BASE3 Certification and Training
Certification Sequence
White – High-Level introduction to BASE3
Orange – Segmenting your customers by journey level
Green – How to assess your digital presence
Blue – The architecture of digital marketing campaigns
Black – Cross-Functional Implementation
Gold – Become a BASE3 trainer
Why BASE3 Certification Will Propel Your Business Forward
In today’s competitive market, businesses need a clear, actionable strategy that aligns marketing, sales, operations, and IT to deliver exceptional customer experiences. BASE3 certification equips your team with the knowledge and tools to create an integrated system that drives measurable results across every department.
Here’s how BASE3 certification can transform your business:
Align Your Team for Maximum Impact: BASE3 teaches your teams—marketing, sales, operations, and IT—to speak the same language. This alignment fosters smoother collaboration, more effective campaigns, and a unified strategy that guides your customers through every stage of their decision-making process, ensuring no opportunities are missed.
Create a Unified Customer Journey: BASE3 helps your business understand the entire customer journey, from discovery to post-purchase advocacy. With the ability to segment and track customers at each stage, you’ll be able to tailor your messaging, content, and engagement strategies to move customers through the funnel more efficiently, driving conversions and loyalty.
Optimize Operations for Growth: BASE3 doesn’t just focus on marketing. By working with cross-functional teams, you’ll create systems that improve internal processes and break down silos. The result is a streamlined, efficient approach that ensures every department is working toward the same goal—providing customers with a seamless, positive experience at every touchpoint.
Data-Driven Decision Making: With BASE3, your team will learn to measure progress by analyzing customer data at each stage of their journey. This data-driven approach empowers your business to make informed decisions that maximize ROI, optimize campaigns, and ensure your marketing efforts align with your customer’s needs and behavior.
Drive Long-Term Business Success: BASE3 certification equips your team to create and implement systems that not only meet customer needs today but also set the foundation for long-term growth. By improving customer satisfaction, driving repeat purchases, and turning customers into advocates, you’ll increase brand loyalty and generate sustainable business results.
Be the marketing expert that your business needs
Certifications
The certifications build upon each other and must be taken in order. With the exception of the White Belt certification, which is an introductory free course, a fee and exam are required to qualify for the certification.
White Belt – Overview of the BASE3 Model
Free, no exam.
Join us for a FREE introeductory session where you will be introduced to the BASE3 model, and will learn how to segment your customers effectively and uncover gaps in your knowledge about their journey. This is a game-changer for CEOs, business owners, and decision-makers who want to create a data-driven, customer-first strategy.
In this session, we will:
Unlearn marketing myths that hold you back
Examine the human decision-making process and why it’s critical for your business
Define how to to segment your audience and measure progress
Who should attend?
CEOs, CMOs, and business owners who want to guide their teams strategically
Teams involved in marketing, sales, and tech
Learning Outcome: Gain a high-level understanding of BASE3 to make strategic marketing decisions and guide cross-functional teams.
Next Step: Orange Belt Certification
You’ve learned how the customer journey works at a high level. Ready to get BASE3 certified?
Orange Belt Certification
Segmenting your Customer's Journey
April 2025 Cohort
Tues April 8, 11:00 AM – 12:30 PM
Tues April 15, 11:00 AM – 12:30 PM
Tues April 22, 11:00 AM – 12:30 PM
Self-Administered Exam
May 2025 Cohort
Tues May 6, 11:00 AM – 12:30 PM
Tues May 13, 11:00 AM – 12:30 PM
Tues May 20, 11:00 AM – 12:30 PM
Self-Administered Exam
Topics Covered
- Filling Knowledge Gaps: Learn to identify missing insights in your customer data, where to find the right information, and how to use it to improve strategy.
- Human Decision-Making Process: Deep dive into the decision-making stages your customers go through and how this understanding impacts your marketing approach.
- Customer Journey Segmentation: Discover how to segment your audience by their decision-making level to improve targeting and measure progress throughout their journey.
- Tools: How insight tags, your CRM and website analytics are critical to monitoring and measuring the effectiveness of your digital marketing and marketing ROI.
Best for:
CEO CMO CTO COO
Sales Manager, Business Owner, Business Manager
Learning Outcome: Identify and fill gaps in your knowledge of the customer journey with actionable data, setting the foundation for measurable progress.
Next Step: Green Belt Certification
Now that you’ve identified the knowledge gaps, let’s dive deep into understanding and measuring your customer journey. This data will fuel your strategy!
Green Belt Certification – Assessing Your Digital Presence
Exam Required
Price: $499
Topics Covered
Content Mapping: Learn how to audit your content for alignment with each stage of the customer journey and identify any gaps that could be preventing conversion.
Channel Strategy: Explore which channels are best suited to different customer stages and how to ensure you’re reaching your customers where they are.
Customer Needs at Each Stage: Understand the type of content and information your customers need at each stage to move them along their decision-making journey.
- Tools: How algorithms work, using Search Console for content ideas, tools for creating and managing content, tools for guiding the customer journey.
Best for:
Brand Manager, Brand Designer, Customer Service, Operations
Learning Outcome: Evaluate your current digital tools and content against the customer journey to ensure alignment and identify missing pieces.
Next Step: Blue Belt Certification
With the right insights in hand, let’s now ensure your digital presence aligns perfectly with your customer’s needs at every decision point.
Blue Belt Certification – Campaign Architecture & Cross-Functional Collaboration
Exam Required
Guiding the Customer Through Your Content: Learn how to design a seamless campaign architecture that leads your customers through content and engagement steps at each stage of the journey.
Cross-Functional Team Alignment: Discover how to work effectively with marketing, sales, IT, and operations teams to execute a comprehensive, integrated marketing campaign.
Data Integration: Learn how to incorporate data from multiple departments to create a unified view of customer behavior and ensure alignment across all teams.
- Tools & Processes: Social Business Manager Accounts, Ads Managers, SMART Objectives, cross-functional collaboration.
Best for:
Content Strategist, Media Buyers, Copywriter, Graphic Designer, Sales & Account Executive
Learning Outcome: Learn how to structure marketing campaigns that guide customers through the journey, with all teams working together to guide the customer.
Next Step: Black Belt Certification
Your strategy is in place, now let’s take action! Design campaigns that move your customers forward, with tools and a system in place that enables every team to contribute to the planning, execution and measuring of the customer’s journey.
Black Belt Certification – Cross-Functional Implementation
Exam Required
Integrated System Creation: Learn how to build a cohesive, company-wide system that manages and guides the customer journey across marketing, sales, support, operations, and IT.
Advanced Analytics & Tracking: Develop advanced strategies for measuring and tracking customer interactions across departments to ensure every touchpoint is optimized for success.
Cross-Department Collaboration: Understand how to foster communication and cooperation between departments to create a unified system that enhances customer satisfaction and drives growth.
Best for:
Digital Strategist, Marketing Director, CTO, Sales Managers, Analysts, Tech Team
Learning Outcome: Learn how to implement a company-wide system that guides and measures the customer journey through every department.
“It’s time to bring everything together. Let’s implement a full-scale system that integrates your marketing, sales, and operations for a seamless customer journey.”
Become A Certified BASE3 Instructor
BASE3 Certified Instructor Program
Becoming a BASE3 Certified Instructor positions you as an expert in digital marketing strategy, customer journey segmentation, and cross-functional business alignment. This certification goes beyond mastering BASE3—it equips you with the skills to teach others, guide businesses through the framework, and lead transformative marketing initiatives.
What You’ll Learn:
Mastering the BASE3 Model: Gain an advanced understanding of how to segment the customer journey, measure progress, and create a seamless marketing-to-sales pipeline.
Teaching & Facilitation Skills: Learn how to effectively train teams, business owners, and marketing professionals in implementing BASE3 within their organizations.
Cross-Functional Leadership: Develop the ability to bridge the gap between marketing, sales, IT, and operations to ensure a fully integrated approach to business growth.
Benefits of Becoming a BASE3 Certified Instructor:
Lead Businesses to Measurable Growth: Help organizations implement BASE3 to optimize their marketing strategy, improve conversion rates, and create a seamless customer experience.
Expand Your Career Opportunities: Whether you’re a consultant, agency owner, or corporate leader, this certification enhances your credibility and opens doors to new professional opportunities.
Join an Elite Community of Experts: As a certified instructor, you’ll gain exclusive access to ongoing training, support, and a network of fellow BASE3 professionals.
Offer Your Own BASE3 Trainings: Use your certification to train teams, host workshops, and help businesses implement the model—positioning yourself as a thought leader in the industry.
Who Should Get Certified?
You must have completed all four BASE3 certifications in order to qualify to apply for becoming an instructor.
Marketing strategists, business consultants, agency leaders, corporate trainers, and professionals looking to deepen their expertise in digital marketing strategy and customer journey optimization.
Become a BASE3 Certified Instructor and lead the way in transforming how businesses approach marketing.