Introduction
The RACE framework is a powerful way to plan and execute marketing activities. It provides a clear structure for moving prospects from initial awareness to repeat business. Similar to a marketing funnel or sales funnel, it focuses on the different stages of the buyers journey but breaks them down into tangible steps that make it easier to identify, track, and measure performance.
Like other frameworks, The RACE Framework helps you:
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Bring together separate sales, marketing, and product teams
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Better understand the customer journey, identify leaks, and avoid scattergun marketing
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Spot opportunities, generate content ideas, and test sales tactics
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Align your approach with the customer’s perspective, rather than purely internal goals
If you would like a comprehensive overview of the buyers journey, check out our pillar article on the buyers journey. It covers how prospects go from first discovering a product or service to making a purchase and beyond. For a look at a different approach to structuring growth marketing initiatives, see our introduction to the Racecar Growth Framework, which breaks growth down into Engines, Fuel, Turbo Boosts, and Lubricants.
Buyers Journey Challenges
Planning and implementing any buyers journey framework can be challenging. Common hurdles include:
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The journey is increasingly complex
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The journey is non-linear
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An increasing number of channels are involved
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In B2B, the journey can range from a few days to several years
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In B2B, multiple decision makers may be involved
Stages of the RACE Framework
The RACE Framework is typically broken down into four main stages:
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Reach: Build awareness and attract potential customers through channels such as search, social, and ads.
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Act: Encourage prospects to take the next step, such as signing up for a newsletter or downloading a resource.
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Convert: Guide leads toward a purchase, ensuring a smooth transition from interest to actual transaction.
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Engage: Keep customers engaged post-purchase, turning them into loyal advocates and repeat buyers.
Alternatives to the RACE Framework
If you are looking for other approaches to mapping and improving the buyers journey, consider these options:
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Chartered Institute of Marketing Buying Journey: Breaks down each stage from initial awareness to purchase and ongoing loyalty.
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Gartner B2B Buying Journey: Focuses on how organisations collectively decide which products or services to invest in.
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Active Campaign Customer Lifecycle: Highlights the role of automation and nurturing tactics throughout the relationship.
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The Pirate Funnel (AAARRR): Concentrates on metrics for Acquisition, Activation, Retention, Referral, and Revenue.
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The Inbound Methodology: Uses valuable content to attract, engage, and delight customers at every stage.
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McKinsey Consumer Decision Journey (CDJ): Explores how customers move between consideration and evaluation before they buy.
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Forrester Customer Lifecycle Framework: Covers the full spectrum of customer interactions, from initial discovery to long-term loyalty.
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HubSpot Flywheel model: Replaces the traditional funnel with a cycle of attracting, engaging, and delighting users.
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Customer Value Journey: Shows how to create and deliver value that keeps buyers returning and recommending.
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RACE Framework: Breaks down digital marketing into Reach, Act, Convert, and Engage stages for planning.
Conclusion
The RACE framework can offer a clear roadmap for growth marketers looking to refine their marketing funnel, sales funnel, and overall buyers journey. By focusing on Reach, Act, Convert, and Engage, you can streamline your efforts, monitor key metrics, and unify different teams around shared goals.
Whether you adopt The RACE Framework or explore any of the alternatives, the goal remains the same: to create a cohesive, customer-focused strategy. By viewing your activities through the customer’s eyes, you can uncover new opportunities for engagement and nurture relationships that drive long-term growth.