Brands Are Too Measurable to Be Memorable with Lindsay Cournoyer

Most B2B marketers know this, but do not always say it out loud: We have gotten very good at measuring things. Attribution. Pipeline metrics. Sourced revenue. Influenced revenue. Cost per lead. And yet, a lot of B2B brands are forgettable. In this episode of The B2B Roundtable, Brian Carroll talks with Lindsay Cournoyer, Fractional CMO and Brand Marketing Consultant at LC Consulting, about why B2B brands can become so obsessed with being measurable that they forget to be memorable. Lindsay has led marketing at companies including Axonify, Coconut Software, and Blue J, where she most recently served as CMO. At Blue J, an AI-powered tax research company, she helped 5x revenue and raise $122 million in Series D funding. But what makes this conversation especially useful is the brand bet she made along the way. Recently, Lindsay invested in out-of-home advertising, including billboards, elevator ads, radio, and physical media. In B2B SaaS, that is not the usual playbook. We talk about why she made that bet, how she got internal support, what she measured, how she handled skepticism from the board, and why brand marketing still matters when buyers are not ready to talk to sales. If you have ever felt pressure to optimize for a metric instead of an outcome, this conversation is for you. Watch or listen to the full episode: https://www.markempa.com/b2b-brands-t... In this episode, you’ll learn: • Why performance marketing captures demand but does not create all of it • Why B2B brands need memory, trust, and awareness before buyers are ready • How Lindsay made the case for out-of-home advertising in B2B SaaS • Why brand work can feel hard to defend in a dashboard-driven company • How they measured awareness and consideration before and after the campaign • Why the “marketing tax” drains CMOs and marketing leaders • How CEO support changes the environment for brand investment • What to do if your company does not understand or value brand • How to make the case for brand investment with your CEO Chapters: 00:00 Introduction: B2B Brands Are Too Measurable to Be Memorable 01:53 Why Brand Has to Create Demand Before Performance Captures It 03:29 The CEO Saw the Brand Problem 04:24 The Marketing Tax and Why Brand Needs CEO Support 07:35 Making the Case for Brand Inside the Business 10:11 How Lindsay Measured Awareness and Consideration 13:50 Staying Steady When the Bet Feels Risky 16:55 What to Do When Your Company Doesn’t Value Brand 22:26 How to Make the Case for Brand Investment Memorable lines: “B2B brands are so obsessed with being measurable that they forget to be memorable.” — Lindsay Cournoyer “Performance marketing has its place. Its role is to capture the demand that’s been created for your brand.” — Lindsay Cournoyer “Marketing’s true job is to carve out that place in your buyers’ brains.” — Lindsay Cournoyer “If you don’t focus on building your brand and trust and reputation before you get into performance marketing, you’re missing the whole point.” — Lindsay Cournoyer About Lindsay Cournoyer: Lindsay Cournoyer is a Fractional CMO and Brand Marketing Consultant at LC Consulting. She is the former CMO of Blue J and has led marketing at companies including Axonify and Coconut Software. She works with B2B SaaS founders and leadership teams on brand strategy, messaging, and go-to-market. Connect with Lindsay:   / lindsay-slipacoff-cournoyer-6963258   Resources: The B2B Roundtable: https://www.markempa.com/b2bpodcast/ Subscribe for more conversations on B2B marketing, GTM strategy, brand, demand generation, revenue growth, and what dashboards miss. #B2BMarketing #BrandMarketing #GTMStrategy #MarketingLeadership #DemandGeneration