The Marketing Canvas: A Template for Powerful Go to Market Strategies

Susanne Trautmann ()

Chapter 6 in B2B Marketing, 2021, pp 157-187 from Springer

Abstract: Abstract Whether they are a young professional or a seasoned expert, all B2B marketers are driven by the same goal: They want to successfully market their company’s products, services, and technologies with persuasive messages. The B2B Marketing Canvas is a visual method of thinking based on the Business Model Canvas, which allows you to quickly and comprehensively identify the specific benefits of complex products and thus accurately address the relevant target audience. The starting point is a joint Marketing Canvas Workshop with the experts in your company, to systematically summarize the knowledge of your entire team on just one page. In this chapter, you will get to know the nine categories that make up the Marketing Canvas step by step. For each field, there is also a checklist that will help you to filter essential information so that you can easily get to grips with even unknown facts and circumstances. Through this process, you will be able to recognize the higher-level connections and gaps in your knowledge at an early state, develop goal-specific strategies, and uncover the hidden potential of your product or service. Finally, you will be able to put your newly acquired knowledge to the test and think your way into a real B2B marketing canvas. You will learn how this method leads to maximum clarity and gives you access to a 360° perspective on developing communications plans that deliver results.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_6

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