Topics

Kerry Cunningham has more than 20 years of experience in b-to-b demand creation and management, spanning a broad array of industries and markets. Kerry has developed and implemented lead management processes for many of the world’s most prominent b-to-b brands, amassing substantial real-world expertise in lead acquisition, governance and propensity modeling.

Blindsight: How Gut Feeling Is Not Knowing
  • Those with blindsight can detect and respond to visual stimuli around them, but they’re not aware of and can’t really know what they’re seeing
  • Without advanced analytics, b-to-b professionals receiving information still don’t really know what works and what doesn’t
  • Advanced predictive analytics is the part of the b-to-b brain that turns sensory data into usable information to drive high-functioning businesses

September 21, 2016

Predictive: “Ride-Sharing Solution” for Marketing
  • Everyone’s favorite analogy for disruptive technology today is ride-sharing companies like Uber and Lyft
  • When high-powered analytics are applied to complex logistical problems for which there are available resources, great things can happen
  • Predictive analytics is a better way to arrive at solutions that would otherwise require excessive resources – just like ride-sharing

August 16, 2016

Predictive Segmentation: To Lump or to Split?
  • Total addressable markets (TAM) should be subdivided into useful segments
  • Predictive analytics allows for the creation of useful segments by lumping and splitting TAM
  • Lumping provides opportunities for achieving scale, while splitting enables precision and efficiency

June 13, 2016

It Slices, It Dices: Problems Predictive Can Solve
  • When marketers need to narrow their focus, predictive applications help by defining segments and personas and prioritizing prospects for followup
  • When marketing and sales don’t have enough good prospects, predictive applications can intelligently source net new high-propensity targets
  • Predictive applications identify and prioritize the best prospects and reveal buyer preferences to improve conversion through the Demand Waterfall®

May 17, 2016

What Accidents Rooted in History Can Teach B-to-B
  • The power of data and analytics is bringing more and more information to our fingertips in b-to-b every day
  • But that information will do us no good if we are not prepared to comprehend it
  • Beyond technical skills, we must foster cultures in which the facts are the facts, even when they portray unpleasant truths

February 18, 2016