Marketing Automation Canvas

Initiative

Which project or project is it about?

Iteration

Note the number of iterations. Is it e.g. the first time you work on this topic? The second or third time? To help you keeping the overview.

Goal / Why

From your business perspective, what is your goal? Why do you want to automate your marketing? Would you like to increase your customer satisfaction?

Customer Journey

For which customer journey do you see the greatest potential to achieve your business goal with? Write down the journey here. Which persona goes through this journey? Enter it in the midsection.

Touchpoints

Write down what interactions the customer has with the organization during said journey. For example: Google, landing page, Youtube video, social media, telephone support, email, e-commerce, etc.

Solve a problem

What difficulties, hurdles, or low lights do you experience when going through this journey out the customer’s perspective? What can we do with Marketing Automation?

Hypothesis

Phrase a goal or hypothesis of what we will achieve if we solve the problem. Phrase this goal with SMART: Specific, Measurable, Acceptable, Realistic, Scheduled

Persona

Who are we doing the whole thing for? What does this person want? How would the expression of this wish in one sentence look like? For example: E-Mail purchase, “It just has to work”.

Solution

What does our marketing automation solution look like which solves our problem, contributes to our business goals and brings added value to our persona.

Minimum Viable Product (MVP)

What does a minimally usable version of our solution look like to check whether our solution and our hypothesis are correct?

Existing

Can or should we use existing systems? Do we have special (legal) rules or (company) values, which we have to take into account?

Gap

What must be done to implement the MVP?

Effort

How much time and money do we have to invest to reach the MVP? For the first step, a rough estimate is enough: Little, medium, or much?