Business Strategy & Insight Archives - Carabiner Communications

Paid Vs. Organic: Should I Focus On Digital Ads Or SEO?

Business Strategy & Insight / The Connector

For B2B marketers, striking the right balance between paid digital advertising and organic search is essential for lead generation and brand visibility. But how do you know when to prioritize pay-per-click (PPC) campaigns and when to rely on search engine optimization (SEO)? Rolled up, while paid digital ads provide immediate visibility, SEO strategies drive sustainable, […]

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4 Effective Ways To Nurture Leads

Business Strategy & Insight / The Connector

With complex B2B sales cycles and increasingly discerning buyers, it’s not enough to just generate leads—you need to build real relationships with them. The good news is that by delivering timely, personalized, and valuable interactions, it’s possible to guide prospects through the sales funnel and convert them into long-term clients. Here are four effective ways

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How To Make Customer Service A True Differentiator

Business Strategy & Insight / The Connector

When speaking with prospective B2B clients, one of the things we often ask is “what makes you stand out from the pack?” A huge percentage of the time, customer service is in their response. And most companies do believe their service sets them apart. But if pressed on what such service really means, how it’s

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Start 2025 Strong With Better Sales And Marketing Alignment

Business Strategy & Insight / The Connector

As the new year begins, aligning your sales and marketing teams is just as important as ever. But why is this alignment so hard, since both departments share a common goal of driving revenue? The likely problem is that too often, each operates in silos that lead to misunderstandings, misaligned tactics, and missed opportunities. Sales

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How To Develop Content For Each Stage Of The Buy Cycle

Business Strategy & Insight / The Connector

In B2B marketing, the effectiveness of your content strategy often hinges on how well you tailor your messaging to the different stages of the buy cycle. Each stage also calls for specific content types to address the needs and questions of prospects. In other words, considering that the average B2B buyer consumes 13 pieces of

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Can Your B2B Benefit From Fractional Sales & Marketing Leaders?

Business Strategy & Insight / The Connector

Congratulations, your B2B is growing. Although you have the CEO position handled, what your business also needs at this stage is experienced leaders to steer your sales and marketing. However, can you afford the level of talent you need to take things to the next level? Rather than breaking the bank, or settling for a

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Does Your B2B Need A Style Guide?

Business Strategy & Insight / The Connector

A well-crafted style guide can serve as a roadmap for how your brand consistently presents itself—online, in print, and across marketing and sales content. But what exactly does a style guide include, and why is it such an important tool for your business? Hubspot defines a style guide this way: “Brand guidelines, also known as

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Banish Burnout: 6 Ways to Manage Work Stress

Business Strategy & Insight / The Connector

Even the most driven professionals can run low on energy and enthusiasm at times. But when job pressures create an unrelenting level of stress, it can lead to a state of physical and emotional exhaustion known as burnout. If your job is leaving you feeling this way, you’re not alone. In fact, 65% of workers

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No, Webinars Aren’t Dead (And How to Make Your Next One Rock)

Business Strategy & Insight / The Connector

Think about it—just a few years ago we were in a global pandemic, with remote working and social distancing the new norms for conducting business. Webinars exploded in popularity as companies scrambled to maintain engagement in a world that had suddenly gone virtual by necessity. While this led to some temporary webinar fatigue, it would

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How To Make Complex Topics More Readable

Business Strategy & Insight / The Connector

Writing about complex topics can be hard. But even when the subject matter is exceptionally abstract or complicated (hello, blockchain and cryptocurrency), the goal should be to make your writing as accessible and engaging as possible. After all, why write it if the reader deems it too difficult (or boring) and bails? We’re offering six

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