SBP 159: Why Awareness Isn't Enough. With Ty Heath.

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% aided awareness means nothing if your website is confusing, your sales team doesn't cover key regions, or you're absent from review sites buyers check.

This conversation covers the diagnostic questions every CMO should ask, how to allocate budget between mental and physical availability (60/40 split), and why fixing your biggest gap in the next 90 days matters more than trying to fix everything at once.

Chapters

00:00 Opening: The Physical Availability Problem

02:50 Why the B2B Institute Cares About Physical Availability

07:30 The Missing Half: What Physical Availability Actually Means

15:00 The Three Ps: Presence, Prominence, Portfolio

25:00 Why This Is Marketing's Problem, Not Sales' Problem

40:00 Real Examples: Where Brands Lose Buyers

55:00 Budget Allocation and Cross-Functional Orchestration

01:05:00 The Diagnostic Question Every Marketer Should Ask This Week

Links

The B2B Institute's Report on Easy to Find https://business.linkedin.com/marketing-solutions/b2b-institute/easy-to-find-being-where-b2b-buying-happens

Ty Heath on LinkedIn https://www.linkedin.com/in/tyronaheath/