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Hello and welcome to the 167th edition of Fresh Salmon.

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

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

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Almost 10 years ago, I wrote two bold goals in my journal.

The first was deeply personal: "I want to impact the lives of one million people around the world." 💫 💫

This dream came from my mom, a retired teacher, whose life work was about educating and empowering others.

Her legacy inspired me to set my own mission — to help or educate one million people in some way. I will forever be grateful to both of my parents for providing all the support throughout my life, and distilling the core values that helps me bring more to world.

On that note — Happy Mother’s Day to You’all!

To all the mothers, mother-figures, caregivers, and women who lead with heart — Thank you.

You build families, teams, and companies.
You balance ten tabs open in life while showing up for everyone else.
You remind us that care, empathy, and strength aren’t separate — they go hand-in-hand.

Whether you're celebrating with family, remembering a loved one, or just taking a well-earned breather — We see you. We appreciate you. And we wish you a joyful, restful, and love-filled Mother’s Day.

❤️ ❤️

The second goal was professional, almost audacious: "I want to create a new marketing channel for healthcare."

As a marketer, I was always chasing the next big thing, but this felt bigger. It wasn’t just about following trends — it was about starting one.

Fast forward to today, and I see those two goals coming to life as I build TopHealth Media Network.

I’m working with healthcare executives, providers, and companies to help them build engaged audiences through strategic media marketing.

But this is more than just a media network — it’s becoming a new distribution channel for healthcare.

The excitement I feel now is unmatched.
These aren’t just words I wrote down a decade ago — they’re becoming reality.

I'm very grateful to all the customers who are already working with us. 🙏

Each and every one of them is a forward-thinker and a leader in their field, which is why I feel so privileged to working with them, and helping amplify their work and their missions.

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

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The Content Renaissance: Why Faceless B2B Marketing Is Over

And why media-led storytelling is the new growth engine.

Let’s face it.

Every B2B company today is chasing the same thing:
Growth. Efficient, scalable, high-impact growth.

But the roads we used to take to get there?
They’re either flooded… or gated by rising costs.

Paid ads? Oversaturated and more expensive.
SEO? Takes forever, with Google’s ever-shifting rules.
Cold outbound? Good luck standing out in a sea of sameness.

And now in 2025, Go-To-Market teams are being asked to pull off a miracle:
Do more with less.

Welcome to the Era of Efficient Growth —
Where fluff dies fast, and brand + content rise from the ashes.

Let’s break down the shift happening under our feet.

Back to the Core: Content and Brand Are Back

It’s been nearly a decade since B2B marketers gave this much of a damn about content and branding.

But now?
It’s a renaissance.

Brand — that squishy, untrackable thing that makes CFOs nervous - is suddenly cool again.

Content — long considered a slow burn — is becoming the secret weapon of the most resourceful GTM teams.

Why?

Because they’re starting to see what the best brands have always known:

Before your product demo…
Before your sales deck…
Before your cookie-based retargeting ad even loads…

It’s your brand story — showing up, sounding human, resonating — that gets remembered.

And when done right, that story compounds.

Video Is the Vehicle. Media Is the Mindset.

Let’s be blunt: Faceless content is dead.

Corporate LinkedIn carousels with no voice?
Gated PDFs no one reads?
“Thought leadership” posts written by ChatGPT prompts with zero soul?

Trash.

What’s working?

Video.
Podcasts. Episodic, human, personality-led storytelling.

Not because it's trendy. But because it breaks through.
It creates actual connection — the kind that turns viewers into subscribers, subscribers into buyers, and buyers into advocates.

Think about your own digital life:
Would you rather read a dense blog post from a company you don’t know…
Or watch a 90-second video clip of the founder telling a real story?

Exactly.

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

Focus on growth. We’ll handle the website.

OneNine gives you a dedicated team to design, develop, update, and manage your website. We handle everything on your existing site. There are no language barriers and no time zone differences. You can even live track all work in real time. If your website matters, partner with someone who cares.

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From One-Offs to Flywheels: The Rise of Episodic Content

In the old world, content was a checklist.
Write a blog. Hit publish. Move on.

Today?
Content is a system.

And the best systems are episodic.

One video podcast episode can become:

• 8-10 social clips

• 1 blog post

• 2 carousels

• 1 YouTube video

• 1 audio replay

• 1 email to your list

• Countless shares from guests and fans

This is the modern content flywheel — and B2B companies that embrace it are driving brand lift and pipeline in a fraction of the time.

Why? Because episodic content does what single assets can’t:
It builds audience.
It builds habit.
It builds trust over time.

And that trust is what fills your funnel without begging.

The Strategy Shift: Why This Isn’t Just a Trend

Let’s zoom out.

This isn’t a fleeting pivot.
It’s a fundamental reordering of how B2B brands grow.

For a long time, we operated under one assumption:
Buy attention, convert it fast, and optimize for CAC.

But now, with ad costs up, buyer behavior shifting, and trust at an all-time low?

We’re seeing smarter brands embrace a different operating principle:

Own attention. Build media. Tell stories. Create fans.

The big unlock?

And the best part?
The cost of production and distribution has never been lower.

You don’t need a Hollywood studio.
You just need a strong POV, a simple system, and the willingness to show up consistently.

`The Brands That Ignore This? They’ll Be Forgotten.

Here’s the part no one wants to say out loud:

If your brand doesn’t have a face — a voice — a story…

You're invisible.

No amount of SDR sequences or Capterra listings will save you if no one remembers you.

In 2025, buyers will still buy from people they trust.
They’ll still be moved by emotion.
And they’ll still reward brands that show up in their feeds with actual value.

The difference?

You’ll either be the brand they seek out…
Or the one they scroll past.

TL;DR – What This Means for You

Here’s the shift in one sentence:

So here’s what you do next:

• Start thinking like a showrunner, not just a marketer.

• Trade 10 one-off posts for one high-leverage, episodic series.

• Invest in brand awareness before you need pipeline.

• Stop outsourcing your voice. Start building your presence.

• Be the media company your category never saw coming.

The B2B marketing maze is changing.

The exit?

Storytelling. Media. Human connection.

That’s how you grow in 2025 — not just louder, but smarter.

Interesting Thing That I Wrote This Week

That’s it for this week! If you found this newsletter 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.