How can B2B marketers succeed when every deal involves 11 or more stakeholders?
In this episode of Connect to Market, host Casey Cheshire welcomes Adam Needles, CEO and Co-Founder of ANNUITAS, Inc., to unpack the game-changing concept of Buyer Unit Demand (BUD). Adam challenges the outdated reliance on MQLs and ABM and introduces a new framework for engaging the full buying unit, with multiple stakeholders who have diverse roles and needs throughout the journey.
He shares how marketers can design conversation tracks that align with real-world buying dynamics and explains why buyer-led orchestration, not sales-led tactics, is the key to driving meaningful engagement and revenue. Adam also discusses the organizational shifts and mindset changes required to fully adopt this buyer-first approach.
In this episode, we cover:
- Why MQLs and ABM fall short in complex B2B buying environments
- How to map conversation tracks around stakeholder needs and behavior
- The importance of aligning marketing, sales, and automation tools to the buyer journey
- Why focus beats scale when prioritizing content and engagement strategies
If you’re ready to leave legacy metrics behind and lead with a truly buyer-centric strategy, Adam’s insights offer a clear and practical roadmap for modern B2B marketers.
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Connect with Adam:
- LinkedIn: https://www.linkedin.com/in/abneedles/
- Annuitas: https://www.annuitas.com/
- Twitter: x.com/abneedles
- Balancing the Demand Equation: https://a.co/d/12hGF4F
- The Chief Growth Officers Handbook: https://www.annuitas.com/downloads/the-chief-growth-officers-handbook/
Ways to Tune In:
- Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa
- Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920
- Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d
- iHeart Radio: https://iheart.com/podcast/282837141/
- Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391
- YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV
Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
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