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

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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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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