It's Fresh Salmon time, and I’m ready to drop some wisdom bombs that'll make your B2B marketing minds explode.

Let’s dive in . . .

Reviving Classic Marketing in the Media-First Era

It's no secret that this media-first approach to B2B marketing is getting much buzz, and rightfully so! But let me drop a truth bomb on you: Fundamentally, we're not reinventing the wheel here. Rather, we're taking a stroll down memory lane, straight back to the days of classic marketing.

It used to be all about building brand awareness through the almighty television and the melodious radio in the good old days. Those TV commercials were just like our social media feeds today. The goal was to capture people's attention between their regular TV programs. In the present day, on social media platforms such as Instagram, TikTok, LinkedIn, and others - guess what? Exactly the same! 

While the media has changed, the fundamentals have not.

People may be going on and on about attribution and worrying themselves silly, but let me let you in on a little secret - it was no different when TV commercials first appeared. Back then, and now, it's all about creating that big splash of brand awareness that gets people buzzing and flocking to your website when the time is right.

Owned and rented media are the modern torchbearers of that age-old tradition. In the same way, a peacock struts his stuff, they put your brand out there. 🦚

During the early days of television, it was all about building massive awareness, and boy, did it work! It's still the same game today. Forging a deep connection with your brand over time and engaging prospects right at the top of the funnel is the key to marketing success!

Don't forget to consider creative marketing as well. You can't find attention lying around on street corners - it's scarce as a hen's teeth! Don't be afraid to let those creative juices flow, and come up with campaigns that'll make them stop in their tracks!

Marketers, take this information and run with it. Conquer that media landscape one move at a time with brilliant marketing moves. And keep those creative fires burning!

Unlocking Conference Success: Content-First Strategy

People, the conference playbook ain't what it used to be. The game has changed, and it's all about building deep, meaningful connections with your target audience. It's not just about signing deals at the conference - we're talking about creating relationships that last a lifetime!

Let's take a look at why industry conferences are the best. Firstly, all your juicy target accounts are right there, ripe for the picking! Additionally, these events are perfect for boosting brand awareness - a surefire way to get your name out there.

Hold onto your hats, because the real game-changer is the move away from traditional marketing and toward a content-first strategy for these conferences. This is the key to success!

What does that mean, you ask? You know, it's all about building relationships, nurturing them, and doing some market research. It's time to stop pushing sales – we're in the era of strategic content creation that makes a difference.

Now, pay close attention to this nugget of wisdom – business development doesn't happen right there on the conference floor. Nope, it's all about what you do AFTER you've shaken hands and exchanged pleasantries.

So, when you're at these conferences, grab that mic and embrace thought leadership! Share your insights and expertise with the world. 

Record compelling content related to the industry topics that matter most, ones that align with the conference's theme. Heck, you can even sit down for a podcast chat with those high-value target accounts or your loyal customers.

And here's the cherry on top – the content you create at these conferences is the gift that keeps on giving! 🎁 

Repurpose and distribute that gold for months on end after the event, and watch that instant ROI roll in!

I am truly excited about this strategy. Get out there and rock those conferences with content-driven brilliance. 🚀

The Accidental Marketer

I spent 8 years honing my software engineering skills at companies like Verizon and Oracle before embarking on my marketing career.

Everything changed on one fateful day, a day I will never forget.

I was having a routine check-in with one of my ex-managers and mentors. He shared with me his grand vision - the birth of a tech company with its first product aimed at SAT and GMAT aspirants, a vocabulary-building app.

The words he spoke piqued my curiosity, and I promised to test the app and provide feedback.

I had no idea that this seemingly simple act of assistance would trigger a cascade of events that would forever alter my life.

In those days, I had just embarked on a journey into the blogosphere (ah, remember blogger. com?..good ol' days), and it seemed only fitting to pen a review of the app on my blog. In an unexpected twist of fate, destiny encouraged me to explore the art of crafting SEO-friendly blog posts.

As a result of my newfound knowledge and enthusiasm, I crafted an online review that showcased the app's genius. Interestingly, these musings grazed Google's first page for keyword searches tied to the app's purpose. Result of serendipity?

My blog has generated thousands of downloads.

My mentor, ever the generous soul, credited my tributes with a substantial portion of downloads. To show his gratitude, he even offered a 10% commission on downloads originating from my links. However, I humbledly declined the offer, seeing it as merely a fluke.

That pivotal moment marked the turning of a page in my story – an inadvertent foray into marketing, an unanticipated exit from my prosperous software engineering career.

I thought to myself, "Shit if I did this accidentally, what could happen if I do it intentionally?".

Reflecting on the events that led me here, I cannot help but recognize the pivotal role my mentor played.

I realized how important it is to surround oneself with greatness, to align with those who dare to go beyond the ordinary.

Here's to embracing our true callings and creating extraordinary journeys together!

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 ❤️