The power of verticals
Why vertical go-to-market strategies work and how to achieve vertical GTM success.
Vertical go-to-market (GTM) approaches are now an increasingly important element in many B2B strategies. For vendors, it can drive sales by increasing your relevance and profile, while customers can gain the tailored advice they need to leverage new technology in their particular market segment.
Verticalisation can mean anything from simple, industry-specific landing pages and adapted messaging to fully separated, go-to-market models for each vertical market. But whatever the degree of verticalisation you aim for, success rests on clear and comprehensive definitions, research, planning, and resources.
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The five different types of research
There are many different types of research available to executives looking to support marketing and client-centric growth. But these are often conflated, leading to confusion over what they are meant to achieve and who the audience is.
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Measuring the impact of brand studies
In the second of three blogs from our recent roundtable, we explore why the strategic importance of brand studies goes beyond measurement – and how they can influence alignment, decisions, and growth.
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Spotlight Series: The role of client listening in the growth playbook
In the second episode of our Spotlight Series, Sarah DeFreitas, Executive Director, Research, shares how to harness the power of account intelligence to drive deeper engagement and deliver value at every stage of the customer journey.