In partnership with

In partnership with

Hello and welcome to the 158th edition of Fresh Salmon.

If you're new here, welcome aboard! And if you’d like to catch up on past issues, click here.

Let’s dive in.

🚀 The Male Fertility Boom is Here

2025 is the year male fertility startups go mainstream.

The global male infertility market was valued at $4 billion in 2022, and it's projected to hit nearly $6 billion by 2030. The growth is undeniable, but what’s fueling it?

Shifting cultural perspectives, better at-home testing, and growing investment in reproductive health are making this once-taboo market a major player in the health-tech space.

I actually run a #MaleFertility Stream on TopHealth, led by Co-Founder and CEO of Hera Fertility: Thiv. If you are interested, please feel free to check out here.

Now, let’s get to the good stuff…

Meet our primary partner for today’s edition: Deel. Check them out 👇👇

Prepare for your next business move with our International Hiring Guide

At Deel, we've simplified a world's worth of global hiring information. Our expert teams can help you navigate quick and compliant hiring in 150+ countries and so much more.

Download our guide

6X Conversion on a Pricing Page – Here’s How We Did It

At one of the B2B companies where I was VP of Marketing, we took a gamble — and it paid off big.

Instead of the usual case studies or testimonials with headshots, we decided to humanize the experience.

We created an audiogram-style video capturing real customer voices.

Here’s how it worked:
> We asked 7–8 customers to record a short (under 90 seconds) audio snippet about their experience with our software.
> We specifically told them not to mention their company name or their own name — so the focus stayed on what they were saying, not who was saying it.
> We stitched the clips together into a simple but powerful audiogram and placed it on our pricing page.

💥 The result? A 6X increase in conversions.

Why did this work?
Authenticity beats polish. People trust real voices over polished testimonials. Emotional connection. A voice conveys emotion in a way text can’t.
Lower friction. Audio is effortless to consume.

If you’re looking for a high-impact, low-cost experiment, this one’s worth testing.

Meet our secondary partner for today’s edition: Fyxer AI. Check them out 👇👇

Hire Faster with Fyxer AI

Fyxer, your AI Executive Assistant, streamlines your recruitment process:

• Neatly organized emails.

• Replies to candidates tailored to your tone of voice.

• Crisp notes from every interview and meeting.

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Brand-Run vs. Independent Communities: Where Should B2B Companies Invest?

Professional communities are evolving fast. Should companies own the conversation or let the ecosystem shape it?

Brand-Run Communities: The Good & The Ugly

Pros:
Direct Feedback Loop: Immediate user insights for better product development.
Higher Engagement: Beta testing, AMAs, and feature previews keep users involved.
Stronger Loyalty: When done right, they build long-term brand affinity.

Cons:
Trust Issues: If it feels too corporate, members will disengage.
Biased Discussions: Conversations may feel overly curated to serve the brand.

Independent Communities: The Double-Edged Sword

Pros:
Authenticity Wins: No corporate oversight means more genuine discussions.
Diverse Perspectives: A broader mix of voices leads to richer insights.
Industry Influence: These communities often drive bigger shifts in the space.

Cons:
No Direct Control: Companies can’t steer the conversation.
Resource Limitations: Independent communities may lack funding and structure.

Meet our secondary partner for today’s edition: ListKit. Check them out 👇👇

Cold Email Setup Offer

We started sending 10,000 cold emails per day, and scaled a brand new B2B offer to $108k MRR in 90 days. Now, you can have the same system set up (completely done-for-you) inside your own business - WITHOUT going to spam, spending thousands of dollars, or any manual input. Close your next 20 clients easily. We’ll set up the tech, write your scripts, give you the leads, give you the inboxes, and the sending tool - all starting at $500/mo.

Get Pricing & Details

🏆 The Winning Play? A Hybrid Approach

The best strategy might not be either/or, but both.

Host a brand-run community—but let members have real conversations.
Support an independent community—to build trust and industry credibility.
Be transparent. Don’t over-moderate or turn it into a sales channel.

Community-led growth is the next frontier — don’t sleep on it.

Winning Through Proximity: The Art of Social Selling

Sales isn't just about closing deals anymore. The brands that win are the ones that stay close to their customers — every single day.

Social selling isn’t just a LinkedIn buzzword — it’s “the thing” of B2B growth.

Great social sellers don’t “sell” — they educate.
They aren’t just visible — they’re valuable.
They focus on relationships — not transactions.

Instead of chasing customers, they become the person buyers want to talk to.

If you’re not showing up where your buyers hang out, engaging in their conversations, and adding value — someone else will.

Interesting Thing That I Posted This Week

Tweet That I Posted This Week

That’s it for this week! If you found this valuable, share it with a friend.

See you next time!

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.