"how to develop a marketing roadmap" richard cunningham: principal marcom productions
DESCRIPTION
Whether rolling out a new product or targeting a new customer segment, a visual roadmap helps marketers to develop and validate repeatable marketing and sales models. Richard Cunningham has directed marketing for a number of successful companies and will share his proven three steps process. This interactive session will have participants revving up their own marketing strategies in no time.TRANSCRIPT
Marketing Strategy Canvas
Paint a clear picture of how your newinnovation will win in the market
Adapted from “The Business Model Canvas”
Adapted from “The Business Model Canvas”
Revenuerevenue andProjection
Unique Value Proposition
Content Marketing
Marketing Strategy CanvasProduct: __________________ Canvas Name: __________________
Customer Segment
Target customers
EarlyAdopters
Visionarycustomers
BuyerPersonasEconomic, technical, user
buyer profiles
BuyingProcess
Customer path to purchase
Competition
Alternate solutionproviders
UnfairAdvantage
Can’t be easily copied orbought
Pricing
Pricing and packaging ofproducts and services
3-5 yearcustomer lifetime value
Marketing CommunicationsActivities to generate
awareness and demand
Content program to buildawareness, interest, and
credibility
Key Metrics
Key activities measured
Market SizeTotal and served market
size
Market GrowthGrowth rate
InfluencerChannelsWho is influencing the
market
PartnershipChannelsWho else on your side ofthe table wants to sell to
the same customers
Routes to Market
Who will create, fulfilldemand
Marketing StrategyCanvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons Attribution Share-Alike 3.0Un-ported License.
Shark Bite PainsTop 3 problems
Must-have FeaturesTop 3 features
Single, compelling messagethat states why you are
different and worth buying
Existing AlternativesHow they solve the pain
today
Revenuerevenue andProjection
Unique Value Proposition
Content Marketing
Marketing Strategy CanvasProduct: __________________ Canvas Name: __________________
Customer Segment
Target customers
EarlyAdopters
Visionarycustomers
BuyerPersonasEconomic, technical, user
buyer profiles
BuyingProcess
Customer path to purchase
Competition
Alternate solutionproviders
UnfairAdvantage
Can’t be easily copied orbought
Pricing
Pricing and packaging ofproducts and services
3-5 yearcustomer lifetime value
Marketing CommunicationsActivities to generate
awareness and demand
Content program to buildawareness, interest, and
credibility
Key Metrics
Key activities measured
Market SizeTotal and served market
size
Market GrowthGrowth rate
InfluencerChannelsWho is influencing the
market
PartnershipChannelsWho else on your side ofthe table wants to sell to
the same customers
Routes to Market
Who will create, fulfilldemand
Marketing StrategyCanvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons Attribution Share-Alike 3.0Un-ported License.
Shark Bite PainsTop 3 problems
Must-have FeaturesTop 3 features
Single, compelling messagethat states why you are
different and worth buying
Existing AlternativesHow they solve the pain
today
Large Mfr’s - 1 Business Intelligence
Write “Falsifiable Hypotheses”
Shark Bite PainsProblem interviews will reveal difficulty…1. ______________2. ______________3. ______________
Existing AlternativesProblem interviews will validate use of one or more existing alternatives1. ______________2. ______________3. ______________
Customer SegmentProblem interviews will validate ___________ as a viable customer segment
Early Adopters / Ideal Customer ProfileProblem interviews will validate ___________ as a viable early adopter profile
Welcome2-min – Set the Stage
Collect Demographics2-min – Test Customer Segment
Tell A Story2-min – Set Problem Context
Problem Ranking4-min – Test Problem
Customer’s Worldview15-min – How Customer Addresses Today
Wrapping Up2-min – The Ask
Document Results5-min
Problem Validation Interview Flow
• Tee-up• Identify Early Adopters
• Test Problem
• Permission to Follow up• Referrals
Enterprise Software Example
“Marketing Research” Interviews• LeadJen Database Research• LeadJen Appointment Setting
• Targeted 50 Fortune 500 Companies• Top Supply Network Executives
Key Learning•••••
Validated key problem areasRe-prioritized emphasis of painsIdentified better descriptive languageValidated Ideal Customer ProfileIdentified problem area to explore in an iteration
Interactive Case Study
Current ProductMobile App for Tracking Mileage
New Product InnovationMileTrack GPS Device
Revenuerevenue andProjection
Unique Value Proposition
Content Marketing
Marketing Strategy CanvasProduct: __________________ Canvas Name: __________________
Customer Segment
Target customers
EarlyAdopters
Visionarycustomers
BuyerPersonasEconomic, technical, user
buyer profiles
BuyingProcess
Customer path to purchase
Competition
Alternate solutionproviders
UnfairAdvantage
Can’t be easily copied orbought
Pricing
Pricing and packaging ofproducts and services
3-5 yearcustomer lifetime value
Marketing CommunicationsActivities to generate
awareness and demand
Content program to buildawareness, interest, and
credibility
Key Metrics
Key activities measured
Market SizeTotal and served market
size
Market GrowthGrowth rate
InfluencerChannelsWho is influencing the
market
PartnershipChannelsWho else on your side ofthe table wants to sell to
the same customers
Routes to Market
Who will create, fulfilldemand
Marketing StrategyCanvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons Attribution Share-Alike 3.0Un-ported License.
Shark Bite PainsTop 3 problems
Must-have FeaturesTop 3 features
Single, compelling messagethat states why you are
different and worth buying
Existing AlternativesHow they solve the pain
today
Write “Falsifiable Hypotheses”
Shark Bite PainsProblem interviews will reveal difficulty…1. ______________2. ______________3. ______________
Existing AlternativesProblem interviews will validate use of one or more existing alternatives1. ______________2. ______________3. ______________
Customer SegmentProblem interviews will validate ___________ as a viable customer segment
Early Adopters / Ideal Customer ProfileProblem interviews will validate ___________ as a viable early adopter profile
Download the Marketing Strategy Canvas Template
Blank template is available at:
www.MarcomProductions.com/canvas.html
Marketing Strategy Canvas
Paint a clear picture of how your newinnovation will win in the market