Breaking B2B - B2B Marketing & Demand Generation Podcast #434 What is Mindshare? (Secret to B2B Marketing Success)
Apr 14, 2025
Kelly Cheng, CMO at Goldcast, is a B2B marketing expert dedicated to enhancing brand recognition and community engagement. In this discussion, she unpacks the concept of mindshare and its pivotal role in modern B2B marketing. Kelly emphasizes the shift away from traditional demand generation towards creating emotional connections with potential buyers. She shares strategies for building trust and community, adapting marketing efforts in a complex buying landscape, and ultimately driving genuine engagement rather than mere incentives.
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Mindshare Targets Future Buyers
- Mindshare means occupying space in your prospect's mind before they are ready to buy.
- It targets the 95% of prospects not actively in market but who hold potential future value.
Mindshare vs Demand Generation
- Demand generation focuses on capturing leads in-market now for sales follow-up.
- Mindshare marketing spreads content widely to build trust and move prospects along the full buyer journey.
Buying Journey Is A Playground
- The buying journey is no longer linear but like a playground with multiple influencers acting independently.
- Engaging the brand at all these touchpoints influences the overall buying account.