Most B2B marketers completely misunderstand what brand advertising is supposed to do. They conflate brand narrative with brand advertising, trying to make one execution do both jobs. 

This week, Elena, Angela, and Rob are joined by Matt Maynard, VP of Global Brand and Advertising at Asana. Matt shares how he went from journalism to marketing thought leadership without taking a single marketing class. He digs into the dangerous defaults B2B marketers fall into, from pipeline obsession to customer story overuse. Plus, learn why brand advertising and brand narrative are two completely different things that most companies wrongly conflate. 

Topics covered: 

• [02:00] Matt's journey from journalism to self-taught marketer
• [08:00] Why brand marketing is having an identity crisis in B2B
• [13:00] Translating marketing effectiveness theory into practice
• [18:00] Managing product-led and sales-led growth motions
• [22:00] Reframing the 95-5 rule as increasing your odds
• [25:00] What "responsible reach" means for brand marketing
• [31:00] Why customer stories don't belong in brand advertising
• [35:00] The difference between brand narrative and brand advertising 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 MarketingWeek Article: https://www.marketingweek.com/ritson-applicable-b2b-marketing/
Matt Maynard’s LinkedIn: https://www.linkedin.com/in/mattmaynard/
Asana: https://asana.com/ 

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