Is the Agency of Record Relevant in Today’s Marketing Landscape

Is the Agency of Record Relevant in Today’s Marketing Landscape

https://www.youtube.com/watch?v=EmBy0DfnRR4 Video Transcription 20 years ago, when I first started my career in sales and marketing, most marketing capabilities were handled by agencies of record, those traditional agencies that provided the whole landscape of marketing execution capabilities, from advertising to events and sponsorships and PR.  But in the past 20 years, the landscape of marketing capabilities has changed dramatically and exponentially. And that traditional agency of record has really been challenged as a result, because one single source can't possibly provide the thousands of different micro disciplines that marketing requires for today's businesses. So while there are still traditional agencies,…
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What should you measure for marketing when you have zero baseline data?

What should you measure for marketing when you have zero baseline data?

https://www.youtube.com/watch?v=LJm5fLRNOpY Video Transcription What should you measure for marketing when you have zero data to form a hypothesis or to set a baseline?  Hi, I'm Jennifer Zick. I'm the founder and CEO of Authentic®. Our fractional CMOs are working with growing businesses every day, helping them to Overcome Random Acts of Marketing® and confidently take the next right step in growth.  But sometimes the next right step is into a bit of a blind zone. Some of our clients have never had sophisticated or even basic technology to help them capture a baseline when it comes to how customers interact…
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How do you know your long-term marketing strategy is working?

How do you know your long-term marketing strategy is working?

https://www.youtube.com/watch?v=Fdf2DcF2j50 Video Transcription Ryan Tansom: How do you know that what you're doing is the right approach when you're building a community or doing that long term play like that? Because for me, I know it's the right approach. But how do you prove that what you're doing is the right approach other than just the gut.  Jennifer Zick: Yeah, there's proof points along the way. Okay, so for me, it all started by centering on what's our purpose in the world? Who should matter to us? Why should we matter to them? How do we build something that gives…
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Trust equity: Harnessing the power of trust to fuel early-stage growth

Trust equity: Harnessing the power of trust to fuel early-stage growth

Brands are built, scaled, and sustained based on buyer trust. The value of trust in fueling growth cannot be underestimated. For startups and early-stage businesses (whose brands are essentially unknown), trust-building must be a top priority, cultivated proactively, and re-invested with purpose. Hear from Jennifer Zick, CEO of Authentic, as she shares a formulaic approach to trust-building; drawing upon her own entrepreneurial and startup growth experiences, and supported by Authentic’s Fractional CMO work with growing companies across the country and around the world. https://www.youtube.com/watch?v=ysyzNgl9JkA Video Transcription Introduction Hi everybody, this is Jennifer Zick coming to you from the global home…
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Fractional CMO | Your leadership resource for next-level growth

Fractional CMO | Your leadership resource for next-level growth

https://www.youtube.com/watch?v=pBk9D0CKTlc Video Transcription It's a common scenario for growing businesses. You reach your first 10, 15 or $20 million in revenue through a focused sales effort. You've grown through referrals and by retaining and expanding your customer relationships. You've built a strong base, but eventually you reach a growth plateau. What worked in the past is no longer working. You know that if your business isn't growing, it's dying. Staying stuck isn't an option.  To reach next level growth, you need to retain your current clients and reach buyers who don't know you yet. You need more at bats for…
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Sales and Marketing: Understanding these unique roles and their increasingly connected relationship

Sales and Marketing: Understanding these unique roles and their increasingly connected relationship

https://www.youtube.com/watch?v=JKQmvrZe6jU Video Transcription Ryan Tansom: I gotta ask, what is your definition of sales versus marketing and how are they different and how do they actually work together? Jennifer Zick: Yeah, well, in our B2C clients, they really don't have sales teams. Right. They are all marketing driven. So we got to kind of set that over here. A lot of what we're talking about here, the dynamics are B2B. Right. Or in a combined organization where they have both. So in B2B, first of all, I am, because I've been in sales and sales management and marketing and marketing…
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Should you PAUSE marketing efforts when the market is unpredictable?

Should you PAUSE marketing efforts when the market is unpredictable?

https://www.youtube.com/watch?v=fB9UUT7znQU Video Transcription The market is crazy right now. The ripple effects of the pandemic continue to disrupt business operations and predictability in ways we couldn't have foreseen and are navigating in real time. Many businesses are struggling with what to do with the role of marketing and their marketing investments in a time when growth strategy is not challenged by a lack of demand for products or service, but by a lack of resources to deliver on that demand.  Hi, I'm Jennifer Zick, founder and CEO of Authentic®. Our community of fractional CMOs works with companies all across the…
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From COULD do to SHOULD / must do: Achieving marketing clarity for entrepreneurial businesses

From COULD do to SHOULD / must do: Achieving marketing clarity for entrepreneurial businesses

https://www.youtube.com/watch?v=2oHsWdws0sk Video Transcription At Authentic®, we work every day with fast-growing entrepreneurial businesses. And the best part of working with these entrepreneurial businesses is that they never lack vision. The hardest part about working with entrepreneurial businesses is that they are often overwhelmed and even stalled out by the landscape of opportunity. There's so many ways that a small emerging business can pursue growth and so they get stuck between everything they could do and all of the ideas and wisdom of the organization to really narrow down the focus to what they should do and must do.  Listen, I…
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Authentic’s Ally Network of Marketing Providers

Authentic’s Ally Network of Marketing Providers

https://www.youtube.com/watch?v=sVO7nfYJM0M Video Transcription Growing businesses need flexible and fast access to marketing execution resources for projects or to augment the capabilities of their team. It can be costly and complicated to navigate the really broad landscape of marketing capabilities. How do you know which agency partner to bring in and when? How do you know who has fair pricing? How do you know that the skills that they're bringing to the table are deep enough and the right fit to match up to your business vision and your goals?  We're removing some of that complexity for small and growing businesses…
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You Can’t Outsource Thought Leadership for Great Marketing Content

You Can’t Outsource Thought Leadership for Great Marketing Content

https://www.youtube.com/watch?v=huifPRijQnA Video Transcription I often talk with business leaders who are frustrated about the level of effort and investment required to create quality content for their business. Why are they spending so much money on staff and agency partners if the blogs they're getting back are low quality and still require them to do a ton of rewriting and content review? Well, I wish I could tell you there was an easy button for this challenge, but there's not.  When you sell a complex service or solution, your content must have the input and direction and insight of the subject…
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