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SBP 159: Why Awareness Isn't Enough. With Ty Heath.
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B2B Institute's Ty Heath on Why Mental Availability Without Physical Availability Is Wasted Investment
In collaboration with the Ehrenberg-Bass Institute, Ty Heath, Director and Co-founder of LinkedIn's B2B Institute, reveals research showing B2B brands typically appear in only 3-4 channels while buyers engage with an average of 32 touchpoints.
The result?
Buyers who prefer your brand default to competitors who are easier to find and buy from. Heath argues physical availability (being easy to find and buy) is marketing's responsibility, not sales alone. She explains why 60%…
The skinny
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