#221: How to Measure Brand Marketing in B2B (Without Guessing) - Matt Maynard from Asana

If you’ve ever struggled to defend brand budget in a performance-obsessed company — this episode is for you.

We sat down with Matt Maynard, VP of Brand Advertising & Comms at Asana, to break down how brand actually drives growth — and how to measure it properly inside a B2B business.

This isn’t theory. It’s a practical framework for small teams trying to prove brand works.

We unpack:

- Why brand keeps losing to performance

- Why “consideration” is usually measured wrong

- How to use Category Entry Points (CEPs)

- The 95:5 rule explained simply

- And how to measure mental availability without a massive budget

Tune in and learn:

- Why growth is driven by memory, not persuasion

- The 3 brand metrics every B2B team should track

- How to turn brand into a performance engine

If you’re in a B2B team trying to punch above your weight, this is mandatory viewing.

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00:00 Why Brand Keeps Losing Budget in B2B

02:10 Brand vs Performance: Vibes vs System

04:00 Why Finance Doesn’t Fund “Brand”

07:10 The Science Behind How Brands Actually Grow

10:00 Brand = Memory (Not Campaigns)

12:30 Why Loyalty & Word of Mouth Don’t Drive Growth

14:00 What Are Category Entry Points (CEPs)?

17:00 Why Small Brands Grow Slower

20:30 How to Measure Brand Properly in B2B

25:00 Breaking Consideration Into 3 Metrics

30:00 Measuring Brand Without a Big Budget

31:40 The 95:5 Rule Explained

34:00 Brand Lift vs Vanity Metrics

36:00 Brand & Performance Aren’t Enemies

37:40 What Brand Teams Should Report

41:10 Protecting Consistency

43:00 The 3 Jobs of Brand Marketing

44:50 How Small Teams Can Start Today

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

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So you have everything you need to drive more revenue for your brand.

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Check out: https://theb2bplaybook.com/demand-generation-course

S08 E221 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration