From agriculture to zoology, every market these days is being wowed by emerging technologies that make organizations more efficient while helping them reduce costs, among a host of other benefits. But is your company well-positioned to reach those audiences?
Out of the gate, many companies aren’t vertically focused—they probably developed a solution for a specific customer in a specific industry, and then they market the product to other customers in that same market sector. However, organizations are looking for Web 3.0 and digital transformation solutions (and what to do with 5G) to determine if they will get the ROI on the vendor’s product.
Developing a vertical market focus is not necessarily a product problem—oftentimes it’s a marketing problem. Today, successful vendors and service providers need to take both a vertical (as well as horizontal) approach to marketing their solutions and products.
What does that mean? In short, companies need to build horizontally and market vertically. Or taking a different approach, some companies are going beyond the vertical and targeting specific use cases, which oftentimes will cross vertical markets. A good example of this is asset tracking—most organizations have a need for solutions that track their most valuable assets, whether they be crash carts in hospital environments or bulldozers in a construction zone.
As your vertical marketing strategy begins to take shape, your PR firm can help determine how to make the most impact in terms of your positioning and messaging, content marketing, analyst and media relations and social media strategies.
As technology buyers search for products and services to meet their growing needs, a well-honed vertical market approach to marketing can help vendors and solutions providers end up on the short list.
Want to learn more about how you can win new customers in your key vertical markets? Download Calysto’s White Paper: Vertical Marketing: Why It’s More Important than Ever.