Webinar Archives - Authentic

Demand Generation vs Lead Generation

Explore the differences, connections, and strategies to leverage both approaches for maximum growth impact. Demand generation and lead generation often overlap, but their goals and tactics differ significantly. In this webinar, a panel of marketing experts will clarify these concepts and discuss how to align them with business objectives. Learn how to build a strategy that balances awareness with conversion-focused initiatives. https://www.youtube.com/watch?v=fXSB8URGqaA Key Takeaways Demand generation is top-to-mid funnel, focused on awareness, consideration, and engagement; lead generation is bottom-of-funnel, focused on sales-ready leads and handoff to sales. Branding acts as both a filter and a net, helping the right customers…

Retention Is The Best Revenue: Reduce Customer Churn and Create Compounding Growth

Customer retention is a cornerstone of sustainable growth, but reducing churn requires more than just customer service—it demands strategic marketing alignment. This webinar will explore how to create strong collaboration across your revenue team (sales, service, product, and marketing) to boost customer loyalty and minimize churn. In this recorded webinar, a panel of Authentic Fractional CMOs will share actionable insights on nurturing relationships, identifying churn signals, and creating long-term value for your customers. https://www.youtube.com/watch?v=P4Dl0W7ExUA Key Takeaways Acquiring a new customer costs 5-7 times more than retaining an existing one. Businesses need to shift from an obsession with new sales to…

RISE Marketer Community™ Informational Session Recap

The RISE Marketer Community™ momentum is growing! We’ve had such a positive response, a lot of early applications, and many requests to learn more about the community. If you are considering RISE Marketer Community™ for yourself or a member of your team, we invite you to listen to our interactive information session, hosted by our CEO, and RISE host, Jennifer Zick. https://www.youtube.com/watch?v=dm9AbYbw3-Q Learn more about RISE Marketer Community Key Takeaways RISE is designed to support mid-level marketers (managers and directors) looking to grow into strategic leadership roles. It provides mentorship, education, and a peer-driven community to help overcome isolation, career…

Overcome Random Acts of Marketing: Marketing Essentials for Small to Mid-Sized Businesses

Most entrepreneurial businesses will struggle with "random acts of marketing" as they shift from a founder-led, sales-driven business to a more strategic growth organization. Getting from random to predictable results requires marketing maturity - which starts with a strong brand foundation, along with a clear strategy, plan, budget, and metrics that foster alignment and accountability. Watch our recorded webinar featuring Jennifer Zick, Founder & CEO of Authentic® , as she unpacks the essential ingredients that every growing business needs for fueling a strong, high-performing, revenue-generating marketing engine. https://www.youtube.com/watch?v=qrzdXNgVojg Key Takeaways If you’ve felt like 2024 has been a difficult year…

Unlock Your Business Potential: How Market Fit and Focus Drive Maximum Value and Top Exit Multiples

Many business owners overestimate the current value of their business, and underestimate the potential value of their business. They have a great solution - potentially the “best kept secret”. But they’re missing the ingredients that fuel transferable value and make their business irresistible to potential buyers. A meaningful deal in today’s market requires more than a great idea or novel solution. Strategic investors are looking for businesses who have proven their ability to create demand, dominate a category, diversify revenue streams, and consistently grow revenue. Aspirational hot tech investments are a thing of the past. Today’s founders and their teams…

Overcome Random Acts of Marketing: Marketing Essentials for SMBs

Most entrepreneurial businesses will struggle with "random acts of marketing" as they shift from a founder-led, sales-driven business to a more strategic growth organization. Getting from random to predictable results requires marketing maturity - which starts with a strong brand foundation. In a LinkedIn Live event with Sales Xceleration, Authentic Founder & CEO Jennifer Zick discusses the essential ingredients that every growing business needs for fueling a strong, high-performing, revenue-generating marketing engine. https://www.youtube.com/watch?v=-nB37HlKwr8 Key Takeaways Modern marketing requires agility due to the diversity of tools and strategies available today compared to decades ago. Small businesses must be resourceful in how…

Making Sense of Revenue Roles

Watch Webinar: Making Sense of Revenue Roles Sales may sound like a simple concept. Until you are scaling a business. What begins as “just win business” quickly becomes a broad and complex discipline that requires expertise for attracting, winning, keeping, and expanding customer and partner relationships. While many business leaders use terms like business development, sales, and account management interchangeably - they are each truly unique roles. It’s important to understand the difference so that you can create the right balance of sales expertise and build a team with clear roles, goals, and appropriate incentives. It’s equally important to recognize…

Beyond the Business Operating System

As business operating systems - such as EOS (the Entrepreneurial Operating System®) - grow in popularity and practice, many small and mid-sized businesses are experiencing the power of embracing simple concepts and proven tools to create alignment and strategic growth momentum. But once the foundation of an operating system is in place, these growing businesses often discover gaps across their functional departments. When these gaps exist within the growth engine of the organization - sales and marketing - that growth momentum stalls, and entrepreneurial tension rises. No business can achieve healthy growth without a strong revenue engine. But excellence in…

Crafting Your Competitive Edge: The Power of Employer Branding

For many industries, recruiting and staffing remain the biggest barriers to growth following the pandemic. And for companies in highly competitive fields, finding and keeping the attention of qualified candidates is continuing to take more time, creativity and resources. More than ever, the reputations of the company and its leadership matter during a candidate’s search. According to a recent survey conducted by Randstad, 86% of workers would not apply for, or continue to work for, a company with a bad reputation with former employees or the general public. So, how do you attract candidates to your organization to help fuel…

The Marketing Budget: Planning for Growth Amid a Shifting Economy

During the annual planning season, business leaders often want to know how much to allocate to their marketing budget. But there’s no easy answer. At the same time, marketers are challenged to guarantee ROI for each dollar spent resulting in unrealistic expectations about the time and budget needed to develop a consistent ROI-yielding marketing engine. These scenarios result in a recurring cycle of trial and error: invest → get frustrated by the unclear ROI → pull the plug (and abandon any progress) → pick a new tactic → start again. This webinar features a panel of experienced sales and marketing…