Empyrean: Client Story 

Empyrean: Client Story 

HR technology and benefits administrator Empyrean hires Authentic to develop a channel strategy and amplify its marketing impact. “He [Authentic Fractional CMO™] was absolutely a key ingredient for us to set up a successful channel marketing effort. The team used to call him our marketing yoda.” James B. Stanton, VP of Go to Market, Empyrean Empyrean at a glance Company size: 900 employeesBusiness type: HR TechnologyCategory: B2B. B2B2CHeadquarters: Houston, TXKey initiatives: Strategic advising, channel marketing, co-marketing, communication strategy, marketing technology https://youtu.be/tiUUQ3t3boo The Challenge Empyrean, an HR technology company that helps some of the largest brands build better cultures through benefits,…
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The Berg Group: Client Story

The Berg Group: Client Story

Specialty contractor The Berg Group hired Authentic to solidify its marketing foundation and refocus its brand. "Our fractional CMO came in and laid a foundation of priorities that we needed to tackle before we could build on the components of marketing. Just like in construction, if you don’t start with a great foundation, anything you do above and beyond that is going to be weak." The Berg Group at a glance Company size: 70 employees + 400-600 field craftspeopleBusiness type: National specialty contractorCategory: B2BHeadquarters: Chaska, MinnesotaKey initiatives: Marketing fundamentals, brand messaging and design, digital strategy, metrics, employee development The Challenge…
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Pillar Bank: Client Story

Pillar Bank: Client Story

Regional community bank Pillar Bank hires Authentic™ to reinvigorate its brand and re-establish it as a powerful community presence. "For an organization our size to have access to a mindshare of fractional CMOs and vetted external resources is super powerful. I don’t know where else we’d get that kind of horsepower." Shane Bauer, President & CEO, Pillar Bank Pillar Bank at a glance Company size: 44 employeesBusiness type: Regional community bankCategory: D2C, B2BHeadquarters: Baldwin, WIKey initiatives: Brand strategy, messaging & design, new market launch, digital strategy, metrics & reporting, marketing resourcing, employee development, and agency management https://youtu.be/lsD_4iE8SmU The Challenge Pillar…
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Channels: From undefined to omnichannel

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…)
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Healthcare marketing tips from experienced fractional CMOs

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…)
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Do Good Work podcast featuring Jennifer Zick

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 Watch the conversation https://youtu.be/K644jEx8DPI
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Talent Talks podcast featuring Jennifer Zick

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…
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Inbound Back Office podcast featuring Jennifer Zick

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

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

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…)
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