Getting real about demand generation: Expectation vs. reality

Getting real about demand generation: Expectation vs. reality

Demand generation. These two words often cause anxiety for B2B marketers because they frequently come attached to unrealistic expectations. Business leaders tend to think that creating demand is solved by executing a few digital marketing tactics or implementing a marketing automation tool. In reality, demand generation is much more complex. (more…)
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The mindshare power behind the Authentic Brand peer community

The mindshare power behind the Authentic Brand peer community

I knew when starting Authentic Brand that I wanted two of our core values to be generosity and humility. I envisioned creating a peer community of fractional CMOs who generously share their resources, learnings, and experience. A humble peer community that would lay down its armor before every group meeting so each member could be authentically vulnerable and transparent: traits that would not only help ourselves improve and grow but also our clients. (more…)
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Authentic Brand nominated for 2020 BOLD Awards

Authentic Brand nominated for 2020 BOLD Awards

Image by ACG Minnesota Fast-growing fractional CMO firm nominated for innovative approach.  The 2020 BOLD Awards MINNEAPOLIS, MN – December 2, 2019  – Authentic Brand is excited to announce that we have been nominated for the Eighth Annual BOLD Awards, presented by the Minnesota Chapter of the Association for Corporate Growth® (ACG.) The BOLD Awards are designed to honor and recognize innovation, inspirational moves, bold visions and leaders that have made BOLD moves to positively grow, restructure or enhance their companies for the benefit of all stakeholders. The…
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The value of a fractional CMO: Quick impact and low risk

The value of a fractional CMO: Quick impact and low risk

There's a point in a company growth cycle when businesses recognize that they need to invest in marketing for continued growth. Often these companies have been sales-driven until they realize they need a marketing leader dedicated to building brand awareness and driving meaningful engagement to support business objectives.  It's at this point that executives start considering how to fill this marketing role effectively. They’re often choosing between one of four options:  (more…)
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The many dimensions of marketing

The many dimensions of marketing

Most business leaders understand that marketing should help get more “at bats” through lead generation efforts, but many organizations miss the opportunity to engage marketing to its full potential. Beyond lead generating programs, marketing can and should be instrumental in client retention, growth, loyalty, advocacy, as well as other business strategies in product or service innovation, employee recruitment / retention, change management communications, and more. (more…)
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What is Marketing Traction?

What is Marketing Traction?

If you've been following Authentic Brand for a while, you've likely heard us talk about Marketing Traction™. Marketing Traction is a methodology we developed to help small, growth-focused businesses build strategic marketing departments and create alignment between sales and marketing. It uses simple tools and a structured process to establish alignment, accountability, and focus.  (more…)
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Building a Marketing Team: What Comes First

Building a Marketing Team: What Comes First

We reached out to some colleagues who know a lot about marketing and marketing teams to get their thoughts on how leaders can lay the foundation for a successful business today - and in the future. (more…)
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Marketing Support vs. Marketing Leadership. What does your business need to fuel growth?

Marketing Support vs. Marketing Leadership. What does your business need to fuel growth?

It’s annual planning season! That time of year when businesses revisit their longer-term strategic plans to achieve the vision and goals they’ve set for themselves. The time when revenue targets and objectives are set for the coming year, and plans are developed to support and drive those objectives to successful outcomes. It’s also a time to look inward by examining whether you’ve got the right people in the right seats, and to `level up’ marketing to fuel growth. (more…)
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Guide: Building a Strong Marketing Program

Guide: Building a Strong Marketing Program

 “Vision without traction is merely hallucination.” ― Gino Wickman, Traction: Get a Grip on Your Business What does it take to go from a hot dog cart to a $459 million dollar a year restaurant chain? It takes a clear vision, backed by systematic process, led by experience. (more…)
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