#210: B2B Brand Marketing Strategy: How to Build Buyer Memory & Measure It (VP of Global Brand at Asana - Matt Maynard)
The B2B Playbook
Matt Maynard's role and remit at Asana
Matt explains his responsibilities as VP of Global Brand, Advertising & Comms and why brand blends art with science.
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”.
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🔗 Links + CTAs
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00:00 – Why B2B brand can’t be a “service team”
02:20 – Meet Asana’s VP of Brand & why brand is Matt’s “favourite child”
04:55 – The big mistake: defining brand by outputs, not memory
07:20 – What a real B2B brand marketing strategy must achieve
09:50 – Why buyer memory beats in-market optimisation
12:40 – Category Entry Points: the triggers future buyers already use
15:30 – How many CEPs to focus on (and why consistency wins)
18:10 – Distinctiveness vs differentiation for B2B brand
21:10 – Rebrands that destroy memory: Jaguar, Domino’s & more
24:40 – Channel mix for building memory efficiently
28:00 – How to measure brand: ABLE & responsible reach
31:30 – Selling brand to your CFO without sounding fluffy
35:10 – Small-team B2B brand playbook to beat bigger competitors
38:40 – Mascots, characters & distinctive brand assets in B2B
42:20 – Why customer logos can sabotage your brand ads
45:20 – The danger of chasing differentiation too early
48:40 – How Asana applies evidence-based brand principles in practice
52:30 – A pep talk for B2B brand marketers who want impact
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👥 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??)
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🔹 strategy
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🔹 tools
So you have everything you need to drive more revenue for your brand.
See why other B2B marketers like you love The B2B Incubator
https://theb2bplaybook.com/demand-generation-course
S07 E210 - The B2B Playbook
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