The Healthtech Marketing Show
Mastering the Art of Buying Group Engagement with Kerry Cunningham and Mark Erwich
Sep 3, 2024
In this discussion, B2B marketing visionaries Kerry Cunningham, a marketing expert known for his groundbreaking research, and Mark Erwich, principal at Health Launchpad, dive into the intricacies of engaging buying groups. They introduce the '70% Rule,' explaining how buyers typically contact sellers late in their journey. The pair emphasizes the importance of quality over quantity in engagement, the dynamics of multi-stakeholder groups, and innovative methods for leveraging anonymous data to connect with in-market accounts.
43:59
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Quick takeaways
- Understanding that 70% of buyers engage with sellers only after extensive research emphasizes the need for timely and informed outreach strategies.
- Focusing on quality interactions rather than sheer lead volume allows marketers to effectively engage multiple decision-makers within buying groups.
Deep dives
The Importance of Buyer Engagement Timing
The timing of buyer engagement with sellers is crucial in the B2B buyer journey. Research shows that 70% of buyers have their first interaction with sellers only after 70% of their buying journey is complete. This emphasizes that potential customers are not passively waiting for outreach but are actively conducting research and forming their buying group consensus before engaging with vendors. Consequently, marketers need to prioritize understanding the behaviors and needs of buyers during their extensive research phase to align their outreach efforts effectively.
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