Intent data has become a powerful tool for modern marketers, helping to pinpoint which accounts are actively considering a purchase. By tracking online behavior and engagement signals, intent data reveals which companies are showing buying interest, allowing businesses to focus their efforts where they matter most. In this episode, we explore how leveraging intent data can give you an edge in identifying ready-to-buy accounts and improving sales outcomes.
In this episode, we explore what Intent data is and how it can help you identify what accounts are ready to buy by asking one of the leaders of the intent data movement, Kerry Cunningham of 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.
