Authentic Blog - Marketing Insights for Growing Businesses

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…)

Tech & SaaS growth: Marketing tips from experienced fractional CMOs

Technology and SaaS companies are up against many challenges: The industry is rapidly changing, requiring them to continually assess how to evolve their offerings to stay relevant and reach ideal buyers where they are. (more…)

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 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 https://youtu.be/LlpQxsY3f6w The Challenge Go Next, a group travel operator that works primarily with alumni and affinity groups wanted to refresh its brand to better connect…

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. Jennifer explained why agencies need marketing leadership and shared how Authentic's fractional CMOs help agencies (and many growing businesses) overcome random acts of marketing to take the next right step toward healthy growth. Jennifer also covered the following: What is marketing leadership, and why do you need it? Different phases of business and when you need a strategic marketing leader What happens when no one "owns" the marketing role in a business How fractional CMOs can help you…

Poised for Exit Podcast Featuring Jennifer Zick

Build a High Value Authentic Our founder and CEO, Jennifer Zick, was recently the featured guest on the #PoisedforExit 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…

Marketing technology: From basics to optimized for scale

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…)