Think of inbound marketing, and HubSpot likely comes to mind. The company has become practically synonymous with the concept, as evidenced by its flagship annual event, INBOUND. Same goes for Slack and asynchronous communication. So many companies use Slack that it's become a noun and a verb.

This phenomenon goes beyond standard brand recognition. It's Mindshare, the intangible magic that makes a brand the automatic go-to choice for decision makers when it's time to buy. In the B2B world, Mindshare is critical to sustained success.

Today, we'll walk through some ways that your brand can achieve Mindshare, including focusing on video-first content.