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In partnership with

Hello and welcome to the 142nd edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

On Friday, I took a moment to reintroduce myself on LinkedIn, it turned out a lot of people found it useful. I’m going to do the same here as well, so you know more about me.

I’m Vivek Nanda, a 40 year old founder of a media network focused exclusively on thought leadership in healthcare called TopHealth. We are on a mission to help healthcare providers and healthcare companies educate the market, and connect with their prospective customers through a media strategy. Think of it as network of podcasts, web series, newsletters, and more!

I was born in Gurgaon, India, and since then I have lived and worked on three different continents.

This is my story so far...

[2006]: Graduated from Engineering college in India, and joined Verizon as a Software Engineer.

[2008]: Came to the US (Tampa, FL), helping launch FIOS for Verizon. I literally have my code in FIOS :)

[2010]: Started building online ventures in India, and made money outside of my engineering jobs for the first time (Also, self-taught digital marketing and advertising).

[2013]: Moved to Germany to go head-on building a startup career at the Silicon Valley of EU (Berlin). Also, called WHU – Otto Beisheim School of Management my home to learn the business world.

[2014-15]: The telemedicine startup that I was working for got sued in the EU, and we had no choice to just exclusively focus on the US Market. The founder convinced me to come with him (and give up my EU residency), and start building the company in New York.

[2019]: I took a break from working full time at healthcare companies to join very different businesses as Marketing and Revenue Leader. However, still consulting a few healthcare startups on the side.

[2020]: When the shit hit the ceiling, in March I had my first daughter. Everything changed. Parenthood. Girl Dad !! 😍

[2022]: Back to healthcare full time. This time Chief Growth Officer, and trying to build an MSO model in Home Care. Also, welcomed baby no. 2. Second Daughter. 😍

[2024]: Decided to go all-in building a media network focused exclusively on thought leadership in healthcare (TopHealth) and soft launched in July and been building since then!

I'm also (selectively) helping early stage and high growth health tech and B2B startups as a fractional CMO and Go-To-Market Expert as I'm ramping TopHealth. If you are a clinician/healthcare provider or a healthcare company looking for ways to cut through the noise, elevate your brand, and create more demand, I'm your guy!

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Now back to the business. Yesterday, I saw a post about how Marketing has changed over the year, it really resonanted with me. I’m going to expand that post and share with you here.

The Reality Check: Why Traditional Marketing is Slipping Out of Relevance

It’s hard to ignore: the tried-and-true methods like SEO, PPC, and cold outreach are reaching their breaking points. With an overload of AI-generated articles clogging up search engines, content visibility has become a battle. Ads are increasingly expensive, and cold outreach has hit a wall, with inboxes filling up faster than people can read. In short, 2024 demands a new playbook, one rooted in genuine relationships and deep trust-building.

Let’s unpack the strategies making waves right now — approaches that are helping brands cut through the noise and build meaningful connections.

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What’s Working in 2024: Proven Strategies for Building Real Impact

1. Build-in-Public 2.0: Making Transparency a Strategy

- What it is: Openly sharing the journey, including the hiccups and hurdles. It’s about showing a full picture, where struggles are as important as the wins.

- Why it matters: Sharing the raw truths of building a business isn’t a vulnerability—it’s a strength. Audiences resonate with founders and companies who are open about both wins and stumbles, and this honesty forges a bond that goes beyond surface-level connections.

2. Community-Driven Value: Build Relationships First, Sell Second

- What it is: Creating value-rich communities that focus on trust and support long before introducing a product.

- Why it matters: People don’t just want products; they want to be part of a community that’s bigger than a single transaction. By focusing on connection first, companies can nurture loyal advocates who will promote and shape the brand. Engaged communities transform casual users into passionate promoters who actively fuel organic growth.

3. Strategic Partnerships: Combining Forces with Purpose

- What it is: Finding synergy with other brands or creators in your industry, building connections that allow both parties to flourish.

- Why it matters: Partnerships bring access to new audiences and fresh ideas. By co-creating with a strategic partner, brands not only expand their reach but also enhance their credibility. This is less about sharing the stage and more about amplifying the message together.

4. Content Moats: Authenticity Over Quantity

- What it is: Focusing on high-quality, insightful content that stands out amid a flood of AI-produced pieces. Rather than volume, prioritize content that offers depth and perspective.

- Why it matters: With so much generic content out there, originality is your competitive edge. When people turn to your brand for trustworthy, insightful information, you’re not just providing content; you’re building authority and becoming a go-to resource that others cite and respect.

5. Platform Pioneering: Capitalizing on New Features First

- What it is: Exploring and utilizing new social media features or emerging platforms to gain early traction.

- Why it matters: Early adopters often benefit from platform boosts, especially when new features or algorithms reward content creators. Seizing these opportunities can catapult your brand into visibility and create organic reach, while others are still catching up.

Core Message: Go Beyond the "Go-to-Market"

A critical theme runs through all of these successful strategies—they’re all about building a network that creates value and trust. Today’s buyers are looking for real connections, not more ads or cold calls. Instead of a direct go-to-market approach, it’s about “go-with-the-market,” connecting in ways that respect the audience’s time and build mutual trust.

We’re entering a new era: Marketing with the Market, rather than marketing to it.

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Why This Matters Now

Building products is getting easier, but getting people’s attention? That’s harder than ever. We’ve moved beyond vanity metrics; today, it’s all about meaningful metrics. Those who focus on real engagement and community are winning. Brands that put transparency, community, and relationships first will emerge as leaders, while those clinging to outdated tactics will be left behind.

The bottom line? Build something people believe in and that belief will translate into loyalty and advocacy.

Key Takeaways

1. Prioritize Trust: Trust first, product second. People want to invest in brands they feel are real and reliable.

2. Connection Over Transactions: Focus on building real human connections with your audience—they’ll remember you for it.

3. Partner Up for Growth: Don’t go it alone; strategic partnerships can elevate your brand’s reach and credibility.

4. Quality Beats Volume in Content: Aim to be insightful and unique. Original content cuts through the noise.

5. Stay Agile with Platform Features: Being a first-mover on new features can be a quick win for organic reach.

2024 is all about building genuine relationships that turn audiences into engaged supporters. The era of “just selling” is over. Instead, make it about connection, value, and trust.

Interesting Thing That I Noticed This Week

Timing + Demand = 💲💲💲

Tweet That I Posted This Week

This concludes this edition of Fresh Salmon.

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.