The traditional B2B marketing mix of SEO, paid search, and content is no longer sufficient. Modern growth relies on activating word-of-mouth through a superior product, leveraging founder social presence for authenticity, and investing heavily in the creator economy (especially YouTube) to reach engaged B2B audiences.

Instead of traditional marketing, using obscure channels forces your most dedicated fans to dig for information. This transforms them into evangelists who spread the word to the wider, more passive audience, creating an organic and powerful marketing engine built on scarcity and discovery.

Instead of spending big on trendy mega-influencers, Gamma found success by scaling relationships with thousands of micro-influencers in niche, high-trust "echo chambers" like education. These smaller, authentic voices spread like wildfire within their communities, driving more effective growth.

When using guest appearances to grow your podcast, prioritize smaller, niche shows. Their listeners often have deeper trust and engagement with the host, making them more likely to follow a recommendation and subscribe to your show than the broader, less-committed audience of a top-chart podcast.

Instead of direct sales pitches, subtly promote a paid community by answering a member's question on your free podcast. This provides genuine value to all listeners while showcasing the quality of the community and creating authentic interest, without an overt sales pitch.

Marketers chasing trends on 'cool' platforms like TikTok create an imbalance where massive, older platforms have huge audiences consuming features like Facebook Reels but few creators serving them. This supply/demand gap for attention creates a significant, underpriced marketing opportunity.

Frame marketing strategy not as managing channels, but as "day-trading attention." Identify platforms where user attention is high but advertising costs are low due to a lack of saturation from major brands. This arbitrage opportunity allows smaller players to achieve outsized results before the market corrects.

Instead of large ad spends, marketers can achieve disproportionately high reach by applying very small budgets—as little as $5 on YouTube—to boost organic posts that are already showing traction. This tactic is effective across multiple platforms.

A powerful first move for a new brand is leveraging community-driven affiliate platforms. By getting the product into the hands of engaged creators in relevant communities, a brand can build authentic word-of-mouth and generate multi-million dollar revenue before ever investing in traditional CRM or paid media channels.