In this episode of Inside The Box, we pick the brain of Kerry Cunningham formerly of Forrester, and current Head of Research and Thought Leadership at 6sense.
Topics of discussion include:
- Is the MQL dead?
- What is exaclty a buying group?
- Who is actually engaging with your website?
- The return of reputation marketing.
- Can one really create demand?
- What is intent data?
- What technology should you be using today?
- and the Bonus Question we couldn't help but ask - what's holding companies back from embracing a fully ABM approach that works?
Find out the answers to these questions and more in the full interview below.
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.
