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Why Your Falling Lead Conversion Rate Is a Good Thing, And What to Do About It

Kerry Cunningham
Product Marketing Expert, 6sense

If you have enough data, it’s not a guessing game anymore.

Episode Summary

Kerry Cunningham, RevTech revolutionary and product marketing expert, joins Connor to talk about what marketers get wrong about lead conversion. Hear Kerry talk about his early attempts to build a better conversion solution, the insights he’s gained about lead generation as a marketing tool, and the “Oh Sh!t!” moment for marketers. Learn what’s changed about your customers’ buying experience, how to read the signals about whether a customer is in the market, and how you can leverage website traffic data to maximize conversion opportunities.

Key Takeaways

  • There’s a whole sector of B2B industry built around the idea of generating leads from your website and somehow converting them into business with marketing automation, lead scoring, etc. — but that’s not how it works.
  • Buyers, and buying teams, haven’t changed; they’re still looking for a solution to their business problem. What’s changed is the amount of information available to buyers. They can research — and buy — what they want without ever talking to a sales team.
  • Falling conversion rates can signal multiple points of interest from one potential client. Most of a website’s visitors are anonymous — and not decision makers. Multiple contacts from a single account lower the conversion rate and increase conversion possibilities.

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Watch the full interview below:

About Kerry:

Kerry is author and co-author of a wide range of key models and frameworks for SiriusDecisions and Forrester. He has spoken at dozens of industry events, including 4 appearances as a SiriusDecisions Summit keynote speaker. Throughout, Kerry has continued to drive the buying groups revolution in B2B, helping organizations transform from outmoded, ineffective lead-based practices to modern, buying team and opportunity centric processes to unlock next-level performance.

To his work with B2B organizations, Kerry brings a unique combination of academic and real-world expertise in marketing, organizational design and management — including expertise in cross-cultural organizational design and change management — employee selection and retention, and performance management. In addition to dozens of business briefs and articles, Kerry is a published author in both literary and scientific publications. Kerry has a BA in psychology and journalism from Indiana University, Bloomington and an MS in psychology from San Francisco State University.

Follow Kerry on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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