“Marketing is just hocus pocus and pixie dust” — does that feel familiar? Most of us are tired of wasting time and money on the latest marketing strategies that never seem to work. Jennifer Zick of Authentic Brand shares why one of her clients said this (and why it’s one of her favorite quotes of all-time) on today’s show. Not only did her company coin the phrase “Random Acts of Marketing,” Authentic Brand provides fractional chief marketing officer (CMO) services that get businesses back on track and making better marketing decisions for the long-term. Jennifer’s mission is to help bring big company marketing resources and planning to the middle market, so tune in to learn a few things about strategy and team alignment to achieve your sales and clientele goals particularly in the B2B space. We go over how to eliminate the random acts of marketing, including all the associated costs, headaches, and — most frustrating of all — lack of progress that comes with them. Authentic Brand’s unique approach combines marketers, methodology, and mindshare to deliver real revenue results for any business owner.
With nearly twenty years of B2B marketing experience in innovative, entrepreneurial, and accelerated-growth companies, Jennifer brings a wealth of experience to B2B growth organizations.
Jennifer’s career has included several leadership roles for high-growth B2B professional services organizations, primarily centered on sales and marketing innovation through digital and SaaS technologies. Prior to launching Authentic Brand, Jennifer led marketing teams and programs for Magnet 360, PwC, and Corporate Visions.
Jennifer is Past-President of the Minnesota Chapter of the Business Marketing Association – a national non-profit business association focused on B2B marketing – where she also served a prior term as VP of Events & Development. In 2014, Jennifer was honored by the Minneapolis-St. Paul Business Journal as the recipient of their “40 Under 40” award which recognizes young leaders who have been successful in business, while also making significant contributions to their communities.
More recently, Jennifer has leveraged her network to create “two or more“- a grassroots community service movement that brings together business professionals from across the Twin Cities to volunteer, serve, and support local charities and social causes.
11:13 - “[Our CMOs] know what it takes to be at ground level and build from there, as good stewards of those resources. Right? Because there’s not established brand and market share already that provides this assumed brand air cover.” - Jennifer Zick
12:29 - “There are thousands of tactics, hundreds of channels, thousands of technologies. The amplification and the diversification and the complication of the marketing ecosystem has just blown up.” - Jennifer Zick
17:24 - “But if your brand is not strong and your message is not strong, you’re just going to make your message suck faster to more people.” - Jennifer Zick
20:06 - “Your market is not everybody. You’ve gotta drill down deep. And once you know who should matter to you and why you should matter to them, then you need to ask (to your point), ‘Then where do we intersect their world?’” - Jennifer Zick
24:04 - “It feels like you’re using random acts of marketing.” - Jennifer Zick
26:05 - “Data is part of [marketing]; it’s not the whole.” - Jennifer Zick
34:42 - “[In B2B], everybody deserves credit for every win. The most toxic thing you can do in a B2B culture, is try to separate out the credit for who got which deal.” - Jennifer Zick
34:58 - “There is no straight line to revenue in a B2B organization.” - Jennifer Zick
42:05 - “But guess who’s really influential in the search for authentic brand services? Not just the CEO, but their operator. Their integrator. Their COO or CFO.” - Jennifer Zick
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On today’s episode, I’m talking with Sunny Vanderbeck. He’s here today to share his wild and crazy ride as an entrepreneur and now as a private equity investor. Through his professional and personal journeys, Sunny realized that “business” is so ingrained in people who you are and what your legacy is, which is why he started Satori Capital. Sunny and I talk about how to figure out what is important to you, how to determine what’s important when you sell your business, and how to make your business even more valuable than it is now. What you will learn: Sunny’s professional and entrepreneurial background How to determine what’s important to you when you sell your business What you should look for in a buyer How to make a list of who you care about and how you should figure out what you want to do with them during your exit “The One-Year Trap” How the same things that make your company more valuable will make it more transferable Ways to ask yourself one of the most important questions as a CEO, founder, or owner: At 5:00 PM, what are your employees’ mindsets? How does that impact your culture, your business, and your legacy The moment you decide to sell to a third party, the entire process is optimized for two things (1) the highest price and (2) the highest probability of close How to ask the crazy questions Takeaway: It’s not just about your ...
Today’s guest is Hannah Paramore, the founder of Paramore Digital. We’re talking about what you can do before you hit burnout and what you can do with your business after you’ve built it. What you will learn: Hannah’s professional background What it was like as she started her first company Where Hannah was when she realized her relationship with business changed What to do when you lose your energy? What are the signs that you’re jaded with your company? Hannah’s exit process The emotional impact of the integration process after closing Phantom anxiety and indignities Rebuilding identities after closing Finding the sense of accomplishment outside of business Hannah’s advice for entrepreneurs before burnout Takeaway: If you’re the CEO, losing confidence about the business can make it difficult to come in every Monday. How do you separate yourself emotionally from your business so you can see it as an asset? What should you do with what you’ve built? Links and Resources: Hannah Paramore, website Hannah Paramore, LinkedIn Hannah Paramore, Instagram Hannah Paramore, Twitter Hannah Paramore, Facebook ARKONA Boot Camp Reach out to me if you have questions about the boot camp! About Hannah: Hannah was raised in a church, by a housewife mother and a preacher father. She worked her way up through administration and middle management in various companies. After four layoffs in two years (after the ...
Today I'm talking to the #1 speaker on generations in the world, Jason Dorsey. We'll be diving into how different generations (and more specifically generation Z) and their values will have an impact on the future of economy, trends, consumerism, capitalism, and more. What You Will Learn In Today's Podcast Interview The different values and world events that create generational cohorts: Baby Boomers 1946-1964; Gen X 1965-1976; Millennials 1977-1995; Gen Z: 1996-TBD How Gen Z is changing things with their wallets and why they’re more likely to save money than spend it. Why Gen Zers entering the job market have the immediate potential to surpass their Millennial peers. What you can do to strengthen communication and therefore efficiencies between generations in your company for a better bottom line. What earned-wage access means and why it’s gaining traction. Gen Z’s buying and spending habits and what that indicates for future trends and the economy. Learn how to better connect to, build trust with, and drive influence over and between generations. What the “mega” me is. Insightful facts about Gen Z to help you better understand them, including that they trust influencers more than doctors. Why Gen Z ties stability to size and not history when it comes to businesses and how you can emphasize this during recruitment. Take The 2-Minute Assessment To Get Your Intentional Growth Score™ And 1-Page Vision Board. Podcast Interview Summary: Today we're going to be talking with Jason Dorsey about Gen Z and their impact not only on the future of our economy, but business as we know it. As author of Zconomy: How Gen Z Will Change the Future of Business—and What to Do About It, Jason knows what he’s talking about when he says a lot of our ...