This episode of The Art of Entrepreneurship is for anyone who wants to build a marketing plan that actually walks the walk through every stage of the buyer’s journey.In part 2 of our conversation, I chat with Stephanie Roland and Michael Ray, lead strategists at Accelity, to map out what it really takes to create marketing that works from first impression to closed deal, and beyond. We dig into what marketers need to consider at each phase of the buyer journey—from building awareness campaigns that actually resonate (spoiler: it starts with empathy, not asks), to guiding your audience through the consideration stage with smart, targeted strategies. They explore how trust and proof points play a critical role in influencing decisions, how to tailor your approach to emotional versus tactical buyers, and how to create low-lift but high-impact conversion moments. From aligning with sales to crafting transparent demos, this episode is packed with ideas you can use to start building a marketing plan that connects—and converts.<h2>About Michael Ray</h2>Michael is the Strategic Marketing Director at Accelity, where he's spent almost four years helping companies build interconnected marketing and advertising strategies that build brands and deliver leads. With more than fifteen years of strategy and advertising experience, he works to build innovative and creative, data-driven strategies for clients and also specializes in tracking, reporting, and optimization of their campaigns. <h2>About Stephanie Roland</h2>Stephanie is the Brand and Marketing Director at Accelity, specializing in brand strategy. She’s partnered with clients across non‑profit, B2C, and B2B sectors, and most of her B2B work—until recently—focused on B2B SaaS. Her core focuses include brand strategy, content strategy and advertising strategy, ensuring every campaign tells a compelling story and delivers results.<a href="https://accelitymarketing.com/" target="_blank">Website</a><a href="https://www.linkedin.com/in/michaelraymke/" target="_blank">LinkedIn – Michael</a><a href="https://www.linkedin.com/in/stephanie-schroeterroland/" target="_blank">LinkedIn – Stephanie</a><h2>If you like this episode, here are some others you'll enjoy.</h2><ul><li>Podcast: <a href="https://www.jackiehermes.com/podcast/michael-ray-stephanie-roland-accelity-pt1" target="_blank">Crafting a strategic marketing blueprint w/ Michael Ray and Stephanie Roland, lead strategists at Accelity (Pt. 1)</a></li><li>Podcast: <a href="https://www.jackiehermes.com/podcast/abby-bruckner-michelle-breen-accelity-pt2" target="_blank">The step-by-step process of a successful rebrand w/ Abby Bruckner &amp; Michelle Breen, lead creatives at Accelity (Pt.2)</a></li><li>Podcast: <a href="https://www.jackiehermes.com/podcast/why-most-marketing-programs-fail" target="_blank">Why most marketing programs fail</a></li></ul> 💡 Submit your topics for the podcast: <a href="https://www.jackiehermes.com/connect" target="_blank">https://www.jackiehermes.com/connect</a>👋 Learn more about the podcast: ​​<a href="http://www.jackiehermes.com/podcast" target="_blank">www.jackiehermes.com/podcast</a>⭐️ Love the podcast? Please consider leaving a <a href="https://podcasts.apple.com/us/podcast/the-art-of-entrepreneurship/id1585828105" target="_blank">5-star rating on Apple Podcasts</a>!💛 Production support is provided by <a href="https://accelitymarketing.com/" target="_blank">Accelity</a>, a full-service marketing agency for bold people growing bold companies.✉️ Hit me up!

Activating the buyer’s journey w/ Michael Ray and Stephanie Roland, lead strategists at Accelity (Pt. 2)