#221: How to Measure Brand Marketing in B2B (Without Guessing) - Matt Maynard from Asana
The B2B Playbook · 2026-03-02 · 52 min
Episode notes
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 -
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