Fractional CMO Archives - Authentic Brand

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…)

Message: From the founder’s story to an unbeatable story in your market

Entrepreneurial businesses usually know what they do really well. But they often struggle to articulate it in clear, compelling, and differentiated ways. Typically, what results are many iterations of brand stories that focus on product or service features rather than on the value delivered to their customers. These many story iterations create confusing and inconsistent messages that can hinder growth. (more…)

Brand: From a company with a name & logo to an unparalleled leader

Brand is a squishy word that means a lot of different things to a lot of different people. When we’re working with entrepreneurial companies, their concept of “brand” is often that it’s the company’s logo, color palette, and font styles. In other words, the general look and feel of the business. But as a company grows, leaders must broaden their understanding of brand if they hope to mature successfully and become an unparalleled leader in their category. (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…)

Go-to-market focus: From hypothesis to category dominance

Regardless of their scale and pace of growth, growing businesses need to define and continually hone their go-to-market focus. This continued refinement enables a business to scale from a hopeful startup with a hypothesis to a category dominator that reinvents its space. (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…)

Talent is tricky in this economy: What to do about marketing leadership

At the beginning of this year, the economy was strong, and many companies were looking to make new marketing investments, lean into post-COVID growth, and build their marketing teams and programs. The biggest challenge was finding enough talent to fill open roles. (more…)

Red Argyle: Client Story

Salesforce Systems Integrator engages Fractional CMO to take strategy and growth to the next level. "What got us interested in talking to Authentic Brand was their reputation in the industry. ...And it only took a couple of quick conversations for us to realize it would be a great business fit for us and also a great culture fit."Garry Polmateer, CEO, Red Argyle https://youtu.be/w-Nw_2IX5Us Story Summary Garry Polmateer is the CEO of Red Argyle, a Salesforce Systems Integrator with a focus on Sales Cloud, Service Cloud, and Experience Cloud solutions, along with security and privacy consulting. With a track record as…

Tag: Fractional CMO