Hello and welcome to the 104th edition of Fresh Salmon.

I am delighted to have you here, and if you wish to read past issues, please click here.

Thanks to your continued support and trust, Fresh Salmon is one of the fastest growing B2B newsletters.

Now let's get started and navigate through the B2B Marketing maze. 

Quest for Excellence: The Efficient Growth

Every B2B company is on a relentless pursuit of growth, but the road is fraught with challenges. 

Almost every B2B marketing channel is either crowded or demands a hefty investment, making growth difficult to achieve.

It is an unfortunate reality that Go-To-Market teams are being asked to deliver "more" with "less" in 2024, as a result of an evolving economic climate and shifting buyer behaviors.

The Renaissance of Content and Brand

Interestingly, the focus of B2B marketing teams has returned to the fundamentals of marketing: content and branding. 

It is the first time in nearly a decade that there has been considerable buzz around Content and its distribution over Paid Advertising. 

This is a refreshing change which suggests a deeper understanding of what resonates in the world of B2B marketing.

For years, Brand marketing was the enigmatic giant of marketing strategies—hard to measure but crucial for success. 

Brand marketing is considered one of those things that’s hard to measure but requires a lot of investment. However, one thing that’s clear is - when a brand has a lot of distribution, there is certainly a good amount of uplift in the brand awareness. 

Awareness for a B2B brand is the beginning of the relationship with a buyer. It’s the first major step where your brand has gained the attention in the buyer’s mind. 

It's the pivotal moment when a brand captures the buyer's attention, setting the stage for engagement and connection.

B2B content distribution is changing with social media platforms betting big on video content to keep audiences engaged. 

With the advancement of mobile technology, platforms' focus on video formats, and consumers' dwindling attention spans, media content has become a key component of B2B content marketing. 

B2B content marketing strategies are increasingly relying on audio-video content as the cornerstone.

There is no longer a place for faceless corporate content. Faceless content is dead. B2B marketing relies heavily on human connections and storytelling today. 

It is about engaging with your audience on a personal level, sharing stories that resonate and connect with them. 

By incorporating authentic storytelling into media content, brands are experiencing unprecedented levels of brand awareness and sales impact.

The Strategic Shift to Media Content

Today, the real competitive advantage in the B2B world lies in the ability to drive brand awareness through the use of scalable media content. 

Thanks to the reduced barriers to media content production and distribution, the landscape has evolved from one-off content pieces to episodic and series-based content.

B2B marketing has undergone a dramatic transformation. Previously, blogs were the crown jewels of B2B brands, but the focus has shifted now to multimedia content distribution. 

The shift has created new opportunities for attracting and engaging target audiences, heralding the dawn of a media-first content strategy.

This evolution in content strategy has given rise to the new content flywheel, emphasizing the value of episodic content for building brand affinity and driving revenue. 

The key takeaway for B2B marketers is not to underestimate the power of media content. By focusing on creating engaging, episodic content, long-term revenue growth can be achieved.

Conclusion: Embracing the Shift for Long-Term Success

There is a paradigm shift occurring in B2B marketing, with content and brand increasingly taking precedence over traditional paid advertisements. 

There is a shift towards a media-first content strategy, based on video and storytelling, which is not just a trend but a strategic move towards building deeper relationships with your audiences. 

B2B companies can achieve efficient growth, drive brand awareness, and ultimately increase revenue by leveraging the power of media content and episodic storytelling. 

The journey through the B2B marketing maze may appear complex, but the right strategies will enable you to achieve success.

Interesting Thing That I Read This Week

Adam is the CEO of Retention dotcom. They are a $22 million ARR bootstrapped business.

Tweet That I Noticed This Week

This is a really profound post by the co-founder of Morning Brew.

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 ❤️