The Healthtech Marketing Show

Mastering the Art of Buying Group Engagement with Kerry Cunningham and Mark Erwich

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Adam Turinas sits down with B2B marketing experts Kerry Cunningham and Health Launchpad principal Mark Erwich to explore the evolving complexities of engaging buying groups and navigating the modern B2B buyer's journey.

Kerry shares groundbreaking insights from recent research, challenging traditional marketing models and offering a fresh perspective on engaging potential customers.

They discuss why buyers initiate contact with sellers, the shift from lead-based marketing to focusing on active buying groups, and how to successfully engage multiple stakeholders within target accounts.

In this episode, you will learn:

  • The "70% Rule": Discover why buyers typically initiate first contact with sellers when they're 70% through their buying journey and how this impacts your marketing strategy.
  • Buying Group Dynamics: Learn about the average size of B2B buying groups (about 10 stakeholders) and strategies for engaging multiple decision-makers within an organization.
  • Quality Over Quantity: Understand why focusing on quality engagements is more effective than pursuing a high volume of leads, and how to measure meaningful interactions.
  • Leveraging Anonymous Data: Gain insights into how to use anonymous website traffic and third-party intent data to identify and engage with in-market accounts.
  • Rethinking Metrics: Learn why traditional lead conversion rates can be misleading in modern B2B marketing, and discover new, more relevant ways to measure marketing effectiveness.
  • Content Strategy Evolution: Explore the changing role of gated content in B2B marketing and strategies for balancing lead capture with content accessibility to build trust early in the buyer's journey.
    • ...more
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    The Healthtech Marketing ShowBy Adam Turinas
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