics around that, and to tackle things in sequential order and gain a lot of confidence in what we’re doing in our marketing efforts." - Elli Rader, Vice President of Client Services, GoKart Labshttps://www.youtube.com/watch?v=P8_if4CHJNE STORY SUMMARY For over a decade, GoKart Labs has been helping enterprise organizations in Healthcare, Financial Services and Education transform by creating human-centered digital experiences that drive growth. With a brilliant team of designers, developers and change agents who…
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Pro-Tec Design: Marketing Traction Success Story

Pro-Tec Design: Marketing Traction Success Story

Brand & Messaging, Client Story, Fractional CMO, Marketing, Strategy & Coaching
Growing ESOP levels up marketing strategy and leadership. Random Acts of Marketing: That would have been Pro-Tec prior to us associating with Authentic Brand. We decided last year that we needed to focus, we needed a roadmap, we needed somebody to help us to create a real marketing program at Pro-Tec. That’s how we engaged the Fractional CMO program.The biggest benefit was getting people onboard and understanding how important it is to tell our story, and how important it is to build our brand. Hiring a professional (Fractional CMO) who can actually sit at the table with the management team and lead us down the path of building a marketing roadmap is money very well spent.” - Eva Mach, President & CEO, Pro-Tec Designhttps://www.youtube.com/watch?v=XsQOG_Kd-Pg STORY SUMMARY For over 50 years,…
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Measuring Marketing Success: Where to Begin

Measuring Marketing Success: Where to Begin

Brand & Messaging, Marketing
I have a confession. I like to think that I’m a pretty hip guy but if I’m really honest, I’m pretty nerdy at my core. I like to read biographies of 19th century business leaders. The majority of my wardrobe is free corporate swag. I subscribe to This Old House magazine and am fascinated by genealogy research. These are not the activities of the “Cool Kids Club.” Another nerdy obsession I have is with marketing. I LOVE marketing, but not for the reasons that most people love marketing. At its core, marketing is all about identifying what people want, feel, and need and then equipping them with resources that pique their interest while empowering a sales team to meet those needs. Most people that I know love marketing because within…
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Building an Authentic Brand in an Era of Fake News

Building an Authentic Brand in an Era of Fake News

Brand & Messaging, Digital, Marketing
Jennifer Zick makes guest appearance on "Marketing Is Broken" with Josh Braaten of Brandish Insights The Internet is getting more fake every day. Fake news, astroturfed reviews, what are marketers to do? The latest episode of "Marketing is Broken" looks at how brands can build trust in an era where it’s hard to know who to believe. Check out the conversation below and hear Authentic Brand Founder and CEO, Jennifer Zick, weigh in on the following questions: Should marketers be concerned about the rise of the fake web?As a marketer or employee, what should someone do when their client or boss asks to contribute a positive review or tweet an endorsement of the company?What can brands do to gain trust from consumers the right way? Obviously, having a good product…
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What is a marketing plan? Discover your roadmap to results.

What is a marketing plan? Discover your roadmap to results.

Marketing
“All you need is the plan, the road map, and the courage to press on to your destination.” - Earl Nightingale As a business leader, you understand the importance of courage. It took courage to take a dream and turn it into reality. You had to believe even when no one else did and push through the moments that would have made others give up. This courage has gotten you to where you are today. But with success comes new challenges. Before, sales were centered around you and your network. As you scale, outreach becomes more challenging and you now find yourself needing new sources for leads. How can you create a marketing program that will feed sales for years to come? When you think about this question, past attempts…
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What Is Marketing, Exactly?

What Is Marketing, Exactly?

Marketing
“Our jobs as marketers are to understand how the customer wants to buy and help them do so.” Bryan Eisenberg Take a moment to think about your business’ marketing department and try to come up with a simple definition. Did something specific and useful come to mind? Probably not. While the quote from Bryan tells us our goal, we’re all stuck with the job of accomplishing that elusive task. The problem is that marketing is not just one method, one form, or even for one audience. At times, marketing can seem like the world’s biggest experiment. To be successful, companies have to be willing to test new methods, optimize current methods, and eliminate those that don’t work. But this leaves us with a few questions. What is marketing, exactly? How…
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