Hello and welcome to the latest edition of Fresh Salmon. Can’t believe it’s 2024 already, I feel like I am not yet ready to let go of Christmas vibes.

It can’t be just me, isn’t it?

Anyway, Happy New Year to “You”, and here is my younger daughter sending you warm wishes on behalf of all of us -

Out with the Old, In with the Bold!

The B2B marketing landscape is changing in the most exciting way ever. Are you ready to embrace this new era?

We're not just tweaking the rules - we're rewriting the whole book!

The days of chasing the same 5% of buyers everyone else is gone. It is like trying to run a marathon on a treadmill - exhausting and meaningless! 

Here's the twist: the game has changed, and it's more electrifying than ever.

Unveiling the Secret Sauce: Demand Creation

Today, it's not just about capturing demand; it's about creating it.

There are 95% of buyers out there who haven't even considered buying yet. Imagine tapping into that ocean. It's there where the real magic happens. 

The goal here isn't just to build sales, but stories; not just to build transactions, but to build trust.

Building Bridges, Not Just Sales

It's time to get rid of the old arsenal of eBooks, emails, and social posts that buyers ignore like raindrops. 

Now is the time to connect, engage, and resonate. 

We're diving deep into the enigmatic world of dark social, a place where real conversations and genuine relationships are born.

The Future is Now: Demand Creation Mastery

This isn't just a change; it's a revolution. 

We're moving from lead generation to demand creation. It's bold, it's brave, and it's what will set the trailblazers apart from the followers. 

Are you ready to embark on this exciting journey?

It's time to transform B2B marketing and create something truly legendary together. You are the future, and it is waiting for you!

Revealing The Ultimate B2B Marketing Playbook – Hot Off the Press

Buckle up for a Marketing Odyssey like no other!

For me, getting on the newsletter train wasn't just about tapping my keyboard. No way! 

My mission is to spill the secrets of marketing mastery, to supercharge your business engines, elevate your brand galaxies, and launch your careers into the stratosphere!

Over the years, I've been in the trenches, leading valiant charges to revenue peaks, developing growth engines from ideas, and catapulting B2B startups into the million-dollar club.

Today's newsletter? This isn't just another leaflet in your inbox. It's a treasure chest filled with B2B marketing wizardry.

Get ready for a first-class tour of a revolutionary B2B marketing playbook. This fresh-out-of-the-oven masterpiece is exclusively yours!

The Masterplan - A Step-by-Step Guide

1. The "Why" Revelation

Several years ago, I had an epiphany when I learned Simon Sinek's "Start with Why" framework. The key to finding your core, your driving force, is to dig deep and find it. 

This isn't about profits; it's about the profound purpose that fuels your everyday life. This process involves digging deep in order to discover the brand's story.

Sinek emphasizes the importance of starting from the very center of individuals and organizations, their beating hearts. Identifying your "why" is the first step towards understanding "how" and "what."

What is the significance of this mystical trio?

Why: This is the foundation of the entire framework. It is the North Star, the guiding light, and the very reason for your existence. Rather than focusing solely on profits, it is important to uncover the deeper purpose and values that drive your every action. This is what transforms your company's mission and vision into a vivid, actionable statement of its essence.

How: Once you have discovered your "why," it's time to get down to the nitty-gritty of "how." This is where the magic happens. It's the "how" that sets you apart from the crowd, your secret recipe, your unique blend of processes and methods.

What: Ultimately, it's the "what" that takes the world by storm. Your tangible proof of existence is what you deliver to your customers (your product or service). The kicker, however, is this. When you're authentic, you'll do more than just turn heads. By doing so, you will attract kindred spirits, assemble loyal customers, and ignite a blaze of action in the hearts of those around you.

Here is a video from Simon Sinek himself that you should watch. Prepare to be blown away!

2. Challenge the Status Quo – Craft Your Unique POV

I say, shatter the mold! Don't just nod along with the crowd. 

If you accept the premise, you are voluntarily locking yourself in a cage. The script is handed to you, and you play your part, as in a never-ending play.

Here's a classic example: "I'm going to digitize the patient appointment scheduling industry."

Bam! You've folded yourself into the same old paper airplane as everyone else. 

It's best to give the situation a slightly fancier spin at the end of the day. What happens when you become just another fish in the sea? You get caught in the same net.

And then what? 

You claim to be better, cheaper, or easier using tired old tactics. Yawn!

Guess what? If you play by their rules, you're back in the same sandbox as everybody else. There's nothing special about it. Competing with everyone in that field is the opposite of standing out.

Here's my rallying cry - don't just accept the premise, challenge it! Reject it! Put it in the trash!

If you want to determine whether you've fallen into this trap, ask yourself: Are you forecasting or backcasting?

Forecasting: It's like thinking about the future while standing in the past. Unconsciously, you're following someone else's rules. While you're in the game, you're not rewriting the rules.

Backcasting: Living as if a different future already exists in the present, that's living in the present as if it's the future. Inventing a new game and writing its rules is audacious. The goal is to create, not to compete.

The ultimate differentiator is to create your own category. A category of one. When you do that, you become the orchestra's maestro.

This is where Point of View (POV) comes into play. Telling everyone what's going to happen in the future is like looking into the future.

Nevertheless, you can't just slap on a meaningless tagline and call it a POV. That's not enough, my friends. A POV should be unique like a fingerprint, and exclusive like a backstage pass. You shouldn't be able to reach the moon with pogo sticks!

Substack is a good example. Basically, they're "a place to write independently." Sounds simple, doesn't it? However, it won't work for the Washington Post since it's not meant for them. Substack's entire game revolves around being different, and that's what makes them stand out. They've carved their own path, and they're marching to their own drummer.

In business and creativity, remember this: Reject the premise and embrace backcasting. Create your own category, your own path, and your own rhythm. You become a leader, an innovator, and a game changer this way.

Now it's your turn to share your perspective. The world needs something different, and it is hungry for it.

3. The "Who" Economy Shift in GTM

We're witnessing a tectonic shift in B2B Marketing. It's no longer about the "how"; it's about the "who." 

In this digital era, trust and relationships are king. 

As the nature of communication changes, influence is changing as well. In the past, a brand's influence was largely determined by how much and what kind of information it provided.

Today, influence is determined by how well a brand is able to establish relationships with its target audience.

It is no longer sufficient for buyers to Google their problems and hope for the best. The complexity of digital commerce requires the assistance of people they know and trust.

As a result, this changes the game for B2B marketers and founders.

There is no longer a simple formula for creating great content and hoping that it will resonate with your audience. Building relationships with your customers and advocates is essential to building trust in your brand.

The impact of this shift is already being felt in the way businesses operate. By manipulating search algorithms, companies were able to get their content in front of potential buyers in the old "how" world.

Success in the new world of "who" depends on your ability to build relationships and trust with your audience.

The new economy demands that you cultivate relationships and trust with your audience in order to succeed.

Transform your GTM approach from Company-first to People-first. It's about building genuine connections, not just broadcasting messages.

4. Audience Building: The New Marketing Gospel

In today's digital wilderness, attention is the supreme ruler. Your product could be a marvel, but without capturing attention, it's a voice in the void. 

It's time to evolve your B2B marketing strategy and REINCARNATE it!

Audience building is your golden ticket, your secret sauce, and your passport to your target market.

It's not just a buzzword - it's the foundation for building trust with your audience. Success in commerce is orchestrated by trust. 

Take advantage of B2B creator-style marketing. Watch as your brand becomes a beacon in the marketplace as you build an audience and earn trust.

5. The Media-First Content Marketing Revolution

It's time to morph your marketing into a media powerhouse. The world is shifting from text to multimedia, and you need to be at the forefront. Think beyond demand generation. Engage, educate, entertain. Build a brand that resonates so deeply that when the time comes, you're the first name on your audience's mind.

The industry is buzzing about turning company marketing into a media company approach, particularly for B2B.

This is obviously not a new approach to marketing. For years, media companies have built large audiences all over the world.

Media companies have been embracing emerging mediums like videos, podcasts, and others, they are building and engaging their subscriber base. By carefully distributing into channels they control themselves, they can access first-party engagement data to leverage their competitive advantage.

Thanks to the pandemic, many B2B companies used this opportunity to create media marketing in-house. A shift from traditional marketing to media strategy.

Media is that strategy.

Why?

The landscape for content distribution has been disrupted by the advancement of mobile technologies.

Besides written content, consumers are now consuming long- and short-form videos, podcasts, live streams, etc.

Multimedia content distribution channels have been bolstered by the shift from text consumption to media consumption among the general population.

Text-based content and SEO are no longer competitive enough to get the audience reach.

Innovative companies are acquiring media companies and building media operations within their businesses to stay ahead of the curve.

Here are a few examples:

• Profitwell created Recur, their own media arm.

• Hubspot acquired The Hustle.

• Salesforce launched Salesforce+.

• Mailchimp launched Mailchimp Presents.

In the near future, every company will be creating educational and inspirational content for their target audience that goes beyond text-based content.

It’s a move to think beyond Demand Generation, and not just focus on capturing the 5% of people who are in the market to buy your product.

Rather it is Edutainment (Education + Entertainment) at a scale, and you are building a larger audience that goes way deeper into the 95% who are not yet ready to buy but have established a solid brand affinity with you.

This way you are securing a spot in the buyer’s mind, and when they are ready they are compelled to reach out to you.

That's it. 

That's the blueprint, folks. I hope it's sparked a fire in your minds, a craving to conquer the marketing world. 

Got questions, insights, or revelations? I'm all ears. Let's make this journey epic, together!

Interesting Thing That I Read This Week

This needs more love ❤️

Tweet That I Noticed This Week

Wes Kao is co-founder of Maven, you must follow her!

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 ❤️