Why CMOs are Ditching MQLs for Mindshare (And Winning Bigger)

For over a decade, the B2B SaaS growth formula was predictable: drive MQLs, hand them off to sales, and repeat.

But predictability doesn’t mean it’s predictably effective.

The more CMOs we talk to, the more we see them rewriting the script. Because buyers have changed, and the MQL can’t keep up.

Only 1% of MQLs actually convert to revenue.

Worse? They’re usually signals from one person, not the full buying committee. In enterprise deals, that’s a fatal flaw.

Today’s buyers (often 6 to 10 stakeholders deep) are 70% through the journey before talking to sales.

If you’re not on their shortlist by then, you’re invisible. And in a world where vendor shortlists are shrinking, showing up late means you’ve already missed your chance.

"The MQL is dead, but most marketers haven't gotten the memo yet." Hear Devin Reed and Kelly Cheng unpack this controversial take—and what's replacing MQLs—in their must-watch keynote from Mindshare 2025.

Modern CMOs aren’t chasing leads. They’re earning a seat at the table before the buying process begins.

This is mindshare.

It’s the trust, reputation, and recognition that ensures your brand is recalled, before competitors are even considered.

According to research from Edelman, most decision-makers won’t even consider a vendor they’ve never heard of.

That’s why category leaders are investing in mindshare, not just intent. They're creating brands that show up early, often, and everywhere that matters.

Mindshare isn’t fluff—it’s fuel.

✓ Lower CAC: Trusted brands require less convincing, making acquisition cheaper.

✓ Higher LTV: Trust compounds. Customers stick, expand, and pay premium prices.

✓ Faster sales cycles: When buyers already trust you, consensus builds faster.

Think Gong. Think Slack. Think HubSpot. These brands didn’t win on form fills. They won on familiarity.

MQLs aren’t the enemy. They’re just the end result of mindshare done well.

That’s why the most progressive marketing leaders are embracing a 60/40 brand-to-demand split. Brand-first strategies like thought leadership, events, and video storytelling fill the funnel before intent ever surfaces—so when leads do show up, they’re already warm.

The path from MQLs to mindshare isn't a leap—it's a strategic shift. And it starts with creating the kind of content that builds trust.

Your best prospects are ghosting you—in a good way.

They're consuming your content, watching your videos, and talking about you in private channels. All before filling out a single form.

Catch these invisible signals:

• Branded search spikes
• Return visitors
• Private community referrals
• Content views without conversions

Tools like Dreamdata, Mutiny, and HockeyStack help connect these dots.

If your content flywheel isn't spinning without gates and forms, you're missing the point of mindshare.

Stop holding your best stuff hostage. Your prospects are already drowning in gated content. Stand out by being generous.

Ungate these power players:

• Benchmark reports (yes, the ones you spent months on)
• Research studies
• Strategy guides (your actual playbook)
• Templates and frameworks
• Original research

Forms don't build trust or drive content engagement. Value does. Focus on maintaining a consistent content cadence that delivers insights worth your audience's time.

Help execs, subject matter experts, and evangelists publish consistently. These voices outperform brand channels 5:1.

LinkedIn warrior mode:

• 2-3 posts weekly, no excuses
• Mix thought leadership with real talk
• Jump into trending convos
• Share the wins, own the fails

Podcast power moves:

• Target top 3 industry shows
• Arm speakers with killer stories
• Turn episodes into social gold

Virtual stage domination:

• Own category-defining events
• Create one knockout talk
• Turn presentations into content

Personal brands = trust magnets. When your people shine, your company grows.

Own your narrative. Coin a term, drop a report, name the shift. Gong didn’t just market sales software—they invented Revenue Intelligence.

Building a category might sound daunting, but you can start with content you already have.

For example, Modern Sales Pro uses Goldcast to host nearly 180 webinars per year, achieving a 39% average attendance rate. But the real magic happens after each event.

Using AI-powered content repurposing, they transform hours of expert conversations into:

• Short-form social videos
• Blog posts
• Email newsletters
• Sales enablement content

Consistent mindshare. Multiple channels. Minimal additional effort. 💪

Micro video marketing builds rhythm and familiarity—two drivers of brand awareness and recall.

Think Netflix for B2B. Serialized content isn't just for entertainment—it's your secret weapon for staying top-of-mind.

Quick-win formats:

• Weekly industry news recaps
• Monthly expert interview series
• Customer story spotlights
• Behind-the-scenes product deep dives
• "Ask Me Anything" sessions with leadership

Whether it’s a branded show, podcast, or ongoing webinar series, Goldcast helps marketing teams build binge-worthy content that sticks.

Forget giant Slack groups. Start with a niche group of influencers, customers, and high-fit prospects. Think quality over quantity—20 engaged leaders beats 2,000 lurkers every time.

How to start:

• Host monthly virtual roundtables with 8-12 carefully picked participants
• Mix industry experts with your power users
• Keep discussions focused on solving real problems, not pitching
• Create "off-the-record" environments where peers can be candid

VIP meetups build the kind of trust that can’t be copied.

Record these sessions (with permission) and you've got content gold. The insights that surface in these intimate conversations are pure mindshare fuel.

Mindshare by association is still mindshare. Think of it as borrowing trust.

Quick wins:

• Co-create research reports with industry analysts
• Jump on trending LinkedIn threads
• Partner with complementary brands/influencers for joint webinars
• Swap podcast appearances
• Host roundtables featuring top experts

Don't just chase big names. Relevance > Reach.

Mindshare isn’t clicks—it’s recall. Focus on metrics that capture true brand resonance:

✓ Share of Voice (SOV): Track how much of the industry conversation your brand owns.

✓ Brand sentiment: Use AI-powered tools to analyze customer feedback, social mentions, and reviews.

✓ Customer surveys: Conduct regular pulse checks to measure brand recall and recognition.

✓ Event engagement: Track not just attendance, but meaningful interactions during events that signal true connection.

The key is measuring signals that indicate mindshare growth over time, not just short-term marketing activities. Tools like SparkToro and brand lift studies can help quantify your progress.

Don’t let webinars or field events die on the calendar.

Use Goldcast to turn a single session into:

• Short-form video clips for social media
• Blog posts and articles
• Email newsletters
• Sales enablement content
• Podcast episodes
• Highlight reels for future event promotion

This is how modern marketers scale brand storytelling.

One 60-minute event can fuel weeks of multi-channel content. The key is having a systematic approach to repurposing.

Most marketers are scrambling for scraps—fighting over the 5% of buyers actively looking to buy.

Meanwhile, category leaders are playing a different game.

They're capturing mindshare with the other 95%, becoming the obvious choice long before purchase intent kicks in.

The math is simple: Show up early. Show up often. Or don't show up at all.

Because in B2B, the shortlist is written before you even know there's a deal.

Mindshare > MQL.

That's not just a formula—it's the future.