Exploiting the “Long Tail” Exploiting the “Long Tail” in B2B Businesses – in B2B Businesses –

Tackling small businessesTackling small businesses

April 11, 2023April 11, 2023

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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

My first jobMy first job

I’ve sold into some pretty I’ve sold into some pretty sexy businesses … sexy businesses …

Handshake.com: One of the first Handshake.com: One of the first online scheduling enginesonline scheduling engines

Approximately 50 million dental impressions are done in the United States each year; 200 million in developed countries around the world…

Brontes Technologies – No More Brontes Technologies – No More GoopGoop

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

Awareness of COS and the digital impressioning category is growing quickly

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

COS has built quite the buzz in the industry … at tradeshows

Lesson 3 – Sign up experts related to your business

Kelsey WirthPresident/Founder

Invisalign

Bruce DonoffDean

Harvard Dental

Mike GirardLeading Industry

Innovator

Gerard MouffletLeading Industry

Investor

Ping FuCEO/Founder

Geomagic

1. Team Member2. Investor/Board Member3. Advisor

Investor/BoD Advisor VP Marketing

Advisor

Investor/BoD

Relationship needs to be genuine – not window dressing

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!