#229: B2B Marketing: How to Measure Brand the RIGHT Way

In this episode, we break down how to actually measure brand impact without overcomplicating it, including the leading indicators lean B2B teams should track before pipeline shows up. We cover: → Why leading indicators matter more than lagging ones early on → What early brand signals actually look like in practice → Why qualitative data and self-reported attribution is so powerful → A simple list of brand metrics lean teams should focus on If you are a B2B marketer trying to justify your brand investment to leadership or figure out if your demand gen is actually working before revenue shows up. Tune in and learn: → The difference between leading and lagging brand metrics → What signals to watch for before pipeline materializes → Why qualitative beats quantitative for brand measurement in B2B → How to build a simple brand scorecard without bloated dashboards \----------------------------------------------------- 🔗 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: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ \----------------------------------------------------- Timestamps: 00:00 How to Measure Brand Without Overcomplicating It 00:01 Why B2B Teams Struggle to Measure Brand Impact 00:02 The Five B's Framework Refresher 00:03 Definitions: Leading vs Lagging Brand Indicators 00:07 Why Brand Programs Get Killed Too Early 00:07 What Early Brand Signals Actually Look Like 00:09 ICP Engagement as a Brand Signal 00:10 Self-Reported Attribution and How Did You Hear About Us 00:12 Sales Feedback as an Early Brand Signal 00:13 Category Entry Points and Customer Interviews 00:14 Why Qualitative Data Beats Quantitative in B2B 00:16 Self-Reported Attribution in the Age of AI 00:19 Why Ad Platforms Are Giving Advertisers Less Control 00:20 Simple Brand Metrics for Lean Teams 00:23 Share of Search as a Brand Metric 00:24 Key Takeaways: What to Track and Why S08 E229 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #leadgeneration #digitalmarketing