Hello and welcome to the 135th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.

Let’s get right into it.

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Out with the Outdated: Welcome to the Future of B2B Marketing

Remember when B2B marketing felt like a repetitive to-do list of tactics that never quite hit the mark?

The webinars that felt like pulling teeth, the lifeless trade show booths, and the cold emails that felt... well, cold?

It’s time to say goodbye to the strategies that belong in the past. The game has changed, and it’s more creative, more connected, and more effective than ever before.

Here’s a look at what we’re leaving behind — and how the new way of marketing is shaking things up:

The Old-School Approach We’re Leaving Behind:

- 📉 SEO for the sake of SEO:

Churning out generic blog posts designed to please search engines instead of humans? Not anymore. Your audience deserves depth, not fluff.

- 😴 Webinars that drain your soul:

If your content feels like a marathon of monotony, you’ve already lost your audience. Time to turn that dial up on energy and insight.

- 🛑 Cold outreach disguised as “gifts”:

Sending a prospect free AirPods just to sneak in a pitch? People see through that, and it’s time we stop pretending it works.

- 🗂️ 13 page whitepapers:

Who’s got the time to read these overblown, under-informative documents? Short, sharp, and useful beats long and boring any day.

- 🏢 Industry events that feel like purgatory:

Awkward booths, unapproachable salespeople, and nothing but stress. It’s time to rethink what it means to connect in person.

- 🐦 Corporate social media that nobody cares about:

When your posts sound like a press release, no one is engaging. Social is your chance to get real—not robotic.

- ✉️ Email marketing that never hits home:

Like a fly that won’t leave your space, irrelevant and annoying email campaigns just frustrate your audience.

The New B2B Playbook Taking Over:

- 🎤 Exec-led social media that feels personal:

When the leaders of your company start sharing raw, insightful, and specific content, that’s when people start paying attention. No more sterile company speak—just authentic leadership.

- 📧 Must-read email newsletters:

Rather than blasting out irrelevant content, create emails your audience wants in their inbox. When your newsletter becomes a go-to resource, you know you’ve hit the sweet spot.

- 🎥 In-house creators driving the conversation:

Bring in niche experts who create tailored content that resonates. Whether it’s video, blog posts, or social, these creators give your brand a voice that stands out.

- 🔍 Data-driven blogs that educate first, rank second:

We’re not abandoning SEO, but we’re no longer slaves to it. Write for the reader first, and let the ranking follow naturally.

- 🎙️ Collaborative video podcasts:

It’s not just about talking; it’s about having real conversations with industry peers. Co-host a podcast with people who get it, and watch the engagement roll in.

- 💥 Influencer-led paid campaigns:

Forget broad ads. Partner with niche influencers who already have your audience’s trust. It’s targeted, authentic, and infinitely more impactful.

- 🔥 Company social that’s anything but boring:

Social media should have a heartbeat. When your posts reflect your culture, your insights, and yes—even a bit of humor—you stop being a company and start being a community.

- 🥳 Events that people actually want to attend:

Instead of the same old trade show routine, create experiences that feel personal, fun, and human. The days of stale networking are over.

The Shift is Real 

We’re living in a time where marketing needs to feel human again. People want to connect, not be sold to, and that means rethinking every part of your strategy.

The new era of B2B is all about authenticity, creativity, and delivering real value in ways that matter to your audience.

So, are you still doing things the old way? Or are you ready to join the future of B2B marketing?

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The Power of Short and Long-Form Video in B2B Marketing

In the fast-paced world of B2B marketing, video content has become the go-to medium for engaging your audience.

But here’s the catch: not all video is created equal.

To truly leverage the power of video marketing, you need to understand the different roles that short-form and long-form content play in your strategy.

If you’re still thinking one-size-fits-all, it’s time to rethink your approach. Let’s break it down:

Short-Form Video: The Front Door to Your Brand

Short-form videos are like appetizers—quick, snackable, and perfect for drawing people in. Platforms like TikTok, Instagram Reels, and YouTube Shorts thrive on this kind of content because they capture attention fast. And in a world where the average attention span is shrinking by the day, this format gives you a chance to make a great first impression.

Short-form video is where new people find you.

It’s for the first-time scroller who’s never heard of your brand but is intrigued by your 30-second take on a trending topic or a quick, insightful tip that they can’t ignore.

Think of it as your introduction, designed to hook and pique interest. It’s your chance to show up, make a statement, and get your foot in the door with audiences who otherwise wouldn’t have crossed paths with your brand.

Key benefits:

- 🎯 Expand Your Reach: Short-form video is perfect for top-of-funnel awareness. Its shareable, viral nature helps you reach audiences you wouldn’t normally touch with long-form content.

- ⚡ Immediate Impact: You have seconds to make an impression. Use bold ideas, humor, or even controversy to grab attention and make people stop scrolling.

- 🌱 Lead Generation: While it’s not built for deep dives, short-form content is perfect for planting the seed. Once your audience is intrigued, they’ll want more.

But here’s the thing — while short-form content brings in new faces, it’s not where the real relationships are built. That’s where long-form comes in.

Long-Form Video: Building Trust, One Deep Dive at a Time

If short-form content is your front door, long-form video is the living room where real conversations happen. This is where you build trust.

When your product or service comes with a high price tag, you need more than just a quick impression — you need to establish credibility and form a connection.

Long-form video, whether it’s a 20-minute thought leadership talk, an in-depth product demo, or a deep-dive podcast episode, lets you do just that.

It’s where you offer expertise, showcase your knowledge, and prove that you understand your audience’s pain points. This is the content people consume when they’re seriously considering making a purchase or committing to your brand. Long-form video works to nurture those initial impressions into long-lasting relationships.

Key benefits:

- 🔐 Build Trust and Authority: By sharing valuable insights and detailed content, you demonstrate your expertise. It’s no longer about getting attention—it’s about keeping it.

- 🕰️ Longer Engagement: Audiences who invest time in watching long-form content are more likely to trust you and your product. They’ve stuck around for a reason—they’re looking for a solution you can offer.

- 💰 High-Value Sales: If you’re selling something expensive, your prospects need to feel confident. Long-form content offers the depth and detail they need to make informed decisions.

Using Both to Craft a Winning Strategy

The magic happens when you combine both short-form and long-form video into a cohesive strategy. Start by attracting new audiences with quick, impactful short-form videos that spark curiosity. Then, guide them into deeper content where they can learn more about your expertise and why they should trust you.

The result? A powerful funnel where you catch attention at the top and nurture trust all the way through to conversion. Short-form pulls them in, long-form seals the deal.

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Why Audio-Only Podcasts Are No Longer Enough: The Rise of the Video Podcast

Gone are the days when releasing an audio-only podcast was the secret weapon for building an engaged B2B audience. Sure, a great podcast still holds incredible value, but in 2024, it’s not enough.

If you're looking for serious results—the kind that drives conversions, establishes authority, and grows a real following—then it’s time to step up your game.

Welcome to the era of video podcasts, the new digital primetime.

Think of video podcasts as the new TV shows for your audience. In an age where people crave visual engagement, attention-grabbing content, and polished presentations, showing up with just audio is like bringing a radio to a streaming service battle.

Here’s why video podcasts are changing the game—and why you need to take your setup as seriously as the message you’re delivering:

1. People Want to See You, Not Just Hear You

There’s something inherently powerful about being able to see the person behind the voice.

Video podcasts allow your audience to connect with you on a deeper level because they can see your facial expressions, gestures, and overall presence. It’s no longer just about delivering content—it’s about establishing a relationship, and video is the best way to make that happen.

With video, you’re not just a voice in their ears; you’re a face they recognize, someone they feel like they know. This kind of connection builds trust, and in the world of B2B, trust is the currency that drives real results.

2. Video Podcasts Are the New TV Shows

Video podcasts are more than just content—they’re entertainment. Your audience is used to binge-watching shows on Netflix, scrolling through Instagram, and clicking on YouTube videos.

A well-produced video podcast taps into that same behavior. It’s not just an interview anymore—it’s a show that engages, educates, and entertains all at once.

The best part? Your podcast becomes shareable on platforms like LinkedIn, YouTube, and Instagram.

Suddenly, you're no longer confined to podcast apps—you’re building a presence across all channels, reaching more people in the process.

3. A Polished Appearance Shows Professionalism

Let’s face it: showing up with a grainy webcam and a cluttered background makes it hard to take you seriously.

Your audience isn’t just listening to your expertise—they’re judging your presentation. And if you want to be seen as an authority in your industry, your visual quality has to match the quality of your insights.

Imagine watching a TV interview where the lighting is off, the backdrop is messy, and the guest is blurry.

You’d lose confidence in them pretty quickly, right?

The same applies to video podcasts. Invest in the basics—a solid camera, good lighting, a clean, professional background—and make sure that when you show up, you look like the expert you are.

4. Video Offers a Multichannel Strategy

With a video podcast, you’re creating a goldmine of content. Not only do you have the full episode to post, but you can also break it down into clips for social media, use soundbites for promotional content, or embed videos on your website to engage visitors.

Your podcast goes from being a one-channel product to a multichannel engine that works for you on every platform your audience is on.

5. It Shows You’re Serious About Your Brand

When you take your podcast seriously—by showing up polished, prepared, and professional—it tells your audience you’re serious about your brand. In the competitive world of B2B marketing, showing up like you mean business can make all the difference. A high-quality video podcast sets you apart from the competition and positions you as a leader in your space.

Bottom Line: Audio Is Great, but Video Is the Future

If you’re still releasing audio-only podcasts, you’re leaving so much on the table. A video podcast offers you the chance to connect, engage, and grow your audience in ways that audio simply can’t. And in a world where every interaction counts, how you show up—visually—can make or break your success.

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Interesting Thing That I Read This Week

This one is from Robert Katai, who is also a reader of this newsletter. Good one Roby!

Tweet That I Noticed This Week

Shane Parrish 🔥🔥🔥

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• Mood is an online dispensary that has invented a “joint within a gummy” that’s extremely potent yet federally-legal.

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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 ❤️