Hey there! Your no-nonsense B2B marketing newsletter, Fresh Salmon, has arrived.

In this episode, I share with you how to win with positioning, how B2B creators are changing marketing, and a key difference between audience growth and community building.

Let's get started right away. . . .

1) Winning With Positioning

With business becoming more complex and crowded, product marketing has become an essential tool for companies to stand out. Positioning is a strategic approach to defining and communicating your product or service's unique value that is at the heart of effective product marketing.

The purpose of the positioning is not just to come up with a catchy tagline, but to communicate your value proposition to potential customers in a broader manner. With the constant consolidation and competition in today's markets, positioning is more important than ever.

For marketing leaders to succeed with positioning, they need a deep understanding of their target audience and competitors. A strong positioning strategy can be developed using the "WIN" framework.

The first step is to identify who you are competing with and who you are competing against. What are the needs and pain points of your target customers? What are the strengths and weaknesses of your main competitors? These questions will help you identify the gaps in the market that your product can fill, and develop a value proposition that sets you apart from your competitors.

The next step is to consider how that value impacts the world. Is your product or service able to meet the needs or solve the problems of your customers? When your customers use your product, what benefits and outcomes can they expect? When you focus on your product's value proposition, you can create a compelling case for why customers should choose it over the competition.

The importance of narrative cannot be overstated. Is your target audience understanding your value proposition? Is there a message that will resonate with them? Telling a bigger and more comprehensive story broader story about your product or service, allows you to build an emotional connection with your customers.

Ultimately, positioning is key to effective product marketing. Using the "WIN" framework, you can develop a value proposition that resonates with your target audience and sets you apart from the competition.

The right positioning strategy can help you win in today's crowded and competitive market.

2) Unleashing the Power of B2B Creators

As marketing evolves, B2B brands will be built in part by creators in the future. The term "creators" refers to those who specialize in creating content, whether through video, writing, graphic design, or any other medium. They have gained a following on social media platforms including YouTube, Instagram, TikTok, and more, and their influence is only set to grow.

A smart move for B2B companies is to hire creators as part of their marketing strategy in order to reach new audiences and strengthen relationships with current ones. Creators create content that engages, entertains, and informs their followers. Creating content that stands out from the crowd can be done through partnerships with creators.

The benefits of hiring creators extend beyond content creation. A creator's ability to create communities and engage followers is another skill. They are able to connect with their audiences on a personal level when they know what motivates them. It is incredibly valuable for businesses in the B2B sector to establish long-term relationships with customers.

In the next 10 years, we're likely to see more B2B companies embracing creators. It is becoming increasingly evident that traditional advertising methods are no longer as effective as they once were in the digital age. The average consumer is more skeptical of traditional advertising and more likely to trust recommendations from people they know and trust.

A creator plays a key role in this. Word-of-mouth marketing can be leveraged by B2B companies by partnering with creators. There are loyal followings of people who trust the opinions and recommendations of creators. B2B companies can reach these audiences and build trust with potential customers by working with creators.

There are, of course, some challenges associated with working with creators. Partnering with the right creators can be challenging, and it's important to make sure the creators you work with align with your brand values and objectives. Also, it's important to budget accordingly when working with creators. In spite of these challenges, working with creators has many benefits. 

By leveraging the creativity and expertise of creators, B2B companies can build stronger relationships with their customers and reach new audiences.

Creators will play a more important role in B2B brand building as we look to the future.

3) Audience Growth Vs Community Building

One is a one-to-many relationship, the other is many-to-many.

Both have value, but they're different.

As marketers, it's up to us to decide which approach best serves our goals.

Choose wisely to create a loyal following and add value to your buyers' lives.

Interesting Thing That I Read Last Week

The best products alone don't win, the ones with the best distribution do. 🚀 🚀

This is by far one of my favorite quotes. To this day, I include this quote in my marketing orientation slides for new employees.

To succeed in the market, you need a solid distribution strategy in place. 📦 📦

Tweet That I Noticed Last Week

RIP Gordon Moore.

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 and LinkedIn.

Cheers,

Vivek

PS. I love you ❤️