I’m so excited to share the first episode of our newly relaunched podcast with you this week! Previously Metrics & Chill, we’ve relaunched as Move the Needle – with a tighter focus on conversations with Execs and GTM leaders who are using data to drive growth and performance. 

🎧 Check out the YouTube channel

We’re kicking things off with brand marketing advocate and CEO of Wynter, Peep Laja.

In this episode, Peep unpacks why 99% of Wynter’s marketing is brand-focused – and how they measure impact.

Let’s dive in! 👇

In this edition:

• Why Wynter Is All-In on Brand Marketing (and How They Measure It)
• Track Brand Like Wynter Does
• Templates to Support Your Brand Strategy
• Survey + Live Discussion: What’s Slowing Down Your Time to Insight?
• This Week’s Silo-Smashing GTM Reads

🎙️ Why Wynter Is All-In on Brand Marketing (and How They Measure It)

Most B2B marketers are focused on short-term pipeline. But what happens when your best-fit buyers aren’t in-market yet?

That’s the tension Peep Laja is trying to solve with his brand-led strategy at Wynter – where 99% of their marketing effort goes toward creating demand, not capturing it.

“Nobody wants to buy your thing. Nobody wants to read your whitepaper or book a demo… If you’re not in the consideration set before the buyer starts their journey, it’s game over.”   – Peep Laja

In the podcast interview, Peep lays out exactly how Wynter invests in brand – and how they make the case for it internally. Here were some of the key learnings:

The Buyer Journey Has Changed

• B2B buyers only look at 3–5 vendors. 
• 78% of buyers choose a vendor they’ve heard of before researching.

That means brand work isn’t optional – it’s your ticket into the consideration set.

It also takes time. 

“What research says about brand marketing ROI is that it requires six plus months of continuous always-on campaigns—paid and unpaid—before there is any change in the buyer.”

Distinctiveness > Uniqueness

So what brand marketing actually drives results? 

Peep argues that no product can be genuinely unique from its competitors – at least not for long. Innovation is transient. 

But distinctiveness – whether in your positioning, tone of voice, brand colors and identity, or all of the above – is what creates memorability.

“What we are creating is memory structures in the brain. Because the final goal is that when they're now entering the market ready to buy, we come to mind. Mental availability is the goal.”

Distinct positioning is a wide-open brand opportunity. And an often overlooked one. According to a Dentsu study:

• 71% of marketers think their messaging is unique
• But 68% of B2B buyers say all vendors sound alike 

Peep says that standing out from this “sea of sameness” requires better understanding your customers and market, and defining what you want to be known for. 

"You don't want to be just known. You want to be known for something specific.”

How do you uncover what you want to be known for? You talk to your market. 

“The only way to know what's in somebody's head and brain is to ask them. There is no substitute.”

How to Justify Brand Spend

Brand has a reputation for being “unmeasurable” – but Peep argues that most marketers haven’t actually tried that hard. 

Getting started? It’s actually pretty simple. Here’s what Peep recommends:

1. Track brand awareness and preference over time.
Companies can use Wynter’s own platform to run brand lift studies every quarter, asking questions like:

• (Unaided) “What [category] tools have you heard of?”
• (Aided) “Which of the following [category] tools have you heard of?”
• (Consideration Set) “Would you consider the following [category] tools?”

2. Correlate brand activity with bottom-line movement.
Peep first filters out all easily identifiable non-brand activities: namely, paid ads and outbound sales efforts. Everything that’s left? Brand.

Brand measurement doesn't mean ignoring more traditional lead generation metrics – it’s giving the attribution back where it’s due.  

By looking at inbound traffic, signups, and demos over time, alongside brand marketing efforts, they can identify correlations and influence. 

“The job of brand is to reduce friction across the funnel. You should see higher conversion rates, more sales velocity, and lower acquisition cost.”

Of course, Peep notes that this measurement needs to be based on ample time frames to demonstrate results – 60-90 days at least, maybe even longer. Brand is not a short-term play.

Tactical Plays That Drive Brand Awareness

Peep shares several practical things Wynter does weekly:

• High-frequency podcast appearances and content distribution
• CEO LinkedIn posts and reposts by Wynter employees
• Brand-specific ad campaigns and retargeting
• Regular online education workshops

"They start seeing us everywhere. They start thinking, 'Oh, Wynter must be the category leader.'"

And none of it is accidental.

“It’s all structured and repeatable. If we can’t scale it, we don’t do it.”

📊 Track Brand Like Wynter Does

We've broken down Peep's playbook + built a set of brand tracking dashboards inspired by this conversation. The dashboard loop includes:

• Brand lift survey trends
• Organic brand awareness
• Inbound demo requests
• Content engagement and amplification

Check it out – along with Peep’s full interview and playbook!

📚 Templates to Support Your Brand Strategy

Looking to better track the impact of your brand and organic marketing, with real performance metrics? Start here 👇

Explore any of our free marketing templates or start a free Databox trial to build from scratch. 

🔎 Survey + Live Discussion: What’s Slowing Down Your Time to Insight?

Despite having more tools than ever, many teams still struggle to turn raw data into reliable, actionable insights – fast.

In our latest survey, we’re exploring the biggest roadblocks slowing your team’s time to insight – and what experts suggest to fix it. 

📝 Take the Survey

Then join us live on July 18 in our interactive DBUG event to unpack the findings and see what other teams are doing differently.

💬  Register for the DBUG Discussion

🤝 This Week’s Silo-Smashing GTM Reads

Share with a colleague and tear down those walls! 

• Wynter Workshop: How to measure brand marketing (Wynter)
• How strong brands build stronger B2B pipelines (MarTech)
• Key Metrics to Measure the Strength of Your Brand Marketing (Alembic)

👀  Coming soon!

Next time we’re serving up insights from Amanda Natividad, VP of Marketing at SparkToro, on how to adapt and measure marketing in the new Zero-Click Content Environment. 

📣 How'd we do?