#210: B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It (VP of Global Brand at Asana - Matt Maynard)

The B2B Playbook · 2025-11-23 · 60 min

Episode notes

B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It Most B2B marketers define brand by outputs. Colours. Logos. Campaigns. Assets. But none of that matters if buyers don’t remember you when a real buying moment hits. In this episode, we sit down with Matt Maynard, VP of Global Brand, Advertising & Communications at Asana, to break down what a modern B2B brand marketing strategy actually needs to do: build memory with future buyers, link your brand to the right Category Entry Points, and measure brand effectiveness with something more sophisticated than vanity metrics. We get into the science of memory-building, how to prioritise CEPs, what distinctive brand assets really do, and how to use frameworks like ABLE and responsible reach to prove brand’s commercial impact. Tune in and learn: + How to build memory with future buyers using CEPs and distinctiveness + How to measure brand with ABLE, brand lift, and responsible reach + How to position the brand function so leadership finally takes it seriously If you’re a B2B marketer on a small team, this episode gives you a practical blueprint to make brand a growth driver instead of a “service team”. - Links + CTAs -

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