Exploiting the Long Tail

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Micah Rosenbloom, founder, Brontes and founder partner, Founder Collective

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Exploiting the Long Tail

  1. 1. Exploiting the “LongTail” in B2BExploiting the “LongTail” in B2B Businesses –Businesses – Tackling small businessesTackling small businesses January 29, 2015January 29, 2015 1 Micah RosenbloomMicah Rosenbloom Entrepreneur, AdvisorEntrepreneur, Advisor Founder Partner, Founder CollectiveFounder Partner, Founder Collective micah@foundercollective.commicah@foundercollective.com @MicahJay@MicahJay http://micahjay.posterous.comhttp://micahjay.posterous.com
  2. 2. My first jobMy first job
  3. 3. I’ve sold into some pretty sexyI’ve sold into some pretty sexy businesses …businesses …
  4. 4. Handshake.com: One of the first onlineHandshake.com: One of the first online scheduling enginesscheduling engines
  5. 5. Approximately 50 million dental impressions are done in the United States each year; 200 million in developed countries around the world… BrontesTechnologies – No More GoopBrontesTechnologies – No More Goop
  6. 6. My Lessons Learned …My Lessons Learned … PR and Buzz really matter ◦ Make the story fun and memorable ◦ Identify the journals that your customers read ◦ Get your customers marketing for you
  7. 7. Awareness of COS and the digital impressioning category is growing quickly
  8. 8. My Lessons Learned …My Lessons Learned … Small businesses are hard to attack ◦ Start with 1-2 target verticals and 1-2 target verticals – think Bowling Pin strategy ◦ Make sure the vertical is large enough because you may be there longer than expected (Open Table v Handshake) ◦ Become known in the segment – attend tradeshows and other events ◦ Hire people who are known and have sold into the segment
  9. 9. COS has built quite the buzz in the industry … at tradeshows
  10. 10. Lesson 3 – Sign up experts related to your business Kelsey Wirth President/Founder Invisalign Bruce Donoff Dean Harvard Dental Mike Girard Leading Industry Innovator Gerard Moufflet Leading Industry Investor Ping Fu CEO/Founder Geomagic 1. Team Member 2. Investor/Board Member 3. Advisor Investor/BoD Advisor VP Marketing Advisor Investor/BoD Relationship needs to be genuine – not window dressing
  11. 11. And finally,And finally, Small business selling requires scale – Groupon has 1,000 sales reps calling on businesses Online and offline tactics need to be employed – businesses still value relationships and referrals The oppt’y is huge in the B2B “tail” – 27.5 million small businesses, 97% of US firms are “small” and represents 50% of US payrolls!

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