CREATING THE

CREATING THE
B2B CUSTOMER

Alan/Anthony, Inc. - January 2005

"We Know Everyone"
Did you know that there are people - aside from former President Clinton - who actually know everyone? That's right. I was also amazed the first time I learned this. It came from a marketing director of a B2B engineering and technology company who adamantly maintained that he didn't join trade associations or do any type of business development or marketing because, to quote him directly, "we know everyone." This is a transcript of an actual telephone conversation last year:

"Do you really know everyone?" I asked.

"Everyone. It's a small industry."

"How small?"

"Maybe 10,000 potential customers."

"That's not so small. Do you really know them all?"

"Well, more or less."

"More or less?"

"Or they know us."

"How do you know?"

"We've been around for a few years."

"Did you ever ask them if they knew you?"

"No. We don't talk to that many people."

"Just the ones you know?"

"Right. We don't need to talk to the others."

"Because they know you?"

"Probably. Yes."

"You don't go to trade shows, join associations or market your company?"

"We don't have to."

"Because -"

"We know everyone."

"Right."

"How's business?"

"We're struggling."

"What do you think is the problem?"

"I think our channel partners are bad. Either that, or we're in a bad cycle."

"But everyone else is doing pretty well in the industry right now."

"Yes, but we're not like everyone else."

"Really? I know three companies who sell the same equipment you guys do."

"Ours is slightly different."

"Does the market know this?"

"They must."

How a marketing director could even get the title with the world "marketing" in it with that type of non-program program was a mystery. But how a company that was obviously good enough to stay in business for a years without marketing could fail to capitalize on their strengths, was an even greater mystery to us.

We know what people mean when they say "we know everyone." They mean that they are in a niche B2B market and that they think they know most of the players. In fact, this is never true. Industries constantly change and certainly one with 10,000 potential customers is subject to these same laws. While a company's reputation and word-of-mouth are perhaps the best "raw material" for a genuinely good company, these can always be leveraged through a subtle, tactful and persistent effort to expand the universe of prospects and customers over time. Beyond that, there are always new markets that can be developed.

No, I am afraid that you do not know everyone. Or, if you do, congratulations. Now do something about it!

News Briefs

August

At the invitation of the Federal Communications Commission in Washington, DC, senior partner Robert Bell made a presentation on the teleport sector of the satellite industry to staff of the FCC's International Bureau. The presentation was part of a seminar series organized by FCC staffers to keep the commission abreast of changes in the telecommunications industry. Mr. Bell's presentation covered the origins of the commercial teleport business and the recent changes sweeping the marketplace. He provided an analysis of the segments of the industry and how they function. The audience of about 20 staffers also received brief snapshots of individual teleport operating companies, including Globecast, Telenor Satellite Services, Crawford Communications, Skyport International, Hawaii Pacific Teleport, Intelsat, PanAmSat, Ascent Media, Globecomm Systems and CapRock Communications. Mr. Bell finished with a briefing from World Teleport Association's 2004 Teleport Benchmarks survey and then took questions. You may receive a copy of his presentation by sending your request to rbell@worldteleport.org.

Sept

Senior Partner Lou Zacharilla moderated a session at the International Broadcaster's Conference in Amsterdamtitled, "The Next Wave in Content Delivery & Management" on behalf of World Teleport Association. The panel kicked off the Content Theme sessions at IBC and included Nick Thompson, Managing Director, Inmedia Communications (UK); Ovadia Coheh, Co-Founder, Scopus Network Technologies (Israel); and Francis Rolland, CEO of Globecast (UK).

Nov

Senior Partner Lou Zacharilla was the keynote speaker at the "Aspirational City of the Future" conference in Glasgow,Scotland where he discussed the role of broadband communications and its impact on economic development. Glasgowwas named the Intelligent Community of the Year by the Intelligent Community Forum (www.intelligentcommunity.org) a think tank founded by the partners of Alan/Anthony.

NOTES
Alan/Anthony has been retained by Vestcom International to provide marketing consultation, product development and communications services. Vestcom is a leading North American provider of business and marketing communications, e-marketing and retail marketing services designed to enhance the value and impact of clients' communications with their customers. By applying advanced technology and innovative thinking, Vestcom helps companies in a variety of industries strengthen customer, distribution channel and employee relationships to grow and retain their customer base.
Liz Lynch has been appointed to the board of directors of NAWBO-NYC (National Association of Women Business Owners), which has recently launched an aggressive 5-year growth strategy. As VP of Programming, Liz is responsible for developing programs which attract a diverse cross-section of business owners. In her consulting business, Liz is promoting her next "Preparing for Growth" workshop, an interactive half-day event on September 21 to help emerging companies identify and pursue high impact opportunities.

B2B Without the BS by Alan/Anthony's senior partners Robert Bell and Louis Zacharilla is a frank, fast-reading guide to marketing strategy, marketing tactics and sales management in the unique B2B space. It starts with the idea that most of the marketing and sales rules we learn in classes or from colleagues are based on selling to consumers. The B2B world turns this on its head - which means that too many B2B products and services go to market the wrong way, waste money and fail to achieve their true potential. B2B Without the BS is available through the Alan/Anthony Web site or directly from Amazon.com.

B 2 B C U S T O M E R C R E A T I O N

For more information on effective B2B sales and marketing, contact Alan/Anthony at lzacharilla@alananthony.com or call 212-825-1582 ext 12. Complete information on Alan/Anthony's services is available at www.alananthony.com

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August	At the invitation of the Federal Communications Commission in Washington, DC, senior partner Robert Bell made a presentation on the teleport sector of the satellite industry to staff of the FCC's International Bureau. The presentation was part of a seminar series organized by FCC staffers to keep the commission abreast of changes in the telecommunications industry. Mr. Bell's presentation covered the origins of the commercial teleport business and the recent changes sweeping the marketplace. He provided an analysis of the segments of the industry and how they function. The audience of about 20 staffers also received brief snapshots of individual teleport operating companies, including Globecast, Telenor Satellite Services, Crawford Communications, Skyport International, Hawaii Pacific Teleport, Intelsat, PanAmSat, Ascent Media, Globecomm Systems and CapRock Communications. Mr. Bell finished with a briefing from World Teleport Association's 2004 Teleport Benchmarks survey and then took questions. You may receive a copy of his presentation by sending your request to rbell@worldteleport.org.
Sept	Senior Partner Lou Zacharilla moderated a session at the International Broadcaster's Conference in Amsterdamtitled, "The Next Wave in Content Delivery & Management" on behalf of World Teleport Association. The panel kicked off the Content Theme sessions at IBC and included Nick Thompson, Managing Director, Inmedia Communications (UK); Ovadia Coheh, Co-Founder, Scopus Network Technologies (Israel); and Francis Rolland, CEO of Globecast (UK).
Nov	Senior Partner Lou Zacharilla was the keynote speaker at the "Aspirational City of the Future" conference in Glasgow,Scotland where he discussed the role of broadband communications and its impact on economic development. Glasgowwas named the Intelligent Community of the Year by the Intelligent Community Forum (www.intelligentcommunity.org) a think tank founded by the partners of Alan/Anthony.
NOTES	Alan/Anthony has been retained by Vestcom International to provide marketing consultation, product development and communications services. Vestcom is a leading North American provider of business and marketing communications, e-marketing and retail marketing services designed to enhance the value and impact of clients' communications with their customers. By applying advanced technology and innovative thinking, Vestcom helps companies in a variety of industries strengthen customer, distribution channel and employee relationships to grow and retain their customer base. Liz Lynch has been appointed to the board of directors of NAWBO-NYC (National Association of Women Business Owners), which has recently launched an aggressive 5-year growth strategy. As VP of Programming, Liz is responsible for developing programs which attract a diverse cross-section of business owners. In her consulting business, Liz is promoting her next "Preparing for Growth" workshop, an interactive half-day event on September 21 to help emerging companies identify and pursue high impact opportunities.