Marketing Momentum

MARKETING
MOMENTUM
How b2b firms, go from zero, to one million,
in incremental revenue, in one year.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH

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 1-million 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

We study the science of
nature for its practical
application in business
because we just can't
find a more efficient
system than nature.
Our methodology
exists to create
sustainable and
profitable business;
marketing is the
vehicle.
This Marketing Short
will look at a b2b firm
who applied
the Teach a Brand to
Fish, S.T.E.P. method.
(Which is our fancy
label for a whole lot
of common sense. )

FROM ZERO TO ONE
Phases of Momentum.
Blindspots are a b*tch.
(MVC) Minimum Viable Campaign.
Marketing Mystery.
MOMENTUM | INDEX
A

Going from zero to
one million in
incremental
revenue, warrants
building an engine
that will win
races...
Multiple, one off tactical
marketing pushes, rooted
in nothing, is the marketing
disease eating small biz.

MAXIMISING
MOMENTUM
MONETISING
MOMENTUM
Two Infinite
possibility
PHASES OF MOMENTUM
Zero
MANUFACTURING
MOMENTUM
One
In 6 months; an established b2b biz; w/ fragmented
marketing, (zero marketing) and a broken website,
achieved the following:
Marketing traction with 400 high value leads
moving through a 4 stage hand pressed sales
funnel as a result of One Campaign.
Brand exposure in trade verticals, social channels.
Pg 1 domination for a top 3 keyword we did in 4-
weeks organically.
Website refresh so it's a sales tool, not a brochure.
Suite of sales collateral.
Thought Leadership & Personal branding for biz
leaders.
Content boosting traffic and opt-ins weekly from
high value leads.
Plan, Build, Run your Minimal Viable Campaign.
<--- 6 months --> <--- 6 to 18 months --> <---Not sure it matters -->

Month 2 Month 3 Month 4 Month 5 Month 6
Buildyourempire-justensureyou
havethefoundationforittothriveon.
Month 1
Commercial
Strategy
Strategy &
Toolbox
Toolbox &
Campaign
Toolbox &
Campaign
Toolbox &
Campaign
Commercial Clarity.
Market Research.
High Value Leads .
Database.
Value Proposition.
Brand (Refresh).
Sales Funnel.
Website as a sales tool.
Social Profiles.
Thought Leadership.
Build, Plan your
Minimum Viable
Campaign.
Campaign rolls out over 4-
weeks promoting a 1-day
event.
Sales Collateral developed.
Content Machine feeding
Campaign.
Event logistics organised in
parallel.
Iterated Campaign every 4-weeks.
Sales Collateral development.
Content Machine feeding Campaign.
Event logistics organised in parallel.
Opt in pages created, tested, refined.
Media assets for post event organised.
400 High Value leads engaged 3 to 6 times.
Event at capacity.
Page 1 for top 3 keyword.
24 high value leads
qualified from event.
Filming from day spun into
media assets to use for
next 6-months.
next year's event
announced.
On-site demos for leads
commences.
Zero One
PHASES OF MOMENTUM

Blindspots will
always be there.
The two most
responsible for
98% of CEO's
FOMO [Free Of
Missing Out] ...

BLINDSPOT 1
Making time for Clarity gives you FOMO... yet
you wish for little more than having clarity.
Clarity! Then Focus, then Action, then
Iteration, is what it takes to find Momentum.
Commercial 16-week 3 to 6 meaningful
touch points.
The best possible
version of you, now.
Keeping it, is
another story.

FOMO!
Because there is never
enough time to do it right
the first time.
There is always enough
time to do it 100x over.
BLINDSPOT 2

Focus gives you FOMO!
Yet, focus is the doorway to
the freaking game room.
QUESTION!
You want 20 new clients
investing 50k each to hit
1million in revenue over next
12-months?
ANSWER!
Focus marketing efforts on
400 perfect prospects. 20
will buy you. End of.
BLINDSPOT 2
Focused Marketing
Efforts to secure 20
clients at 50k each.
400 perfect-for-you-prospects.
20 new clients.
Thought Leadership Opps.
Brand opps.
Collaboration opps.
Minimum Viable Campaign to repurpose for
your next group of perfect-for-you-prospects.

WE'LL SEE YOUR MVP.
WE'LL RAISE YOU MVC.
Minimum Viable Campaign (MVC) puts the lean into marketing. Plan the campaign, build the
campaign, then execute it over 4 weeks, iterate it, then repeat for 4 consecutive months. The
outcome? A kick-ass MVC that you can scale and repurpose, again and again.
MVC

Minimum
Viable
Campaign.
Not sure we need to say
more here.
Take 16 weeks to nail your
MVC and the sky is the limit.
Short cut this step, chop and
change focus before your
16-weeks has passed, and
you'll likely resent marketing
till the end of time, (wrongly)
thinking it doesn't work.
MVC

MARKETING MASTERY
MARKETING
MYSTERY
A
I

S.T.E.P. THIS WAYYYYYY
Walk this way-ay.MARKETING MASTERY
STRATEGY!
- Commercial Clarity
- Market Research
- High Value leads
- Value Proposition
TOOLBOX
- Brand
- Sales Funnel
- Website
- Sales Collateral
- Social Profiles
- Thought
Leadership
- Content
EXECUTION
- Minimal Viable
Campaign kicks
off in 4-week
blocks, iterates
each month x 4
consecutive
months.
PEOPLE
- Find, hire, onboard
your in-house
marketing
department of one.
- Develop the one
you have.
- Momentum
maintained in-
house, and
developed into the
next phase by us.

Month 2 Month 3 Month 4 Month 5 Month 6
First 6-mths of S.T.E.P. Method
when you're going from Zero to One.
Month 1
STRATEGY TOOLBOX EXECUTION PEOPLE
Commercial Clarity.
Market Research.
High Value Leads .
Database.
Value Proposition.
Brand (Refresh).
Sales Funnel.
Website as a sales tool.
Social Profiles.
Thought Leadership.
Build, Plan your
Minimum Viable
Campaign.
Campaign rolls out over 4-
weeks promoting a 1-day
event.
Sales Collateral developed.
Content Machine feeding
Campaign.
Event logistics organised in
parallel.
Iterated Campaign every 4-weeks.
Sales Collateral development.
Content Machine feeding Campaign.
Event logistics organised in parallel.
Opt in pages created, tested, refined.
Media assets for post event organised.
400 High Value leads engaged 3 to 6 times.
Event at capacity.
Page 1 for top 3 keyword.
24 high value leads
qualified from event.
Filming from day spun into
media assets to use for
next 6-months.
next year's event
announced.
On-site demos for leads
commences.
Zero One
MARKETING MASTERY

READY FOR YOUR NEXT MILLION?
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.
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.

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.

Marketing Momentum

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