Allocating your resources in the right direction [SERVE•ival Part Two]

Allocating your resources in the right direction [SERVE•ival Part Two]

Crises often put businesses in one of two scenarios. They are either suddenly thrust into survival mode or, in some cases, the disruption of the crisis creates a growth opportunity. Regardless of how a crisis impacts a business, marketing and communication teams need to be ready to strategically allocate resources in the right direction, make quick decisions, and communicate clearly and frequently.  (more…)
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Assessing your brand’s opportunity to serve [SERVE•ival – Part One]

Assessing your brand’s opportunity to serve [SERVE•ival – Part One]

When crises hit that disrupt life for businesses and communities, marketing and communication teams must react quickly and strategically to determine the best path forward for the brand. If marketing teams choose the wrong path, they risk coming off as careless, disingenuous, and opportunistic. Customers and employees have increasingly high expectations of brands, and failing to navigate a crisis the right way could be all it takes to lose once-loyal stakeholders. (more…)
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Own your brand — Why you need to invest more in the marketing assets you control

Own your brand — Why you need to invest more in the marketing assets you control

Every business, no matter its size, type, or revenue, has limited resources to direct toward marketing. Unlimited marketing budgets don’t exist, and that’s especially the case for the small to midsize businesses we work with at Authentic. When resources are limited, a company must invest in creating brand value through owned marketing media and assets (e.g., website, blog, content). These assets are essential to building marketing programs that deliver returns. (more…)
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Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Growing businesses often think new lead generation should be the primary — and sometimes only — objective of marketing. This mindset fails to recognize the strategic role marketing can play to generate revenue across the full customer lifecycle, particularly through nurturing and engaging existing customer accounts, and how important that is for driving growth. Marketing should be partnering with sales far beyond the closed win to ensure the company’s brand stays top-of-mind and shows up consistently for customers. (more…)
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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 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 mindshare power behind the Authentic peer community

The mindshare power behind the Authentic peer community

Authentic clients get more than a solo independent consultant when they hire one of our fractional CMOs. They get the collective expertise of senior-level marketers and specialized marketing service providers with diverse experience across a variety of business models and industries, including B2B, B2C, and channel marketing for professional services, technology, finance, healthcare, consumer products, construction, and more. (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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