3 Steps to Painting Your Marketing Strategy Canvas

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In 2010, Swiss authors Alexander Osterwalder and Yves Pigneur published a book called, “Business Model Generation.” Their framework helps organizations of all sizes to better create, deliver and capture business value. The Marketing Strategy Canvas is an adaptation of their Business Model Canvas. In this Point of View, we look at this simple-to-use tool to facilitate the validation and development of a repeatable marketing and sales model.

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  • Marcom Productions presents - Point of View - the on-demand webcast of B2B marketing best practices. 3 Steps to Painting Your Marketing Strategy CanvasIn 2010, two Swiss authors published a book called, “Business Model Generation.” Their framework helps organizations of all sizes to better create, deliver and capture business value. The Marketing Strategy Canvas is an adaptation of their Business Model Canvas. In this Point of View, we look at this simple-to-use tool for visualizing all of the interrelated components of the strategic marketing plan.
  • Whether you’re currently launching a new product, entering a new market, or still in the ideation stage, the Marketing Strategy Canvas is a tool that can help you and your team gain a perspective on the whole marketing strategy in a single image.
  • Here’s how it works:First, sketch at a high level what you know about each area of the marketing strategy.
  • Don’t take more than 20-minutes to paint a canvas in broad strokes.
  • Second, rank the areas that may pose the highest uncertainty and risk to your business.
  • And third, drill into the highest risk area to research and validate your approach.
  • For example, a typical high-risk area is Shark Bite Pains. This is a focus when the marketing message doesn’t seem to be resonating; you’re hearing that the product is a “nice-to-have”, not a “must-have”.
  • For your top priority customer segment, you’ll hypothesize and validate with current and prospective customers the buyers’ most painful shark bites, and the solution’s must-have functions required to heal their shark bites. From these customer interviews, you’ll iterate or hone the unique value proposition and key messages until you nail it.
  • The Marketing Strategy Canvas is a visual roadmap to facilitate the validation and development of a repeatable marketing and sales model. If you’d like to use it, you may download a blank copy of the Marketing Strategy Canvas online at http://www.marcomproductions.com/canvas.html .From Marcom Productions, this is Point of View, the on-demand webcast of B2B marketing best practices. I’m Rich Cunningham.
  • 3 Steps to Painting Your Marketing Strategy Canvas

    1. 1. 3 Steps to Painting Your Marketing Strategy Canvas
    2. 2. 1 3 2
    3. 3. Download the Marketing Strategy Canvas at http://www.marcomproductions.com/canvas.html3 Steps to Painting Your Marketing Strategy Canvas
    4. 4. @MarcomServices/Marcom-Productions/MarcomProductions/POVWebcast

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