- Fresh Salmon
- Posts
- Attention is the New Currency: Are You Broke?
Attention is the New Currency: Are You Broke?
Your Marketing Is Failing (And You Already Know Why)
Hello and welcome to the 149th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.
How to Win the Attention Economy in B2B Marketing
In August this year, I took the leap to build my own business—TopHealth, a healthcare media network laser-focused on thought leadership in healthcare. The idea was simple but bold: create a platform where healthcare providers and companies could host their own media shows. With our done-for-you services, we handle everything—content, production, promotion. Clients just show up for recordings.
I launched TopHealth with one clear conviction: we live in the attention economy, and attention is the most valuable currency.
In today’s world, the marketing funnel isn’t what it used to be. The steps are straightforward but challenging: Attention → Trust → Customer. The problem is that earning attention is harder than ever.
Let me break this down:
Today's newsletter's primary partner is Analytica Investor. Check them out 👇 👇
DeFi: Pioneering Finance and Blockchain Integration
DeFi Technologies Inc. (CAD: DEFI & US: DEFTF) combines innovation and financial expertise to redefine digital asset investments. With $152M YTD revenue, zero debt, and Nasdaq ambitions, DeFi is unlocking new opportunities in the $3T crypto market. Discover why investors are taking notice.
Why Inbound and Outbound Marketing Are Struggling
Inbound Marketing:
AI has commoditized content. Anyone can whip up a blog post or newsletter using tools like ChatGPT, but buyers aren’t reading it anymore. Why? There’s too much noise. Everyone is creating content, and as a result, even the best insights can go unnoticed.Outbound Marketing:
It’s worse. Think about this: the first thing many buyers do each morning is delete cold emails. Sales teams can play the "call, email, LinkedIn" game all day, but most of it gets ignored or deleted.
And this isn’t just anecdotal—it’s the reality for most B2B companies.
The State of Modern B2B Go-To-Market
Since 2020, I’ve seen significant shifts in B2B go-to-market strategies. Channels are saturated, attention is scarce, competition is rising, customer acquisition costs (CAC) are climbing, and differentiation is tougher than ever. Economic pressures, skyrocketing ad costs, and changing buyer behavior are all squeezing companies.
The traditional playbook for generating pipeline doesn’t work like it used to. So how do you break through?
Meet our secondary partner: Cizzle Bio. Check them out 👇 👇
1 in 16 are diagnosed with lung cancer.
Early detection saves lives
Cizzle Bio’s test is 95% accurate
You can support a patented solution to improve survival rates
Read the Offering information carefully before investing. It contains details of the issuer’s business, risks, charges, expenses, and other information, which should be considered before investing. Obtain a Form C and Offering Memorandum at invest.cizzlebio.com
The Answer: Media-First Content
Since 2020, I’ve been talking about this idea that the game has changed. Content marketing as we knew it no longer works.
The only way to win the attention game is by embracing media-first content.
This means shifting focus to audio and video over written content.
It’s about creating engaging, high-value content in formats that buyers actually consume.
At TopHealth, we’ve built our entire business on this principle. We create shows that aren’t just content—they’re conversations. They tell stories, build relationships, and establish trust.
Meet our secondary partner: Klondike Royalties. Check them out 👇 👇
Join us in satisfying growing energy demands.
Klondike Royalties provides an opportunity to invest in the North Block of the Kitchen Lights Unit in Alaska's Cook Inlet, estimated to contain 300 million barrels of recoverable reserves. Our royalty-based investment model is backed by a team with 4 previous successful projects.
The Reality of Selling to B2B
Here’s the surprising part: I thought it would be easier to sell this vision to B2B companies. The playbook is clear, and the results are proven. But I’ve encountered resistance, and not just from budget constraints—it’s a mindset issue.
Leaders are hesitant to change.
Sales cycles are long.
Buy-in is hard to achieve.
This resistance reveals a bigger gap in the market: many B2B companies don’t yet see how media-first content can transform their pipeline.
Meet our secondary partner: Beyond Blue Media. Check them out 👇 👇
Want To Rank Your Business On Google?
Beyond Blue Media is a full-service marketing agency that delivers EVERYTHING in-house.
See how we grew a roofing business from:
1.5MM to 5MM in 2 years with SEO and Ads
Old Clunky website to sleek and modern design
The Big Takeaway
If you want to break through in today’s attention economy, you need to reimagine your marketing. Stop thinking like a traditional marketer and start thinking like a media company.
Focus on:
Audio and video formats that buyers want to consume.
Storytelling that captures attention and builds trust.
Relationships that open doors to sales opportunities.
The future of B2B marketing isn’t about producing more content—it’s about creating content that feels personal, builds relationships, and ultimately drives revenue.
It’s not an easy shift to make, but for companies willing to embrace it, the results can be transformative.
Let’s bridge the gap together.
Meet our secondary partner: Goody. Check them out 👇 👇
Sleigh your team’s holiday gifts on Goody
Goody makes holiday gifting simple. No need for shipping details or sizes. Just set a price and let them choose. Send trendy gifts from top brands like JBL, Mejuri, and Therabody, or customize merch with your logo. Try it for free & get $20.
Why Mediocre Execution is Killing Your Marketing
Let me tell you something that might sting: Mediocre execution is the reason why your marketing is failing.
Read that again, because it’s the brutal truth.
It’s not about the tools you’re using or the size of your budget. It’s about how you’re running your marketing efforts. Too many companies are caught up in running half-baked experiments across random channels without cohesive thinking behind them.
Here’s what that looks like:
A webinar here, an email campaign there, a few social ads sprinkled in for good measure.
Some activity, but no clear focus, no strategy, no alignment.
When you ask these companies about their marketing strategy, here’s what you often hear:
“Oh, we’re doing webinars.”
“We just ran this event with our VCs.”
“We tried paid ads, but they didn’t work for us.”
Sounds familiar? That’s because these aren’t strategies—they’re just tactics thrown together with the hope something sticks.
Meet our secondary partner: Roku. Check them out 👇 👇
Run CTV Ads on Roku This Q5
Peak shopping season isn’t over yet! Two thirds of consumers plan to shop the week after Christmas, and “Q5” – the period between Christmas and mid-January – has become a significant shopping window.* Roku Ads Manager makes it easy to run self-serve CTV ads and reach shoppers where they’re streaming post-holidays. Get started for as little as $500 and find your next customers on the big screen. (*National Retail Federation, 2023)
Why Marketing Fails
The truth is, marketing doesn’t fail because of the tools or the channels you choose. It fails because of the lack of an overarching, comprehensive strategy.
It fails because companies copy what they see others doing without understanding:
Why a particular approach might work for their business.
What it takes to execute that approach effectively.
How to measure and refine their efforts for real results.
Without this deeper understanding, you’re just shooting in the dark. And when it doesn’t work, it’s easy to fall back on excuses:
“The experiment didn’t work.”
“Our audience isn’t on that channel.”
“We didn’t get the engagement we expected.”
Meet our secondary partner: PodPitch. Check them out 👇 👇
Get Your Team Booked on 3.8 Million Podcasts Automatically
It's 2025. Want to finally be a regular podcast guest in your industry? PodPitch will make it happen. Even the beehiiv team uses it!
The best way to advertise isn't Meta or Google – it's appearing on podcasts your customers love.
PodPitch.com automates thousands of weekly emails for you, pitching your team as ideal guests.
Big brands like Feastables use PodPitch.com instead of expensive PR agencies.
The Safety Blanket of Experimentation
Here’s another hard truth: Many marketers hide under the safety blanket of “experimentation.”
Testing is important, sure. But testing without proper execution is a waste of time and resources. A poorly executed experiment won’t teach you anything—it’ll just fail. And that’s what’s happening in too many B2B marketing teams today.
Stop testing for the sake of testing. Start executing with intention.
Meet our secondary partner: Mindstream. Check them out 👇 👇
Your daily AI dose
Mindstream is the HubSpot Media Network’s hottest new property. Stay on top of AI, learn how to apply it… and actually enjoy reading. Imagine that.
Our small team of actual humans spends their whole day creating a newsletter that’s loved by over 150,000 readers. Why not give us a try?
What Great Marketing Looks Like
The best marketers don’t just “test and hope for the best.” They:
Go deeper to understand the "Why" behind every tactic.
Identify the "What"—what it will take to make their strategy successful.
Focus on the "How"—the flawless execution of their plan.
They don’t run experiments as a way to keep busy or to “check the box.” They execute every step with precision, ensuring each tactic contributes to a larger goal.
Stop the Noise, Stop the Fluff
The truth is, mediocre execution creates noise and fluff. It wastes time, money, and energy. And it’s the reason why so many marketing efforts fail.
So, stop copying what others are doing. Stop running campaigns just to tick a box.
Instead:
Think deeply about your strategy.
Execute with precision.
Measure your outcomes and refine your approach.
Marketing is hard work, but when done right, it’s transformative. It’s time to stop making excuses and start delivering results.
Meet our secondary partner: Morning Brew. Check them out 👇 👇
Here’s Why Over 4 Million Professionals Read Morning Brew
Business news explained in plain English
Straight facts, zero fluff, & plenty of puns
100% free
Key Takeaways:
Marketing fails due to mediocre execution, not lack of tools or budget.
Random tactics like webinars and paid ads won’t succeed without a cohesive strategy.
Stop copying others—focus on understanding why, what, and how to execute.
Experimentation without proper execution is just wasted effort.
Great marketers execute flawlessly, aligning every effort to measurable outcomes.
What do you think? Are you ready to rethink your approach?
Interesting Thing That I Noticed This Week
Amrita has got a point, what’s your thought?

Learn AI in 5 minutes a day
This is the easiest way for a busy person wanting to learn AI in as little time as possible:
Sign up for The Rundown AI newsletter
They send you 5-minute email updates on the latest AI news and how to use it
You learn how to become 2x more productive by leveraging AI
Tweet That I Posted This Week
Double down on your best relationship.
It's the investment with the highest return.
— James Clear (@JamesClear)
7:17 PM • Dec 3, 2024
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.