In B2B marketing, decisions are rarely made by just one person—buying groups of stakeholders drive the process. Despite this, many marketers still target individual leads, missing the bigger picture. Engaging with the full group is crucial, but often misunderstood. Unlocking the potential of buying groups has become essential for staying ahead in today’s B2B landscape.
In this episode of Inside The Box, we asked Kerry Cunningham, Head of Research and Thought Leadership at 6sense, what buying groups are, what they mean for B2B marketers and what many have critically misunderstood about their buyers over the years.
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.
