B2B marketing is changing fast—and traditional lead-based metrics are no longer enough.In this insightful conversation, Nick sits down with Kerry Cunningham, a leading B2B consumer behavior expert, to break down how modern buyer behavior is reshaping B2B marketing strategies. They explore why leads don’t always equal demand, how buying groups have replaced individual decision-makers, and why intent signals are now more reliable indicators of real purchase readiness.Kerry shares research-backed insights on:The shift from lead-based metrics to buying group engagementWhy many leads fail to represent true buying intentHow economic uncertainty is influencing B2B purchasing decisionsThe growing role of AI in the B2B buying journeyWhy buyers are engaging earlier than ever in the decision-making processThe conversation wraps up with practical advice for CMOs and B2B marketers, including how to align marketing strategies with actual buyer needs and why content should focus on solving buyer problems—not self-promotion.Chapters00:49 B2B Marketing Today: Kerry Cunningham’s Perspective02:37 Why B2B Marketing Became Deindustrialized06:45 Why Buying Groups Matter More Than Leads10:19 Key Findings from the 2025 B2B Buyer Report14:38 How Economic Uncertainty Changes B2B Buying19:13 The Dark Funnel and Attribution Blind Spots22:43 Fixing Misaligned B2B Marketing Incentives27:55 How AI Is Changing B2B Buying Decisions29:12 What B2B Buyers Actually Need From Content31:16 The Biggest Challenge for Challenger Brands34:40 The Future of B2B Decision-Making37:08 How to Align Marketing With Buyer Needs42:32 Practical B2B Marketing Advice for CMCMOsTo contact Kerry:   / kerrycunningham  To contact Nick:   / nick-fraunfelder  Read Kerry’s Research: The De-Industrialization of B2B Marketing2024 B2B Buyer Experience Report2025 B2B Buyer Experience Report Deep Dive Into the Dark Funnel