RACE Marketing Model (2025 Guide): Reach, Act, Convert, Engage
RACE Marketing model is a practical model for managing the entire customer journey — from Reach to Act, Convert, and Engage. This guide explains each stage, key KPIs, and how it connects with the SOSTAC and AIDA models for full-funnel clarity.
What Is the RACE Marketing Model ?
RACE stands for Reach, Act, Convert, Engage. It’s a lifecycle framework that guides planning and optimization across the full customer journey — from awareness to advocacy — using measurable KPIs.
The 5 Stages of RACE
- Plan: Define your goals, ICPs, and KPIs.
- Reach: Build qualified awareness.
- Act: Drive engagement and micro-conversions.
- Convert: Turn demand into measurable revenue.
- Engage: Retain and delight customers to increase LTV.
Reach – Build Awareness and Visibility
- SEO topic clusters and digital PR to grow reach.
- Discovery ads, video, and social amplification.
- Partnerships, communities, and influencer programs.
Act – Encourage Interaction and Engagement
- Lead magnets, webinars, and interactive content.
- Smart retargeting to educational value pages.
- Landing pages optimized for conversions.
Convert – Turn Leads into Customers
- Compelling CTAs with clear value propositions.
- Use proof, guarantees, and testimonials.
- Automate nurturing and follow-ups through email/CRM.
Engage – Drive Retention and Advocacy
- Lifecycle email marketing and onboarding flows.
- Loyalty and referral programs to boost retention.
- Community-driven content and customer stories.
KPIs and Tactics by Stage
| Stage | Goal | KPIs | Key Tactics |
|---|---|---|---|
| Reach | Awareness | Impressions, traffic, share of voice | SEO, ads, social PR, video |
| Act | Engagement | Sign-ups, clicks, dwell time | Lead magnets, retargeting, blog CTAs |
| Convert | Acquisition | Leads, sales, ROAS | CRO, proof, automation |
| Engage | Loyalty | Repeat rate, NPS, referrals | Email sequences, loyalty programs |
RACE Model Use Cases
- B2B services: Align ABM, LinkedIn, and webinars with RACE metrics.
- Healthcare & education: Nurture awareness → trust → bookings.
- E-commerce: SEO/ads for Reach, CRO for Convert, loyalty for Engage.
How RACE Works with SOSTAC & AIDA
External Resources
FAQs
Is RACE only for digital marketing?
No — it can unify offline and online channels under one measurable model.
Can small teams use RACE?
Yes. Even small teams can track each stage weekly with simple dashboards.
How do I start using it?
Define 3–5 KPIs per stage, review monthly, and continuously optimize.
Download the Free RACE Framework Checklist
Plan, track, and optimize your marketing with this editable Excel template.
Download RACE Checklist (Excel)
Also read: SOSTAC Marketing Model · AIDA Marketing Model
Our Trusted
Clients
