Virtual Panel Archives - Authentic Brand

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…)

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…)

Does your business need more leads? Balance quick wins with building a demand generation strategy

Every growing business wants more leads. In fact, in new client discussions, it’s what businesses are often thinking about most. But, the reality is that companies need strategic demand generation programs in place to drive sustainable, long-term lead creation. While there’s no quick fix to solving all of your demand generation challenges, there are some opportunities that companies can leverage to generate leads quickly in the short term. (more…)

How marketers can harness the creative power of visionary leaders (and avoid reactivity)

Many growing businesses are led or were started by creative visionaries. The passion of these visionaries is a significant asset to their organizations. But for marketers, it can create challenges. New ideas from visionaries can feel like orders to act, leading to teams committing random acts of marketing that lack clarity and focus. (more…)

Professional development is key to building effective marketing teams

Building an effective marketing team is always top of mind for businesses. And amid a talent shortage, economic downturn, and annual budget planning, it’s even more critical that companies make strategic and thoughtful talent decisions. Professional development is key to all of this and should serve as the crux of any solid talent strategy. (more…)

How mature is your marketing? Answer this question before setting your budget

Setting a marketing budget is tricky. How much a business allocates to marketing and which channels it invests in depends on various factors, including the growth expectations, industry, business stage, and business model (e.g., B2B vs. B2C). (more…)

Sales and marketing alignment: What is it & how to achieve it

Sales and marketing alignment is something businesses talk about a lot. But what is it, really, and how do organizations achieve it? This definition from Highspot succinctly and effectively defines it: “Sales and marketing alignment is a shared system of communication, strategy, and goals that enable marketing and sales to operate as a unified organization.” (more…)

Unlock the potential of a channel marketing strategy

Channel marketing can be an effective way for companies to scale their business growth and generate more sales. By using the right distribution channels, a business can reach new audiences and customers, leverage existing marketing programs, and improve profit margins. B2B companies may find traction working with resellers, while B2C companies can reach international audiences through the right distribution channels. (more…)

Measure what’s meaningful: Advice for growing businesses

There are a lot of things that marketers today could measure. But that doesn’t mean they should be measuring all of these. Marketing metrics should provide insight into how marketing is supporting business objectives and answer key questions from the CEO and sales leaders. (more…)

Think your business can’t afford market research? Think again.

Many small and growing businesses bypass market research because they think it’s only for established enterprises that can afford to hire expensive market research firms. But market research doesn’t necessarily require a significant budget. In fact, many research strategies and methods are available flexibly and affordably. (more…)

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