Mark Erwich

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.

Mark Erwich, Chief Strategy Officer at Health Launchpad, shares his insights on pipeline acceleration in healthcare. He emphasizes the importance of understanding customer personas to craft tailored marketing strategies. Strategies for enhancing sales velocity and engaging buying groups are discussed, with a focus on the role of personalization in account-based marketing. Mark delves into the complexities of aligning sales efforts with slower decision-making processes in healthcare, highlighting how intent data can uncover valuable opportunities.