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.
Chapters
00:49 B2B Marketing Today: Kerry Cunningham’s Perspective
02:37 Why B2B Marketing Became Deindustrialized
06:45 Why Buying Groups Matter More Than Leads
10:19 Key Findings from the 2025 B2B Buyer Report
14:38 How Economic Uncertainty Changes B2B Buying
19:13 The Dark Funnel and Attribution Blind Spots
22:43 Fixing Misaligned B2B Marketing Incentives
27:55 How AI Is Changing B2B Buying Decisions
29:12 What B2B Buyers Actually Need From Content
31:16 The Biggest Challenge for Challenger Brands
34:40 The Future of B2B Decision-Making
37:08 How to Align Marketing With Buyer Needs
42:32 Practical B2B Marketing Advice for CMCMOs
To contact Kerry: / kerrycunningham To contact Nick: / nick-fraunfelder
Read Kerry’s Research:
The De-Industrialization of B2B Marketing
2024 B2B Buyer Experience Report
2025 B2B Buyer Experience Report Deep Dive Into the Dark Funnel
Read Time: 1 minutes
