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B2B Media Storm, People-First GTM, and Barbie's Blockbuster Opening

Edition #55

Welcome to the latest edition of Fresh Salmon. This morning we visited the Iskcon Temple of West Virginia. I’m still in awe of how beautiful and peaceful the place was.

Here is a picture from inside the temple’s main area -

Now let’s dive in . . .

The B2B Media Storm 🌪️

The B2B marketing landscape is ablaze with some sizzling hot news! 

If you've been reading Fresh Salmon, you'd have noticed that I have mentioned several times these jaw-dropping moves over the past couple of years:

  • Hubspot, the marketing giant, bought The Hustle for $70 million.

  • In a surprise announcement, Salesforce announced Salesforce+, their very own media platform.

  • Outreach, the sales engagement champ, acquired Sales Hacker in a savvy deal.

Hold on tight, because the ride has only gotten wilder in the last month! A flurry of dazzling launches has occurred, and these aren't small potatoes:

  • Zuora, the master of subscription billing, released Zuora+.

  • Lavender, the rising star in whatever-it-is-they-do, unleashed LavenderLand!

  • Data-sharing daredevil Crossbeam brought us Insider, a look into the clandestine partnership world.

  • In addition, SupportLogic, the customer support sensation, hit us with SX Live Library, aiming to elevate support.

So what's the big revelation here? Oh my gosh, it's huge! 

Do you feel the ground shaking? This is a seismic shift. Get ready for impact: these companies, the big shots as well as the up-and-comers, are transforming into MEDIA COMPANIES!

Whether you believe it or not, everything is unfolding at breakneck speed. Almost as fast as a cheetah on Red Bull! 

The game is changing fast, so if you're still snoozing on it, wake up and smell the coffee!

Community-led Growth vs Member-led Growth

I've got some exciting news fresh off the press! My good friend and former CMO of Airmeet, the one and only Mark Killen, has unleashed something extraordinary upon the world – ClubPF! Brace yourself for a community that revolves around the core essence of people-first GTM execution. Now, that's what I call a game-changer!

Mark has been toiling away, framing the perfect people-first GTM framework, and let me tell you, it's nothing short of mind-blowing. I've seen the visual, and boy, does it dish out some eye-opening insights! It's like seeing marketing nirvana captured in pixels.

Oh, but don't worry; we'll dive into the depths of this framework another time. Today, I just couldn't resist sharing this magnificent visual masterpiece with all of you fine folks.

Now, let's get to the meaty part I can't wait to sink my teeth into – the scintillating difference between Community-led Growth and Member-led Growth in the world of B2B business. Hold onto your hats, 'cause this is where the real magic happens:

Community-led Growth: Picture this – engagement soaring across communities and places a business doesn't own. It's like harnessing the power of the masses to propel your business to unprecedented heights!

Member-led Growth: Ah, now this is a whole different ball game! We're talking about captivating engagement across a community and playground that's owned by the business itself. It's like building your own thriving universe of loyal members!

So there you have it, a glimpse of what's shaking up the B2B realm. 

Distribution > Product

Barbie's opening weekend grossed $337 million. That's nearly twice Oppenheimer's $174M. It wasn't just a coincidence. I have included Aakash Gupta's excellent breakdown here.

Interesting Thing That I Read This Week

Tweet That I Noticed This Week

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. I love you ❤️