Hello and welcome to the 125th edition of Fresh Salmon.

I'm delighted to have you here, and if you want to read past issues, you can do so here.

Fresh Salmon is one of the fastest growing newsletters in the B2B arena, thanks to your continued support and trust. Thank you very much!

Now let's get started…

B2B Marketing Strategy = Audience Growth + Brand Growth + Pipeline Growth

In today's world, grabbing attention is more challenging than ever. 

However, the most successful marketers excel at engaging their audience and cutting through the noise. 

They understand that "attention" has become the most valuable currency in our digital era—not just to avoid being scrolled past, but to make a memorable impact.

Gone are the days when digital engagement was merely transactional. 

Modern buyers tune out the typical sales pitches, seeking instead value that resonates on a deeper level. 

In B2B marketing, transforming moments of attention from transactions into opportunities for value creation is crucial. 

Providing value in your initial interactions not only leaves a lasting impression but also enhances the likelihood of prospects returning. 

This is the foundation of brand affinity, which, once established, allows you to influence customer behavior and drive desired outcomes.

This shift from traditional "Awareness-Consideration-Conversion" to "Attention-Affinity-Action" is what I like to call the AAA model. 

The world's top B2B brands are masters of this AAA strategy. 

Therefore, today every element of your marketing strategy should aim to achieve one of these results: 

1. Growing your audience.

2. Enhancing your brand presence. 

3. Creating a robust pipeline. 

If your content isn't fostering inbound and upsell opportunities, it's time for a rethink.

To ensure your content truly powers your brand and business:

- Collaborate with experts who truly understand your vision.

- Craft exceptional, authentic content that resonates.

- Align every piece of content with clear, measurable outcomes.

For more meaningful and effective marketing, let's embrace AAA.

Why Video Podcasts Are Essential

AI-generated content is becoming ubiquitous, from social feeds to B2B websites. 

It’s transforming the landscape of content creation, allowing marketing teams to greatly enhance their productivity — a definite plus. 

But with this surge comes a new challenge: the commoditization of content.

This is precisely why podcasts, especially video podcasts, are more crucial than ever to a robust content strategy. 

For any B2B company, a podcast shouldn't just be part of the strategy; it should be at the core of your content distribution flywheel. 

A video podcast leverages the built-in distribution power of social media platforms and YouTube, maximizing your organic reach and giving your brand a significant competitive edge. 

If you're aiming to captivate and engage your audience in a way that cuts through the noise, it's time to start broadcasting your story.

My New Podcast - The Uprising Show

Speaking of podcasts, I’m currently working behind the scenes on my healthcare focused podcast: The Uprising Show. 

On this show, I delve into the minds of the game changers, the innovators, the visionaries, and the pioneers of the healthcare industry.

Here is the teaser - 

Interesting Thing That I Read This Week

Coming in 🔥🔥
Stating the unstated!

Tweet That I Noticed This Week

Is it the video content arbitrage?

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 ❤️