Webinar Archives - Page 2 of 3

Sales + Marketing: Creating synergy for success

For early stage businesses, marketing often reports to the founder or head of sales, and plays a subordinate role as a sales support function. This model can work during the forming phase of business growth - when sales is driving most engagement and is helping to further define the market fit. But eventually, to scale a brand and expand the business, marketing and sales must become peers within the leadership team - playing complimentary, but truly different roles. Making the shift from sales-led to sales and marketing synchronized can be tricky. It’s truly a “make it or break it” moment…

Embracing AI: What growth leaders need to understand about the next frontier of technology innovation

It’s the hottest topic since the “world wide web” disrupted everything for businesses. Artificial Intelligence (AI) has been around for quite some time already, quietly humming in the background, having a nearly imperceptible impact on most individuals and organizations - until in late 2022, OpenAI released ChatGPT to the public, and our collective minds were blown. As the whole world turns its attention to the new frontier of innovation, plenty of speculation exists about whether AI is a friend or foe to businesses and their employees. Will AI be a threat to artists, authors, musicians, analysts, developers, and all other…

Marketing ROI: Return on Investment or Really Obscure Information?

Marketing ROI: Return On Investment or Really Obscure Information? Every founder, CEO, CFO and investor wants to know their return on marketing investment. And rightly so. But getting to ROI is not always a straight-forward “dollars in, dollars out” calculation. Businesses are spending money, investing in a variety of marketing activities, yet unsure of how (or even if) those tactics are moving the needle. To reach healthy, sustainable brand and business growth, organizations must move beyond Really Obscure Information to measurable Return On Investment. This webinar features a panel of experienced B2B and B2C marketing leaders, who bring some clarity…

I Hereby Demand, Demand!

It’s one thing for a CEO or Sales leader to proclaim “We need more leads!” and something altogether different to generate qualified demand. Most marketers have experienced some level of unrealistic pressure to just make leads happen. Advertising or sponsorship spend can buy eyeballs. But by themselves, these tactics won’t build healthy revenue. So what’s a growing business to do? While new leads are critical, they aren’t the only avenue for healthy revenue growth and profitability. And getting to qualified, scalable net-new lead inflow takes strategic focus, trial-and-error, and most importantly - time. Join us for a recorded webinar conversation,…

Marketing + Finance: An unlikely match, or a love story written in the stars?

We’ve all heard it said that opposites attract. This time-tested sentiment holds true in the C-Suite, where leaders balance roles between risk aversion and growth investment. Opposite perspectives are valuable to inform decision-making. But opposing priorities are deadly to team culture and corporate health. The rubber often meets the road in the relationship between Marketing and Finance. Should the company invest in strategic, but often unpredictable (risky), marketing initiatives? Or should the business limit its spend to programs already proven to generate measurable results? What is the right ratio of risk vs. caution, reward vs. stability? There is no one-size-fits-all…

Leading Through M&A: The role of communication to guide teams, culture, and brands through integration

Global mergers and acquisitions (M&A) reached all-time highs in 2021, and continued throughout 2022. There are many reasons that companies acquire and merge with other businesses: to boost growth, acquire technology, expand talent, and fend off competitors. Despite all the upside potential of a good deal, there are also real challenges that come with integrating teams, cultures, offerings, and brands. As dealmakers calculate the top and bottom line impacts for growth, they must also anticipate the critical role of communications leadership to guide people (internal and external) through change. This recorded webinar conversation features a panel of marketing and M&A…

The Buyer’s Journey: Optimize engagement to maximize revenue results

It’s a hot topic, and for good reason. In recent months, most companies have had to rethink and retune their go-to-market strategies and approaches. In many cases, the way companies sell, who they sell to, and how they solve customer problems has been reshaped as organizations adapt to economic, logistic, and demographic impacts on a global scale. Whether your organization has been radically transformed, or only lightly touched by recent changes and challenges, one thing is true for all: To maintain and sustain healthy growth, every business needs to attract, convert, and retain healthy relationships with its buyers. If persona-building,…

Product Marketing Pitfalls (and strategies to avoid them)

The pathway to product launch is full of pitfalls and detours. Whether you’re a leader in a small business with a new product idea, or an established enterprise with highly-evolved systems for product innovation, you’ve felt the pains that accompany bringing a new solution to market. As CMOs and marketing leaders, we’ve traveled that road in partnership with founders, engineers, inventors, designers, go-to-market teams, and end-users. We’ve helped to shape and sell tangible and intangible solutions; consumer goods and enterprise solutions. And while the process of product development and marketing is never easy - there is nothing quite as rewarding…

How to Get More Value from Your Agency Relationships

Many growing businesses will engage agency partners before ever employing an internal marketer or marketing leader. And many of these businesses will experience frustration with agency partner communication, project timelines, budgets, and outcomes. We know this is true because it’s one of the primary reasons clients seek Authentic Brand’s help: Entrepreneurial businesses struggle to select the right-fit agency partners, and then they struggle to understand (or leverage) the value of their capabilities. All too often, agency relationships and engagements falter. But why? Are agencies to blame? Are client expectations unrealistic? Is there a better way to manage client and agency…

What in the world is going on with events?

Event marketing has never been easy, but today’s event landscape is a whole new world that is still being charted. Companies of every size, industry, model, and location are revisiting their go-to-market plans and budgets, and are rethinking their approach to events. Sudden virtual shifts have opened new opportunities for broader engagement and have reshaped the attendee experience. Live events are re-emerging, shaped differently than before, and often requiring a more complex mix of blended in-person and virtual experiences. Safety, access, and value are converging to reshape requirements and expectations. With the event landscape still in a very fluid state,…