Authentic Blog - Marketing Insights for Growing Businesses

Go Next: Client Story

Group travel operator Go Next hired Authentic to re-envision and grow the brand after a tumultuous time. “The Authentic imprint certainly positioned us for future growth and marketing opportunities; we’re well-positioned to make further enhancements to our marketing.” John Weeks, President & CEO, Go Next https://youtu.be/LlpQxsY3f6w Go Next at a glance Company size: 20 employeesBusiness type: Group travel operatorCategory: B2B, B2CHeadquarters: Edina, MNKey initiatives: Brand messaging and design, digital strategy, marketing resourcing, employee development, agency management The Challenge Go Next, a group travel operator that works primarily with alumni and affinity groups wanted to refresh its brand to better connect…

Poised for Exit Podcast Featuring Jennifer Zick

Our founder and CEO, Jennifer Zick, was recently the featured guest on the Poised for Exit podcast with host, Julie Keyes. In this episode, Jennifer discussed the important role of the CMO for growing businesses and the fractional CMO model. Fractional CMOs work with the internal leadership team of companies to quarterback the marketing strategy and implementation, and provide resources and insights to build the company's brand through measurable and effective marketing tactics. Jennifer also discussed Authentic’s proprietary Authentic Growth® Methodology that is designed to help our clients stay focused on the right marketing strategies to drive results. Listen to…

Marketing technology: From basics to optimized for scale

Marketing technology is a fast-evolving landscape The role of a marketing leader has changed dramatically in recent years. What once was a role focused on brand, communications, creative, and advertising has expanded to include the ability to navigate a technology landscape that continues to grow exponentially and change rapidly. (more…)

hearX Group: Client Story

Digital hearing health company hearX Group hired Authentic to nail down its Lexie Hearing marketing strategy and launch OTC products into an entirely new market. “Since hiring our fractional CMO, I’m most excited about our team’s cohesion and knowing they have the inner confidence to implement new initiatives. But more so than that, they have the voice and the understanding to work through the strategy behind those initiatives before implementing them.” Seline van der Wat, COO, hearX Group hearX Group at a glance Company size: 140 employeesBusiness type: Digital hearing healthCategory: B2CHeadquarters: Pretoria, South AfricaKey initiatives: Product launch, brand messaging,…

Humentum: Client Story

Global nonprofit Humentum hired Authentic to transform its marketing from unstructured and random to disciplined and metric-driven. “We’ve gone from having no data to knowing what data to use to make business decisions. I think this underscores Authentic’s intentional and data-driven approach.” Chris Proulx, Global Director, Humentum Humentum at a glance Company size: 50 employeesBusiness type: Global nonprofitCategory: B2BHeadquarters: Washington, DCKey initiatives: Marketing fundamentals, metrics, messaging, martech, employee development https://youtu.be/pMdaxKCeWzo The Challenge Humentum, a global nonprofit that helps humanitarian and development organizations unlock the strategic power of operating models, was formed by a merger of three other non-profit organizations. Five…

Buyer’s journey: From unscripted to an unmatched experience

What kind of experience are you delivering? A buyer’s journey is the experience a buyer has at each encounter with a brand. Marketing teams often map a buyer’s journey to stages, and many buyer’s journey examples are available to help teams visualize them. (more…)

eyebobs: Client Story

Eyewear company eyebobs hires an Authentic Fractional CMO™ to maintain business momentum while its marketing leader unplugged during maternity leave. “At the end of the day, our Authentic Fractional CMO™ helped us maintain our business without interruption. Our sales were on forecast, and our ad spend was at the level we expected it to be. There were a lot of moving parts, and many of them could have gone off the rails. But they didn’t.” Mike Hollenstein, CEO, eyebobs eyebobs at a glance Company size: 50 employeesBusiness type: Eyewear manufacturer & retailerCategory: D2CHeadquarters: Minneapolis, MNKey initiatives: Agency and marketing performance…

PowerBlock: Client Story

Fitness equipment company PowerBlock hires Authentic to build marketing confidence and maintain momentum after pandemic growth. “What sets Authentic apart is how well-connected everyone at the company is. The Ally Network and mindshare are invaluable. Being able to have so many connections through one person is outstanding.” Noah Funk, VP, PowerBlock PowerBlock at a glance Company size: 30 employeesBusiness type: Fitness equipment manufacturerCategory: D2C, B2BHeadquarters: Burnsville, MinnesotaKey initiatives: Marketing fundamentals, Amazon marketing, metrics, affiliate & influencer marketing, brand messaging https://youtu.be/S9687hufOgE The Challenge PowerBlock, a fitness equipment manufacturer that designs and develops top-tier strength equipment for home and commercial consumers, had…

Digital paid media: Understanding trends, leading with strategy, and measuring impact

The landscape of paid digital media can be tricky for businesses to understand and navigate. It seems new trends emerge daily (ChatGPT, Google’s Performance Max campaigns, a cookieless world), making it difficult to stay on top of the best channels, tactics, and approaches. Plus, without a solid strategy, companies can quickly burn through money with little return. (more…)

Message: From the founder’s story to an unbeatable story in your market

You know, but do they know? Entrepreneurial businesses usually know what they do really well. But they often struggle to articulate it in clear, compelling, and differentiated ways. Typically, what results are many iterations of brand stories that focus on product or service features rather than on the value delivered to their customers. These many story iterations create confusing and inconsistent messages that can hinder growth. (more…)

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