Business Strategy Archives - Carabiner Communications

Is Your B2B Marketing Suffering From Dashboard Overload?

Business Strategy & Insight / The Connector

Most B2B marketing teams don’t have a data problem. They have a too-much-data problem. Dashboards keep multiplying, reports are getting longer, and metrics continue to pile up across platforms like CRM, email, paid media, web analytics, social, and more. That’s because marketers are often tracking everything: opens, clicks, impressions, likes, form fills, website visits, you […]

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B2B Storytelling in the Age of AI

Business Strategy & Insight / The Connector

A recent Business Insider article made an unexpected point: even in a world racing at breakneck speed toward automation, some of the most in-demand tech roles right now are centered on something deeply human — communication. The author highlights how, despite the proliferation of AI, companies are increasingly seeking experienced storytellers and senior communications leaders.

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Dana Cogan On Leadership and Atlanta’s Tech Rise

Employee Spotlight / The Connector

March is Women’s History Month — a time to recognize women whose leadership and contributions have helped shape industries and communities over time. To mark the occasion, we sat down with Dana Cogan, our agency president and a longtime presence in Atlanta’s technology scene. Below, we talk with Dana about her journey, Atlanta’s evolution into

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Not Getting The Social Love Anymore? Here’s Why …

Social Media / The Connector

If your B2B social posts aren’t getting the likes or comments they used to, you’re not alone. Many brands are noticing the same slowdown — and wondering what changed. Truth is, you probably didn’t do anything wrong. Organic social hasn’t disappeared, but it has evolved. Recent benchmarking shows LinkedIn’s organic reach is down roughly 65%

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When Sales And Marketing Align, Revenue Follows

Business Strategy & Insight / The Connector

Random fact: February 17 is Random Acts of Kindness Day — a reminder that small, thoughtful gestures can brighten someone’s day. In B2B organizations, however, alignment between sales and marketing should never be just random. When these teams work together in a mutually respectful way, the benefits go beyond good feelings — they unlock measurable

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Why B2B Buyers Don’t Believe You (Yet)

Business Strategy & Insight / The Connector

In an AI-saturated, vendor-heavy market, B2B buyers are more skeptical than ever. They’re navigating crowded digital landscapes filled with polished messaging, buzzy claims, and a sea of competing vendor narratives all promising to “transform,” “revolutionize,” or “unlock exponential growth.” But buyers aren’t buying the hype these days — at least not without proof. While traditional

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B2B Marketers Must Sharpen These 3 Skills In 2026

Business Strategy & Insight / The Connector

A new year always brings a fresh wave of goals, budgets, and big ambitions—but 2026 is shaping up to be anything but business as usual. With AI maturing rapidly, buying committees growing more complex, and customer expectations rising, marketers who want to stay competitive need more than just new tools. They need upgraded skills. Whether

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Why Marketing Plans Stall In Q1—And How To Keep Yours Moving

PR & Marketing / The Connector

January brings excitement and momentum. New plans. New budgets. New goals. But as the weeks roll by, many B2B marketing teams start to feel stuck—busy, yet not moving forward in any meaningful way. The problem usually isn’t a lack of strategy. It’s what happens after the strategy is approved. Here are four common reasons B2B

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A New Year For Smarter, Tech-Enabled Healthcare

Business Strategy & Insight / Donna Shelton

January has long been synonymous with fresh starts and health resolutions. But the “new year, new you” mindset is playing out differently now than it has in years past. Consumers are no longer relying solely on annual checkups and reactive treatment plans. Instead, they’re embracing a more proactive, personalized, and data-driven approach to health. At

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What Your B2B Marketing Can’t Afford To Lose In 2026

PR & Marketing / The Connector

AI is everywhere now. It writes, analyzes, predicts, and automates—so much so that most marketers barely remember what “pre-AI” workflows were like. And as we head into 2026, it’s clear the momentum won’t slow down. In fact, 88% of marketers are now using AI in some capacity of their daily work. But in the rush

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