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 Adam challenges the outdated reliance on MQLs and ABM and introduces a new framework for engaging the full buying unit, with multiple stakeholders who have diverse roles and needs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.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

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/

What does it take to build authentic communities that truly connect with your market?

In this episode of Connect to Market, host Casey Cheshire welcomes Paul Jones, Moderator of the Connect To Market Community & Founder of Bridgio. Paul shares lessons from building over 40 successful communities and explains why real market connection goes beyond launching products or campaigns.

He emphasizes the importance of deeply understanding your Ideal Client Persona (ICP), using empathy to craft resonant messaging, and creating space for meaningful, value-driven interactions. Paul also challenges the overreliance on technology, encouraging marketers to start simple and stay focused on human connection.

In this episode, we cover:

• The difference between going to market and connecting to it
• How to understand your ICP beyond the surface level
• Why low-tech, high-value engagement builds stronger communities
• Real examples of community-led product and messaging success

If you're looking to engage your audience more meaningfully and build communities that drive real connection, this episode offers practical and inspiring insights.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Paul:

• LinkedIn: https://www.linkedin.com/in/pauljones101/
• Bridgio: https://bridgio.io/

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/

How can marketers stay discoverable as AI reshapes the search landscape?

In this episode of Connect to Market, host Casey Cheshire welcomes Al Sargent, Senior Director, Product, Solution & Partner Marketing at ZEDEDA, to explore the evolving field of Generative Engine Optimization (GEO). Al delivers a strategic and practical breakdown of how marketers can adapt to the rise of AI tools like ChatGPT, Perplexity, and Gemini- tools that are reshaping how content is discovered and consumed.

He explains how GEO differs from traditional SEO, why documentation matters more than ever, and how to leverage content repetition and high-authority sites to maintain discoverability. Al also shares his personal journey in tech and marketing, emphasizing the role of empathy, mentorship, and community-building in professional growth.

In this episode, we cover:

• How to use LLM.txt files and structured content to improve visibility
• The importance of repurposing and repeating content across platforms
• Leveraging high-authority sites like Wikipedia to support GEO
• Why competitive comparison content is crucial in the AI search era

If you're looking to evolve your content strategy for the AI era and master the new rules of digital discoverability, Al’s insights offer a timely and tactical guide for marketers ready to lead in the future.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Al:

• LinkedIn: https://www.linkedin.com/in/alsargent/
• Twitter: https://x.com/alsargent
• Zededa: https://zededa.com/
• How to do Generative Engine Optimization for B2B online marketing with LLMs: https://www.youtube.com/watch?v=3ERlcDoKqlE
• FunnelMind.ai: https://funnelmind.ai

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/

What does it take to master B2B marketing with empathy and precision?

In this episode of Connect to Market, host Casey Cheshire welcomes Cole Field, VP of Marketing at Beryllium InfoSec. Cole offers a thoughtful and tactical breakdown of how marketers can move beyond isolated tactics and create more unified, human-centered B2B strategies.

He shares why attributing success to individual efforts can create unnecessary tension, and how aligning sales and marketing unlocks better outcomes. Cole also explains the power of empathy in mapping the customer journey, the role of automation in streamlining efforts, and how Account-Based Marketing (ABM) is simply good, focused marketing when done right.

Throughout the conversation, Cole highlights actionable strategies for improving team alignment, defining an Ideal Customer Profile (ICP), and approaching B2B marketing with clarity and intention.

In this episode, we cover:

• Why attribution battles can derail marketing efforts
• The importance of empathy in understanding customer journeys
• Redefining ABM as aligned, effective marketing
• Aligning sales and marketing for shared success

If you're looking to refine your B2B marketing approach and create stronger alignment across your teams, Cole’s insights provide a grounded, practical guide for marketing leaders aiming to scale with purpose.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Cole:

• LinkedIn: https://www.linkedin.com/in/colefield/
• Beryllium InfoSec, Inc: https://www.berylliuminfosec.com/

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/

What does it take for marketers to truly connect with their audience and harness AI for impactful strategies?

In this episode of Connect to Market, host Casey Cheshire welcomes Megan Ward, SVP of Marketing and Product Management at 360Factors. Megan offers a thoughtful and tactical breakdown of how marketers can deepen their understanding of target audiences by engaging directly and using AI-driven insights.

She shares why marketing leaders must spend time with “real people” to uncover authentic needs, the importance of attending industry events for firsthand market observation, and how AI analysis of call recordings can reveal key customer questions and concerns. Megan also reflects on her career journey and the lessons that helped her overcome limiting beliefs.

Throughout the conversation, Megan highlights actionable insights on connecting with customers, harnessing AI for smarter marketing, and documenting knowledge to empower teams.

In this episode, we cover:

• The importance of engaging directly with your target market
• Using AI to analyze customer interactions and extract insights
• The future of AI in marketing: digital agents and personalized tools
• The critical role of documenting and sharing knowledge within teams

If you're looking to build deeper market connections and integrate AI thoughtfully into your marketing, Megan’s insights provide a practical guide for leaders ready to innovate and lead with empathy.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Megan:

• LinkedIn: https://www.linkedin.com/in/radiantmegan/
• Substack: https://substack.com/@meganward989011
• 360factors: https://www.360factors.com/

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/

How can simplifying your goals and aligning with sales transform your marketing success?

In this episode of Connect to Market, host Casey Cheshire welcomes Bronson Cordle, Vice President of Marketing at Vsimple. Bronson offers a thoughtful and tactical breakdown of what modern marketers must prioritize to drive impact and foster alignment across their organizations.

He shares why marketers need to define the purpose of every activity, the importance of tracking and measuring what truly matters, and how close collaboration with sales leads to stronger outcomes. Bronson also reflects on his personal journey, highlighting the lessons, mentors, and values that have shaped his approach to leadership and strategy.

Throughout the conversation, Bronson highlights actionable insights on clarifying marketing goals, building productive internal relationships, and bridging the gap between marketing and sales.

In this episode, we cover:

• Why every marketing activity needs a clearly defined goal
• How to track performance and demonstrate marketing impact
• The keys to successful marketing and sales alignment
• The role of relationships and self-awareness in leadership

If you're looking to cut through complexity, align your team, and lead with clarity, Bronson’s insights provide a roadmap for marketing and business leaders ready to elevate their strategy.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Bronson:

• LinkedIn: https://www.linkedin.com/in/bronson-cordle
• Company website: https://www.vsimple.com/

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/

How can understanding your audience and building purpose-driven brands elevate your marketing results?

In this episode of Connect To Market, host Casey Cheshire welcomes Josh Cherfoli, Vice President of Marketing at Precision Aviation Group. Josh shares how deep customer insights and authentic storytelling can shift brand perception and drive meaningful results.

Josh dives into the importance of connecting digital and physical touchpoints to create a seamless customer experience while emphasizing the lasting value of personal relationships in the marketing community. He also discusses his work on Porsche’s award-winning campaign Engineered for Magic Every Day, highlighting the creative thinking behind the brand’s transformation.

Drawing on his experience leading marketing for well-known brands, Josh offers practical advice rooted in audience insight and authenticity to help marketers build stronger brands and drive results.

In this episode, we cover:

• How audience insight drives effective and authentic marketing
• The creative thinking behind Porsche’s brand transformation
• Bridging the gap between digital and real-world customer experiences
• Building community and trusting your instincts as a marketing leader

If you’re ready to create campaigns that truly connect and lead with purpose, Josh’s insights offer the inspiration and tactics you need to take action now.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Josh:

• LinkedIn: https://www.linkedin.com/in/cherfoli/
• Company website: precisionaviationgroup.com

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/

You missed a good one! Right after the recent Connect To Market: Growth Roundtable, we kept the momentum going with a live post-event panel that delivered next-level insights on AI, brand strategy, and LinkedIn mastery.
Community leader Casey Cheshire and moderator Paul Jones were joined by CTM community members Aaron Rayner, Rob Freedman, and Kathleen Martin. This wasn’t just a follow-up… it was a deep dive into what’s driving growth right now and what’s coming next.

The panel hit hard on the real value of AI in modern marketing, beyond buzzwords. Rob broke down how his team uses AI-powered win-loss analysis to expose product gaps and sharpen their brand story. Casey pushed on how AI can scale smarter, not noisier, while Kathleen and Aaron zeroed in on where tech ends and human connection begins. LinkedIn took center stage. Panelists shared practical, battle-tested strategies for cutting through the noise, understanding the algorithm, and driving real engagement in 2025. No fluff. Just what’s working.

Key takeaways:
- AI’s real impact on operational efficiency, customer insight, and decision-making
- Brand differentiation as a strategy, not a slogan
- The LinkedIn playbook for visibility, engagement, and influence
- Why human connection still drives the most powerful marketing outcomes

Whether you’re building pipeline, scaling your message, or refining your GTM strategy, this panel delivered the clarity and tactics you need to move faster and connect deeper.

Subscribe to our Substack at connecttomarket.com for first access to every podcast episode, powerhouse panel, and exclusive content that's redefining the future of marketing and connecting with your buyers.

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/