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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🎓 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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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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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??)

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

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

S07 E210 - The B2B...

The 2026 B2B Content Strategy Most Marketers Miss

Most teams ship more content than ever… but almost none of it helps buyers do their job this week.

In this 5-minute Mid-Week Musing, we break down a modern b2b content strategy 2026 and how B2B marketers can use it to build trust, stay memorable, and make their product the natural next step.

Tune in and learn:

+ Why “helpful content” means solving one real job your ICP has this week

+ How Rivet’s Construction Is Hard show turned content into 70% of pipeline

+ How to make your product the conclusion of the story, not the headline act

Perfect for small-team marketers looking for fast, actionable plays to use this week.

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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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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 Why 2026 B2B Content Strategy Is About “This Week’s Job”

00:40 The Rivet Story: From Generic Blogs to “Construction Is Hard”

01:40 How They Built a Show Just for Their Best Contractors

02:40 Helpful Content That Talks Less About Product (But Sells More)

03:45 The Crazy Pipeline Impact – And Your One-Job Challenge

04:45 Turning One Show Into a Full 2026 Content Engine

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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

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

S07 E209 - The B2B Playbook

#b2b #b2bmarketing #demandgeneration #marketingtips #theb2bplaybook #contentstrategy #contentmarketing

What’s Next for Outbound Sales? Aaron Ross (Predictable Revenue) & Adem Manderovic (Closed Circuit Selling)

Outbound sales is at a crossroads.

Automation is everywhere. AI is flooding inboxes. Meetings are harder to book than ever.

So we sat down with Aaron Ross, author of Predictable Revenue and From Impossible to Inevitable, to ask one question:

What’s next for outbound sales?

Alongside Aaron, Adem Manderovic (Closed Circuit Selling, CRO School) breaks down why GTM teams misread Predictable Revenue, how outbound drifted into “meetings at all costs,” and what a modern outbound system actually looks like.

We dig into market validation, cataloguing timing signals, emotional intelligence, relationship systems, and why AI is forcing teams back to fundamentals.

If you sell, market, or run a revenue team, this conversation will change how you think about outbound.

Tune in and learn:

+ Why Predictable Revenue was never meant to be a “meetings engine”

+ How outbound broke – and how to rebuild it around market validation

+ Why the future of outbound is more human, not more automated

If you're trying to fix noisy outbound, align sales and marketing, or build a modern revenue system, this episode is a must-watch.

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🔗 Links + CTAs

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

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

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

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🧑‍🎓ACCESS our B2B COURSES: https://theb2bplaybook.com/courses

📺 YouTube: https://www.youtube.com/@theb2bplaybook

📩 Newsletter: https://theb2bplaybook.com/newsletter/

📚 Latest content: https://theb2bplaybook.com/

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00:00 What’s Next for Outbound Sales?

01:00 How Predictable Revenue Was Misinterpreted

03:00 Why Meetings Became the Wrong Metric

05:00 Outbound as a Market Validation Engine

08:00 Inbound vs Outbound: Why the Debate Won’t Die

11:00 The Anxiety Economy: Overreacting vs Fixing GTM

14:00 When Leaders Do More of What Doesn’t Work

17:00 Relationship Systems: The Missing Link in Outbound

20:00 The Most Underrated Outbound Move: Talk to People

23:00 When Sales Stopped Validating Markets

26:00 Adem’s Closed Circuit Selling: Timing & Cataloguing

29:00 Aligning Sales, Marketing & CS Under a CRO

32:00 Why AI Makes EQ and Creativity More Valuable

36:00 Sales as a Communication Channel

40:00 Intent Data vs Real Customer Conversations

45:00 Aaron Ross’ New Books: Income Systems & AI Selling

50:00 Winners vs Losers in the AI Revenue Era

53:00 Final Takeaways for Modern Outbound

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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

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

S07 E208 - The B2B Playbook

#b2b #b2bmarketing #outboundsales #predictablerevenue #salesstrategy #closedcircuitselling...