Hello and welcome to the 101st episode of Fresh Salmon. Fresh Salmon is one of the fastest growing B2B Marketing newsletters in the world.

If you are new to Fresh Salmon, I’m very delighted to have you here, and if you want to read past issues, you can do so here.

If you are a regular reader of Fresh Salmon, I’m extremely grateful for your continued support and trust in making it one of the fastest growing newsletter in the B2B arena. Much appreciated! 

Now, let’s dive in...

In the B2B world, two things have become very prevalent:

1. Impact of Artificial Intelligence on Sales and Marketing.

2. Changing Buyer behavior.

At the moment, there is a lot of discussion about the role of Artificial Intelligence in increasing efficiency, which is also a code for saying that less people will accomplish more work in the same amount of time.

In light of this, one has to ask the question: Are sales and marketing jobs at risk?

The short answer is - yes! 

There has always been a sense that these roles are like pawns in a chess game, especially when the dreaded R-word — Recession — rises in whispers throughout the office.

However, there is a twist in our story. Artificial intelligence may just be the unsung hero we didn't expect. 

As opposed to being a grim reaper, it could be a catalyst for positive change. 

Imagine a world in which, instead of layoffs, the teams responsible for Go-To-Market (GTM) are shuffled.

Let me tell you why. 

Let's face it: B2B buying is no walk in the park. In other words, it is a labyrinth.

The modern buyer is similar to a wise old owl who is not easily swayed by flashy sales tactics. They wish to engage on their own terms and at their own pace. This leaves our Sales heroes at a crossroads.

A buyer can smell the sales bullshit from a distance, and will only engage with the seller on their terms.

In short, selling is not easy. 

So, what’s there for a Salesperson to do?

Adapt and evolve. 

First, there is the rise of personal branding. 

Sales professionals are becoming content wizards, wielding the power of artificial intelligence to craft and disseminate their messages. 

The barrier to entry in this content creation arena? It is crumbling due to the availability of affordable and accessible artificial intelligence tools.

Then, there's the foray into Partnerships, Events, and Content Marketing. When traditional pipelines dry up, these savvy sales professionals are diversifying, enhancing their presence in these new, fertile territories.

We are witnessing a seismic shift, a blurring of the lines between sales and marketing. 

A tsunami of sales professionals is migrating into marketing roles. 

The result is? 

Creating a consolidated, unified GTM team, where AI is not just a tool; it is a game-changer, democratizing content creation and empowering everyone.

GTM motions will be disrupted but we will finally be one team: The GTM team. The lines between Sales and Marketing are blurring in B2B and it’s heading to consolidation.

In this brave new world, Salespeople are leading the charge in Partnerships, Events, and Content Marketing. It is evident that GTM is in a state of flux, but the endgame is clear: a cohesive and powerful team.

Wait, there's more....

Now this conversation isn’t over without touching another major trend in the B2B world: The B2B Creators!

Next-Level B2B Growth: How Expert Creators are Changing the Game

Enter the B2B Creators, a new breed of influencers. They are not your typical social media stars; they are subject matter experts with a loyal following. 

B2B Creators are way different than your typical social media counterparts. 

B2B Creators aren’t much about a large following, but more about the Subject Matter Expertise they have, and the following they have built around it. 

So, the question is, will these B2B Creators be part of the GTM teams or will they replace a function like SDR (Sales Development Representative)?

The answer, for now, is collaboration. Sales and Marketing teams are collaborating with these B2B Creators to amplify their message. 

For now, it appears that the B2B Creators will be part of the GTM teams. The Sales and Marketing teams will work with the B2B Creators to leverage their Subject Matter expertise and reach. 

If starting from scratch, it may take months and years to build the desired following for the reach if we create in-house B2B Creators exclusively. This is why it makes sense to partner with external B2B creators. 

Is there a long-term strategy? 

Certainly. Build an in-house team of B2B creators with both full-time responsibilities and creative abilities. However, do not discount the time it will take to build their audiences.

Thus, we find ourselves at the crossroads of a number of monumental trends reshaping the B2B GTM industry. 

There is no doubt that the world is on the verge of undergoing a transformation unlike anything we have ever seen. I, for one, am not just optimistic; I am excited about the prospects. 

Are you ready to ride this wave?

Tweet That I Noticed This Week

Here is a nice and simple blueprint provided by my friend: Morgan Ingram, who is building a B2B GTM Media company.

Interesting Thing That I Read This Week

This section of Fresh Salmon is coming today from Nick Bennett (who is an avid reader of Fresh Salmon). Check this out -

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 ❤️