Marketing Strategy Archives - Carabiner Communications

Crisis Ahead? 5 Critical Steps For Staying In Control

B2B brands must expect the unexpected. Whether a cybersecurity breach, negative press, product failure, or executive scandal, a problem can quickly spiral, damaging a company’s reputation—and bottom line. While crisis management is often thought of as after-the-fact damage control, the reality is that it requires careful preparation, including having a proactive crisis response plan already […]

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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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8 Great Ideas For Fresh Social Content

Social Media / The Connector

Let’s be honest—coming up with new and engaging social content can be a bit of a grind. While we know that social channels are an effective way to connect with customers and prospects, it can be time-consuming and even downright challenging to consistently come up with posts that resonate and support your business objectives. This

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8 Ways to Get Greater Opens and Clicks

Email Marketing / The Connector

Email Marketing Best Practices, Part 2: Last month, we shared our best practices for avoiding spam filters, helping ensure that your email marketing campaign reaches the prospect’s inbox. But getting past the gatekeeper is just part of things. Let’s set the picture: The average businessperson receives around 120 emails per day The average open rate

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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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