Hello. Hello. Happy Thursday!

I’m back with Fresh Salmon, your favorite B2B marketing newsletter. Today, I am sharing another top trend that is transforming B2B marketing.

Let’s dive in. . . .

Focus on Revenue. Period.

We've all heard this advice before, and while most of it refers to financial implications, there is more to it.Please allow me to provide my own insight and illustrate with an example.You might remember a time before Facebook, Google Search ads, TikTok, etc., in the early 2000s.Back then, brands relied on television, billboards, magazines, and events to introduce themselves to the world.Interested consumers would then visit the brand's website to make a purchase - imagine the value of that website traffic! It represented a high intent to buy.Fast forward to today, and the advertising landscape has drastically changed.Thanks to various ad platforms, brands now have the ability to acquire a multitude of leads and drive traffic to their websites.But here's the catch: we're now engaging with individuals who might not be ready to make a purchase just yet. As a result, the value of website traffic has somewhat diminished compared to what it was in 2000.We're now dealing with a mix of high, low, and no intent traffic, rendering website traffic as a vanity metric.So, what should we focus on instead?Drumroll, please...It's revenue!Attaching ourselves to the revenue metric is absolutely crucial in today's landscape.By prioritizing revenue, we align ourselves with tangible results and the ultimate goal of our endeavors.Let's shift our attention from vanity metrics and place our emphasis on the metric that truly matters.Let's unlock remarkable success!

Interesting Thing That I Read This Week

Now this is the type of marketing I LOVE!

Creating a sub-category in a crowded market to differentiate. ✅

Blowing the competition out of the water with some seriously good content. ✅

Doing it while having all the fun. ✅

Meet Mid-Day Squares, a chocolate company.

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.

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Cheers,

Vivek

PS. I love you ❤️