Hello and welcome to the 97th edition of Fresh Salmon.

Fresh Salmon is one of the fastest growing B2B Marketing newsletters in the world. I’m on a mission to help you master B2B Demand Creation and Audience Building for market dominance!

But first, here is a thought. . .

Ever caught yourself binge-watching YouTube tutorials or devouring books, thinking you are "learning"?

Here is a reality - That's just information snacking.
That's just consumption, not learning!!

Learning isn't about stuffing your brain with facts. It's actually about attaining MASTERY.

Think about it. When you tie your shoes, are you breaking a sweat? Nope. You're in the zone, doing it effortlessly. That's mastery – executing skills smoothly, without burning your brain's fuel.

In marketing, business, heck, in LIFE, this should be the focus.

Learning should be all about attaining the mastery.

It's not just about knowing stuff; it's about doing it so well, it feels like second nature.

So, next time you're "learning," ask yourself: “Am I moving towards effortless execution?”

Because that is the real deal. That's when you've truly mastered your craft.

HubSpot's Wild Marketing Stunt with Morning Brew's Alex: See What Happened

Get ready for a marketing maneuver so bold it'll have you spinning in your seat.

Last week, the B2B world witnessed a collaboration that was nothing short of legendary. The players? 

None other than HubSpot and the maestro of Morning Brew, Alex Lieberman.

The Dynamic Duo: HubSpot Meets Morning Brew's Maverick

Take a look at this scenario: Alex Lieberman, the co-founder of Morning Brew (the newsletter that delivers business news like your morning coffee), teams up with HubSpot. This is HubSpot, the brand that is practically synonymous with savvy marketing.

The Tweet Heard Around the B2B World

All of this began with a tweet from Alex on January 3rd that was more tantalizing than a double espresso shot. In his bid to be the live billboard at the NCAAF National Championship, he threw down the gauntlet to Fortune 500 CMOs. 

What is the cost? Tickets for the NCAAF National Championship game for him and his 7 friends.

With the speed of a gazelle, HubSpot clinched this deal within a matter of hours.

Here is his original tweet - 

Why HubSpot Couldn't Resist?

Let's cut to the chase: Why did HubSpot jump on this? 

One word: Alex. 

It is not just any influence. This is a guy who has a Midas touch when it comes to content and a social media presence that is the envy of the B2B community. 

As co-founder and executive chairman of Morning Brew, he brings a high level of credibility.

Having 255K Twitter followers and 150K LinkedIn connections, Alex is like a walking, talking billboard for the B2B world.

B2B Marketing Just Got a Whole Lot Cooler

There is no denying it: B2B marketing can be as dry as an old bagel. 

However, this campaign? This is like a splash of hot sauce. 

HubSpot did not just want to go viral; they wanted to set the internet ablaze. Boy, did they bring the heat!

The Hype Machine in Full Swing

Alex, being the genius he is, has already started building buzz ahead of the big reveal. 

In a way, it was like the ultimate pre-game show, and it worked like a charm. On the day of the game, the hype was real, and it paved the way for a viral explosion.

"Where's Waldo?" HubSpot Edition

On the big day, Alex and his crew transformed into a live action "Where's Waldo?" decked out in HubSpot's signature orange.

The objective? Find them on TV or in person, post it on social media with the campaign hashtag, and bam - you're part of the marketing magic. It was a social media scavenger hunt that had everyone buzzing.

Crunching the Numbers: Was It Worth It?

Okay, let's talk turkey. HubSpot dropped $40K, but what did they gain? 

It is a whopping million brand impressions! That is a CPM of $40, just a tad higher than LinkedIn's Brand Awareness campaign rates. 

A little extra for a front-row seat at the marketing Super Bowl is nothing in the grand scheme of things.

NOTE: The cost was benchmarked against the cost of running a Brand Awareness ad on LinkedIn targeted at people in the B2B market, which ranged between $23.56 and $35.34 for every 1000 impressions. As a matter of simplicity, let's assume it is $35.

The Final Scorecard

- Deal Making: 10/10 (HubSpot and Alex? A match made in marketing heaven.)

- Campaign Hype: 8/10 (Alex's pre-game buzz was like the trailer to a blockbuster movie.)

- Creative Concept: 6/10 (The "Where's Waldo?" game was fun, but let's be real, it was the hype that carried the day.)

- Brand Impressions: 8.5/10 (A million impressions? That's like going viral in your sleep.)

There you have it, folks. HubSpot and Alex Lieberman did more than break the internet; they rewrote the rules of B2B marketing. There is more to it than just being seen; it is about creating a spectacle that everyone wants to take part in. 

Now, who's ready to up their marketing game?

The Dawn of a New Era in B2B Marketing: Why Ungating Content is Your Golden Ticket!

I'm here today to discuss a seismic shift shaking up our industry: the end of content gatekeeping. The time has come for you to unlock those gates and allow your content to run free!

Gatekeeping Content: A Strategy Past Its Prime

Do you remember the days when gating content was the preferred strategy for generating leads? Well, those days are fast disappearing.

If you are still relying primarily on gated content, you need to prepare yourself. There is a rocky road ahead of you, and you are on a path of diminishing returns.

The thing is, when you create a high-quality piece of content, it is like striking gold. Your primary mission? Get as many eyes on that prize as possible. And how do you do that? By keeping your content ungated.

Ungating content is not just a trend; it's the future. Here's why:

1. Maximize Exposure: 

When your content is free for all, it reaches a wider audience. This means more eyeballs, more shares, and ultimately, more impact.

2. Boost SEO: 

Search engines love freely accessible content. Ungated content improves your SEO, driving organic traffic to your site like never before.

3. Build Trust and Authority:

By offering valuable content with no strings attached, you position yourself as a generous thought leader. This builds trust and credibility with your audience.

4. Encourage Engagement:

Free content invites interaction. It gets people talking, sharing, and engaging with your brand on a deeper level.

5. Data-Driven Insights:

With more people accessing your content, you gather richer data. This helps you understand your audience better and refine your marketing strategies.

Embrace the Ungated Content Revolution

As a B2B marketer, it's time to embrace this change. Spread your content far and wide. Let it spark conversations, ignite curiosity, and build connections.

Remember, in today's digital landscape, your content is your ambassador. Set it free, and watch as it opens doors to new opportunities, relationships, and growth.

So, let's bid farewell to the era of gatekeeping and welcome the age of ungated content. It's not just a strategy; it's a recipe to building a brand that buyers trust. And it's your ticket to soaring heights in the B2B marketing world. Let's fly high!

Interesting Thing That I Read This Week

This is an interesting post about the Peacock’s bid to grow their channel’s subscriber numbers.

Tweet That I Noticed This Week

Sarcasm 🤣 🤣

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 ❤️