Kerry Cunningham authored and co-authored a wide range of key models and frameworks for SiriusDecisions and Forrester, has spoken at dozens of industry events, including 4 appearances as a SiriusDecisions Summit keynote speaker. Throughout, Kerry has continued to drive the buying groups revolution in B2B, helping organizations transform from outmoded, ineffective lead-based practices to modern, buying team and opportunity-centric processes to unlock next-level performance.

Kerry brings to his work with B2B organizations a unique combination of academic and real-world expertise in marketing, organizational design and management, including expertise in cross-cultural organizational design and change management, employee selection and retention, and performance management. In addition to dozens of business briefs and articles, Kerry is a published author in both literary and scientific publications. Kerry has a BA in psychology and journalism from Indiana University Bloomington and an MS in psychology from San Francisco State University.

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Episode Summary:

Kerry Cunningham, RevTech revolutionary and product marketing expert, joins Connor to talk about what marketers get wrong about lead conversion. Hear Kerry talk about his early attempts to build a better conversion solution, the insights he’s gained about lead generation as a marketing tool, and the “Oh Sh!t!” moment for marketers. Learn what’s changed about your customers’ buying experience, how to read the signals about whether a customer is in the market, and how you can leverage website traffic data to maximize conversion opportunities.

Key Takeaways:

There’s a whole sector of B2B industry built around the idea of generating leads from your website and somehow converting them into business with marketing automation, lead scoring, etc. — but that’s not how it works.

Buyers, and buying teams, haven’t changed; they’re still looking for a solution to their business problem. What’s changed is the amount of information available to buyers. They can research — and buy — what they want without ever talking to a sales team.

Falling conversion rates can signal multiple points of interest from one potential client. Most of a website’s visitors are anonymous — and not decision makers. Multiple contacts from a single account lower the conversion rate and increase conversion possibilities.

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