And now, the question we couldn't help ourselves from asking - what exactly is holding companies back from embracing ABM and revolutionising their marketing and sales process towards success. Kerry reveals all.
Despite the proven benefits of Account-Based Marketing (ABM), many companies are still hesitant to fully adopt this transformative strategy. The question is: what's holding them back? Whether it’s resistance to change, a lack of alignment between sales and marketing, or uncertainty about the right tools and tactics, these barriers can prevent businesses from leveraging ABM to revolutionize their marketing and sales efforts for greater success. Understanding and overcoming these challenges is key to unlocking ABM’s full potential.
About Kerry Cunningham
Kerry Cunningham is a leading expert in B2B marketing, customer engagement, and account-based marketing (ABM). As a strategic advisor at 6sense, he helps companies leverage AI-driven insights and predictive analytics to transform the buyer experience.
Prior to joining 6sense, Kerry spent several years as a Vice President, Principal Analyst at Forrester, where he shaped the future of B2B marketing through his deep expertise in buyer psychology, demand generation, and account-based marketing (ABM). At Forrester, he was instrumental in delivering actionable insights that empowered businesses to optimize their marketing and sales alignment.
Kerry's work has been pivotal in shifting traditional lead-based models toward account-based approaches, championing the importance of buying group engagement, and transforming the way companies approach the modern B2B buyer's journey.
Throughout his career, Kerry has been a sought-after speaker, delivering keynotes and presentations at major industry events, where he shares his expertise on topics such as revenue growth strategies, customer-centric marketing, and leveraging technology for B2B success. He holds a Master’s degree in psychology, which underpins his unique ability to combine behavioral insights with data-driven marketing strategies.
