How to design your Marketing Strategy withe the Marketing Canvas? 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 these slides, you will see 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. A simple tool for helping smart marketers to become smarter.

1. 1
DESIGN
MARKETING STRATEGIES
WITH MARKETING CANVAS
@lbouty - https://laurentbouty.com - laurent@bouty.net
#DESIGNTHINKING #MARKETINGCANVAS#COCREATE #DISRUPT #AGILE #LEAN

2. WHY ARE YOU HERE?
2

3. STRATEGY IS …
a plan of action designed to achieve a long-term or overall aim
3

4. 4
PROBLEM ?
why a plan if you would get your
target without any intervention ?

5. START WITH A
FOCUSING STATEMENT
that indicates your target and what's the
problem
5

6. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
START WITH A STATEMENT
HOW CAN I GROWTH MY REVENUE BY 5% IN AN AUTOMATED AND DIGITAL
ENVIRONMENT? (Shoe Store)
HOW CAN I (FINANCIAL AMBITION) IN (YOUR TOP #1 FEAR) ?
HOW CAN I PROTECT MY REVENUE NEXT YEAR IN A MARKET WHERE UBER IS
ARRIVING? (Taxi company)
HOW CAN I BE PROFITABLE AFTER 1 YEAR IN A MARKET WHERE NOBODY
KNOWS ME YET ? (Startup company)

7. WHAT’S YOUR
FOCUSING STATEMENT ?

8. HOW TO ANSWER THIS
STATEMENT?
8

9. WE ARE IN A VUCA WORLD
TRANSLATION: IT IS GETTING REALLY DIFFICULT TO ANSWER
PROBLEM!
VOLATILITY- UNCERTAINTY - COMPLEXITY -AMBIQUITY
9

10. MARKETING STRATEGY IS
AN I(N)TERA(C)TIVE PROCESS
10

11. DESIGN THINKING IS THE NEW WAY
TRANSLATION: SYSTEMIC APPROACH,OBSERVATION, CO-CREATE
WITH OTHERS, IDEATE AND TEST IDEAS!
11

12. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
Discovery
How do I interpret the current
situation of my business? What
are the causes and
correlations?
Interpretation Ideation 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 BUDGET & CLV
Find the Right Marketing Problem Find the Right Marketing Solution
GENERATE AND STRUCTURE YOUR ANSWERS USING 4 STEPS
DESIGN

13. FINANCIALS
SITUATION
SCENARIOS
CHOICES
CONNECT
FINANCIALS,
STRATEGIC
CHOICES AND
ACTIONS
13

14. 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
14

15. HOW TO UNDERSTAND
MORE ABOUT THE
PROBLEM?
STEP1 - DISCOVERY
15
You need to describe system structure including the behaviour patterns. Building these patterns helps in
understanding more about the problem, and it can be formed as a system archetype.

16. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
MARKETING CANVAS
CONVERSATION
CLVBUDGET
HUMAN
BRAND VALUE PROPOSITION
JOURNEY

17. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
MARKETING SYSTEM
How can I have more positive
Conversations with my prospects
& customers?
How can I growth my CLV (Customer
Lifetime Value) tomorrow and in 10
years (and margin)?
Where should I invest my marketing Budget
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?
7 DIMENSIONS THAT HELP YOU TO UNDERSTAND YOUR MARKETING SYSTEM

18. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
MARKETING SYSTEM
YOU CAN EVEN DRILL THIS DIMENSIONS DOWN INTO 28 SUB-TOPICS

19. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
UNDERSTAND THE PROBLEM
BRAKES
ACCELERATORSNot helping
Helping
+-
Is this dimension helping me to answer my focusing statement (financial ambition, top #1 fear)

20. GOING DEEPER INTO
THE ISSUES
STEP 2 - INTERPRETATION
20

21. VISUALISE
YOUR DISCUSSIONS ON THE MARKETING CANVAS

22. WHAT’S BLOCKING YOU?
IDENTIFY PAIN POINTS AND DISCUSS WHY YOU MIGHT HAVE IT

23. WHAT’S HELPING YOU?
IDENTIFY STRONG POINTS AND DISCUSS WHY YOU HAVE IT

24. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
CONSISTENCY
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.

25. WHAT ARE MY
OPTIONS ?
STEP 3 - IDEATION
25

26. HOW TO PLAY?
Compete
through Emotions
Compete
through Price
Compete
through Ecosystem

27. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
OPTIONS
INCREMENTAL
INNOVATION
• Improving/Adapting existing
value propositions
• Strengthening current business
(Better, Faster, Cheaper)
OPTIMIZE
TRANSFORMATIONAL
INNOVATION
• Redefining existing Value
Propositions
• Extending into new spaces
EXPAND
DISRUPTIVE
INNOVATION
• Replacing current businesses
by very different ones
• Creating new businesses/
markets/job to be done
CHANGE
WHAT CAN YOU CHANGE ?

28. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
IDEATE
DO THINGS
BETTER
DO THINGS
DIFFERENTLY
IDEATE ON POTENTIAL CHANGES NEEDED FOR ACHIEVING YOUR OBJECTIVES

29. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
IDEATE
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

30. PLAN YOUR ACTIONS
STEP 4 - EXPERIMENT
30

31. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
PRIORITISE
Credits: https://www.mindtheproduct.com/2017/07/enter-matrix-lean-prioritisation/

32. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
TEST
source: https://www.optimizely.com/ab-testing/ source: http://blog.juntoo.co/rapid-prototyping-for-web-design/
YOUR PREFERRED CHOICES AT SMALL SCALE

33. MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons
Attribution-NonCommercial 4.0 International License.
© laurentbouty.comHelp Smart Marketers to become Smarter
BUILD THE ACTION PLAN
Agile Transformation Plan (http://leanchange.org/2014/02/how-to-create-alignment-for-agile-transformation-with-canvases/)

34. READY?
34

35. 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
35

36. THANK YOU
36

37. ABOUT THE AUTHOR
Laurent Bouty is Academic Director @ Solvay Brussels School.
Connect me on LinkedIN or Twitter (@lbouty) or on laurentbouty.com
37

38. HOW TO BUILD A MARKETING PLAN by Laurent Bouty is
licensed under a Creative Commons Attribution-
NonCommercial 4.0 International License.
38