Lessons from the trenches.

1. SETTING UP A
MARKETING
DEPT OF ONE
Lessons from the trenches.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH

2. We're the marketing mavericks on a mission to uber the
marketing space for b2b business. We've been cultivating
success for about 100 years now.
If you're ready for your next 1million in incremental revenue, and
open to an unorthodox approach to your business growth,
we've got a free workshop for that.
Marketing & PR
for Davids, not Goliaths.
Teach a Brand to Fish
teachabrandtofish.com/freeworkshop

3. We find, hire,
onboard, train
and develop
marketing
people for b2b
firms.
A marketing dept. of
one is your in-house
marketing hire. Junior
to mid level and
excellent at doing
stuff day-in, day-out.
And supported by us
to ensure the
strategic direction,
campaign
development,
reporting and their
own career path, is
well taken care of
through our
Academy.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH

4. Profile of a great MDOO
When to set one up.
x3 lessons learned
MDOO | INDEX
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
MARKETING DEPT. OF ONE (MDOO).

5. WALKS LIKE
TALKS LIKE
LOOKS LIKE
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
PROFILE
You want an MDOO perfectly placed for; your culture, your business, and
the business owner's personality, if only to ensure the best
possible outcomes inside the least amout of time.

6. The intrapreneur grows with the business. The 9to5er
weighs down the business.
Attitude, attitude, attitude that wraps around their
fascination and love for (learning) marketing
Critical thinking skills trump marketing skills.
Younger, junior, means less expense; so great at
execution, benefits a whole lot from strategic counsel
and clearly laid out actions to take.
Salary ranges from 20 to 30k, plus office, laptop, and
couple of technology subscriptions. Approx. 2.5 to
3k/monthly.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
A brilliant MDOO is more
Intrapreneur, less 9 to 5.

7. RIGHT TIME
RIGHT SPACE.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
WHEN
You want your MDOO to join right about the time the execution kicks off. This means
all the heavy lifting around; strategy, market research, value propositions, sales funnels
has been actioned and your Minimum Viable Campaign (MVC) is close to going live.
MDOOs are perfectly placed to execute your MVC.

8. @SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH@SHANNONEASTMAN. MARKETING MISFIT OVER @TEACHBRAND2FISH
MAXIMISING
MOMENTUM
MONETISING
MOMENTUM
High Growth Unicorn-esqueZero
MANUFACTURING
MOMENTUM
One
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
Build a kick-ass foundation.
Run your Minimum Viable Campaign.
Get results. Learn lots. Save lots.
Figure out your value prop.
Get your brand positioning right.
Get a website that acts more like a
sales tool than a limp brochure.
Get clarity and some serious traction.
Find, Hire, Onboard your MDOO by
month 4ish.
Build on your results
Turn your MVC into a monster campaign.
Maybe Find. Hire. Onboard an in-house Marketing Dept. of One.
Inspiration, creativity, opportunity, possibility.
This is a whole different playing fireld.
<--- 6 months --> <--- 6 to 18 months --> <--- Not sure it matters -->
WHEN

9. X3 LESSONS LEARNED
High Value Actions done daily.
Lonely MDOOS become Inert MDOOS.
Independent business. Independent marketing advice.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
LESSONS LEARNED

10. Plan. Build.
Execute High
Value Actions.
Report.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
LESSONS LEARNED
When you have defined the Plan and are
building the pieces of those plans to produce
the Minimum Viable Campaign (MVC), getting
crystal clear on the 3 to 4 highest valued
actions to be done daily over the next 12-weeks
is the difference between adding immediate
value to your business and being a 3k/month
anchor to the business.

11. LONELY MDOO?
INERT MDOO.
Reporting directly to the CEO has both benefits and drawbacks.
Being the only marketing person in a company with out a support system tends to
lead to lower valued actions getting the most attention, resulting in frustrated
management teams, and evenutally degrees of intertia before the MDOO is
kicked out and marketing is deemed a waste of space.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
LESSONS LEARNED

12. Independent
business?
Independent
Marketing.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
LESSONS LEARNED
The moment your employed
sr. marketing people cave to
internal politics, or do
something just to avoid an
awkward conversation with
the boss, or make a decision
based on their KPIs, not
what's right for the business,
then you're hooped.
Working with contracted sr.
marketers means tapping
the experience of 100+
similar campaigns, ensures
they stay on payroll based
on performance, and most
importantly, you get solid
advice that's right for your
business.

13. @SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
CASE STUDY- 16 WEEKS
CHALLENGE RESULTS
Going from zero, this FinTech was after 3
qualified leads valued at 2m each. They had
a 15k trade show 6 weeks out and...
No working website.
No clear brand.
No clear product position.
No defined value proposition.
MINIMUM VIABLE
CAMPAIGN
They had a brilliant product but not
enough of the right people knew about
it. Should they go direct, should they stay
in the channel.
A handful of interviews with ideal prospects
led to a brand refresh and clearly defined
value proposition.
Leveraged the eff out of the tradeshow using
a landing page, inviting participants to be on
our panel at upcoming event.
We built a website that acted as a sales tool.
Planned, built and ran a Minimum Viable
Campaign.
The event was controversial, challenging
and had an agenda made up of our ideal
prospects. Not us.
60 CIO/CEO of banks were
contacted.
24 said yes. I'll buy a ticket and come
to your event.
14 showed up. Courting has been
taking place ever since.
Ranked the best industry event they
had been to by bums on seats.

14. WANT MARKETING YOU CAN
LEVERAGE INTO REVENUE?
3. Going from a hundred to infinite possibilities, is the phase of Monetising
Momentum. How long? Who cares! It's a whole different playing field over here.
teachabrandtofish.com/freeworkshop
1. Going from zero to one? You're perfectly placed for
Manufacturing Momentum. In our experience this is a 6-month job.
2. Going from one to a hundred is where you step into Maximising
Momentum. We'd suggest 6 to 18-months for this phase.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH

15. Meet Shannon Eastman
Accent Canadian, Passport Irish, I am the Chief
Marketing Maverick over at Teach a Brand to Fish.
Our success was cultivated through decades of
multi-national experience working with, and for
small to mid sized b2b firms.
If you're a business owner of a b2b firm ready to
generate your next 1million in incremental revenue
and not sure how (or if) marketing can serve you, we
have a free bespoke-to-you marketing workshop for
that. Thanks for making it this far.
teachabrandtofish.com/freeworkshop
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH