#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 budgetTune 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 engineIf you’re in a B2B team trying to punch above your weight, this is mandatory viewing.-----------------------------------------------------🔗 Links + CTAs-----------------------------------------------------🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency-----------------------------------------------------SUBSCRIBE to our channel: / @theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00 Why Brand Keeps Losing Budget in B2B02:10 Brand vs Performance: Vibes vs System04:00 Why Finance Doesn’t Fund “Brand”07:10 The Science Behind How Brands Actually Grow10:00 Brand = Memory (Not Campaigns)12:30 Why Loyalty & Word of Mouth Don’t Drive Growth14:00 What Are Category Entry Points (CEPs)?17:00 Why Small Brands Grow Slower20:30 How to Measure Brand Properly in B2B25:00 Breaking Consideration Into 3 Metrics30:00 Measuring Brand Without a Big Budget31:40 The 95:5 Rule Explained34:00 Brand Lift vs Vanity Metrics36:00 Brand & Performance Aren’t Enemies37:40 What Brand Teams Should Report41:10 Protecting Consistency43:00 The 3 Jobs of Brand Marketing44:50 How Small Teams Can Start Today-----------------------------------------------------👥 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??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS08 E221 - The B2B Playbook#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration