Should Your B2B Be On Instagram?

While Instagram is a perennially obvious choice for consumer-focused companies and influencers, B2Bs may be wondering whether the social channel holds any marketing benefit for

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Carabiner Is Now In Nashville

Big news! We recently opened our new Nashville satellite location and are excited to bring our full-spectrum marketing and PR services to this growing city.

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A Message From Our Founder

If you’re a subscriber to our newsletter, you probably noticed that we put a pause on distribution over these last several months. Like pretty much

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How to Deal With Disrupted Sales

A lengthened sales cycle and restrictions on face-to-face meetings have dramatically impacted how salespeople get their jobs done. Here are 3 things to do now to adjust to selling in this time of social distancing.

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The Why and How of Analyst Relations

Should You Consider Working with an Industry Research Firm?

Technology B2Bs can benefit from working with industry analysts in several ways, but paid relationships can be expensive. How do you know if these relationships are right for you, and what are the best ways to get optimal results?

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6 Tips for Building Better PowerPoint Presentations

When you create a PowerPoint presentation, you want your slide deck to be as professional looking and engaging as possible. After all, your brand and company image are in the spotlight. We’re sharing six easy tips to help your next presentation shine.

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How to “Kondo” Your Marketing: Declutter, Refresh & Reenergize

What do New Year’s and spring have in common? They’re both times when we think about starting off with a fresh, clean slate. This is why we’re revisiting one of our most popular posts from earlier this year, which relies on wisdom from organizing consultant Marie Kondo to help marketers re-energize their marketing toolbox. Good reading before the new year.

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I am thankful for…

This time of year is when we reflect on the things for which we’re most thankful. Learn what our team members are grateful for this

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5 Tips for Better Social Networking

Do you find networking with a room full of strangers to be nerve racking? You’re not alone. So how do you relax and make successful connections? Check out our 5 tips to make sure you’re getting the most out of your networking events.

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Future Watch: 5 Trends That Will Impact How We Do Business

Our firm is celebrating its 15th year in operation this month! In honor of this milestone, we can’t help but think of the future. Check out our latest blog highlighting 5 trends that will impact how we do business and how we market products and services in the coming months and years.

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6 Tips for Better Email Marketing

Email marketers are in constant competition for subscribers’ time and attention. How do you break through the noise? We’ll give you a hint: it’s time to get personal. Read our blog to learn more about the golden rule and 6 email best practices to ensure your messages get the attention you want.

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Why “Doing Good” Is Good for Business

There’s no end to the things companies can do to make a positive social impact. But where do you begin? For most, it’s as simple as integrating social responsibility practices in your organization. Find out how you can get started with our three quick tips.

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Why You Should Care About Social Selling

Social selling should be a critical part of your sales process these days. And, if you aren’t social selling, chances are you’re leaving money on the table. Read to learn more about social selling and how it fits into your overall strategy.

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4 Things to Know About the Niche World of Medical Device Marketing

When marketing medtech solutions – and medical devices in particular – it’s important to consider key factors that can be more of a challenge than marketing other types of technology products and services. Read to find out the four things you need to know about the niche world of medical device marketing.

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Email + Social = The New BFFs

Email vs. Social—which one is more important and will generate the most revenue? The short answer, both! It’s no longer a question of which one to use, but how to use them together effectively. Find out how you can combine them to generate brand awareness and build customer relationships.

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Introducing Our Newest Offering: Video

At Carabiner, we’re always striving to deliver the most effective tools to help our clients boost their marketing and sales results. We’re pleased to announce that we now offer full-service video strategy and production.

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How to “Kondo” Your Marketing: Declutter, Refresh & Reenergize

Tidying expert Marie Kondo, a Japanese organizing consultant, Netflix star and author, developed the KonMari Method™, a way to transform your home by gathering possessions by category and keeping only those items that “spark joy.” Kondo’s advice is taking the world by storm. But what does all this have to do with marketing?

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Dear Customer: Will You be Mine?

Have your marketing automation practices hit a rough patch with your customers? Are you having a hard time breaking through with your messages? How did we get to this digital marketing plateau, and more importantly, what can you do about it?

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Wireless Pundits Cover What’s Hot

Atlanta’s Wireless Technology Forum held its annual analyst event in mid-November. Four experts were on hand to share emerging trends, disruptive forces and the latest innovations in mobility.

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Gratitude

Fall has finally arrived—no small feat in the Southeast! Our founder and principal Peter Baron reflects on all the things in his life he is thankful for. We hope his list inspires you to pinpoint the things in your life that you appreciate.

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Get Ready for Venture Atlanta 2018!

Venture Atlanta, the Southeast’s premier venture conference, is where the region’s most promising tech companies meet the country’s top-tier investors. Now in its 11th year as the region’s largest investor showcase, the conference takes place October 16 – 17 at the Southern Exchange in Atlanta. Read why we’re pretty excited about this year.

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Building Trust in a Skeptical World

Companies today are faced with the ever-growing challenge of gaining buyer trust. With a digital environment filled with scams, credit card fraud, trolls and bots, consumers have reason to be skeptical. What does this mean for brands trying to gain trust?

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Is the Marketing Pendulum Swinging? (Part 2 of 2)

In Part One of this series, we looked at the rise and possibly the decline of email marketing due to the sheer overload of business emails currently being sent and received each day. Is one quaint tactic – which gives marketers the ability to stand out from the competition – making a comeback?

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Is the Marketing Pendulum Swinging?

Is the Marketing Pendulum Swinging? (Part I of 2)

According to a survey of 244 marketers, 45 percent of respondents said email was one of the most effective online tactics for lead generation. But, with the average office worker receiving more than 120 emails a day, has email marketing plateaued? Is the marketing pendulum swinging away from email, and its total reliance on hard data?

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Former ATDC GM to Help the Coastal Empire Grow to the Next Level

In 2015, I published a Q&A with Jennifer Bonnett, the founder and Chief Chick for the women’s entrepreneurial organization StartupChicks, and the ATDC acting general manager at the time (she went on to become ATDC’s general manager). In May of this year, she was named vice president of innovation and entrepreneurship at the Savannah Economic Development Authority (SEDA). We know she will be a huge benefit to the entrepreneurial community in Savannah and we wish her all the best in her new endeavor! The following originally appeared in a blog post for Venture Atlanta.

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The Value of Brand Ahead of a Company Sale

Our firm’s founder Peter Baron speaks with Evelyn Ashley and John Monahon, hosts of the podcast show “In Process: Conversations about Business in the 21st Century,” about what company leaders need to consider from a marketing and branding standpoint prior to a potential sale.

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Micro-Influencer Marketing in Healthcare

Healthcare marketing can be a challenge when gatekeepers surround decision makers. Read how we helped a healthcare client leverage a micro-influencer strategy to amplify a CEO’s voice and build trust.

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Five Signs It’s Time for a Rebrand

Whether your company is young or well established, sometimes events change. Perhaps your customer needs have evolved, or your service offering has changed. Here are five signs it’s time for a rebrand.

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Seven Ways to Grow Customer Love

Complacency is a killer in any relationship. Here are a few suggestions on how you can turn up the heat to transform your “average” customer relationship into everlasting love.

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Bring Something New to the Table

If you’re looking to bring something new to the table this Thanksgiving, try one ― or all ― of these recipes from our team members. We know you’ll like them enough to share with your friends and family, too. Enjoy!

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How PR Helps Build Trust

A harsh reality for today’s CMOs is lack of public trust in most brands, and it’s infiltrating into many of their organizations’ marketing channels. Fake news. Digital ad fraud. Brand safety. Data breaches. The list goes on and on. Proven public relations tactics adapted for the digital world can be your biggest ally in winning trust — and achieving credibility — for your products or services.

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The (Unrequited) Love Affair Between PR and Sales

It’s the same old love song popularized by Janet Jackson in 1986: “What have you done for me lately?” Sometimes it feels to those in the PR world that they’re consistently trying to prove value in a monetary, quantitative way. But because they’re in the business of credibility and trust – they are balancing two things that cannot be directly measured with a solid line to sales growth. Or can they?

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10 Years of Venture Atlanta. What a Ride!

With a decade of Venture Atlanta behind us, we reflect on another amazing event that took place last week. Venture Atlanta has witnessed so much in the last 10 years including helping secure over $2 billion in funding awarded to date and it’s been thrilling to watch Venture Atlanta grow, tech companies thrive and the Southeast rise in national startup status. Read our summary of some key highlights and observations from the two-day event.

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Merging High Tech with High Touch

A recent McKinsey study suggests that 45 percent of knowledge work activity can be automated – a startling statistic for those of us with knowledge-based careers. How can marketers stay ahead of the automation trend? Here are four ways you can leverage your human strengths to get better results for yourself and your organization.

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What B2B Can Learn from B2C

B2B marketers must adapt to the changing ways their target customers interact in the online world. To help, we offer B2B PR pros three best practices from their B2C counterparts that reflect the changing ways businesses make their purchasing decisions.

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In the Exit Game, Brand Reputation Matters

Segment 3 of In Process podcast about PR and marketing considerations before selling a business. Peter Baron, founder and principal of Carabiner Communications, speaks with Evelyn Ashley and John Monahon of Trusted Counsel about the significance of brand reputation at the time of sale.

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In the Exit Game, Don’t Bench the Promoters

Segment 2 of In Process podcast about PR and marketing considerations before selling a business. Evelyn Ashley and John Monahon of Trusted Counsel interview Peter Baron, Founder and Principal of Carabiner Communications, about the importance of not leaving the PR and marketing teams on the bleachers when an exit is being planned.

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Put Social Selling to Work

Put Social Selling to Work

Learn how to put social selling and content marketing to work for your business, making your social network a driving force behind bringing leads through the sales pipeline.

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Goofy Goggles, and a Strange Finnish Word

The 2016 ATDC Startup Showcase reinforced that with each generation of technology, we seem to be getting closer to sales and marketing solutions that are easy to implement, available to smaller companies and quicker to generate results.

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Driving with an Eye to the Future

As technology drives us ahead, Peter Baron provides advice to the marketing strategist on embracing new ideas and keeping an eye towards the future, considering both sides of the coin and the tech impact on long-range plans for business.

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Modern Marketing Needs Modern Sales

Are you embracing a modern marketing approach while your sales team struggles to keep up? It’s important for marketing and sales to align around how they communicate with leads. Consistent communications that help prospects solve their problems will win more often than not. Here’s how to modernize your sales team to support pragmatic marketing efforts.

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Buyers Are Moving Out of the Traditional Sales Funnel—How You Can Still Reach Them with the Right Content at The Right Time

The traditional buying cycle is no longer a linear process. Online marketing content has empowered buyers to take a DIY approach to researching and evaluating products without interacting with sales until later stages of the buy cycle. By properly predicting what your prospect wants, and how they desire to interact with online content, it’s still very possible to reach them.

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Three Ways to Use Video This Holiday Season

The holidays are an ideal time for communicating your gratitude or well wishes for a joyful season to your clients, partners, prospects and other key audience members. Using video is a sure way to emotionally resonate with your target audience. Here are three quick-start ideas on how to use video in your holiday communications.

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Eight Things to Know About Your Prospects

Today, marketers are digging deeper into understanding their buyers by learning more than what’s on the surface. Identifying characteristics beyond a simple profile can give you insights that can ultimately sharpen marketing messages, streamline your selling process, and optimize your marketing dollars so efforts aren’t wasted on selling the wrong message to the wrong audience.

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What’s Your Go-To Lead Source?

Marketing automation and CRM solutions provide insightful metrics, however, it’s important for you not to rely solely on these numbers when it comes to your lead generation program. Why it’s critical for you to understand your lead sources well, including both the quantity and quality of leads.

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Lead Gen & Video Marketing: The Top Three Questions B2Bs Should Be Asking

In my discussions with marketers about their content plans and lead generation strategies, I find that many ask generalities about the video production process, yet don’t inquire about the actual role of video in the B2B sales and marketing food chain. Here are the top three questions marketers should be asking of themselves, their teams and their video marketing specialist in order to develop content with impact.

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Don’t Pooh-Pooh Podcasts Just Yet

Podcasting has been around for more than a decade, but it just hasn’t caught the same explosive fire as Facebook or Twitter. However, the podcast’s time may have finally come. If your B2B brand has been ignoring the podcast as a viable content marketing tool, it might be time to reconsider.

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Do You Have a Lead Guide?

Have you ever gone on a hike and lost your way? The best way to avoid getting lost is to have a guide. A guide could be a simple map or it may include a person who’s intimately familiar with the territory. The same is true when you align your marketing and sales teams around a lead management program. If marketing and sales get lost, it becomes quite scary for everyone.

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The Most Bang for Your Buck: Create Fireworks with a Strategic, Integrated Marketing Mix

Nothing says Fourth of July like fireworks, especially those large-scale displays at theme parks and shopping malls. If you pay close attention to such displays, you’ll notice that you’re not seeing just one type of pyrotechnic, but a multitude integrated together for maximum impact. Like pyrotechnicians, marketers increasingly understand that just one form of outreach is no longer adequate for fully grabbing the attention of busy buyers these days.

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Four Marketing Lessons from Television’s “Golden Age”

When I immigrated to the United States from the United Kingdom 34 years ago, I quickly realized that while we share some things in common culturally, in reality, a common language separates us! One of the first differences I noticed, and that still persists today, is how many American pop culture references—from television, movies and sports—creep into business conversation.

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5 Tips to Produce Interview-Style Videos Like a Pro

Year over year, use of video among B2B U.S. companies is steadily climbing. The 2015 B2B Content Marketing Benchmarks, Budgets and Trends survey found that 76 percent of B2B companies in North America are using video, compared to 63 percent the year before. Clearly, savvy marketers are incorporating video into the marketing mix and reaping the benefits. But it’s not always easy to get it right.

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My Name is Marketing, and I’ll Be Your Server

When you dine at restaurants, good servers will converse with you to learn more about your tastes so they can recommend dishes that appeal to you. Unless you are a regular customer, it’s unlikely that they know enough about what you like to provide you with a tailored recommendation. Fortunately, B2B marketing and sales representatives don’t have this problem.

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Social Media and SEO Go Together Like Peas and Carrots

Since the first of the year, I’ve been fortunate to be part of teams launching several new B2B brands. While our clients were familiar with the need to optimize their new websites for search, they were surprised to learn that SEO was equally important within their social media channels. For new brands entering an already competitive marketplace, SEO is vitally important.

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Keep Marketing Momentum Going In Between the “Big Stuff”

We all have them—those periodic major announcements that give us something to really blow our horns about. But what do you talk about in the lull between the “big stuff” like new product launches, key customer wins or industry partnerships? To augment those major announcements you have a time or two each year, it’s important to generate a secondary, regular flow of interesting content to keep your marketing momentum going in between.

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B2B Video Doesn’t Have 2B Boring

I recently saw a fantastic infographic that illustrates how video is becoming an exploding medium for b2b marketers in 2015. With dramatic statistics—like 70 percent of b2b marketers are starting to use video, and 58 percent of them describe their previous experience in video marketing as successful—it’s clear more b2bs will soon be going “in front of the camera” to reach their customer audiences.

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Integrated Content Campaigns Can Help Your Customers Find You

Do you remember playing hide ’n’ seek or catch ’n’ kiss when you were a kid? If you really wanted to get caught, you’d make it easy for your friends or that cute girl or boy to find you, right? Now that you’re a sales or marketing whiz, don’t you wish your customers could find you as easily?

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Overcoming Sales Obstacles

Sales development representatives (SDRs) face challenges every day to connect with prospects and convince them to take some type of action. Actions can include viewing

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…And What About Google+

Since the beginning of the year, we’ve conducted a number of competitive social media audits for clients, and the single, most-asked question in our strategy

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Sales-Driven Marketing

How does marketing come up with all of those creative campaigns that deliver compelling content that resonates with prospects? Do marketing professionals develop these ideas

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Warming Up for 2015

It’s the time of year when people like me dust off their crystal balls, peer in for a look at what lies ahead, and share

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