What is the BASE3 Model?

BASE3 Model is a patent pending framework that guides marketing decisions and defines marketing campaign architecture to guide the customer’s journey. The model can be viewed in three forms. It is represented visually by a chart, in written form as a book, or in code as an ai powered algorithm (coming soon) that can be integrated into existing systems.

Chart

Book

Algorithm

Overview of the BASE3 model

Promoting your business today requires using a combination of multiple communication channels including your website, paid ads, multiple social media platforms, email, texting, video, apps, and now even the metaverse and virtual worlds. Until now there has not been a method for identifying which of these channels is best for your business, and how to effectively combine them. BASE3 solves that problem.

By using the BASE3 model, anyone can be at ease with digital marketing because when done right, marketing is aligned with a task that you do yourself every day hundreds of times which is this: go through the process of making a decision.

The BASE3 Model is comprised of three components:

The Human Decision-Making Process
Content Needed Along That Process
Channels To Deliver That Content

Once you fully embrace the idea that your marketing activities should align with your customer’s decision making process, your marketing tactics will become intuitive. You will simply be creating a path for your customers that is already familiar to you.

The BASE3 Model Visual Chart

Below is a visual chart that illustrates the BASE3 model.

Brief Overview Of BASE3 Model Chart

The far left of the chart shows the areas of the customer decision-making process that marketing, sales, and product management should likely focus on. The hourglass shape defines BASE3 Component 1, the decision-levels. Dark social is defined as times your brand is mentioned that can’t be measured. To the right of dark social is BASE3 Component 2, a column of content topics typically needed for each level. The grid in the chart is BASE3 Component 3, organized and color coded by channel type and decision level.

How To Use the BASE3 Model

A business usually starts with the simple question of “how can we make more sales?” The first step in answering this question using the BASE3 model is to identify which of the five decision-levels hold the most opportunity for the business. The business needs to go through the exercise of identifying how many customers are in each level. Once they have the numbers for each level, the business can determine which level, or multiple levels have the most opportunity for sales.

Step 1: Identify which of the five decision levels your customers are currently stuck in or which have opportunities to increase sales
Step 2: Choose content themes that correspond to that level.
Step 3: Select individual channels mapped to that level.
Step 4: Define a measurable progression of channels from one decision level to the next.
Step 5: Determine which data points to measure, record and compare them over time.

Component 1: The Five Customer Decision Levels

The BASE3 model divides the customer decision into five levels based on specific data points. Each level is named. The following chart identifies those five levels along with the customer’s perspective at each level, and the data point that indicates they are at that level. The final column shows which content themes are relevant for each level.

Decision Level	Customer Perspective	Defining Data Point
Discovering	They have identified a problem or desire, but do not yet know the solution.	There are zero data points connecting them to you.
Considering	They are considering their options.	There is one or more data point connecting them to you.
Deciding	They have narrowed their choices and are looking for information that solidifies their choice.	They have performed an action that shows intent to purchase.
Validating	They have purchased from you and are looking for validation that they made the right choice.	Survey or feedback completion, testimonial or review.
Promoting	They feel qualified to tell others about their decision to buy from you.	Have been designated in your process as past the validation level.

How to identify which level of the customer decision journey to focus on.

The below table provides an explanation of how to identify the number of customers at each decision level, and how to determine when to focus on a particular level. A business may decide that they should focus on multiple levels once they have looked at their data.

Decision Level	Defining Data Point	Where to get data	How to use the data	When to focus on this level
Discovering	There are no data points connecting the customer to the business	Total website impressions in Google Search Console in one month or one quarter	Track over time. It is difficult to know how many people are out there discovering a problem that the business can solve. By looking at Search Console impressions, it lets us know at least how many people Google thinks are looking for a solution to their problem that the business may be able to solve.	If a business is new, all customers are going to be at this level, so a business has no choice but to focus on the Discovery Level.
Considering	There are at least one data points connectint the customer to the business	Total organic website visits in one month or one quarter. Exclude ad visits.	Track over time. Divide the number of site visits by the number impressions to get a Discovery ratio.	If a website is getting fewer than fifty organic website visits per day, or there is urgency to get sales, then there should be a focus on the Consideration Level to get more visitors to the website quickly.
Deciding	The customer has performed a measurable action that shows intent to purchase. They make a purchase.	You are tracking two numbers. Total number of intent actions, and total number of sales in one month or one quarter. Select a measurable action in your sales process to use as evidence that a customer has shown intent to purchase. This could include scheduling a consultation. Examples are putting an item into their shopping cart, signing up for a free trial.	Track over time. Divide the number of intent actions by the number of website visits to get the Engagement Conversion rate. Divide the number of sales by the number of intent actions to see the Sales Conversion rate. Divide the number of sales by website visits to see the website visitor conversion rate.	If the engagement conversion rate or the sales conversion rate have fallen below 2% then you should focus on the Consideration level and improve the customer experience.
Validating	The customer has made a purchase but it is too soon to ask for a review.	Current number of customers who have recently made a purchase, but are defined by the business as beeing too close to purchase to ask for a review or testimonial.	Track over time. Use this number to allocate resources to supporting the customer post-purchase. Identify how in the process you can graduate a customer from the validation to level to the promting level by introducing a survey, or other customer feedback opportunity as early as possible. You should have an idea of how long your customers are typically in the validation level.	If you have a review ratio that is under fifty percent, or you have not defined the customer experience after purchase, then you should focus on the Validation Level to ensure that you have a step in the customer journey that includes a survey, review or testimonial request. This will help them feel qualified to share their decision to do business with you.
Promoting	All past customers that are not in the validation level.	All past customers who are not still in the validation level.	Track over time. Use the number to quantify how large your customer community is. Divide total number of sales by total number of customers, including those in the validation level, to identify the Average Number of sales per customer. Divide the number of customers who have made two or more purchase by the total number of customers to identify the percentage of customers who have purchased two or more times. Track the number of reviews or testimonials you have. Divide the number of reviews by total number of customers to identify your Customer Review Rate.	If your Average Number of Sales Per Customer is lower than you think it should be, or if you have not consistently reached out to customers at this level, then you should focus on the Promoting level. Depending upon your industry, a second purchase may be more or less common. You should be familiar with typical rates for your industry.

Component 2: The Content Needed To Inform The Customer's Decision

The below table describes the content themes that are typically relevant for each level of the customer’s decision making process. The content topics are distributed based on Google’s EEAT recommendations, how ad algorithms work, what we know about how humans make decisions, how humans value being acknowledged and having influence, and also based on logic.

Decision Level	Customer Perspective	Content Themes
Discovering	They have identified a problem or desire, but do not yet know the solution.	Interests Future Self Desires The Problem
Considering	They are considering their options.	Educate them Provide Options Show your expertise
Deciding	They have narrowed their choices and are looking for information that solidifies their choice.	Details of product Differentiate from your competition Show the benefits Show proof
Validating	They have purchased from you and are looking for validation that they made the right choice.	Show gratitude Special offers New Products Personalization
Promoting	They feel qualified to tell others about their decision to buy from you, whether it was good or bad.	Mission & values Community Insider Info Client Stories

Component 3: Communication Channels For Delivering Content

Channel Types

The following table lists the ten channel types identified in the BASE3 model.

Channel Type	Description
Website	Owned Media. The main online storefront for your business that you own in the form of a website that you control. Includes your main domain and subdomains. Does not include online marketplaces owned by other entities.
Intent point	Owned Media. A lead page, product page, engagement page that is the final step a customer takes before making a purchase.
Email texting calling	Owned Media. Email, phone, texting
Linked Social	Social Media platforms that allow you to place links inside of your post including LinkedIn, X, Facebook, YouTube, and Reddit.
Social Media	Social Media platforms that do not allow you to place links inside of your post, including Instagram, Tiktok.
Ads	Digital ads, print ads, swag.
Events	Events that you are attending, or events that you are hosting.
Partners	Third party connections that send referrals to you.
Mobile App	Apps that live on mobile phones that are owned by you.
Metaverse	Virtual experiences in the metaverse that you create or pay to have created.

The Channels By Number

The following table lists individually numbered channels, or also they can be called touchpoints. The channels can be matched to the customer’s decision level. The table provides the channel number, the type of channel, what decision level the customer is in, a description of the channel, and a description of how the channel could be used strategically.

The BASE3 model has the business owner identify which decision level they want to focus on. They then can look at the list of channels that correspond to that decision level to get ideas for how to engage customers at that level, and to encourage them to go further along on their decision-making journey.

Channel Number	Communication Channel	Decision Level	Business Goal:	Description	Strategy for Use	Data Point To Measure
CHANNEL 10:	Website Content	Discovering	Get found.	Channel 10 represents an article that you have published on your website for the Ai and search algorithms to place in front of potential customers as they seek information around or about their problem.	Typically when people are talking about adding content for Ai/SEO, they are talking about Channel 10 or 20. By publishing articles on your website around the periphery of your customer’s problem, this will increase the possibility of you being discovered by them as they seek out information. Publishing Channel 10 and 20 content will also establish you as an expert in your field.	Number of visits, time on page, bounce rate
CHANNEL 11:	Intent Point	Discovering	Get found.	Channel 11 is a sales page, or intent point, but it is too soon to ask your potential customer for a purchase.	A customer is not ready at this point to make a decision. It is not advisable to try to sell on discovery-level content.	N/A
CHANNEL 12:	Outreach – Email, voice, text	Discovering	Get found.	Channel 12 is email, text, or calling people who do not know that you exist. This would be considered “cold outreach”.	At this early stage you do not have your potential customer’s contact information. Your goal is to acquire that contact information so you can reach out. You may try a “cold emailing” approach and be very successful if you peak their interest first using one of the recommended content topics.	Open rate, response rate, clicks
CHANNEL 13:	Link Post	Discovering	Get found.	Channel 13 is a post that you have published on a third party platform that allows you to include a link.	A post on a platform such as LinkedIn, or Reddit that has a link inside of your article that goes back to your website may be seen by new viewers if it is a topic of interest to them, or someone they are connected to engages with your content.	Impressions, clicks, shares, favorites, comments
CHANNEL 14:	Social Post	Discovering	Get found.	Channel 14 is a post on a social platform that does not allow you to insert a link. Examples are Instagram and Tiktok.	To get the algorithms to work for you, you need to be creating content that is of interest to your ideal customer.	Impressions, clicks, shares, favorites, comments
CHANNEL 15:	Ads, Print, Street, Merch	Discovering	Get found.	Channel 15 is ads that are shown to a broad audience based on demographics and interests rather than behavior or engagement. Examples include Geo-Fencing and Awareness Ads.	Ads at this level are the most expensive and are not recommeded unless you have a significant budget. Ads are needed at this level if a business is so new that they do not know who their ideal customer is, where they are, or if the business is trying to test a new market. Geo-Fencing is an option for Channel 15, as you can target based on cellphone location.	Clicks, QR code scans
CHANNEL 16:	Events	Discovering	Get found.	Channel 16 is events that you attend or host with an expected broad audience that may include people far outside of your target audience.	Attending an event with an unfamiliar crowd, or that is different from your usual can be a good way to make unlikely, chance connections. It can also be a way to learn of new groups or communities.	Attendance Lists
CHANNEL 17:	Partners	Discovering	Get found.	Channel 17 represents referral partners who do not have an overlapping audience with you due to geography or a vastly different vertical market, but have your potential customers in their community.	You can expand your reach by identifying and working with referral partners who have within their community potential customers that you would not otherwise meet.	Audience size of partner
Channel 18:	Mobile App	Discovering	Get found.	Channel 18 represents mobile apps that are an extension of your brand. During the consideration level, they do not yet have your mobile app installed, however. They may have just heard of it, or have seen it listed in search.	Due to their very nature, it is difficult to use a mobile app to reach new people beyond having a good listing in the mobile app store.	Impressions in app store
CHANNEL 19:	Metaverse	Discovering	Get found.	Channel 19 represents opportunities in the metaverse for you to be seen by a new audience.	As the metaverse and all of the worlds that have been created evolve, there are opportunities to put your brand in front of new communities.	Impressions
CHANNEL 20:	Website Content	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 20 represents articles on your website that give you an opportunity to demonstrate your expertise as your potential customer is considering their options. This includes being aware of your competitors and their solutions.	Showing that you are an expert in your field is not only important to your customer, but it is also important to Ai/search engines. Google specifically is looking for indications that you have Expertise, Experience, Authority, and Trustworthiness. Ai or search engines may put these articles in front of people who are considering their options.	Page visits, time on page, bounce rate, engagement
Channel 21	Intent Point	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 21 represents a lead page that you may have in place such as the description of a free consultation, or components of a trial subscription.	Having a lead up to your offer is a way to create a connection with your potential customer before purchase, and to alleviate any fears they have. A lead page is an important tool especially if you are running an ad that you hope will result in a sale.	Page visits, conversions
CHANNEL 22:	Outreach – Email, voice, text	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 22 represents outreach via email, phone, or text, to provide information to your potential customer that will inform their decision.	If you have your potential customer’s contact information at this level, your focus should be on educating them, and demonstrating your expertise should they decide to work with you.	Open rate, response rate, clicks
CHANNEL 23:	Link Post	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 23 is a post that you have published on a third party platform that allows you to include a link. Examples are LinkedIn and Reddit. The link could be going back to the article on your website, or to a page that takes them further down their decision-journey.	At the consideration level, your content should show your high level of expertise not only about your product, but also about your competitors. You may often see “Top 10” lists where the author includes themselves in the list, and also their direct competitors. These can be shared on social platforms that allow you to add links to your posts. They will lead people back to your website.	Impressions, clicks, shares, favorites, comments
CHANNEL 24:	Social Post	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 24 is a post on a social platform that does not allow you to insert a link. Examples are Instagram and Tiktok. The subject of the post is specific to your expertise.	At the consideration level, your content should show your high level of expertise not only about your product, but also about your competitors. For social media platforms, share content that demonstrates your knowledge using keywords that make you discoverable to people who are actively searching for your solution.	Impressions, clicks, shares, favorites, comments
CHANNEL 25:	Ads, Print, Street, Merch	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 25 represents ads, whether they be digital, swag, or print, that are presented to potential customers specifically exploring your offerings as a potential solution to their problem.	Ads at this level are typically keyword search ads. Your potential customer is fairlycertain of what solution they are looking for, they just need to pick the best provider. Running keyword ads will often place you at the top of search results.	Clicks, conversions, QR code scans
CHANNEL 26:	Events	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 26 represents events that you are attending or hosting with an audience comprised of a high density of potential customers.	Whe you are attending an event, you are borrowing the credibility of the host. Carefully selecting events hosted by organizations or persons who match your values, and also are likely to have an audience that needs your services, or knows someone who does, is a very effective way to get new clients.	Sign-Ups, Contacts Added
CHANNEL 27:	Partners	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 27 represents strategic partners who can frequently refer customers to you, but you are not a part of each other’s process.	Finding referral partners whose work is adjacent or in close range to yours is a good way to begin a strong referral circle.	Number of referrals
CHANNEL 28:	Mobile App	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 28 is a mobile app that is an extension of your brand. You may have users that have downloaded the free version of the app, but have not yet upgraded to the paid version.	Offering free features on your mobile app can encourage customers to download and register without any risk. Once they are a registered user of your app, you can begin to provide them with services and offers that encourages them to purchase from you.	Downloads, activations
CHANNEL 29:	Metaverse	Considering	Establish your business as a credible expert in the subjects around your potential customer’s problem.	Channel 29 represents an area of the metaverse where your brand will be recognized.	If you know where your potential customers spend their time in the metaverse, you may be able to participate as a sponsor. Each world will have its own opportunities.	Engagement
CHANNEL 30:	Website Content	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 30 represents content on your website that provides the details of your product, what makes you different, and proof that your product is of high quality.	Once your potential customer has narrowed down their choices, they are going to take a close look at your product, read your reviews to see if they resonate, and look for ways they can feel really smart for selecting you.	Page visits, engagement
CHANNEL 31:	Intent Point	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 31 represents the action your customer takes that shows intent to purchase such as making an appointment or putting a product into their shopping cart.	It is important to determine in your own business what action shows intent to purchase. It will be unique to each business. It should be something that is measurable. This action will allow you to shift gears in how you communicate with them, and prepare to provide them excellent service should they choose you.	Number of Actions, number of sales
CHANNEL 32:	Outreach – Email, voice, text	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 32 represents outreach you provide to assist them with making their final deicsion.	Usually by the time a customer gets to this level in their journey you have their contact information, or they are registered on your wesite or platform. This allows you to provide personalized messaging to help guide them to their decision.	Open rate, response rate, clicks
CHANNEL 33: HUDA BEAUTY 262	Link Post	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 33 represents posts that you publish with specific details about your product, testimonials, and proof of quality.	Social media platforms are now often used by the community to search for solutions. By publishing content on the platform using appropriate keywords, you may be found by someone doing a search. You also will have built a body of content on the platform that demonstrates your expertise and experience.	Impressions, clicks, shares, favorites, comments
CHANNEL 34: TRICKSTER COMPANY 264	Social Post	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 34 represents posts you put up on social media describing details about your product, testimonials, and proof of quality such as testimonials.	As with Channel 33, it is important to consider that many people are now using social media platforms to do search. By creating content that has keywords and relevant content around your services, solution, and the customer’s choices, you may be found by them.	Impressions, clicks, shares, favorites, comments
CHANNEL 35:	Ads, Print, Street, Merch	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 35 represents ads, swag or printed material that you provide that assists them in making their decision to purchase. This could be a retargeting ad, printed price list, or swag they can use as part of your services.	You want to be careful to not be repeating yourself digitally to people who are close to making a purchase from you. You could use retargeting ads based on specific pages they visited on your website. Or if it fits your business, giving them swag or brochures can help them connect with you.	Clicks, conversions
CHANNEL 36:	Events	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 36 represents events you attend where you will be directly selling your goods or services. This could include a farmer’s market, craft fair, or other similar event. A service or tech company will likely not participate in this type of event.	It is mainly businesses selling physical products that do sales at events. However, if it makes sense for your business, you could create a digital product that is accompanied by a physical object to sell at a fair. You can get creative!	Sales at event
CHANNEL 37:	Partners	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 37 represents partners who refer work to you because they need your services in order to complete their own, or they are selling your services in exchange for a fee or profit such as an affiliate would.	Partners at this level work very closely with you, and you are part of each other’s process. This could include a brand designer if you are a website designer, or a graphic designer if you are running ads. It is important to have partners you trust, and produce the quality of work you need for your own brand.	Referrals and sales
Channel 38:	Mobile App	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 38 represents a mobile app that is an extension of your brand.	If a user has registered for the free version of your mobile app, you can begin to give them offers encouraging them to become a paid member. You can provide different packages that could match your users’ budget, or that will alleviate their concerns about the cost.	Intent acts, sales
CHANNEL 39:	Metaverse	Deciding	Make the sale. Provide specific details about your product to help the customer make a final confident decision.	Channel 39 represents a feature or area in the metaverse where you can sell your products.	Most products for sale in the metaverse are only usable in the metaverse. Depending upon the world, you can have a simple purchasing experience, or create an entire store. It all depends upon your budget.	Intent acts, sales
CHANNEL 40:	Website Content	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 40 represents content that is valuable to your customer after they make a purchase. It will support their decision to purchase from you.	Once your customer has given you their hard earned money, they are going to be evaluating whether or not they made the right decision. They will be looking for validaton that they did. It is up to you to provide excellent service. On your website this can include instructional videos, stories of gratitude, and use cases that are unique to their need.	Page visits, inquiry forms, chat inquires, logins
CHANNEL 41:	Intent Point	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 41 represents sales pages with special offers available only to customers.	One way you can show your customers that you value them is to create new products or services in response to their new needs. Some businesses also start a customer with a low price offer, and once the relationship has been established offer the most expensive option. A sales page for an already existing customer needs to keep that in mind, and be worded appropriately.	Page visits, conversions
CHANNEL 42:	Outreach – Email, voice, text	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 42 represents outreach to new customers that support their decision to purchase from you.	Once someone becomes your customer, in most instances you will be communicating with them through email. Depending upon your business, you can have a drip campaign of common questions and answers, or you can have in your project plan a series of emails that you send out manually. Staying in contact and showing that you are availble with any questions or issues that come up will instill trust, even if the product is broken or is not what they expected.	Open rate, response rate, clicks
CHANNEL 43:	Link Post	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 43 represents content you publish that supports your customer’s decision to buy from you.	When someone has become your customer, you can invite them to connect with you on those social media platforms where you are most active. You can publish content that you know is relevant to your existing customers, and even tag them. Showing that you are listening to your customers and responding to their needs will increase your credibility.	Impressions, clicks, shares, favorites, comments
CHANNEL 44:	Social Post	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 44 represents content you publish on social media platforms that supports your customer’s decision to buy from you.	Because your customers are likely to also be following you on your social media channels, posting content that validates their decision to buy from you will increase your good will and credibility.	Impressions, clicks, shares, favorites, comments
CHANNEL 45: FLAMINGO 303	Ads, Print, Street, Merch	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 45 represents ads, print or swag that supports your customer’s decision to buy from you.	Mistakenly having ads shown to customers who have already purchased from you should be avoided if possible. Relevant swag and printed material are great for supporting your brand to your new customer.	Number distributed
CHANNEL 46: DREAMFORCE (SALESFORCE) 308	Events	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 46 represents an event that you host for the benefit of your customers.	It may make sense for you to host in person or virtual events that are for customers only. This helps them feel that they are part of an exclusive club, and that their decision has separated them from others. You are rewarding them for their purchase, and also showing generosity. The event is an opportunity for you to demonstrate your mission and values, which will create a deeper connection with your customers.	Number of invitees, number of attendees
CHANNEL 47: THE WORLD’S 50 BEST RESTAURANTS 310	Partners	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 47 represents partners you can refer your customers to.	It is imporatant to have a list of businesses that will give your customers a special offer is one way to help them feel that they got great value for their purchase.	Number of invitees, number of attendees
CHANNEL 48: ZENDESK 312	Mobile App	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 48 represents special features or offers you can provide to your customer inside of your app.	Having member only rewards inside of an app is a great way to make them feel recognized and valued.	Opt-Ins, offer acceptances
CHANNEL 49:	Metaverse	Validating	Satisfied Customers. Provide excellent customer service, show gratitude, offer new products or services based on their feedback, and give them a personalized experience.	Channel 49 represents special features or experiences you can offer to customers only.	Much like apps, inside of some worlds you can give special offers to already existing customers.	Offers accepted
CHANNEL 50:	Website Content	Promoting	Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 50 represents website content that highlights your mission and values, which will strengthen the connection your customer has to your brand.	It is important to establish the mission, values, and vision of your business. These will come through all of your messaging and the services you provide. Those customers who connect most closely with your mision and vision are those that will be most likely to promote their decision to work with you.	Page visits, bounce rate, engagement
CHANNEL 51:	Intent Point	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 51 represents a lead page for customers only that explains a special offer or feature only accessible to them.	You might have a lead page for existing customers that describes a special offer or package that then links to the purchase page.	Page views, offer acceptance
Channel 52	Outreach – Email, voice, text	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 52 represents outreach you do to your customers to build and maintain your relationship with them, and to encourage them to promote their decision to work with you.	It important to remember that if your customer tells a friend about you, they are promoting their own decision, not you. This completely changes the wording you use when you engage with them. This should be considered in every interaction you have with your customer after their purchase. Because it is your happy customer that can become your best sales person.	Open rate, response rate, clicks
CHANNEL 53:	Link Post	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 53 represents content you publish to platforms that allow you to insert a link, and that support the connection they have to your mission and values, and encourages them to share their decision to work with you.	Publishing content that will make your current customers feel great for associating with you will make it more likely that they engage with and share your content on social platforms. This can include stories about your clients, behind the scene information, and stories about topics that are important to them and that establish your mission and values.	Impressions, clicks, shares, favorites, comments
CHANNEL 54:	Social Post	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 54 represents content you publish on social channels that do not allow you to insert links that supports the connection your customers have to your mission and values, and encourages them to share their decision to work with you.	Same as with link posts, publishing content that will make your current customers feel great for associating with you will make it more likely that they engage with and share your content on social platforms. This can include stories about your clients, behind the scene information, and stories about topics that are important to them and that establish your mission and values.	Impressions, clicks, shares, favorites, comments
CHANNEL 55:	Ads, Print, Street, Merch	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 55 represents digital ads, print of swag that you present to your existing customers that supports their connection to your mission and values.	Customer only offers are a great way to reward them. You want to avoid showing them ads for something they already purchased. Giving your customers useful swag that is likely to be used out and about that also has a QR code is a way to have mini sales people working for you with a much wider reach than you could do.	Number distributed, QR code scans
CHANNEL 56:	Events	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 56 represents events that host for your customers and their extended community.	Hosting an event for your customers and encouraging them to invite their friends and guests is a way to meet new potential customers. It also shows your existing customers that you value them enough to celebrate them!	Number of invitees, number of attendees
CHANNEL 57:	Partners	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 57 represents partners who have special offers for your customers.	Show gratitude to your partners for helping you grow your business. In what ever way fits your business, make sure that your partners feel connected to your mission and values.	Number of offers accepted
CHANNEL 58:	Mobile App	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 58 represents ways to use your mobile app to meet your customer’s friends such as friend discounts.	You can utilize your app to get more customers by presenting a “bring a friend for free” offer, or some similar reward if they bring a friend on board.	Number of offers accepted
CHANNEL 59:	Metaverse	Promoting	Exponential Growth. Establish a connection with your customer so that they feel comfortable telling their friends about you as an extention of their own values.	Channel 59 represents features within the mataverse that allows players to invite friends who are outside of the space.	Many worlds in the metaverse will give rewards to teams. You can utilize this feature in creative ways such as sponsoring a team named your brand, or creating shared loyalty programs. It’s the metaverse, so you can be creative!	Number of referrals

Other Chart Components

The following table explains the role of Marketing, Sales, Customer Service, Product Development, and IT/Data Systems along the customer’s decision-making journey.

	Marketing Role	Sales Role	Customer Service Role	Products Development	IT & Data Systems
Discovering	Plan and execute opportunities for being discovered				Collect data on channel impressions.
Considering	Create and publish content for channels that educate and inform the potential customer				Collect data on customer behavior, and business to customer engagement.
Deciding	Create and publish content that provides the content needed by the customer to make a decision to purchase.	Be deeply familiar with the content needed by the customer to make a purchasing decision.		Provide marketing and sales with detailed information about the product and how it is used so that it can be described accurately in marketing channels and to the customer.	Collect data on customer behavior and sales, business to customer engagement, and the sales experience of the customer.
Validating	Collect feedback from customer service to gain insight into opportunities	Be in direct communication with customer service to learn about how the customer is experiencing the product or service, and what possible additional sales opportunities there are, or the addition of new products or services based on customer feedback.	Be deeply familiar with the customer’s experience prior to making the purchase. Be deeply familiar with the content and experience the customer will need to have their decision be validated. Collect feedback to inform product improvements, or the development of new products.	Have direct access to customer feedback so that product improvements can be made, or new products created.	Collect data on customer behavior, business to customer engagement, customer inquiries and feedback.
Promoting	Outreach to existing customers to help them become promoters of their decision to buy.				Collect data on customer behavior, business to customer engagement, and actions that indicate the customer is promoting their decision.

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Discovering

Channel 10 — Website Content

Goal: Get found.

Description: Channel 10 represents an article that you have published on your website for the Ai and search algorithms to place in front of potential customers as they seek information around or about their problem.

Strategy: Typically when people are talking about adding content for Ai/SEO, they are talking about Channel 10 or 20. By publishing articles on your website around the periphery of your customer’s problem, this will increase the possibility of you being discovered by them as they seek out information. Publishing Channel 10 and 20 content will also establish you as an expert in your field.

Measure: Number of visits, time on page, bounce rate

Channel 11 — Intent Point

Goal: Get found.

Description: Channel 11 is a sales page, or intent point, but it is too soon to ask your potential customer for a purchase.

Strategy: A customer is not ready at this point to make a decision. It is not advisable to try to sell on discovery-level content.

Measure: N/A

Channel 12 — Outreach – Email, voice, text

Goal: Get found.

Description: Channel 12 is email, text, or calling people who do not know that you exist. This would be considered “cold outreach”.

Strategy: At this early stage you do not have your potential customer’s contact information. Your goal is to acquire that contact information so you can reach out. You may try a “cold emailing” approach and be very successful if you peak their interest first using one of the recommended content topics.

Measure: Open rate, response rate, clicks

Channel 13 — Link Post

Goal: Get found.

Description: Channel 13 is a post that you have published on a third party platform that allows you to include a link.

Strategy: A post on a platform such as LinkedIn, or Reddit that has a link inside of your article that goes back to your website may be seen by new viewers if it is a topic of interest to them, or someone they are connected to engages with your content.

Measure: Impressions, clicks, shares, favorites, comments

Channel 14 — Social Post

Goal: Get found.

Description: Channel 14 is a post on a social platform that does not allow you to insert a link. Examples are Instagram and Tiktok.

Strategy: To get the algorithms to work for you, you need to be creating content that is of interest to your ideal customer.

Measure: Impressions, clicks, shares, favorites, comments

Channel 15 — Ads, Print, Street, Merch

Goal: Get found.

Description: Channel 15 is ads that are shown to a broad audience based on demographics and interests rather than behavior or engagement. Examples include Geo-Fencing and Awareness Ads.

Strategy: Ads at this level are the most expensive and are not recommeded unless you have a significant budget. Ads are needed at this level if a business is so new that they do not know who their ideal customer is, where they are, or if the business is trying to test a new market. Geo-Fencing is an option for Channel 15, as you can target based on cellphone location.

Measure: Clicks, QR code scans

Channel 16 — Events

Goal: Get found.

Description: Channel 16 is events that you attend or host with an expected broad audience that may include people far outside of your target audience.

Strategy: Attending an event with an unfamiliar crowd, or that is different from your usual can be a good way to make unlikely, chance connections. It can also be a way to learn of new groups or communities.

Measure: Attendance Lists

Channel 17 — Partners

Goal: Get found.

Description: Channel 17 represents referral partners who do not have an overlapping audience with you due to geography or a vastly different vertical market, but have your potential customers in their community.

Strategy: You can expand your reach by identifying and working with referral partners who have within their community potential customers that you would not otherwise meet.

Measure: Audience size of partner

Channel 18 — Mobile App

Goal: Get found.

Description: Channel 18 represents mobile apps that are an extension of your brand. During the consideration level, they do not yet have your mobile app installed, however. They may have just heard of it, or have seen it listed in search.

Strategy: Due to their very nature, it is difficult to use a mobile app to reach new people beyond having a good listing in the mobile app store.

Measure: Impressions in app store

Channel 19 — Metaverse

Goal: Get found.

Description: Channel 19 represents opportunities in the metaverse for you to be seen by a new audience.

Strategy: As the metaverse and all of the worlds that have been created evolve, there are opportunities to put your brand in front of new communities.

Measure: Impressions

Considering

Channel 20 — Website Content