As tech stacks have become more complex, so has the technology decision-making process. It is well known that developers have an increasing influence on buying decisions in organisations large and small, and you can see this in the large amount of content that has already been created on this topic. The tech stack is no longer just a “developer thing.”
A quick Google search for ‘b2b buyer journey’ reveals Gartner's overwhelmingly complex buyer journey. A fairly standard buyer journey starts with problem identification, moves on to exploration and requirements, and ends with supplier selection. Here, the goal is to increase awareness of your products and services by making sure the right buyers know about them. You can do this through various channels, like content marketing, advertising, and events.