The REACT Framework is a marketing model for orchestrating the full customer journey across five stages: Reach, Engage, Act, Convert, and Talk. Unlike linear funnel models like AIDA or RACE, REACT treats the journey as a connected, compounding loop, where advocacy and retention feed back into new growth rather than ending at the sale. It's a strategic blueprint for how modern, multi-channel marketing actually works, not a software tool.
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(Note: this is the marketing framework, not the React JavaScript library, which is unrelated.)

REACT is the thinking; REACTIQ360 is the doing. REACT is the strategic framework, a model for planning and orchestrating your customer journey. REACTIQ360 is the intelligence platform that lets you execute against it, unifying data from across your channels and turning it into clear, actionable decisions. You can learn and apply REACT entirely on your own. REACTIQ360 is what turns that strategy into intelligence, showing you what's working, what's compounding, and where to move next.

No. Every resource here stands on its own, whether you've never heard of REACT or you've built your whole strategy around it. The real problem most marketers have isn't knowing a framework, it's finding relevant, trustworthy resources without getting lost in a maze of blogs, newsletters, and forgotten bookmarks. This hub pulls the thinking, the metrics, and the playbooks that actually matter into one place, organised by what you're trying to do. REACT is the connective thinking underneath, but you'll get value from a single guide without ever needing it.

These resources are built for marketers who own outcomes across more than one channel, in-house teams, founders running their own marketing, and agencies managing client growth. The focus is B2B and digital-first SMEs, but the thinking applies anywhere the customer journey spans multiple touchpoints. If you're trying to connect scattered marketing activity into something that compounds, you're in the right place.

Traditional funnels end at conversion. REACT doesn't. Models like AIDA (Attention, Interest, Desire, Action) and RACE (Reach, Act, Convert, Engage) were built for a linear, single-channel world and treat the sale as the finish line. REACT adds two things they miss: a Talk stage that turns customers into advocates, and a loop structure where retention and advocacy feed back into reach. The result is a model built for how people actually move between channels today, in no fixed order. These older frameworks aren't wrong, they're just incomplete for a digital-first journey.

The metrics that matter are the ones that connect marketing activity to business growth, not vanity numbers like impressions or likes. That means tracking things like qualified reach, engagement quality, conversion, and retention across the journey rather than counting clicks in isolation. The hard part isn't collecting metrics, it's knowing which ones to watch at each stage and what "good" looks like. Our Marketing Metrics library defines each one in plain language, including what it measures, why it matters, and how it ties back to growth.