Table of Contents
Reach, Act, Convert and Engage
There are many different customer journey models. The simplest is Smart Insight’s RACE Planning Framework. 4 stages (both B2C and B2B): Reach, Act, Convert and Engage.
Reach
Search engines, social networks, publishers and blogs = just impressions, no clicks
Act
Your website, blog, community and interactive tools = Clicks from outside sources +Actions inside your site including engaging with your interactive tools (chatbots, price calculators, quizzes)
Convert
E-commerce, product, price and promotion = push the visitor from thinking to buying (online store or sales platform; features, benefits, clear descriptions; pricing, discounts, and payment options; special deals, bonuses, urgency triggers)
Engage
Customer advocacy. Engage (Follow-up emails after purchase, Loyalty programs, Asking for reviews and ratings, Inviting customers to share their experience on social media, Special offers for repeat customers, Great customer support that makes people want to talk about you) and Customer advocacy (promoters: They write positive reviews, Recommend you to friends or colleagues, Share posts about your product without being asked)
| Stage | What you do | Why it helps in B2C |
|---|---|---|
| Reach | Focus on visibility: run ads, publish content where people browse (YouTube, Instagram, blogs) | B2C buyers explore casually, not always with intent |
| Act | Make your offer stand out visually or emotionally. Simplify messaging. | You need to spark curiosity, not overwhelm with detail |
| Convert | Optimize pricing, UX, one-click checkout, strong CTAs | Purchase decisions are quick — friction kills conversions |
| Engage | Push for reviews, UGC, loyalty rewards, shareable moments | “Advocacy” works well because B2C customers can easily become promoters |
Takeaway: Tailor your tone and content to a fast-moving, emotion-driven buyer who doesn’t need a deep relationship.
| Stage | What you do differently | Why it matters in B2B |
|---|---|---|
| Reach | Target pain points, publish where buyers research (LinkedIn, niche sites, whitepapers) | B2B buyers aren’t “exploring” — they have a defined need |
| Act | Build trust: solution match, process transparency, relationship building | They need to justify your fit internally |
| Convert | Give clear ROI, detailed proposals, validation, stakeholder buy-in | It’s not just about one click — you need to pass a vetting process |
| Engage | Offer long-term value, ongoing support, quarterly reviews | Loyalty comes from business impact, not emotional satisfaction |
Takeaway: slow down and structure everything. Without this, you might treat B2B leads like B2C — too shallow, too fast, not enough trust-building.
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