Free working resource
B2B Marketing Canvas
Map the core pieces of a B2B demand system before adding more channels, campaigns or content.
Questions worth answering before you spend more money on marketing.
1. Best-fit account
Which accounts have the strongest economics and need?
What firmographic or situational signals identify them?
What makes an account worth prioritising now?
2. Buying problem
What business problem creates the buying trigger?
Who feels the problem most strongly?
What does the cost of leaving it unresolved look like?
3. Demand creation
What questions does the buyer ask before contacting sales?
Which content, proof or tools help them make progress?
Where can the business demonstrate expertise before asking for a meeting?
4. Sales connection
What qualifies an opportunity?
What information should marketing pass to sales?
What feedback should sales return to marketing?
5. Measurement
Which metrics show demand quality?
Where does the funnel actually break?
Can you trace meaningful activity to pipeline and revenue?
Read it first. Send the framework to your inbox when you are ready to use it.
The page gives you the thinking. The formatted version is useful when you want to sit down with your team and work through it.
That is usually where I come in.
I work with founders, business owners and marketing teams on strategy, positioning, growth and go-to-market problems that need senior thinking and practical execution.
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