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

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. My first jobMy first job

3. I’ve sold into some pretty sexyI’ve sold into some pretty sexy
businesses …businesses …

4. Handshake.com: One of the first onlineHandshake.com: One of the first online
scheduling enginesscheduling engines

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. 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. Awareness of COS and the digital
impressioning category is growing quickly

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

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. 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!