P — 20 Integrate.com Build a Buyer Driven Tech Stack How can marketers respond to these critical needs, overcoming challenges and breaking down silos? The answer begins by building a buyer-driven tech stack. And that starts by evaluating how your existing stack aligns with the stages of the buyer’s journey. A traditional buyer’s (or customer) journey has three key stages. In the Awareness stage, buyers have come to realize they have a problem, but they’re not exactly sure what it is or how to solve it. In the Consideration stage, they better understand their problem and now are looking for ways to solve it. In the Conversion stage, buyers are aware of their options and are deciding upon a solution. Where Business Starts PRECISION DEMAND MARKETING STRATEGY “Having focused attention on enabling a buyers journey gives your marketing operations clarity into the tools and technology they need today and tomorrow.” Danny McKeever, Sr. Director Marketing Operations and Technology at Integrate The Buyers Journey: AWARENESS CONSIDERATION CONVERSION DEAL ACCELERATION EXPANSION — Why Change? • Press release, Blogs, Infographic, Social, Digital, Ad Nurture, etc. — Why Now? • Third party/analyst reports, eBooks, webinars, campaign LPs, etc. — Why Integrate? • Product demos, customer case studies, roundtables, etc. — Integrate Value • Product videos, ROI studies, etc. — Continued Value • Product webinar series, ABM targeted ads, etc.