How b2b firms are leveraging marketing to go from zero to one million, in incremental revenue, inside a year.

1. ZERO TO
ONE MILLION
How b2b firms are leveraging marketing to
go from zero to one million in new revenue
@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 you.
Marketing & PR
for Davids, not Goliaths.
Teach a Brand to Fish
teachabrandtofish.com/freeworkshop

3. 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 MarketingShort will
look at how we leverage
the #MVC to shift the
game for b2b firms, time
and time again.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH

4. 1. What do you mean Zero?
2. 1million? Explain.
3. From here, to there inside year one? Come on!
MVC | INDEX
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
FROM ZERO TO 1M IN NEW REVENUE.

5. WHAT DO YOU MEAN, ZERO?
Going from Zero to One can be a trick at the best of times, a full on apocalypse at the worst. For
marketing, going from zero to one means taking 4ish weeks to establish a kick-ass foundation
before you run your Minimum Viable Campaign (MVC) for 12ish weeks. That alone, lands you in
all sorts of traction, opportunities and on the back side of Zero in sight of One.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
ZERO?

6. @SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
CHALLENGE RESULTS
Going from zero, this b2b
consultancy, needed to find 3
qualified enterprise sized leads that
would invest on average, 25k+ each.
No website.
No viable brand.
No clear product position.
No defined value proposition.
Campaign was so successful we
were asked to turn it off in the first
3hours; the business couldn't
handle the demand with the first 3
bookings being BOI, RTE, Facebook.
A handful of interviews with ideal
prospects, refreshed the brand, defined
the value prop and product positions.
Built a website, sales funnel and
designed a free on-site lunch & learn for
50 to 200ppl a pop.
Hand pressed a database of 60 perfect-
for-us leads.
Planned, built, executed an Minimum
Viable Campaign using LinkedIn.
CASE STUDY- 4 WEEKS
MINIMUM VIABLE
CAMPAIGN

7. @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.

8. 1MILLION IN REVENUE? EXPLAIN.
B2b business with average annual transaction per client of 25k to 500k per
client, with a brilliant case study and product? Do you find that not enough of
the right people know about your product, never mind queuing to buy it?
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
1 MILLION?

9. How do you leverage marketing
to fill your 1m sales funnel?
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
1 MILLION
Consider that 1 million in new revenue, this time next year ,
means marketing could (should) look something like this:
Target Revenue: 1 million
Marketing budget: 10% of Target Revenue
Clients x Avg. annual value worked out: 10 clients x 100k
each. Or around 3 clients/qtr. 1/month.
200 High Value Leads: This assumes 1 in every 20 perfect for
you prospects will buy you. This is the size of your proactive
marketing efforts. Approx. 20/mth, 60/qtr, 200/year.
Minimum Viable Campaign: Plan, build, roll out a 4-week
campaign, iterate, refine, repeat 4-weeks for 3 consecutive
months, targeting your 200 High Value Leads.

10. FROM HERE TO THERE IN 1 YEAR.
Even when your marketing is starting from stand still.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH
1 YEAR?

11. @SHANNONEASTMAN. MARKETING MISFIT OVER @TEACHBRAND2FISH
MAXIMISING
MOMENTUM
MONETISING
MOMENTUM
Two Infinite
Possibilities
Zero
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.
Plan, build your Minimal Viable Campaign
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 -->
1 YEAR

12. WANT MARKETING YOU CAN
LEVERAGE INTO REVENUE?
3. Going from 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 hundred is where you step into Maximising
Momentum. We'd suggest 6 to 18-months for this phase.
@SHANNONEASTMAN. MARKETING MAVERICK OVER @TEACHBRAND2FISH

13. 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