Sometimes, you just need a great marketing mind for a few hours, a few weeks, or to augment your team for a specific strategic initiative.
And because our CMOs are actively engaged in our mindshare community, our clients benefit not only from that individual’s knowledge and experience, but also the combined diverse experiences of our entire team.
When you work with an Authentic Brand CMO / advisor, you’ll be tapping into the power of our collaborative mindshare community to help your business solve problems, identify opportunities, and move faster toward your goals.
The rapidly-evolving nature of a crisis requires marketing and communication teams to stay nimble by listening carefully to their key stakeholders, adapting quickly, and leaning more purposefully into the turns. Crises are a time when showing up in the service of your customers, employees, and communities matters. Businesses must consider how they can best serve their stakeholders during these times.
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.
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.
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 Brand. When resources are limited, it’s critical that a company invests in creating brand value through its owned marketing assets (e.g., website, blog, content). These assets are essential to building marketing programs that deliver returns.
We are living through unprecedented times as we face the COVID-19 crisis. Businesses of all types are experiencing significant disruptions that force them to re-think their entire go to market strategy and approach. Our CMOs came together to provide their best advice on what to do right now to guide your business and brand forward.
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.
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.
Clients have learned that they get more than a solo independent consultant when they hire an Authentic Brand Fractional CMO. They get the collective expertise of senior-level marketers with diverse experience across a variety of business models and industries. We call the power of this community our mindshare, and it’s part of everything we do.
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. They often choose between hiring a full-time leader, a fractional CMO, or a marketing agency.
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. A virtual panel interview with Authentic Brand Fractional CMOs.
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.