Design your Marketing Strategy with the Marketing Canvas. The recommended process is based on the established divergence-convergence approach of the Design Thinking methodology. After having mapped your current Marketing situation using the 7 lenses, you can identify what could help you to achieve your financial objectives (accelerators) or what is blocking you (brakes). https://laurentbouty.com/marketingcanvas/

1. DRAFT
M
ARKETING
CANVAS
LAURENT BOUTY
DESIGN
YOUR MARKETING STRATEGY
WITH THE MARKETING CANVAS
#DESIGNTHINKING #MARKETINGCANVAS
1
#COCREATE #DISRUPT
v 2.0.1

2. 2
CONTENT
Methodology in 4 steps, 7 key marketing elements, more than 100 questions, a visualisation tool
Pages 11-71 Pages 72-75 Pages 76-79 Pages 80-82

3. DRAFT
M
ARKETING
CANVAS
WE ARE IN A VUCA WORLD
TRADUCTION: WE ARE LOST!
VOLATILITY- UNCERTAINTY - COMPLEXITY -AMBIQUITY
3

4. DRAFT
M
ARKETING
CANVAS
WE ARE IN A TECHNOLOGICAL WORLD
TRADUCTION: BE READY OR BE GONE!
4

5. DRAFT
M
ARKETING
CANVAS
Photo credit: Andrew Neel, Unsplash
PLANNING IS COMPLEX AND UNCERTAIN
TRADUCTION: OLD TOOLS ARE NOT WORKING, LOT OF B…ST#!
5

6. DRAFT
M
ARKETING
CANVAS
MARKETERS ARE NOT ALWAYS TRUSTED
TRADUCTION: STOP THE TALK, SHOW THE EVIDENCES
6

7. DRAFT
M
ARKETING
CANVAS
WE DO HAVE MORE & MORE QUESTIONS
TRADUCTION: OH MY GOD, WHAT SHOULD WE DO?
HOW TO GROW?
HOW TO AVOID COMMODITISATION?
HOW TO LEAD THE DIGITAL REVOLUTION?
HOW TO REINFORCE ENGAGEMENT?
HOW TO CO-CREATE?
HOW TO AUTOMATE MY ACTIVITIES?
HOW TO BE MORE RESPONSIBLE?
HOW TO ALIGN MY TEAM?
… 7

8. DRAFT
M
ARKETING
CANVAS
DESIGN THINKING IS THE NEW WAY
TRADUCTION: GET OUT OF THE BUILDING, DISCUSS WITH USERS,
CO-CREATE WITH OTHER DEPARTMENTS AND TEST IDEAS!
8

9. DRAFT
M
ARKETING
CANVAS
HOW TO
DESIGN
YOUR MARKETING STRATEGY?
9

10. DRAFT
M
ARKETING
CANVAS
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
Discovery
How do I interpret the current
situation of my business? What
are the causes and
correlations?
Interpretation
Marketing
Ideation
Marketing
Solution
Build a common & factual
understanding of the current
situation
Ideate on potential solutions
for achieving your revenues/
margins?
Prioritise changes and actions
across all dimensions: Human,
Brand, Value Propositions,
Journey & Conversation.
Consolidate your COSTS &
REVENUES
Find the Right Marketing Problem Find the Right Marketing Solution
SET YOUR STRATEGY IN 4 STEPS
10

11. DRAFT
M
ARKETING
CANVAS
HOW TO APPROACH
THIS CHALLENGE?
STEP1 - DISCOVERY
11

12. DRAFT
M
ARKETING
CANVAS
YOU NEED TO ASK
THE RIGH QUESTIONS
For deciding what you should do, you need to ask the right questions and identify the most impacting actions. How to do it? By
simply watching your commercial reality with the right questions. 4P, 7P or 5C are fantastic questions but are maybe less efficient
today than in the past because the world has changed. Example: Product is important but it is not where you will make a
difference. It has become an hygienic factor.Photo credit: Alvaro Serrano, Unsplash 12

13. DRAFT
M
ARKETING
CANVAS
MARKETING CANVAS HELPS YOU TO STRUCTURE
YOUR DISCOVERY USING 7 CLEAR TOPICS
CONVERSATION
REVENUESCOSTS
HUMAN
BRAND VALUE PROPOSITION
JOURNEY
© laurentbouty.com
Help Smart Marketers to become Smarter 13

14. DRAFT
M
ARKETING
CANVAS
QUESTIONS YOU SHOULD ASK YOURSELF WHEN YOU
DEFINE A MARKETING STRATEGY THAT ROCKS!
How can I have more positive
Conversations with my prospects
& customers?
How can I growth my revenues
tomorrow and in 10 years (and margin)?
Where should I invest my marketing budget
(costs) for getting the revenues I want
(tomorrow and in 10 years)?
Do I really know the Human buying or interested in my products?
How can I make my Brand more
admirable and engaging?
How can I offer Value propositions
that drive customers ‘actions ?
How can I offer the best Journey
for my customers that drives more
sales & advocacy?
© laurentbouty.com
Help Smart Marketers to become Smarter 14

15. DRAFT
M
ARKETING
CANVAS
7 QUESTIONS
Use these
for approaching the challenge
15

16. DRAFT
M
ARKETING
CANVAS
REVENUES
Start from the
It “de-emotionalises” discussions
16

17. DRAFT
M
ARKETING
CANVAS
How Much Human
Have You
Converted As User
How Much Value
Propositions Are
They Using
BACK TO THE BASICS!
SHORT TERM REVENUES ARE DRIVEN BY
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
17

18. DRAFT
M
ARKETING
CANVAS
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
REVENUES
LONG TERM REVENUES ARE DRIVEN BY THE TOTAL
EXPERIENCE YOU HAVE WITH YOUR CUSTOMERS
How Much Human Have
You Converted As User?
How Much Value
Propositions Are They Using?
How Strong Is Your Relationship
With Your Users ?
www.marketingcanvas.eu
How Long They Stay With
You
18

19. DRAFT
M
ARKETING
CANVAS
LONG TERM REVENUE
Apple iPhone repurchase intentions
25
0,5
75
1
iPhone Android Windows
53%
25%
5%
37%
75%
95%
Will Repurchase Will Change
Source: Bernstein Global Telecom team’s Survey, 2012
0,15
0,3
0,45
0,6
FY11 FY12E FY13E FY14E FY15E
53%
45%
36%
27%
23%
Recurrent Profit
19

20. DRAFT
M
ARKETING
CANVAS
HOW CAN YOU
GROWTH YOUR
REVENUES
TOMORROW AND IN
10 YEARS (AND
MARGIN)?
20

21. DRAFT
M
ARKETING
CANVAS
The monetisation of your business generated by all paid transactions during customer lifetime.
REVENUES
LIFETIME
• Do you know what is the average lifetime of your
users? per percentile?
• Do you know how can you secure & extend the
lifetime of your TOP 1% users ?
• Do you know the churn level of your users? per
percentile ?
• Do you know what are the drivers of the churn?
are you capable to act on them for reducing your
churn?
USERS
• Are you capable to calculate your revenues per
customers/users instead of products ? How much
users/customers do you have ?
• Do you know how to convert visitors into free
users?
• Do you know how to convert more free users to
paid users?
• Do you know how to accelerate your customer
acquisitions (traction, velocity) ?
• Do you know these numbers by customer based
percentile ?
GROWTH
•Do you know if you are in a growing category?
•Do you know how to increase your market share
in your category?
•Do you know what are your top 3 revenue drivers
tomorrow?
•Do you know what are your top 3 promising
revenue driver in the next 10 years?
•Do you know how to prepare new revenue drivers
for your category?
•Do you know if you should you find a new
category for the future?
ARPU
•Do you know the ARPU of your business activity?
•Do you know the contribution of each value
proposition in this ARPU?
•Do you know how to increase the number of paid
transactions made by your users on a yearly and
monthly basis? More cross-sell? More up-sell?
•Do you know how to protect/increase the average
paid price for each transaction ? more premium
products? less promotions/discounts ?
21

22. DRAFT
M
ARKETING
CANVAS
HUMAN
We are in a
era
Inspiration: Welcome to the Human Era, Lippincott
22

23. DRAFT
M
ARKETING
CANVAS
BE EMPATHIC
BECAUSE YOU ARE DEALING
WITH HUMAN
Before being a customer, buyer, user, segment or market, We are HUMAN.
How could you be empathic with market or segment? You can only be
empathic with Human. You are dealing with real persons.
23

24. YOU SHOULD
CARE ABOUT THE
HUMANS YOU
ENGAGE WITH
PHOTO CREDIT: EVAN KIRBY
According to findings from the CEB, people don’t
seem to be very loyal to companies at all. They are
loyal to what the company stands for.
24

25. DRAFT
M
ARKETING
CANVAS
EMOTIONS
MUTUALITY
HARMONY
EMPATHY
INTEGRITY
PURPOSE
ASPIRATIONS
TRIBES
25

26. PHOTO CREDIT: WILLIAM WHITE
YOU SHOULD
RESPECT THEIR
TRIBES
26

27. YOU SHOULD
RESPECT THEIR
PRIVACY
27

28. DRAFT
M
ARKETING
CANVAS
Photo Credit: HUMAN from Yan Arthus Bertrand (Press Kit)
DO YOU KNOW THEM ? REALLY?
28

29. DRAFT
M
ARKETING
CANVAS
INSIGHTS
• Do you know the functional jobs your customers
are trying to get done? The tasks they are trying
to perform and complete, the problems they are
trying to solve, or the needs they are trying to
satisfy? (JOB)
• Do you know the benefits your customers expect,
desire or would be surprised with? (GAINS)
• Do you know the negative emotions, , undesired
costs and situations, and risks that your customer
experiences or could experience before, during,
and after getting the job done. (PAINS)
ANALYTICS
• Have you identified the key questions you need to
answer with analytics? (SMART QUESTIONS)
• Do you have sufficient volume of high-quality data
about your customers/prospects/buyers/users?
• Do you know your high-value customers? How to
they behave and decide? How and when it is best
to reach them? (ACTIONS)
• Can you build a bigger picture of your prospects/
customers through their trail of data?
• Do you understand the connections between your
customers? (SOCIAL LINK)
MARKET
•Do you know how large is the market if all
customers buy your product? (TAM)
•Do you know how large is the market for your
specific value proposition ? (SAM)
•Do you know which realistic market share can be
obtained by your company, considering
competition, countries, your sales/distribution
channels and other market influences? (SOM)
•Can you describe persona(s) that represent() your
potential market?
ASPIRATIONS
•Do you know their tribe? What’s their group where
they share interest and information?
•Do you know the life and quality wellbeing
aspirations of your (future) customers? Do you
understand aspirational consumers?
•Do you understand the differences between
generations? Millennials? Generation Z?
•Do you know the causes they support? Social
issues they care about?
•Do you know their beliefs?
Often referred as Client/Customer/Buyer or User, They are before everything Human that you should deeply
understand. Use personas to portrait your customers and audience.
HUMAN
29

30. DESIGNED BY FREEPICK.COM
HUMAN
CAN YOU DESCRIBE THEM?
The first step consists of IDENTIFYING people that correspond/
symbolise your existing or future clients.
Who are they, that’s the question. It is less about socio-demo but
more about understanding who will step in your store and buy your
product for B2C or who is the classical buyer and user for my B2B
services.
4 to 5 would be enough for complex offers in the same value
proposition category.
Get their picture, their name, their age, and real insights for your
value propositions.
Now, you have real human as reference.
WWW.MARKETINGCANVAS.EU30

31. DRAFT
M
ARKETING
CANVAS
BE
EMPATHIC
USE
PERSONAS
VALIDATE
MARKET
When you develop your Marketing Plan, you should always start from real customers or
potential buyers. What do they do with your services? How could you help them? How can
you improve their lives? Then you can develop personas (archetype of buyers/users) and
finally you can validate your market assumptions.
Interested in Personas? Have a look at Disciplined Entrepreneurship (Bill Aulet) or the
work of Alan Cooper.
31

32. DRAFT
M
ARKETING
CANVAS
BRAND
Your only protection against commoditisation is your
Inspiration: Idriss Mootee, Marty Neumeier
32

33. DRAFT
M
ARKETING
CANVAS
IDEOLOGY
Your Brand is your
Inspiration: Idriss Mootee, Marty Neumeier
33

34. DRAFT
M
ARKETING
CANVAS
It is how you
BEHAVE?
Brands are defined by what consumers say to each
other about them, not what a brand says to consumers34

35. DRAFT
M
ARKETING
CANVAS
PURPOSE
ONLYNESS
PASSION
CONSISTENCY
CARING
SINCERE
LISTENING
AVAILABLE
AGILE
INVESTING
EXCITING
COMPETENT
HONEST
CHEERFUL
SPIRITED
IMAGINATIVE
RESPONSIBLE
CHARMING
ROMANTIC
RELIABLE
GENUINE
STRONG
DARING
EFFICIENT
MEANING
AUTHENTIC
RELEVANT
MEANINGFUL
35

36. People are looking to brands to evolve to a higher state
of consciousness by taking real, meaningful, even
painful, action to make their lives – and the world we
share – better. It’s the difference between being HUMAN
and being ENLIGHTENED.
Source: Trend Watching
In a global survey of 28,000 consumers, 63% said they
only buy products and services that appeal to their
BELIEFS, VALUES or IDEALS.
Source: GfK
WWW.MARKETINGCANVAS.EU36

37. 6FIVE HUMAN ASPIRATIONS
Practicals
SOCIAL & ENVIRONMENTAL VALUES
MATERIALISM
Indifferents
Aspirationals
Advocates
ASPIRATIONALS are defined by their love of
shopping, desire for responsible consumption
and their trust in brands to act in the best
interest of society. And, as the largest
consumer segment globally, ASPIRATIONALS
matter because they are the first to unite
materialism, sustainability values and cultural
influence, making them an essential audience
to build markets, influence cultural norms and
shape behaviour change at scale.
SOURCE: FIVE HUMAN ASPIRATIONS, BBMG, GLOBESCAN
WWW.MARKETINGCANVAS.EU37

38. DRAFT
M
ARKETING
CANVAS
HOW CAN YOU MAKE YOUR BRAND MORE
ADMIRABLE ? ENGAGING ?
38

39. DRAFT
M
ARKETING
CANVAS
Why you do business is more important than how you do business.
The Brand describes your Ideology and your Core Purpose. It is also your identity.
BRAND
VALUES
• Have you translate your purpose into values?
What do you stand for? What do you value the
most?
• Are your values relevant regardless of what stage
of growth your organisation faces
• Are your values reflected in your culture? How?
• Do you have the tools in place to get everyone
consistently deliver on our brand’s purpose?
PURPOSE
• Do you know why are you in the business that
you’re in? or you would like to be?
• What do you believe as a company? What’s your
brand’s ultimate reason for being? How can you
summarise this in max 10 words (even 3 to 4
words if you can do it)?
• What does the brand enable people to do? How
does the brand enable people to achieve better?
Are you an evolved enterprise?
• If you went away tomorrow, what gap would
there be?
IDENTITY
•If your brand were a person, can you describe him
or her?
•Do you know your brand archetype amongst the
12 brand archetypes ?
•Do you know what physical aspects of your brand
people should remember? (How Does Your Logo
Communicate Your Brand? What are the symbols
of your brand? What is Your Font? What are Your
Colors? What Does Your Voice Sound Like? What
are the key words of your brand?)
POSITIONING
•Do you know In which category are you playing?
An existing category or are you creating a new
category?
•Is your Brand distinctive from the other brands in
the same category?
•DO you have a clear role? Are you a GAME
CHANGER, CHALLENGER, LEADER in the
category?
39

40. DRAFT
M
ARKETING
CANVAS
IDEOLOGY
BEHAVIOUR
RELIABILITY
DELIGHT
CREATE
TRUST
Your brand is your more important asset. It takes years for building a brand but you can
destroy it in few seconds.
Interested in Brands? Have a look at the work of Marty Neumeier, Idris Mootee and Jean-
Noel Kapferer.
40

41. DRAFT
M
ARKETING
CANVAS
VALUE
PROPOSITIONS
How much of your
Inspiration: Value Proposition Design
generate actions from people
41

42. DRAFT
M
ARKETING
CANVAS
DO THEY QUEUE
FOR YOU?
42

43. YOU SHOULD
UNDERSTAND
THEIR EMOTIONS
PHOTO CREDIT: JOAO SILAS 43

44. DRAFT
M
ARKETING
CANVAS
EMOTION
SEEKING
instead of
PROBLEM
RESOLUTION
44

45. PERSONAL VS BUSINESS VALUE
How emotion influences purchase?
HTTPS://WWW.LINKEDIN.COM/PULSE/20140429172733-6210004-FORGET-WHAT-YOU-KNOW-EMOTIONS-DO-INFLUENCE-B2B-BUYING
WWW.MARKETINGCANVAS.EU45

46. DRAFT
M
ARKETING
CANVAS
CUSTOMERS BUY PRODUCT TO BUILD THEIR
IDENTITIES
Marty Neumeier, Brand Flip
46

47. DRAFT
M
ARKETING
CANVAS
For …………………………………..… (Personas)
Who …………………….. (Emotions seeking)
Our (Value Proposition) …….……………..…
Is ……………………………………….……(Benefit)
Unlike ………….……………………(Alternative)
Adapted from Geoff Moore
47

48. DRAFT
M
ARKETING
CANVAS
HOW CAN YOU OFFER VALUE PROPOSITIONS
THAT DRIVE CUSTOMERS ‘ACTIONS ?
48

49. DRAFT
M
ARKETING
CANVAS
Value Propositions are the reason why people take actions with you and how you monetise it.
It describes the benefits customers can expect from a bundle of products and services.
VALUE PROPOSITION
PRICES
• Do you know how much more or less is your
proposition relative to alternatives?
• Do you know the cost for the customer if you do
nothing?
• Do your customers get at least 10 times that
much value of what you charge? 5 times?
• Are your customers willing and able to pay the
price you are asking?
FEATURES
• Do you know what jobs the customer wants to get
done?
• Do you know what are the essential features
required by the customer?
• Do you know what are the nice to have?
• Are our products and services clear and easy to
navigate?
• Do you have a clear USP (Unique Selling
Proposition)?
PROOFS
•Can you demonstrate your differentiation with
competitions? How
•Can you proof the value you create and deliver for
the customer?
•Do you have reference customers/users ?
•Do you have social proofs ?
•Do you have case studies ?
•Do you have industry recognition ?
•Do you have media recognition ?
EMOTIONS
•Do you know the super objectives of your
customers ?
•Can you describe how your products and services
alleviate customer pains, eliminate or reduce
negative emotions, undesired costs / situations /
risks.
•Does your product/service create customer gains?
How?
•Do you have a clear ESP (Emotional Selling
Proposition)?
49

50. DRAFT
M
ARKETING
CANVAS
SEEK
EMOTIONS
FIT
PERSONAS
CREATE
VALUE
It is all about emotions, capturing value and proofing what you claim.
Interested in Value Proposition? Have a look at the work of Strategyzer, Marty Neumeier
and Omar Mouhoud
50

51. DRAFT
M
ARKETING
CANVAS
SEEK
EMOTIONS
FIT
PERSONAS
CREATE
VALUE
Your brand is your more important asset. It takes years for building a brand but you can
destroy it in few seconds.
Interested in Value Proposition? Have a look at the work of Strategyzer, Steve Blank and
Jean-Noel Kapferer.
JOURNEY
More than a funnel, More than a channel
51

52. DRAFT
M
ARKETING
CANVAS
JOURNEY IS NON-LINEAR
52

53. DRAFT
M
ARKETING
CANVAS
REFLECT CUSTOMER’S IDENTITY
SATISFIES OBJECTIVES
MEETS EXPECTATIONS
EFFORTLESS
SOCIAL PLEASURE
CUSTOMER IN CONTROL
SENSORY PLEASURE
STRESS FREE
CONSIDERS THE EMOTION
Credit: Watkinson, The ten principles behind great customer experiences
53

54. DRAFT
M
ARKETING
CANVAS
HOW CAN YOU OFFER
THE BEST JOURNEY FOR
YOUR CUSTOMERS
THAT DRIVES MORE
SALES & ADVOCACY?
54

55. DRAFT
M
ARKETING
CANVAS
It is your operations through customer’s eyes. It is a non linear of divergent and convergent activities. Great
customer experiences leave nothing to chance.
JOURNEY
CHANNELS
• Have you aligned all your channels for each
moment in your customer journey? Physical and
Digital? Processes and Systems? No Silo?
• Do you offer a personalised approach in each
channel? Based on User Behaviours? Adaptative?
• Are your channel partners (retailers, franchises,
distributors, VAR, …) aligned with your Brand SLA?
• Do you have seamless hand-over between
moments and channels? Do you measure
conversion and bounce rate in your journey?
MOMENTS
• Have you identified all the high-level moments of
the customer journey? (also referred as macro-
moments).
• Do you know what steps/tasks should be
completed at each moment? (smaller tasks within
a given moment of the journey)
• Have you identified for each moment the
customer’s objectives and emotions (Think, Feel,
Do)?
MOMENTS OF TRUTH
•Have you identified the most important moments
of your journey using qualitative and quantitative
researches?
•Do you improve each moment of the journey?
Make it effortless? Prevent errors? Stress-free?
Delight the senses? Social pleasure?
•Do you have Magic Moment(s) (also called as
WoW moments) in the customer journey?
Memorable? so unique? Emotional shot?
S.L.A.
•Have you defined the brand experience you would
like to offer at each moment?
•Do you have what is the set of minimum
standards you want to achieve for each moment?
also called as Brilliant Basics
•Is your organisation informed and aligned with
these standards?
•Are you leveraging all new technologies available
in your SLA? Real-time? Automated? Error-proofed?
55

56. DRAFT
M
ARKETING
CANVAS
PEOPLE
PERSPECTIVE
ORCHESTRATE
INTERACTIONS
MOMENTS
OF TRUTH
Customer Journey is fundamental as it describes the essence of the whole experience from
the customer’s perspective. It is also a great tool for gaining internal consensus on how
customer should be treated across distinct channels.
Interested in Journey mapping and Experience? Have a look at the work of Adaptive Path,
Watkinson, Brian Solis, McKinsey and Futurelab.
56

57. DRAFT
M
ARKETING
CANVAS
CONVERSATIONS
Customers don’t want Ads, They want
Inspiration: Fastcompany
57

58. DRAFT
M
ARKETING
CANVAS
ATTENTION &
ENGAGEMENT
New Rules
58

59. DRAFT
M
ARKETING
CANVAS
More than PAID Media
“How many times do I have to hit them until it works” no longer works
59

60. DRAFT
M
ARKETING
CANVAS
LISTEN
CO-CREATE CONTENT
ENGAGE INFLUENCERS
BUILD STORIES
ORIGINALITY
CROWDCULTURE
TECHNOLOGY MARRIES CREATIVITY
60

61. DRAFT
M
ARKETING
CANVAS
WHERE DO YOU HAVE CONVERSATIONS?
61

62. DRAFT
M
ARKETING
CANVAS
Photo credit: Ben White, Unsplash
HOW CAN YOU HAVE MORE POSITIVE
CONVERSATIONS WITH YOUR PROSPECTS &
CUSTOMERS?62

63. DRAFT
M
ARKETING
CANVAS
It is all about conversations based on prediction and human needs that deliver emotions and reinforce brand
advocacy.
CONVERSATION
TOUCHPOINTS
• Do you have an INBOUND approach ?or is it only
OUTBOUND?
• Are you more pushing paid mass ads through all
media (Broadcast Advertising) OR attracting
audience with meaningful personalised stories
(Personalised Timely Relevant Conversation)?
• Do you have advertising black holes? Do you
have an attribution model which ties hard sound
to to hard data?
• How do you balance between PAID, OWNED,
EARNED and SHARED channels?
LISTENING
• Do you structurally listen to your customers? Do
you hear what they say? Across all channels? Are
you listening social networks?
• Do you interact with your audience? in real-time?
• Can you predict what your audience will say?
FANS
•Do you measure how much of your clients/users/
buyers are effectively recommending your brand
and products in their conversations?
•Do you support your promoters? Do you help
them when they want to talk positively about
you?
•Have you identified your Brand influencers ?Do
you work with them?
CONTENT/STORIES
•Do you curate content that is relevant for your
audience?
•Do you co-create content with your customer/
prospects/influencers?
•Do you create original content with your brand
that cannot be found anywhere else?
•Is there content created by your consumers
where you are not involved? Do you encourage it?
63

64. DRAFT
M
ARKETING
CANVAS
LISTEN &
CO-CREATE
AMPLIFY
CONVERSATIONS
ENGAGE
CUSTOMER
Your brand is your more important asset. It takes years for building a brand but you can
destroy it in few seconds.
Interested in Conversations? Have a look at the work of HBR.org, Brand Quarterly, Seth
Godin and many other though leaders.
64

65. DRAFT
M
ARKETING
CANVAS
COSTS
Finish with
65

66. DRAFT
M
ARKETING
CANVAS
YOUR COSTS ARE NOT ALL EQUAL!
How Much You Pay For
Having A Conversations
Investment In Your Marketing Machine (People,
Knowledge, Capabilities)
66

67. DRAFT
M
ARKETING
CANVAS
Your FEES are inversely proportional of
the power of your BRAND
f( 1 )
67

68. DRAFT
M
ARKETING
CANVAS
WHERE SHOULD YOU INVEST YOUR MARKETING BUDGET
(COSTS) FOR GETTING THE REVENUES YOU WANT
((TOMORROW AND IN 10 YEARS) ?
68

69. DRAFT
M
ARKETING
CANVAS
All the OPEX & CAPEX spent for your Brand, Value Propositions, Journey and Conversations.
COSTS
KNOWLEDGE
• Do you plan to invest in Marketing Training ? How
much?
• Do you plan to invest in Marketing Research &
Intelligence (User testing, Survey, Focus Group,
Reports, Seminars, Competitive analysis)? How
much?
• Do you plan to spend on creative exploration
(Workshop, ideation lab , Fab lab)? How much
FEES
• Do you know how much you have to spend on
Paid non-digital media (off-line)?
• Do you know how much you have to spend on
Paid digital media (on-line)?
• Do you know how much you have to spend on
Earned media?
• Do you know how much you have to spend on
Content?
• Do you know how much have to spend on
Acquisition Costs, Stimulation Costs and
Retention Costs (Promotion, Discount on Price, Giveaways) ?
CAPABILITIES
•How much do you plan to invest in Data and
Analytic tools?
•How much do you plan to invest in Customer
relationship tools?
•How much do you plan to spend in Commerce &
Sales management tools?
•How much do you plan to invest in Content and
Experience management tools?
•How much do you plan to invest in Adtech &
Social tools?
PEOPLE
•Do you know how much employees you need in
your team for delivering your revenues objectives
(short-term, long-term)?
•Do you know how much you plan to spend for
outsourcing your strategic & creative work?
•Do you know how much you plan to spend for
outsourcing your product development?
•Do you know how much you plan to spend for
outsourcing your operations?
•Do you know how much you plan to spend on
rewarding your staff ?
69

70. DRAFT
M
ARKETING
CANVAS
CONSOLIDATE THESE QUESTIONS IN THE MARKETING
CANVAS FOR FACILITATING THE DISCUSSION
• Answer all the questions using the
following scale
No clue. I don’t even
understand what you are asking
Working on it but far from
having a clear answer.
Perfectly clear. We worked
quite hard on it.
Nearly there. Can be improved
but it is ok
• Use the canvas to visualise the results
using the 28 categories (7x4)
70

71. DRAFT
M
ARKETING
CANVAS
BE
HUMAN
USE
PERSONAS
VALIDATE
MARKET
IDEOLOGY
BEHAVIOUR
RELIABILITY
DELIGHT
CREATE
TRUST
FIT
PERSONAS
SEEK
EMOTIONS
CREATE
VALUE
PEOPLE PERSPECTIVE
ORCHESTRATE
INTERACTIONS
MOMENTS
OF TRUTH
LISTEN &
CO-CREATE
AMPLIFY
CONVERSATIONS
ENGAGE
CUSTOMER
SOME TAKE-AWAYS
71

72. DRAFT
M
ARKETING
CANVAS
HOW DO I INTERPRET
MY SITUATION?
STEP 2 - INTERPRETATION
72

73. DRAFT
M
ARKETING
CANVAS
IDENTIFY PAIN POINTS AND DISCUSS WHY
YOU MIGHT HAVE IT
73

74. DRAFT
M
ARKETING
CANVAS
IDENTIFY STRONG POINTS AND DISCUSS
WHY YOU HAVE IT
74

75. DRAFT
M
ARKETING
CANVAS
CONNECT THE DOTS AND DISCUSS
CAUSALITY & CORRELATIONS
The lack of consistency between elements is often
the root cause of Marketing ineffectiveness. The
Marketing Canvas allows you to easily identified
where gaps, causes & correlations exist within
your strategy.
75

76. DRAFT
M
ARKETING
CANVAS
WHAT ARE MY
OPTIONS ?
STEP 3 - IDEATION
76

77. DRAFT
M
ARKETING
CANVAS
ASSESS YOUR BUSINESS CHALLENGES FOR THE
FUTURE WITH THE MARKETING CANVAS
BRAKES
ACCELERATORS
What are the brakes that
block me to reach my
revenues/margins
tomorrow and in 10 years?What are the accelerators
that help me to reach my
revenues/margins
tomorrow and in 10
years?
+
-
77

78. DRAFT
M
ARKETING
CANVAS
IDEATE ON POTENTIAL CHANGES NEEDED
FOR ACHIEVING YOUR OBJECTIVES
DO THINGS
BETTER
DO THINGS
DIFFERENTLY
78

79. WHAT ACTIONS SHOULD YOU DO FOR MONETISING
THE FUTURE?
What Should I Simplify
What Should I Magnify
What Should I Do Less What Should I Do More
What Should I Stop What Should I Start
79

80. DRAFT
M
ARKETING
CANVAS
TEST & PRIORITISE
STEP 4 - EXPERIMENT
80

81. DRAFT
M
ARKETING
CANVAS
source: https://www.optimizely.com/ab-testing/
TEST YOUR PREFERRED CHOICES AT SMALL SCALE
source: http://blog.juntoo.co/rapid-prototyping-for-web-design/
81

82. DRAFT
M
ARKETING
CANVAS
DIMENSIONS INITIATIVES REVENUES COSTS
HUMAN
BRAND
VALUE
PROPOSITIONS
JOURNEY
CONVERSATION
∑ ∑
CONSOLIDATE YOUR INITIATIVES IN A SIMPLE
ACTIONABLE PLAN
www.marketingcanvas.eu
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License. 82

83. DRAFT
M
ARKETING
CANVAS
Photo credit: Sandal Deen, Unsplash
WRAP UP
HOW TO DESIGN YOUR PLAN ?
83

84. DRAFT
M
ARKETING
CANVAS
FINANCIALS
SITUATION
SCENARIOS
CHOICES
THE DIFFICULTY IS TO
CONNECT
FINANCIALS,
STRATEGIC CHOICES
AND ACTIONS
84

85. DRAFT
M
ARKETING
CANVAS
Photo credit: Patrick McManaman, Unsplash
IT’S AN ITERATIVE PROCESS
85

86. DRAFT
M
ARKETING
CANVAS
SET THE TEAM
FILL THE CANVAS
DISCUSS BRAKES
DISCUSS
ACCELERATORS
ANSWER
QUESTIONS
REVIEW
FINANCIALS
YOU NEED TO CO-CREATE AND COLLABORATE
START WITH
FINANCIAL GOALS
FIND CAUSES
FIND CORRELATIONS
IDEATE
PRIORITISE
TEST & PRIORITISE
86

87. DRAFT
M
ARKETING
CANVAS
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu
Discovery
How do I interpret the current
situation of my business? What
are the causes and
correlations?
Interpretation
Marketing
Ideation
Marketing
Solution
Build a common & factual
understanding of the current
situation
Ideate on potential solutions
for achieving your revenues/
margins?
Prioritise changes and actions
across all dimensions: Human,
Brand, Value Propositions,
Journey & Conversation.
Consolidate your COSTS &
REVENUES
Find the Right Marketing Problem Find the Right Marketing Solution
DESIGN
YOUR STRATEGY IN 4 STEPS
87

88. DRAFT
M
ARKETING
CANVAS
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
What value do we deliver to the customer?
Which one of our customer’s problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
Day Month Year
No.
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
YOU NEED A FOCAL POINT, A BUSINESS MODEL AND A
MARKETING MODEL
Your Focal Point
Your Rallying Vision
88

89. DRAFT
M
ARKETING
CANVAS
MARKETING CANVAS HELPS YOU TO STRUCTURE YOUR
DISCOVERY USING 7 CLEAR TOPICS
CONVERSATION
REVENUESCOSTS
HUMAN
BRAND VALUE PROPOSITION
JOURNEY
© laurentbouty.com
Help Smart Marketers to become Smarter 89

90. DRAFT
M
ARKETING
CANVAS
VISUALISE
YOUR DISCUSSIONS ON THE MARKETING CANVAS
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License.
www.marketingcanvas.eu90

91. DRAFT
M
ARKETING
CANVAS
DIMENSIONS INITIATIVES REVENUES COSTS
HUMAN
BRAND
VALUE
PROPOSITIONS
JOURNEY
CONVERSATION
∑ ∑
CONSOLIDATE YOUR INITIATIVES IN A SIMPLE
ACTIONABLE PLAN
www.marketingcanvas.eu
MARKETING CANVAS by Laurent Bouty is licensed under a Creative
Commons Attribution-NonCommercial 4.0 International License. 91

92. DRAFT
M
ARKETING
CANVAS
READY?
92

93. DRAFT
M
ARKETING
CANVAS
Hello,
Marketing job is probably the most exciting job you can have in a
company (I know I am biased). In this turbulent period with a lot of
new changes (societal, technological, environmental,…), it is not so
easy to know what to do.
In the previous slides, you saw a process based on the MARKETING
CANVAS that I developed for myself. I think it makes the job and
can be used in any business (Startup, SME or Corporate
companies). It is also integrating latest thoughts like customer
experience, meaningful brands, value proposition canvas and
design thinking approach.
This is the humble idea behind this ebook. Hope you did enjoy the
reading and don’t hesitate to comment, criticise or contribute.
Laurent
93

94. DRAFT
M
ARKETING
CANVAS
THANK YOU
94

95. DRAFT
M
ARKETING
CANVAS
ABOUT THE AUTHOR
Laurent Bouty is Academic Director @ Solvay Brussels School.
Connect me on LinkedIN or Twitter (@lbouty) or on laurentbouty.com
95

96. DRAFT
M
ARKETING
CANVAS
HOW TO BUILD A MARKETING PLAN by Laurent Bouty is
licensed under a Creative Commons Attribution-
NonCommercial 4.0 International License.
96