B2B Without the BS [Paperback]

Robert Bell (Author), Louis Zacharilla (Contributor)

Book Description

Publication Date: December 8, 2006

A frank, funny and fast-reading guide to marketing strategy, marketing tactics and sales management in the unique B2B space, where the usual consumer-based marketing and sales rules are turned on their head. That's why 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 written for B2B executives facing the tough challenges of growing their businesses in today's hyper-competitive markets. The authors share principles, insights and anecdotes gained in 20 years of working with B2B companies in sectors ranging from industrial services to high-tech products. They provide no-nonsense advice about delivering value, adapting to marketplace change, targeting customers and pricing competitively. They explain how to save money and get the greatest return on investments in advertising, public relations, direct marketing, Web marketing and sales support.

Editorial Reviews

About the Author

Robert Bell and Louis Zacharilla are senior partners of Alan/Anthony, Inc., a partnership that specializes in working with B2B companies that face serious challenges in customer creation.

Robert Bell has nearly 20 years of experience as a consultant for both profit-driven and non-profit organizations operating in the IT outsourcing, telecommunications, and financial services industries. He is also a frequent speaker at telecommunications industry conferences and the author of articles in The Municipal Journal of Telecommunications Policy, Telecommunications, Asian Communications, Phone+ International and INFORM. He has appeared on segments of ABC World News and the Discovery Channel.

After a career in advertising, where his work included the award-winning "Be All You Can Be" campaign for the US Army, Louis Zacharilla began consulting in 1983 with B2B companies in telecommunications, real estate and industrial applications on public relations, brand, and business development issues. A popular speaker at conferences and award programs, he has written for publications including Continental, the in-flight magazine, New York Real Estate Journal, Real Estate Weekly, Document Processing Technology, Enterprise Systems Journal and Information Executive. He is also an adjunct professor at Fordham University in New York, where he teaches a course on marketing and the media.

In addition to consulting, the partners also manage two nonprofit trade associations in the satellite industry: the World Teleport Association and the Society of Satellite Professionals International.

Product Details

• Paperback: 148 pages
• Publisher: Alan/Anthony, Inc. (December 8, 2006)
• Language: English
• ISBN-10: 0974452300
• ISBN-13: 978-0974452302
• Product Dimensions: 8.2 x 5.3 x 0.4 inches
• Shipping Weight: 6.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,298,432 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

4.0 out of 5 stars A Businessman's Point of View, May 23, 2004

By 

Ken Miller (Hauppauge, New York United States) - See all my reviews

This review is from: B2B Without the BS (Paperback)

In general, this book presents a very good practical approach to B2B marketing. It is based on real world experience. I gained new ideas on what's important in marketing products and services in the B2B world of business. The book focuses on building a marketing strategy based on a good understanding of the real value you bring to a customer. There is valuable insight on targeting the right customers for your products and services and on marketing tactics you can learn to make sure you spend your marketing and sales dollars wisely. There are a lot of helpful hints and guidelines to help in structuring your sales efforts. I recommend this book for all B2B executives and Sales and Marketing professionals responsible for marketing products or services to other businesses.