The concept of demand is often debated.
Some believe that demand can be actively created through marketing efforts, while others argue that demand is inherent, waiting to be tapped into or captured. This philosophical divide raises important questions about the nature of demand itself. What drives it? Can marketers truly generate demand from scratch, or is their role to identify and harness existing interest? Exploring these ideas helps to uncover the deeper dynamics of consumer behavior and the role of marketing in shaping demand.
In this episode, we tackle a thought-provoking question: Can demand truly be created, or is it something that already exists and must be captured? We dive into the very nature of demand—what it is, how it works, and whether marketers can influence it. Join us as we explore these deep questions with Kerry Cunningham from 6sense.
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.
