Reach, Attract, Convert, Educate

Reach: get our messaging in front of the right audience
Attract: get that audience to visit our site and become leads
Convert: convince leads to signup and become customers
Educate: help customers get increasing value and love our product

I like Intercom’s model because the acronym is RACE and that’s pretty nifty. 😉

It reminds me of my own Reach Teach Sell model because at the core of it we’re talking about the same thing:

Show up where your people are; build rapport; and help them take action.

Whatever mental model you use to think about this flow, whatever labels you want to apply… it doesn’t really matter. The important thing is to implement it.