Brand vs. Performance: The Truth B2B Marketers Ignore

In this episode of the Marketing Scientists Podcast, Peep Laja breaks down why most B2B marketers are stuck chasing performance metrics — while ignoring the brand fundamentals that actually drive long-term growth. Peep explains why mental availability matters more than MQLs, how category size can make or break your entire business, and why most B2B companies are still decades behind their B2C peers.

We dive into the real relationship between brand and performance, how to design category entry points that influence buying decisions, and why tracking brand lift is the smartest marketing investment you can make.

About the guest:
Peep Laja is the founder of Wynter, CXL, and Speero, and one of the most outspoken voices in B2B growth. With a no-BS approach to brand, positioning, and messaging, he’s on a mission to help companies stop wasting money on short-term hacks and start building brands that actually sell.