Make It Happen Mondays - B2B Sales Talk with John Barrows Kelly Cheng: Building Buyer Trust Before They’re Ready to Buy
May 19, 2025
Kelly Cheng, CMO at Goldcast and former innovator at Adobe and Microsoft, shares her strategic insights on modern marketing. She discusses the importance of 'mindshare marketing' and why most potential buyers aren't in-market yet. Cheng delves into the challenges of measuring brand ROI, highlights the pivotal role of video in building trust, and addresses the ethical complexities of AI influencers. Her perspective on personal branding and adapting sales strategies for a tech-driven world offers actionable advice for long-term success.
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Rebel Roots Shape Creativity
- Kelly Cheng was a rebel growing up in a rigid Hong Kong school system where creativity wasn't encouraged.
- She learned to think outside the box, which shaped her marketing creativity.
Mindshare Marketing Importance
- 95% of your target market is not actively in buying mode, so mindshare marketing targets those unaware buyers.
- Being top of mind before buyers are ready is crucial for later success.
Avoid Bribing Prospects
- Avoid hazardous tactics like bribing prospects with gift cards as they feel desperate and are ineffective.
- Build genuine mindshare through consistent, valuable presence to be the trusted choice.