It’s time to consolidate your Market knowledge into a streamlined plan with the Product Marketing Canvas.

What is the Product Marketing Canvas?

The canvas maps marketing plans at a strategic level. This one-page plan communicates why you’re doing the things you’re doing and connects to the three big picture goals your management team cares about (awareness, revenue and retention). 

It's a living tool for reporting, tracking progress, and enabling teams. The canvas ensures that you're focusing on programs aligned with your product goals and ensures they are delivering the intended results. 

Marketing plans get stuffed into drawers; the canvas is something you can keep next to your monitor at all times.​

How To Fill It Out:

• Outcomes: Each marketing program should align with one of four PMM outcomes: Drive awareness (Do people know we exist?), Create Engagement (Do they understand the value?), Empower Selling (Do we meet their needs?), and Increase Retention (Are we keeping our customers?).

• Program Goals: Set specific, numerical goals for each activity to track progress toward desired outcomes. Focus on targets, not tactics. For example: Increase midsize awareness by 5% by EoQ3.

• KPIs: Program goals should translate into key performance indicators to assess tactical success. For example: Achieve 10k retweets by Q1.

• Buyer Persona: Identify which persona(s) the activity targets. Personas should be fact-based representations of the purchase influencers and their engagement patterns.

• Buyer Journey Stage: Tailor your marketing programs to specific stages of the buyer journey, such as discovery, definition, evaluation or purchase.

• Themes: Connect each marketing program to a messaging theme that resonates with buyers. Use the Messaging Matrix to align specific content with specific personas.

• LTV and CAC: LTV is the value of a customer over their lifetime with your company, while CAC is the cost to acquire a new customer. The ratio between them indicates how your business can fund growth or optimize for profit.

Start now by completing the Marketing Canvas to create a clear, actionable plan that drives results. It's your opportunity to strategically align your team's efforts and maximize impact on awareness, revenue, and retention. Let's make your marketing truly stand out.