Vertical Marketing Strategies

Vertical markets offer a strategic opportunity for your company to deliver a targeted message to its specific customer audiences. Customers don’t buy a product or a service, they buy a solution to a specific industry problem. Today, all analysts and media will ask which verticals you focus on. “Horizontal only” is no longer acceptable.

Calysto provides strategy and counsel on how to position its clients in front of the right verticals, who and how to communicate those target verticals, how to deviate (when necessary) and how to reach new verticals.

Additionally, Calysto implements a Marketing Communications program targeting each client’s top verticals. Calysto’s four-pronged approach:

1. Value Propositions to each vertical

• Develop a story for each target audience

2. Content Marketing

• Repurpose content from one vertical to another
• Customize content for each vertical based on problems faced

3. Public Relations

• Establish Thought Leadership in priority verticals
• Garner Vertical-specific media coverage
• Target vertical-specific analysts to reach buyers
• Target key tradeshows in each vertical to reach target customers

4. Social Media Strategy​

• Leverage digital and social media marketing for increased awareness.

A vertical industry PR campaign includes many components of PR, marketing and social media. Examples include market opportunity press releases, focused trade show/events calendars, customer announcements, Thought Leadership articles, social media platform and content choice, and more!

Each vertical audience has its own unique challenges and pain points that your company will need to address and solve. Additionally, each vertical has its own set of influencers, media and analysts, trade shows/events and social media expectations. Creating vertical brand and market awareness will increase sales leads and further establish the company and its value in the targeted market segment.

Calysto is an invaluable partner in helping your company gain visibility, credibility, and leadership status within a vertical industry. Through targeted media outreach, thought leadership initiatives, stakeholder engagement, and digital marketing strategies, we ensure that your company not only reaches the right audience but also maintains a strong and influential presence in its field.