Daily B2B Marketing Tips

This morning, I had a Nike ad in my newsletter that goes out to 4,000 people across 50 countries. (See the image 👇) Featured in this edition: Mbappé's new line with Nike. This is a perfect example of the creator economy in action. Instead of big brands spending solely on traditional media, they're now investing in creator platforms for brand promotions. Through platforms like beehiiv, creators like me can offer ad slots to reach engaged audiences. The money once funneled into traditional campaigns now flows to thousands of creators globally. Creator platforms such as newsletter platforms (~beehiiv), video platforms (~YouTube), social platforms (~ TikTok), and so on, are very much part of the large scale distribution to creators. Of course, it doesn't mean creators are going to get paid at the scale of how tradition agencies for distribution, and it's the same pie divided among way more independent creators. But it's a win-win for everyone. Everyone has the capability to get involved in the distribution chain. Everyone has the capability to get involved with multiple brands. It's a new era, and we're well and truly in the creator economy! #CreatorEconomy #Distribution #FreshSalmon #VivekNanda

When I heard about the ruling banning TikTok, I had flashbacks of my marketing strategy class at school about the importance of Owned Media over Rented Media. The potential TikTok ban is a stark reminder of the risks businesses face when relying on rented media platforms (~ social media platforms such as: Facebook, Instagram, LinkedIn, YouTube etc.). With one regulatory decision or algorithm change - your entire audiences and content strategies could vanish. It’s a scenario no brand wants to face — but one that’s avoidable. This moment highlights why Owned Media is more important than ever. Platforms like podcasts allow you to build a loyal, engaged audience that belongs to you — not an algorithm. With Owned Media, you’re in control, creating a direct line to your audience that can’t be disrupted by external forces. As a business, you MUST focus on building an Owned Audience, and quite frankly that comes down to owning your audience and building your email list. Long ago, I coined the term for my Owned Audience Framework: SLR. 1. Stability: Owned media ensures your reach isn’t at the mercy of platform changes or bans. 2. Loyalty: Podcasts foster deeper engagement with audiences through consistent, authentic content. 3. ROI: Direct communication drives meaningful relationships that translate into measurable business results. Irrespective of our engagement together, if there is one thing I want to keep in front and center of your marketing strategy then it is - the focus on building Owned Audience. Remember, you can't cheat your way to building an audience. However, you can possibly cheat to build a social media following. And yes, there is a difference between the two. As a brand, focus on building trust. The rest will fall in place! - Vivek Nanda Founder at TopHealth

Mediocre execution is the reason why your marketing is failing. Mediocre execution is the reason why your marketing is failing. Mediocre execution is the reason why your marketing is failing. (Read that again—because it’s the brutal truth.) Let me say it again: Mediocre execution is the reason why your marketing is failing. It’s not that you don’t have the right tools or enough budget.... It’s that companies are running half-baked experiments on random channels —things like webinars, email campaigns, or social ads — without a real, cohesive thinking behind them. You want to check if the company has a real GTM strategy, ask their marketing leader or founder - what is your marketing strategy? And most likely you will hear them talking something like this - ......Oh we are doing webinars... ......We just did this event with our VCs... ......We ran paid ads, but..did work much for us... Literally, Sh*t like this ☝ Here’s the hard truth: Marketing is failing not because of the channels you’re testing but because of the lack of an overarching, comprehensive strategy. Don't do things because you just heard someone else is doing. Go deeper in understanding the "Why". Go deeper in finding out "What" it would take. Then figure out the best "How" on executing it. The best marketers don’t just “test and hope for the best.” They execute flawlessly, ensuring every detail works toward a clear, measurable outcome. Oh also, Marketers tend to hide under the safety blanket of "Experimentation". No sh*t. A mediocre execution will only lead to failed experiment. Don't just say - the experiment didn't work! Stop the noise. Stop the fluff. Thanks for listening to my Ted Talk, rant over! #Marketing #MarketingStrategy #B2BMarketing #GTMStrategy #Execution #VivekNanda

A lot of people in marketing are searching for the silver bullet—𝙩𝙝𝙖𝙩 𝙤𝙣𝙚 𝙢𝙖𝙜𝙞𝙘 𝙨𝙤𝙡𝙪𝙩𝙞𝙤𝙣 𝙩𝙤 𝙨𝙤𝙡𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙗𝙡𝙚𝙢𝙨. But here’s the truth: 𝙩𝙝𝙚𝙧𝙚 𝙞𝙨 𝙣𝙤 𝙨𝙞𝙡𝙫𝙚𝙧 𝙗𝙪𝙡𝙡𝙚𝙩. It always comes down to having a solid idea and then executing it. And honestly, a lot of that gets lost. When I talk to startup founders or marketing teams, I often hear them hoping for some crazy new channel or breakthrough idea that will magically drive results. But marketing doesn’t really work that way. It’s built on three key pillars: (𝟏) 𝐃𝐨 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐭𝐡𝐢𝐧𝐠𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐨𝐫𝐝𝐞𝐫: There’s always a long list of things to do in marketing. The real trick is knowing what to do first and then tackling the next thing after that. Sequence matters. (𝟐) 𝐏𝐮𝐭 𝐲𝐨𝐮𝐫 𝐨𝐰𝐧 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐬𝐩𝐢𝐧 𝐨𝐧 𝐩𝐫𝐨𝐯𝐞𝐧 𝐢𝐝𝐞𝐚𝐬: You don’t need to invent something completely new every time. But you do need to be creative about how you execute tried-and-true strategies. Innovation isn’t about re-inventing the wheel—it’s about making your version of it stand out. (𝟑) 𝐄𝐱𝐞𝐜𝐮𝐭𝐞, 𝐞𝐱𝐞𝐜𝐮𝐭𝐞, 𝐞𝐱𝐞𝐜𝐮𝐭𝐞: So many companies get stuck here. They have the idea. They know what works. But they don’t actually do it. Or worse, they do it poorly. And then they dismiss it as “not working.” If something’s working for others, it’s worth figuring out how to make it work for you. At the end of the day, the companies that win at marketing are the ones that take the ideas, execute them well, and iterate as they go. It’s not glamorous, but it’s that simple. #Marketing #B2BMarketing #FreshSalmon #VivekNanda #MarketingExecution #MarketingStrategy

You can't cheat your way to building an audience. However, you can possibly cheat to build a social media following. And yes, there is a difference between the two. Once you understand that the old school marketing has transformed, you will clearly see a pattern that the marketing funnel you know doesn't exist. We're living in the digital economy, spending the most amount of time on our mobile devices, and are consumed with "video content". What this means? It means the new marketing is about: Attention -> Trust -> Customer. (Call it the new marketing funnel, if you may) When you have "Attention", you may now have a social media following. But When you have "Trust", you are now building an audience. Understand that it's relatively easier to get the "Attention", but harder to build the "Trust". As a brand focus on building the trust. #Marketing #B2BMarketing #TheNewMarketing #DigitalEconomy #FreshSalmon #VivekNanda

We’re entering a new era: "Marketing with the Market", rather than "Marketing to the Market". Today’s buyers are looking for real connections, not more ads or cold calls. Instead of a direct Go-to-Market approach, it’s about “Go-with-The-Market,” connecting in ways that respect the audience’s time and build mutual trust. Building products is getting easier, but getting people’s attention? That’s harder than ever. We’ve moved beyond vanity metrics; today, it’s all about meaningful metrics. Those who focus on real connection and community are winning. Brands that put transparency, community, and relationships first will emerge as leaders, while those clinging to outdated tactics will be left behind. The bottom line? Build something people believe in and that belief will translate into loyalty and advocacy. I'm following this belief of "Marketing with the Market", and building a media network focused exclusively on thought leadership in healthcare at TopHealth. Join me, and follow along on this journey. [Hit follow on my LinkedIn profile or send a connection request.] Also, if you are a believer of this new GTM and mindset, you should also consider joining communities like TACK to indulge in People-First-GTM. [Reach to Mark Kilens Nick Bennett] I also write a B2B Marketing Newsletter that goes out to 4000 founders, marketers, sales professionals, and product managers every Sunday for free. Link in the comment. #B2B #B2BMarketing #TopHealth #Healthcare #MarketingWithTheMarket #PeopleFirstGTM #VivekNanda #EntrepreneurialJourney #GoToMarket

We're heading in the era where the "Knowledge Generalists" are going to lose. For far too long, tool, channel, or platform expertise weighed more than the industry and domain knowledge. (especially in fields like marketing). But... Thanks to AI, Mobile Technology, and User Behaviors, the tool or platform skills are going to be more common than you think. This is the greatest skill-level-set of this decade (maybe perhaps the century). There is just too much noise on the internet now. We're already living in the information (misinformation) overload. Which is why the folks who go deeper (in terms of industry expertise or domain knowledge) are going to cut through the noise. The generalists will diminish in popularity, because beyond distribution they won't bring the value (due to lack of deeper knowledge). If you want to succeed, don't let behind... Stop the superficial.. Go deeper in understanding the ecosystem, the industry, the domain..... While you do that, don't forget at the end of it - you are serving the people. The human. That's what will serve you to stand out! #Predictions #trades #Industries #Knowledge #Marketing #Sales #Engineering #Careers #VivekNanda

I almost gave up on my newsletter so many times in the early days. It felt like a total time-waster. The first year was rough – figuring out my voice, what I wanted to share about B2B Marketing, and staying consistent was hard work. I struggled to build that "consistency muscle" and find ways to grow subscribers. But heading into year two, something changed. I started honing in on B2B Demand Creation and Audience Building. In August 2023, with around 300 subscribers, I switched from Substack to beehiiv to grow the newsletter. Substack felt limited, especially without an existing list, and Beehiiv’s growth features seemed promising. I wrote "every week" in 2023. By the end of 2023, Beehiiv's tools and social media helped me reach 2,000 subscribers. Fast forward to today – here’s where we’re at: + 203.6K Emails Delivered + 88,978 Emails Opened + 4,000 Active Subscribers + 43.7% Open Rate + 2.3% CTR + 143 Editions Published Through Beehiiv Ads alone, the newsletter now covers half a month of groceries for my family of four! Writing is easier now, and sharing my B2B marketing insights has become both a teaching tool and a way to clarify my own thoughts. Worth it? 100%. Email newsletters are powerful for building audiences and creating demand. But here’s what most businesses miss – they treat newsletters, podcasts, and webinars as separate efforts instead of weaving them into a single strategy. At TopHealth, I'm building a media network for healthcare thought leadership. Until now, we've launched six podcast shows, and next up are newsletters. Can’t wait to start building these from scratch! #AudienceBuilding #B2BMarketing #B2BMarketingNewsletter #Newsletter #DemandGeneration #DemandCreation #ContentStrategy #ContentMarketing

Most of you know I have lived in Berlin 🇩🇪 before moving to the U.S. So, when Synthflow AI reached out to me about their new product announcements, I couldn’t resist checking what they were cooking 🍳 🍳 And wow — turns out you can create a no-code AI phone system using their AI voice agents. No tech skills, no coding — just bring your imagination, and you’re ready to automate. 🚀 Why do I think you will like SynthFlow’s AI voice assistants? Well, they’re super easy to set up, save you money, and scale smoothly. Plus, this the phone system is always ON, 24/7. Today, they just rolled out a powerful set of features and integration with OpenAI's Real Time Voice with their widget that takes AI voice interactions to the next level. The usecases with this thing are crazy. 🤯 🤯 You could literally turn Synthflow system into a voice assistant and integrate with any system using Zapier and custom APIs. CRM - I'm looking at you!! 👀 👀 Go check them out - Synthflow AI 📞 + 🤖 + 💃 #PartnerPost #AI #AIVoiceAgents #ArtificialIntelligence #ProductAnnouncement #Berlin #SynthFlow

Want to know if there's true alignment between your sales and marketing teams? It all starts with the relationship between your Sales and Marketing leaders. If they’re not spending time together daily — whether in person or virtually - you've got a problem. But here's the thing, hanging out isn't enough. True alignment happens when both of them attend conferences together — like Go-to-Market events—sitting in the same room, learning side by side. That’s when there's no room for miscommunication, no hidden agendas. They’re both there to grow, strategize, and bring their best back to your company. This is the kind of leadership combo that can drive incredible results. Take it from someone who's seen it all. #Leadership #SalesAndMarketing #Alignment #BusinessGrowth #GoToMarket