Marketing budget allocation: Why there’s no silver bullet

Marketing budget allocation: Why there’s no silver bullet

At Authentic Brand, we work primarily with small to mid-size growing businesses that have started to invest in marketing activities but aren’t sure if they are allocating resources in the best way to support their business growth goals. One of the most common questions we get from clients is, “How much should I spend on marketing?” It seems like a simple question, but unfortunately, the answer isn’t. The not-so-satisfying answer we often give to questions about marketing budget allocation is, “It depends.” (more…)
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Twin Cities Startup Week: Smart Smarketing [a virtual panel & preview]

Twin Cities Startup Week: Smart Smarketing [a virtual panel & preview]

It’s coming! Twin Cities Startup Week is right around the corner: October 9-16, 2019, with hundreds of events taking place across Minneapolis and St. Paul metro communities. Authentic Brand is pleased to be back for our third year as an event host – and we’ve got another blockbuster lineup ready to talk Smarketing – aligning marketing and sales for healthy growth! Register here now! (more…)
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Marketing and Sales: Getting to Alignment

Marketing and Sales: Getting to Alignment

Building an aligned marketing and sales strategy that can weather the ups-and-downs of a growing business is tough. We know it’s essential, yet alignment continues to be a significant challenge for many companies.  (more…)
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Hiring an effective marketing leader: Why a two-pronged approach makes all the difference

Hiring an effective marketing leader: Why a two-pronged approach makes all the difference

My job allows me the unique opportunity to speak with five to ten small business leaders per week. When you get the chance to connect with this many leaders you start to gain valuable insight into what concerns are top of mind for folks who are running successful businesses. As I ask questions about their business, we always get to the topic of marketing (probably because that’s what I’m there to discuss). Most of the time, the conversation about marketing goes something like this: “We don’t currently have anyone leading marketing. In the past we’ve tried some things, but I’ve…
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Make a “NOT-TO-DO” List for Marketing in the New Year

Make a “NOT-TO-DO” List for Marketing in the New Year

Isn’t the New Year great? It’s time to bust out those resolutions and ring in the start of a new calendar by making a change that brings something positive to your life. Many of us will sit down and write out a list of “To-Do’s for the New Year.” (more…)
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Marketing Metrics that Matter (and how to avoid Random Acts of Marketing)

Marketing Metrics that Matter (and how to avoid Random Acts of Marketing)

I have the best job in the world. I get the privilege of talking with leaders of small and mid-size businesses about their growth plans and strategies. Each time I meet with someone, I learn something new. But I also notice a lot of recurring themes. One of those themes is metrics. Every time a conversation turns to marketing, it almost invariably, without fail, gets to the challenge of measuring marketing success.   (more…)
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Why Create a Narrative for Your Brand?

Why Create a Narrative for Your Brand?

In 1962, the car rental company Avis was losing $3.2 million per year, and consistently losing to their main competitor Hertz. Then Avis changed their brand narrative and started embracing their position as number two in the market. Instead of trying to position themselves as better in the minds of prospects, they admitted they were number two and that it made them work harder. This convinced customers that they were going to get better service by choosing Avis. (more…)
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How a Fractional CMO Can Accelerate Your EOS® Marketing Strategy

How a Fractional CMO Can Accelerate Your EOS® Marketing Strategy

If your business isn’t growing, it’s shrinking. This mantra has pushed many business owners to level up and achieve their next big goal. All companies care about growth, but it’s easy for this growth to be stifled when your organization doesn’t have alignment or transparency. (more…)
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