Kerry Cunningham

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.

Kerry Cunningham, Head of Research at 6Sense, shares insights from the Buyer Experience Report 2024. He uncovers the new B2B buyer behavior where 85% of buyers lead conversations on their own terms. His key points emphasize the importance of demand generation over traditional lead capture strategies. With buyers already knowing their options, companies must position themselves effectively to make the shortlist. Additionally, he highlights the crucial role analysts play in the decision-making process, urging marketers to adapt their tactics accordingly.