Ty Heath
Global Director, Thought Leadership GTMLinkedInTy Heath is Global Director, Thought Leadership GTM Strategy at LinkedIn and co-founder of The B2B Institute, LinkedIn's think tank focused on building famous brands in B2B. She's obsessed with connecting dots and turning insights into impact, bridging the gap between marketing science and go-to-market strategy that drives real business growth.
She partners with academics and industry experts to prove what actually works in B2B marketing, then translates it into strategies teams can use.
With 20+ years of marketing experience at Google, IBM, Nestle, and her own consultancy, Ty brings deep expertise in B2B marketing, content strategy, and cross-functional go-to-market execution. As a creator in the B2B marketing space, she's developed content and strategy for brands including Adobe, Notion, and Typeform. She's collaborated with the Ehrenberg Bass Institute, served on the Creative B2B Lions jury, and worked with organizations like ANA and IPA to advance marketing effectiveness.
On the track, Ty is a two-time Olympic Trials qualifier in the 800 meters. The discipline and strategic thinking that got her there informs her approach to marketing strategy and leadership. She regularly shares insights at events like INBOUND, Adobe Summit, and Adweek, creating content that bridges research and results.
Solving the Buyability Problem: The Hidden Friction Inside B2B Buying
In complex B2B markets, the biggest threat to growth is not competition. It is no decision. As buying groups expand and scrutiny increases, marketers …In complex B2B markets, the biggest threat to growth is not competition. It is no decision. As buying groups expand and scrutiny increases, marketers face a new challenge: it is no longer enough to generate demand. We must generate collective confide…In complex B2B markets, the biggest threat to growth is not competition. It is no decision. As buying groups expand and scrutiny increases, marketers face a new challenge: it is no longer enough to generate demand. We must generate collective confidence. From LinkedIn’s vantage point across millions of B2B interactions, a clear pattern has emerged. Deals stall not because interest is absent, but because buying groups struggle to align around a de…In complex B2B markets, the biggest threat to growth is not competition. It is no decision. As buying groups expand and scrutiny increases, marketers face a new challenge: it is no longer enough to generate demand. We must generate collective confidence. From LinkedIn’s vantage point across millions of B2B interactions, a clear pattern has emerged. Deals stall not because interest is absent, but because buying groups struggle to align around a decision they feel safe defending. This session introduces Buyability: how easy you make it for a group to say yes without risking their credibility. Drawing on research conducted with Bain & Company, this talk outlines the five sources of Buyability friction. Attendees will learn how marketing influences each of these forces long before a deal reaches late-stage review. You will leave with a practical framework for designing programs, messaging, and proof strategies that increase decision confidence across the entire buying committee, not just your champion.Show MoreClick the title to see all detailsShow More
