Hello and welcome to the 128th edition of Fresh Salmon!

After a brief break, I'm thrilled to announce that we've reached a significant milestone: 2 full years of this newsletter!

The journey began on Substack on July 17, 2022, and today marks our 128th post. Sharing insights from my career as a B2B marketer, where I've helped scale several companies from zero to millions in revenue, has been incredibly fulfilling.

This newsletter began from ZERO. The very first edition was sent to three people, including my wife.

Initially, finding the rhythm for this newsletter was a challenge, but the past year has been particularly rewarding.

In August 2023, I transitioned from Substack to Beehiiv, and the newsletter's growth has been remarkable. When I made the switch, we had just over 300 subscribers.

At our peak, we reached 5000 subscribers. After a few list cleanups, we now have a robust community of over 4000 active subscribers.

Experimenting with and refining this newsletter has been a fantastic learning experience.

One of the most rewarding aspects is seeing the high engagement rates. Our overall Open Rate remains around 44% with 2.51% Click Rate, and an impressive 71% of you have opened 5 or more editions. This speaks volumes about the solid and engaged audience we've built together.

Thank you all for your continued support, for reading and sharing this newsletter, and for being part of this journey. Your enthusiasm and feedback are invaluable, and I'm excited to keep bringing you valuable content. Here's to many more editions of Fresh Salmon!

The Evolving Landscape of B2B Podcasting: Strategies for Success

In the ever-evolving world of B2B marketing, one tactic that has gained significant traction yet become increasingly challenging is running podcast shows for B2B companies and getting prospects on these shows.

Not even a year ago, this was one of the most effective strategies for B2B companies. By starting an in-house podcast, businesses could bring on not only their existing customers but also target prospects, fostering relationships and converting them into sales pipeline opportunities.

However, the landscape is changing rapidly, especially in the sales and marketing niches, which are always at the forefront of B2B marketing innovation.

The Shifting Dynamics

In the current B2B environment, particularly within sales and marketing, buyers have become savvy to these tactics. They recognize that being invited onto a company-run podcast often means they are seen as prospects.

As a result, they are increasingly declining such invitations. Even when they do participate, they play the game well — completing the podcast but not necessarily converting into a sales meeting unless there is a genuine need.

This phenomenon is less pronounced in more traditional B2B segments like chemical manufacturing or healthcare, where the tactic still holds some efficacy.

However, for those targeting sales and marketing professionals, the effectiveness of company-run podcasts is waning.

Two Effective Strategies for B2B Podcasting

Despite these challenges, there are still two promising podcasting strategies B2B companies can leverage:

1. Partnering with B2B Influencers or Independent Media Companies

Instead of running your own in-house podcast, consider partnering with a B2B influencer or an independent media company that operates its own podcast. Ensure that their audience aligns with your target prospect profile. This partnership can be highly effective for several reasons:

- Less Salesy Approach: When these influencers or media companies reach out to your target prospects, it doesn’t come off as a sales pitch. Instead, it appears as a genuine invitation to share insights on a respected platform.

- Extended Reach: Leveraging the established audience of these influencers or media companies can significantly enhance your reach and credibility.

- Content and Promotion: These partners often provide valuable content in the form of social media clips and co-promotion, adding another layer of value to your investment.

By implementing this strategy, you can still build relationships with prospects in a more subtle and effective manner, bypassing the resistance typically encountered with company-run podcasts.

2. Creating an Independent Media Property

Another innovative approach is to establish an independent media property that does not explicitly tie back to your main brand. This independent platform can focus on industry or category-specific content, positioning itself as a thought leadership or educational resource. Here’s why this strategy works:

- Perceived Authenticity: An independent platform is often perceived as more authentic and less sales-driven. Prospects are more likely to engage with content that doesn’t feel like a direct sales tactic.

- Collaboration Opportunities: This approach allows you to collaborate with other companies in the space, further enhancing your credibility and reach.

- Control and Flexibility: Your marketing team can still control the content and strategy behind the scenes, ensuring alignment with your broader marketing goals.

This strategy not only helps in overcoming objections from potential prospects but also establishes your brand as a leader in the industry, fostering long-term trust and engagement.

The Future of B2B Podcasting

As the B2B landscape continues to evolve, these strategies offer a way to stay ahead of the curve.

Authentic, independent content and strategic partnerships with influencers or media companies can differentiate your brand and maintain engagement with your target audience.

In upcoming editions of this newsletter, I will share examples of companies successfully implementing these strategies, providing you with actionable insights and inspiration for your own initiatives.

Stay tuned for more detailed case studies and practical tips on navigating the complex world of B2B podcasting.

Final Thoughts

By understanding and adapting to these shifts in B2B podcasting, you can continue to leverage this powerful medium to build relationships, generate leads, and ultimately drive growth for your business.

Embrace these innovative strategies and watch your podcasting efforts thrive in the evolving B2B landscape.

Interesting Thing That I Read This Week

This is genius at so many levels. Check out the video here.

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. Do what is good for your soul ❤️