The B2B Playbook #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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S08 E221 - The B2B Playbook
#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration