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Why the Attention Economy Will Crush Your 2025 Strategy (Unless You Do This)
From Personas to Communities: The Secret to Building Real Connections.
Hello and welcome to the 151st edition of Fresh Salmon, your go-to B2B marketing newsletter that lands in your inbox every week—for free.
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How the Attention Economy is Reshaping B2B Marketing in 2025
In today’s marketing battlefield, attention is the currency, and most of us are flat-out broke.
But here’s the twist: while consumers swipe away ads like crumbs on their desks, B2B buyers are actively seeking engaging content.
The question is, are you delivering it?
The attention economy isn’t just about shouting louder—it’s about offering something so relevant, your audience willingly chooses to engage.
For B2B marketers, this means a fundamental shift from demand capture (scooping up intent already in the market) to demand creation (sparking interest where none existed).
Let’s break it down:
Why Attention Matters More Than Ever
Gartner data shows B2B buyers spend only 17% of their purchasing journey talking to vendors. The rest of their time? Consuming self-serve content online.
Your competitors are already investing in strategies to become top-of-mind during these “silent” research phases.
Tactics to Win in the Attention Economy
Micro-Moments: Stop obsessing over long-form whitepapers. Invest in snackable insights delivered through LinkedIn carousels, short videos, or interactive posts.
Memorable Narratives: Buyers don’t remember product specs—they remember stories. Share relatable customer pain points and solutions through a storytelling lens.
Own the Niche: Don’t try to dominate broad audience. Instead, go deep into your category or sub-niches where you can be seen as the authority.
Avoid the ‘Attention Sinkholes’
Stop relying solely on gated PDFs to generate leads—buyers are fatigued. Offer value upfront and use it to build relationships, not just a database.
Takeaways:
Attention is a finite resource—earn it with relevancy and value.
Move from a sales pitch to an experience: educate, entertain, or inspire, but always add value.
The brands dominating the attention economy are doing one thing right: they create demand, not just capture it.
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The Future of Audience Building: From Personas to Communities
For years, B2B marketing has revolved around the idea of personas—imaginary avatars built on assumptions.
But let me ask you: when was the last time a persona actually bought your product?
Exactly. The future isn’t personas; it’s communities.
Here’s the thing: people don’t want to be sold to—they want to belong.
The brands winning in 2025 are those creating ecosystems where their buyers feel heard, supported, and connected.
Here’s how you can start building your audience into a thriving community:
Shift from Broadcast to Conversation
Most B2B brands are still broadcasting their message. Instead, create content that invites interaction—polls, Q&A sessions, or even crowd-sourced content ideas.
Use platforms like LinkedIn, Slack, or even private communities to foster a sense of exclusivity and engagement.
Deliver Meaningful Value Beyond Your Product
What problems can you solve that aren’t tied directly to your product? If you sell SaaS for marketers, build a community that educates them on trends, tactics, and tools—even those you don’t offer.
A strong example: Gong’s Revenue Intelligence blog is a masterclass in delivering value beyond features.
Leverage the Power of Shared Identity
Buyers want to align with brands that reflect their values and aspirations. Find ways to humanize your brand and connect on shared missions or goals.
Use Community Data for Smarter Marketing
Unlike personas, communities give you direct insights. Pay attention to what questions they’re asking, the pain points they’re discussing, and the resources they’re sharing. Use this intel to tailor your campaigns.
Takeaways:
The days of shouting into the void are over. Build a community that talks back.
Value first, sales second. Win trust, and conversions will follow naturally.
Communities aren’t just marketing assets—they’re moats. Once you’ve built one, competitors can’t replicate it.
Accomplish More. Juggle Less.
Your business is growing, and so are your responsibilities. So what do you do?
You do more.
You see a chance to expand your reach and increase your impact.
You do more.
You take on more hours, juggle more deadlines, and wear more hats. You miss a ball game here and there. Come home late a few more nights. You spend a holiday or two in your inbox. And you tell yourself,
This season just requires more.
But what if growing your business isn’t about doing more things — but instead doing the right things?
What if you could enjoy the holidays this year knowing that someone else is handling the “more”?
Your time is too valuable to waste. BELAY’s flexible staffing solutions can help.
Whether it’s administrative, accounting, or marketing support that you need, BELAY’s highly vetted professionals have the more you’re looking for.
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Learn how with our free ebook, Delegate to Elevate, and leave the “more” to BELAY.
Interesting Thing That I Noticed This Week
Google Organic Searches are on the decline. We’re officially in the era where the first organic result is in the second half of the first page, and it’s purely now competition for the sponsored spot!
Make it what you make of it….

Tweet That I Posted This Week
"You have to work hard to discover how to work smart. You won't know the best solutions until you've made nearly all the mistakes."
-@JamesClear
— Vivek Nanda (@vickks)
12:20 AM • Dec 27, 2024
This concludes this edition of Fresh Salmon.
Do what is good for your soul ❤️
All the best,
Vivek
PS. Whenever you are ready, here are 3 ways in which I can help you and your business:
#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.
#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.
#3: Promoting you or your brand via this newsletter.
For any of these things just shoot me a reply, and we will arrange a time to chat.