Hi! Here's your quick dose of marketing insights from your favorite B2B marketing newsletter: Fresh Salmon.

In this edition of Fresh Salmon, I discuss the power of strategic narrative, humanizing marketing, and understanding demand generation  better.

Let's jump right in. . . .

1) The Power of Strategic Narrative 

B2B marketers do not pay enough attention to strategic narrative as it should be. It's something you have to keep improving and working on.

A strategic narrative is the story that a company tells about itself. For B2B companies, it is an important tool for communicating their value proposition and differentiating themselves.

The strategic narrative of a business can help a B2B company effectively communicate its unique selling points and the benefits of its products or services. Also, it can establish the company as a thought leader in its field and build trust and credibility.

Additionally, a strategic narrative can align the marketing and sales teams around a common message and focus their efforts on reaching the company's goals. Also, it can provide a framework for developing marketing materials, messaging, and constructing engaging stories.

It is essential for a company to create a well-developed strategic narrative as part of its B2B marketing strategy so that it can effectively communicate its value proposition and achieve its business objectives.

2) Humanizing Marketing

Creating connections between a brand and its potential customers can be achieved by humanizing marketing. Personalizing messaging, storytelling, marketing psychology that triggers emotions, and other methods can be used to make the brand more relatable and approachable. 

Businesses can build stronger, more meaningful relationships with their target audiences by humanizing their marketing efforts. Ultimately, it increases brand loyalty and sales.

The most remarkable marketing, in my opinion, is the one that stirs emotions and leaves a lasting impression.

The key to this is to be able to communicate effectively, as well as having good copywriting skills.

I found this book in our apartment a couple of days ago: The Emotion Thesaurus. The book was purchased by my wife. Thanks to her exceptionally high reading habits.

This is a writer's guide to expressing characters. As soon as I read that I was intrigued, but I kept my emotions in check (…look what I did here ☺️….) because most thesaurus are pretty bland.

But…Surprise….Surprise….. 

I was really impressed with this thesaurus. I turned through a few pages, and really liked how the book content was structured. 

Here is an example: 

I went through the list of entries and picked - Anticipation. 

It started with a definition of the word, followed by examples of how emotions (in this case - anticipation) are expressed through physical signals, internal sensations, mental responses, long-term responses, and signs that those emotions are suppressed.

This is mind-blowing.

Imagine a guide for expressing emotions effectively. Stunning!

Check out these two pictures from the book for the emotion: Anticipation. 

I'm going to read this book and use it as a reference in the future. It is worth checking out, in my opinion. 

What do you think?

3) Understanding Demand Generation

Demand generation in 2023 requires both paid and organic strategies together. They don't operate separately - they work together.

However, to make both paid and organic strategies work well, you have to understand the key differences between them.

The organic demand generation process does not use paid media spends. Therefore, you cannot guarantee the content's placement.

Nonetheless, organic content does give you access to more community driven engagement and social sharing. It is therefore extremely important to focus organic demand generation efforts on brand and media content.

That means focusing on EDUTAINMENT.

This means creating content that is helpful, educational, and entertaining for the industries and personas you serve.

On the other hand, paid demand generation uses paid spends. Your target market is educated through confirmed ad placements. As a result, your content appears in the feed for your entire market.

Once you've engaged your target audience, they'll come to you whenever they're ready.

Simple :)

Interesting Thing That I Read Last Week

Probably the most crucial question of Q4…..

Tweet That I Noticed Last Week

Meme of The Week

Life is too short to waste time with founders who don’t get marketing. 

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 and LinkedIn.

Cheers,

Vivek

PS. I love you ❤️