From Pipeline to Revenue: Effective Practices
for Predictive B2B Growth
by Kerry Cunningham
- Login with LinkedIn to watch the full interview!
What you'll discover
when watching Kerry's story
- Focus marketing and sales resources on the small fraction of your addressable market that is actually in-market and ready to buy at any given time.
- Align marketing and sales by having marketing provide sales with in-market accounts and the evidence for why they are in-market, rather than just leads.
- Talk directly with prospects and customers every quarter to understand their needs and pain points firsthand, in addition to using AI and data.
- Remove forms and gates in front of content to ensure the majority of potential buyers actually see it.
- Change marketing metrics from being lead-based to account-based, and these metrics should report engagement and opportunities from target accounts.
- A company's reputation and what others say about it heavily influence buyer decisions, as 70% of the buying process occurs before talking to sales.
- AI can greatly assist marketing and sales productivity in areas like writing emails and creating content drafts, but human creativity is still needed for unique perspectives.
Meet Kerry Cunningham - Research and Thought Leadership Leader @ 6sense
Kerry Cunningham is the Research and Thought Leadership Leader at 6sense, a leading company that helps B2B organizations eliminate guesswork to proceed with confidence putting the power of AI, big data, and machine learning behind every member of the revenue team.
With over 20 years of experience in the industry, Kerry has established himself as a respected thought leader and expert in B2B demand generation and management, sales and marketing alignment, and account-based marketing.
Before joining 6sense, Kerry demonstrated his thought leadership prowess in the design and implementation of demand marketing processes, technologies, and teams for a wide array of B2B products, solutions, and services.
At 6sense, Kerry leverages his extensive knowledge and expertise to drive the company’s research and thought leadership initiatives.
He plays a crucial role in helping customers of 6sense understand and optimize their account engagement strategies to achieve predictable revenue growth.
Check out Kerry Cunningham's thoughts on content marketing
When it comes to creating engagement using marketing, Kerry shares:
"It is obviously important to have content that aligns to the information needs of key buyer personas. Content should also align with the common language of your buyers. Use insights from behavioral data to focus high-value experiences on accounts that are in market."
He also shares how marketers should be thinking about content and the buyer’s journey:
"Buyers don't talk to sellers until 70% of the way through their journeys. They have already picked a winner 84% of the time by that point. So, better make the content excellent, and on point for keep buyer personas, readily available (not gated)."
Kerry explains what marketers can do in order to tap into the power of AI and become more effective:
"Remember all the questions you had when you were a young marketer? What really causes buyers to engage? What does a buying journey really look like? Which combinations of tactics drive opportunities? Whatever you thought couldn't be answered. Wtih AI, the probably can be."
Get exclusive business growth tips from our top thought leaders
Subscribe and get weekly tips on growing your successful business.