Ty Heath

Director, Market Engagement, The B2B Institute

served as the Digital Director of SHAPE Magazine, where she was responsible for conceiving

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Category Entry Points In A B2B World: Buying Situations To Brand Sales

“The most important search engine is still the one in your mind.” This statement makes a point all marketers should internalize about buyer behavior: most purchases start not by searching Google, but by searching our memory. If we believe buyer behavior starts with memory, it then follows that the job of marketing is not to generate clicks, but to generate memories. The B2B Institute's Ty Heath brings new research with the Ehrenberg-Bass Institute on better ways to link brand advertising to brand sales to do just that.