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Hello and welcome to the 143rd edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

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Simple Truths That Separate Average Marketing from Exceptional

Here’s a fresh perspective on the hard truths that shape real, high-impact B2B marketing.

Let me walk through a few points in a way that sparks fresh thinking—and keeps it genuine and actionable. Grab your notebook; this is the kind of advice that sticks with you.

1. ‘Best Practices’ Are Bare Minimums, Not Blueprints

Best practices can feel safe, but they’re really just “average practices” in disguise. If everyone is using them, they won’t set you apart—they’ll keep you in the pack. Standout marketers take inspiration from best practices but don’t cling to them. Challenge yourself to go beyond the tried-and-true and find what works for your unique brand and audience.

Key Takeaway: Best practices are a foundation, not a destination. Experiment and innovate to break away from the crowd.

2. Strategy Gets the Headline; Tactics Write the Story

Strategy might look polished on paper, but it’s the gritty, in-the-trenches tactics that make it work. Real marketing success isn’t sealed in boardroom agreements—it’s shaped by the day-to-day learning of what resonates and what doesn’t. Let your team test, adapt, and build on these tactical wins, because they are the true fuel behind any strategic plan.

Key Takeaway: Strategy sets the course, but tactics make it real. Trust the marketers who live in the details.

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3. Data Is the Map, Not the Territory

Numbers are a powerful guide, but they can’t capture everything. Relying solely on data without human insights is like navigating with a map but never actually visiting the place. Don’t assume data alone can explain your customers. To truly understand them, talk to them, listen to their stories, and fill in the gaps that numbers alone won’t reveal.

Key Takeaway: Data is vital but incomplete. Combine it with real conversations for a complete picture.

4. Big Meetings Kill Big Ideas

Nothing shrinks an idea faster than a room full of opinions. Too many voices can turn bold concepts into bland compromises. Protect creative spaces by keeping them small and filled with people who push ideas forward, not those who are just there to weigh in. Real creativity thrives when you let ideas stay bold and focused.

Key Takeaway: Keep creative meetings focused and small. Limit input to those who drive value, not noise.

5. Know When to Cut Your Losses

Launching something new is exhilarating, but clinging to failing projects can drain energy and resources. Marketers often hold on to campaigns that aren’t delivering, but letting go is necessary for growth. Be ruthless about prioritizing efforts that drive results and have the courage to say goodbye to those that don’t.

Key Takeaway: Recognize when to pull the plug. Free up space for what’s worth the investment.

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6. Start with the Problem, Not the Product

Marketers love to pitch solutions, but without understanding the problem, it’s just noise. The best campaigns are born from empathy, not assumptions. Dive into your audience’s struggles, understand the challenges they face, and let your solutions flow from that. Your product or service should feel like a direct answer to a real pain point.

Key Takeaway: Don’t sell a solution without knowing the problem. Understand your customer first.

7. Hiring Right Isn’t a Luxury—It’s a Necessity

When it comes to budgets, the biggest waste often isn’t on ads or flashy campaigns; it’s on poor hiring choices. Every person you bring on affects your brand’s trajectory, so invest in finding people who bring creativity, experience, and insight. The right team makes or breaks a strategy.

Key Takeaway: Great hires multiply your impact. Avoid the hidden cost of mediocre talent.

8. Customer Journeys Are a Lot Messier Than Maps

The linear customer journey? It’s a neat story we tell ourselves, but it’s rarely how people actually buy. Humans don’t follow straight paths; they circle back, take detours, and make unexpected decisions. Embrace the chaos. Instead of forcing them into a flowchart, meet them where they are and be ready to adapt.

Key Takeaway: People are unpredictable. Build flexible, responsive marketing paths.

9. Think Beyond Customers—Create Advocates

Great marketing doesn’t just bring in customers; it turns them into advocates who shout your brand from the rooftops. Focus on delivering experiences so valuable that your audience becomes your biggest fans. Customers can come and go, but advocates build your brand for you.

Key Takeaway: Aim for advocacy, not just acquisition. It’s the best kind of loyalty.

10. If Your Ideas Don’t Cause a Stir, Think Again

Truly standout ideas often feel risky at first. If your concepts don’t make people pause or feel a little uncomfortable, they might not be bold enough. Lean into the discomfort—it’s often a sign you’re onto something great. Safe ideas feel easy; game-changing ones challenge the status quo.

Key Takeaway: Don’t play it safe. Greatness is rarely comfortable.

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The Bottom Line: Simple Doesn’t Mean Easy

Marketing might seem simple on the surface, but that doesn’t mean it’s easy. Embracing these hard truths—cutting what doesn’t work, pushing for bold ideas, and focusing on real customer understanding—takes courage, grit, and constant adaptation. If you want to rise above the rest, start by daring to do what others won’t.

Final Takeaway: The best marketing isn’t just about following the rules; it’s about rewriting them.

This isn’t just another list of “tips”— it’s the framework for a more authentic, more impactful approach to marketing that resonates with your audience and stands the test of time. Use these principles as your compass, and watch as your campaigns move from good to unforgettable.

Interesting Thing That I Noticed This Week

This 😂 😂 😂

Tweet That I Posted This Week

This concludes this edition of Fresh Salmon.

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.