#221: How to Measure Brand Marketing in B2B (Without Guessing) - Matt Maynard from Asana
About this episode
Matt Maynard discusses how to measure brand marketing effectively in B2B companies.
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. ----------------------------------------------------- 🔗 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 💼…
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