The BASE3 Model organizes marketing and sales activity around how people make decisions.
Each level of the customer journey corresponds to a distinct set of data points — signals that tell you where a person is in their decision process and how your CRM or analytics system should track or respond.
DISCOVERING
Customer mindset:
They’ve realized a problem or desire but don’t yet know the solution — or about you.
Data points:
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Zero data point connections to your brand.
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Not visible in your CRM or analytics.
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Can’t be targeted directly — reached only through algorithms, organic search, and events and partner visibility.
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Engaging with problem-based information (searching “how to fix…,” watching videos, reading articles), but not your brand’s content specifically.
In short:
They exist in the market, but you can’t see them yet.
CONSIDERING
Customer mindset:
They’ve discovered your brand or product category and are exploring whether it fits their needs.
Data points:
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One or more identifiable interactions (visited website, followed on social media, clicked on an ad, etc.).
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Viewed educational or comparison content.
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Signed up for a newsletter or downloaded a guide.
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Watched videos, read articles, or attended an informational webinar.
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Beginning to connect with your message, but not yet showing intent to buy.
In short:
They’re evaluating — not choosing yet, just learning.
DECIDING
Customer mindset:
They’ve narrowed their options and are taking actions that show intent to purchase.
Data points:
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Started a free trial or demo.
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Added a product to cart.
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Requested a quote or consultation.
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Scheduled an appointment or call.
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Viewed pricing or plan details multiple times.
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Replied to a sales email or message.
In short:
They’re actively preparing to buy and are visible in your sales pipeline.
VALIDATING
Customer mindset:
They’ve made the purchase and are now confirming they made the right choice.
Data points:
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Purchase completed or contract signed.
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Opened onboarding or welcome emails.
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Accessed setup instructions or documentation.
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Contacted support or customer success team.
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Responded to satisfaction surveys or feedback forms.
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Engaged with delivery, training, or product updates.
In short:
They’re building confidence in their decision through experience and support.
PROMOTING
Customer mindset:
They’re confident in their decision and ready to share their experience.
Data points:
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Provided a testimonial or online review.
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Referred new customers or joined a referral program.
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Renewed or upgraded their product/service.
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Shared your content publicly or mentioned your brand.
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Active in customer communities or events.
In short:
They have become promoters of their decision — their voice can bring new people directly into the Decision Level.
