Understanding who your real buyers are—and what drives their purchasing decisions—is more critical than ever. Successful companies need to go beyond just identifying potential customers; they must gain insights into what those buyers are interested in and what information they need before committing to a purchase. This requires a deeper, more data-driven approach to buyer identification and engagement, enabling companies to tailor their messaging and meet the specific needs of their audience at every stage of the buying journey.
In this episode of In The Box, we ask Kerry Cunningham from 6sense what his expert opinion is on what technology companies need to not only identify who their real buyers are - but what they're interested and what they need to know before making a purchase.
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.
