CTM Takeover Episode - Adam Needles: 2X Stakeholders, QLs & Buyer Unit Demand

How can B2B marketers succeed when every deal involves 11 or more stakeholders? This special Hard Corps Marketing Show takeover episode features an episode from the Connect To Market podcast, hosted by Casey Cheshire. In this conversation, Casey sits down with 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 Adam challenges the outdated reliance on MQLs and ABM and introduces a new framework for engaging the full buying unit, with multiple stakeholders who have diverse roles and needs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 environmentsHow to map conversation tracks around stakeholder needs and behaviorThe importance of aligning marketing, sales, and automation tools to the buyer journeyWhy focus beats scale when prioritizing content and engagement strategies 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Hard Corps Marketing. Connect with Adam:LinkedIn: https://www.linkedin.com/in/abneedles/Annuitas: https://www.annuitas.com/ Twitter:  x.com/abneedlesBalancing 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:Apple Podcasts:  https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Amazon Music/Audible: https://music.amazon.com/podcasts/0f4497c6-b402-4cad-9018-1e41b7e8f2bb/the-hard-corps-marketing-show Spotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL3RoZS1oYXJkLWNvcnBzLW1hcmtldGluZy1zaG93   Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/