Hello and welcome to the 134th edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week — for free.

Before we dive into business, I want to take a moment to pay tribute to my grandfather, who passed away yesterday after bravely battling cancer in India. He was in his 90s and was my mother’s father.

I can say without hesitation that he was a great man who always carried a big smile, even into his 80s he rode his bike everywhere, embodying a spirit of independence and vitality that inspired all who knew him.

I've been reflecting on how to articulate the impact he had on me and how much he meant to our family.

The best way I can describe it is this: as a child, whenever things were good or bad, seeing him in the room with our family — always calm, always smiling — gave me an immense sense of confidence and security. His presence was a silent reassurance that everything would be alright, that he was there to ensure our family's well-being.

He set a high standard for what it means to be a pillar of strength, and I aspire to be that same source of security and comfort for my own children and grandchildren. His legacy is one of strong family values, ethics, and unwavering support, and I hope to carry forward the example he set for generations to come.

Rest in peace the great man 🙏

Today's newsletter's primary partner is HoneyBook. Please do click this ad so I could continue to keep this newsletter free for all the subscribers 👇 👇

Unlock your earning potential

Here’s your guide to becoming a high-earning independent marketer or creative.

Learn more

Unlock B2B Moat: Brand, Content, and Distribution

In today’s fiercely competitive B2B landscape, products are rapidly becoming commoditized. The unique features that once gave your product a competitive edge are now standard across the industry.

So, how do you carve out a sustainable advantage in a market where product differentiation is no longer enough?

The answer lies in mastering three critical elements: Brand, Content, and Distribution.

Brand isn’t just a logo or a catchy slogan; it’s the emotional connection you forge with your audience.

Think of Salesforce. They didn’t just build a CRM; they created a brand synonymous with innovation, trust, and customer success. Their brand is more than their product—it’s their promise of transforming the way businesses operate.

In a sea of similar CRM solutions, Salesforce’s brand identity is a powerful moat that keeps them ahead of the competition.

Today's newsletter's secondary partner is 1440 Media. Please do click this ad so I could continue to keep this newsletter free for all the subscribers 👇 👇

Seeking impartial news? Meet 1440.

Every day, 3.5 million readers turn to 1440 for their factual news. We sift through 100+ sources to bring you a complete summary of politics, global events, business, and culture, all in a brief 5-minute email. Enjoy an impartial news experience.

Join for free today!

Content is the voice that carries your brand’s message to the market. It’s how you share your expertise, build credibility, and engage with your audience.

Look at HubSpot. They’ve become a content powerhouse, offering everything from educational blogs to in-depth eBooks and free tools. Their content doesn’t just sell; it educates and builds long-term relationships.

HubSpot’s commitment to delivering valuable content has positioned them as thought leaders in inbound marketing, making their content a cornerstone of their strategy.

But even the most compelling content won’t matter if it doesn’t reach the right audience. That’s where Distribution comes in.

Effective distribution is about getting your content in front of decision-makers at the right time and through the right channels.

In a world where B2B products are becoming increasingly commoditized, Brand, Content, and Distribution are no longer optional — they’re your strategic moat. These elements are what will set you apart, protect your business from competitors, and drive long-term success.

So, while your product might be the foundation, it’s the strength of your brand, the value of your content, and the reach of your distribution that will build your fortress.

The Secret to Standing Out: Own Your Brand’s Voice

In the B2B world, it’s easy to think that outsourcing your content is a quick fix. After all, external experts can churn out polished pieces and handle the workload.

But here’s the thing: when you outsource your voice, you risk losing the unique perspective that makes your brand stand out.

Your voice isn’t just another part of your marketing — it’s the heartbeat of your brand.

It’s the original insights, the fresh ideas, and the deep industry knowledge that only your team possesses. This is what resonates with your audience. When you hand over your voice to someone else, you’re diluting the essence of what makes your company special.

Think about brands like Basecamp and Drift.

Their founders, Jason Fried and David Cancel, don’t just follow industry trends — they lead with insights drawn from their own experiences. Their voices are authentic, deeply connected to their brands, and that’s what makes them stand out.

Your company’s voice should come from within. It’s your team’s unique perspectives that will truly connect with your audience.

This doesn’t mean you can’t work with external partners — just make sure they’re enhancing, not replacing, your authentic voice.

So, instead of outsourcing, invest in your team’s ability to articulate your brand’s unique story. Encourage your leaders and experts to share their insights. Keep your voice close, and let it be the driving force behind your brand’s success.

In a crowded market, the companies that stand out are those that speak with authenticity and authority.

Don’t outsource your voice — own it, nurture it, and let it lead the way.

HoneyBook is an all-in-one for those who do it all 👇 👇

Unlock your earning potential

Here’s your guide to becoming a high-earning independent marketer or creative.

Learn more

This One’s for the Fighters: How to Win Against All Odds

If you've ever been underestimated, counted out, or told you didn’t have what it takes — this one’s for you!

Ever notice how the biggest wins often go to those who weren’t supposed to stand a chance?

It’s not about luck. It’s not about chance.

It’s all about the underdog mentality — a burning determination to rise above the odds.

Underdogs don’t get the comfort of coasting. They’re in the trenches, where resilience, creativity, and relentless hustle are their strongest allies.

They take every "no" and turn it into fuel. Every setback becomes a stepping stone, and every doubt is just another chance to prove the doubters wrong.

So, keep grinding. Keep pushing. Keep winning.

Peace ✌️

Interesting Thing That I Read This Week

Very demure. Indeed!

Tweet That I Noticed This Week

Unlock your earning potential

Here’s your guide to becoming a high-earning independent marketer or creative.

Learn more

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 ❤️