Enterprise Thought Leadership Eps.38 | Marketing: 6sense’s Kerry Cunningham on transforming B2B marketing in the age of AI and intent data
A must-listen for: B2B marketing leaders, sales professionals, and anyone involved in demand generation and account-based marketing.
In this episode, Tim Bond speaks with Kerry Cunningham, Head of Research and Thought Leadership at 6sense, about how B2B organisations can adapt their marketing and sales strategies to align with today's complex buying processes. Kerry explains why traditional lead-based approaches fall short and how intent data and AI can help identify and engage buying groups more effectively.
Join the conversation as Kerry discusses:
The evolution of B2B buying processes and the Demand Unit Waterfall model
Why marketing owns 70% of the buyer's journey before sales engagement
Leveraging intent data and AI to track anonymous buyer activity
Strategies for building buyer preference throughout the purchasing process
Making a compelling case for marketing technology investments
Timestamps:
01:42 Kerry's Background and Experience
02:58 The Demand Unit Waterfall Concept
11:32 Evolution of Buying Groups
16:24 Modern B2B Marketing Practices
19:38 Defining 'In Market' and Intent Data
24:30 Understanding B2B Buyer Behavior
26:18 The Role of BDRs in the Buying Process
27:22 Challenges with Traditional B2B Sales Approaches
29:12 Building Preference in Buying Teams
32:33 Leveraging AI and Intent Data
37:13 Impact of Cookie Legislation on B2B Marketing
39:40 The Importance of Marketing Budgets
43:24 Revenue Clinic Workshops and Conclusion
Interested in a Revenue Clinic? Please email Stefano.Iacono@6sense.com
Want to learn more?
Visit 6sense's website: https://6sense.com/
Connect with Kerry Cunningham on LinkedIn: https://www.linkedin.com/in/kerrycunningham/
Connect with Tim Bond: https://www.linkedin.com/in/tngbond/
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