What ACC Means
ACC stands for Awareness, Consideration, Conversion — the marketing funnel that structures how you move prospective customers from first hearing about you to actually buying. It is one of the nine principles in the 9 Triangles framework and sits in the HOW tier as one of three marketing triangles. Every piece of content and every ad should map to one of these three funnel stages.
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The Three Stages
At the Awareness stage, you are reaching people who have never heard of you. This is where short-form video, social posts, and Dollar a Day ads create initial visibility. The goal is not to sell — it is to get noticed and earn a few seconds of attention.
At the Consideration stage, you are engaging people who know who you are but have not committed. Testimonials, case studies, deeper educational content, and retargeting ads build trust and move people from awareness to genuine interest. This is where social proof and authority matter most.
At the Conversion stage, you drive the specific action: a purchase, a lead form submission, a phone call, or a booking. By the time someone reaches this stage, they already know who you are and trust your expertise — the conversion step simply makes it easy for them to take action.
How ACC Works in Practice
The 3×3 video grid is the practical implementation of ACC. You create three types of content — Why (your mission and story), How (your process and expertise), and What (your specific services and results) — across the three funnel stages. This gives you nine content combinations that systematically move people through the funnel.
Each video is designed to move the customer along their personal buyer’s journey. When a business can address the why, how, and what at each stage, they are able to effectively sequence their audience and ultimately convert views into sales. The key is that you do not ask someone to buy before you have earned their attention and trust through the earlier stages.
Where ACC Fits in the 9 Triangles
ACC is one of the three marketing triangles in the HOW tier of the 9 Triangles framework. It pairs directly with GCT (Goals, Content, Targeting) — your strategy determines what content goes into each funnel stage and who sees it. It also pairs with MAA (Metrics, Analysis, Action) — your metrics tell you whether people are moving through the funnel and where drop-offs occur. Together, these three marketing triangles answer the question of HOW you attract and convert customers, in service of the mission triangle SBP (Specialist, Business, Partner) at the top.
Related Resources
- ACC Funnel — detailed guide on implementing the awareness-consideration-conversion funnel
- 3×3 Formula — the video grid strategy built on ACC
- Dollar a Day — the amplification strategy that powers the awareness stage
- Standards of Excellence — benchmarks for measuring performance at each funnel stage
- 9 Triangles Checklist — overview of the full framework