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.

40:37

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Kelly Cheng

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Quick takeaways

Mindshare is crucial for B2B marketing as it emphasizes building emotional connections and brand awareness before buyers are ready to engage.

Creating a community not only enhances brand visibility but also fosters trust, leading to increased inbound leads through genuine connections.

Deep dives

Understanding Mindshare in B2B Marketing

Mindshare refers to occupying mental space in a prospect's mind before they are in the market to buy. This concept emphasizes the importance of building awareness, perception, and emotional connections with potential customers. With the 95-5 rule, where only 5% of the target audience is actively looking to buy at any given time, maintaining mindshare is crucial for B2B companies. Traditional marketing often focuses heavily on capturing buyer intent signals, but true mindshare marketing recognizes the need to nurture relationships and brand recognition well before a buyer is ready to engage.