A strategic marketing model designed to maximize business value
The MVG-MRACE® model is a comprehensive framework for digital marketing, guiding strategy, planning, execution, and analysis. It integrates all marketing channels to work cohesively, enhancing both results and brand impact.
Market-Value-Growth (Strategy)
We create an executive-level marketing strategy aligned with your business objectives using the MVG model. A market-oriented strategy addresses customer behavior, competitive dynamics, and technological opportunities to ensure a strong foundation for your marketing efforts.
Measure-Reach-Act-Convert-Engage (Execution)
We execute digital marketing at a tactical level using the MRACE model. This framework harmonizes actions across digital marketing channels, establishes a foundation for data-driven marketing, and improves overall performance.
Create leverage with the Market-Value-Growth strategy model
The Market-Value-Growth model is a proven framework for creating a marketing strategy designed to outperform competitors.
It is ideal for companies seeking sustainable growth, a structured approach to marketing, and better alignment with customers’ digital purchasing behaviors.
Market = Understand current market dynamics, customer behavior changes, competitive landscape, and technological advancements.
Value = Define marketing objectives, identify competitive advantages, and craft value propositions tailored to specific buyer personas.
Growth = Develop an executive-level marketing strategy encompassing channel, content, and customer lifecycle plans to drive sustainable growth.
These three areas are divided into seven subcategories that form the foundation of the marketing strategy:
Market
- Changes in customer behavior
- Changes in the competitive situation
- Technological opportunities
Value
- Setting marketing objectives
- Identifying competitive advantages and differentiation by buyer persona
- Refining value propositions and core messages
Growth
- Executive-level marketing strategy with actionable plans for channels, content, and customer lifecycle.
Three main objectives of a marketing strategy
- Define your buyer personas and core messages to make tactical marketing more cost-effective and results-driven.
- Adapt to changes in customer buying behavior and the digitalization of purchasing processes.
- Strengthen your brand to build long-term demand beyond current marketing efforts.
MRACE® – Efficiency for tactical marketing execution
The MRACE® model enables tactical-level digital marketing management for our clients.
It includes the core elements of marketing — Reach, Act, Convert, Engage, and Measure — making it suitable for B2B and B2C companies of all sizes. The model aligns all channels with shared goals, creating synergy, improving measurability, accelerating development, and simplifying management.
When paired with a market-oriented marketing strategy, it strengthens the company’s position within its target audience, turning marketing into a powerful engine for growth and competitive advantage.
Reach = Increase visibility among target audiences and attract relevant traffic to your website.
Act = Engage visitors with compelling content that encourages interaction and moves them along the buying journey.
Convert = Facilitate conversions by supporting the sales process, turning leads into customers through effective tactics.
Engage = Build lasting relationships with customers, transforming them into repeat buyers and brand advocates.
Measure = Continuously assess performance across all stages to inform data-driven decisions and optimize marketing efforts.
Marketing tailored to the customer needs and competitive landscape
To create effective marketing, we first analyze your industry’s competitive environment and define your company’s buyer personas. This helps identify unique differentiators and craft messaging that resonates with your target audience.
Understanding the competitive landscape and buyer personas is essential for uncovering true competitive advantages. Buyer personas are built around key drivers, typically a problem or need your product or service solves.
Key themes for building buyer personas
- Purchase desire = Why does the buyer persona want to invest in your product or service?
- Must-have values = What features, benefits, or outcomes are essential for them to consider purchasing?
- Differentiators = What factors increase the likelihood they will choose your service specifically?
- Purchase barriers = What obstacles prevent them from buying?
- Buying process = How does the process unfold, and who is involved?
- Post-purchase behavior = How can we foster long-term engagement with the customer?
- Product awareness level = How well does the buyer persona understand the product or service?
Product awareness levels define messaging for buyer personas
Buyer personas’ product awareness levels determine the messaging they need. There are five awareness levels, ranging from completely unaware to fully aware. Tailoring communication to these levels ensures your messaging resonates and moves buyers through the decision-making process.
Five levels of customer awareness
Unaware
The completely unaware customer does not recognize their problem or the symptoms or consequences resulting from it.
Marketing focus: Help them identify their problem or need through relatable messaging.
Problem aware
The problem aware customer recognizes their problem but doesn’t know how to start solving it correctly.
Marketing focus: Highlight the problem and introduce potential solutions.
Solution aware
The solution aware customer knows the outcome they want but doesn’t know how or with what product they can achieve it.
Marketing focus: Show how your product can deliver their desired outcome.
Product aware
The product aware customer knows your products but doesn’t know if they should buy it from you or a competitor.
Marketing focus: Emphasize your product’s unique benefits and success stories.
Fully aware
The fully aware customer knows your products and knows they want to buy the product from you specifically.
Marketing focus: Use retargeting and clear calls to action to encourage purchase.
Building effective buyer journeys
Our model provides all the information needed to convert each buyer persona into a paying customer.
Using this foundation, we create buyer persona-specific content and channel tactics. This approach ensures the right messages reach the right channels at the right stage of the buying process, optimizing tactical marketing efforts.
They also help clarify your website structure, enhance your brand, improve customer conversions, and establish your position as a thought leader.
Additionally, we develop value propositions tailored to each buyer persona. These propositions explain how your product or service delivers the desired value and stands out from competitors.
Engaging customers through perceived value
The best way to engage customers is to attract those who buy from you because of the value you deliver. When customers consistently receive the value they seek, they naturally connect with your company.
Focusing marketing on these customers drives growth in two lasting ways:
Customer Advocacy: Satisfied customers bring in similar high-quality customers.
Memorable Messaging: Consistently delivering a resonant core message ensures it stays top-of-mind.
Branding is about repeatedly sharing truthful, customer-focused, and distinctive messages over time. This consistent approach builds a strong, strategy-driven brand.
A well-developed brand is a powerful competitive advantage, attracting ideal customers and creating differentiation that competitors cannot replicate.
Simplifying marketing with the MVG-MRACE® model
Managing day-to-day marketing becomes easy and straightforward when marketing is guided by a structured model. Here’s how MVG-MRACE® helps optimize the whole.
Action oriented
MVG-MRACE® visualizes your entire marketing strategy, simplifying management and turning challenges into actionable steps.
Customer-centric
MVG-MRACE® model aligns marketing with buyer personas’ purchasing processes, supporting and guiding them toward your goals.
Data-driven
Custom KPIs are set for each MRACE® phase and channel, ensuring decisions are based on measurable outcomes.
Versatile
The MVG-MRACE® model adapts to any company or business strategy, supporting diverse business objectives.
Streamlined management
The model unifies channels, breaks silos, and keeps marketing efforts focused on impactful activities, steering clear of unnecessary distractions.
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