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 [email protected] 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/ If you like our podcast, please follow us and rate each episode. Do you have burning topics or questions you'd like us to explore on the podcast? Email our team at [email protected]. Find out more about TechPros.io: https://techpros.io/ Upcoming Events and Roundtables: https://techpros.io/virtual-experiences/ Join our budding podcast community on LinkedIn: https://www.linkedin.com/company/enterprise-thought-leadership/

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