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.

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Why Brand Keeps Losing Budget in B2B

02:10 Brand vs Performance: Vibes vs System

04:00 Why Finance Doesn’t Fund “Brand”

07:10 The Science Behind How Brands Actually Grow

10:00 Brand = Memory (Not Campaigns)

12:30 Why Loyalty & Word of Mouth Don’t Drive Growth

14:00 What Are Category Entry Points (CEPs)?

17:00 Why Small Brands Grow Slower

20:30 How to Measure Brand Properly in B2B

25:00 Breaking Consideration Into 3 Metrics

30:00 Measuring Brand Without a Big Budget

31:40 The 95:5 Rule Explained

34:00 Brand Lift vs Vanity Metrics

36:00 Brand & Performance Aren’t Enemies

37:40 What Brand Teams Should Report

41:10 Protecting Consistency

43:00 The 3 Jobs of Brand Marketing

44:50 How Small Teams Can Start Today

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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??)

Get the:

🔹 strategy

🔹 templates

🔹 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

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E221 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #brandmarketing #demandgeneration

In this video, we dive into why B2B partnerships are one of the most powerful (and underused) growth strategies in 2026, and how to get your first one off the ground.

We cover:

Why partnerships act as a trust shortcut with your target audience, how rising paid media costs (up ~14% per year) are making partnerships more essential than ever, and the exact 4-step framework to land your first B2B partnership.

If you are a B2B marketer or founder struggling with rising customer acquisition costs and want a more affordable, high-trust way to reach your ideal customers.

Tune in and learn:

- Why partnerships transfer trust from aligned brands to your audience

- How overlapping ICPs make partnerships more effective than cold outreach

- Why AI-generated content is making owned audiences even more valuable

- The importance of executive buy-in and clear KPIs to make partnerships stick

- Brian's #1 tip: don't go for the big fish first. Start with complementary, similarly-sized partners

- The 4-step action framework: identify, shortlist (top 3–5), reach out, and go deep

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🔗 Links + CTAs

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🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organization with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

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SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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Timestamps:

00:00 – Why partnerships are a trust shortcut

00:56 – Welcome to Season 8 (first in-person recording!)

02:14 – The Five Bs Framework recap

10:52 – Why noise is getting worse (and what to do about it)

12:18 – The real-life analogy: partnerships as personal introductions

14:24 – Rising paid media costs & the 14% CAC benchmark

16:14 – How partnerships help share distribution costs

18:08 – Why AI makes trust-based channels even more important

20:04 – Key ingredients: overlapping ICP & give-and-get relationships

24:22 – Getting executive buy-in & setting clear KPIs

26:13 – The fastest way to kill a partnership

29:14 – The 4-step action framework to get started this week

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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??)

Get the:

🔹 strategy

🔹 templates

🔹 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

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E220 - The B2B Playbook

#b2b #partnerships #b2bmarketing

Revenue leaders don’t trust their pipeline anymore.

In this episode, we sit down with Phil Cleary – 20+ year Salesforce veteran and co-lead of the Revenue Enablement Society – to unpack what’s really happening inside revenue teams right now.

We break down why forecasts are slipping, why pipeline feels fabricated, and why traditional sales training isn’t fixing behaviour.

This is a deep dive into revenue enablement strategy at the leadership level.

We cover:

+ Why buyers are frozen (FOBO from FOMO)

+ The 2x2 coaching model every sales leader should use

+ Why “software with a service” is the future of SaaS

+ How behaviour, identity, and mindset drive real adoption

+ Why you are your calendar

If you lead sales, marketing, or revenue teams – this conversation will challenge how you think about enablement.

Tune in and learn:

+ How to fix forecast uncertainty

+ How to build behaviour-led performance

+ How to align revenue teams around real commercial oversight

If you care about predictable revenue, commercial common sense, and long-term alignment – this one’s essential.

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🔗 Links + CTAs

-----------------------------------------------------

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency

-----------------------------------------------------

SUBSCRIBE to our channel: / @theb2bplaybook

SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter

GET the latest CONTENT: https://theb2bplaybook.com/

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00:00 Why Revenue Leaders Are Losing Confidence in Their Forecast

04:40 FOMO vs FOBO: Why Buyers Are Frozen

08:10 Is Your Pipeline Fake?

11:20 Revenue Retention Is Changing Sales Behaviour

14:00 Why Commercial Handover Is Broken

16:20 The Smash-and-Grab Sales Problem

19:50 The 2x2 Coaching Framework

22:30 Toxic High Performers

25:00 What Good Behaviour Looks Like

29:30 Why Training Fails

31:00 The Kirkpatrick Model

33:10 Specialisation in Sales Teams

36:10 Thinking Like a Franchise Owner

39:40 You Are Your Calendar

42:10 Growth Mindset in Revenue Teams

48:20 SaaS vs Software With a Service

54:30 Crossing the Chasm

01:00:10 Revenue Enablement Society

01:04:00 The Art and Science of Leadership

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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??)

Get the:

🔹 strategy

🔹 templates

🔹 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

Check out: https://theb2bplaybook.com/demand-generation-course

S08 E219 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #salesleadership #salesadvice #revenueenablement