4 key considerations for vertical go-to-market success

Tech firms have been taking a vertical approach to B2B marketing for some time now. Big names – such as Microsoft, Oracle, IBM, Cisco and SAP – make major investments in their vertical GTM. The reason is simple. When you get it right, a vertical go-to-market strategy can deliver major rewards. But getting it right means knowing what potential problems to look out for. As a specialist, we make it our business to stay on top of different approaches to vertical GTM. And over the years of developing successful vertical marketing programmes with technology vendors, we’ve identified some common pitfalls that companies often fall foul of. In this blog, we take a look at the four key questions you need to consider before making a start on any vertical GTM strategy. ...

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How vertical should you be?

Verticalisation is currently high on the agenda of many CMOs and Sales Leaders. One of the key questions they’re addressing is what degree of vertical marketing is right for their business. It’s by no means always obvious. In this blog, we look at the key considerations you need to evaluate when deciding what level of verticalisation is right for you. ...

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The benefits of vertical marketing

Let’s say you’re a B2B tech company wanting to target the C-suite of enterprises with 500 to 1,499 employees. You aim to develop content that doesn’t just catch their attention, but engages them to the point of opening conversations and generating sales. Sounds great so far, but how do you develop relevant content when your target audience spans a range of different industries? Each sector has its own specific challenges, and generic content just won’t cut it when you’re trying to grab your target market’s attention. A smarter approach is to look up. Go vertical. By focusing your go-to-market activity on specific sectors you can gain attention and engagement by directly addressing the pain points of each one. In this blog, we take a look at how vertical marketing enables your content to be personalised, relevant and compelling for your target audience. With 69% of buyers saying that a personalised offer empowers them to obtain more value from their vendors,[1] it’s an approach that’s increasingly popular. ...

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The drivers behind verticalisation

For B2B tech firms, focusing go-to-market activities around key verticals isn’t a new approach, but significant market trends are making it an increasingly important one. Changes in who’s making tech purchasing decisions, how they’re making those decisions and what they’re expecting from vendors are all helping drive a vertical focus. At the same time, B2B marketers are better equipped than ever before to deliver highly-targeted messages. In this blog, we explore some of these driving forces behind the rise of vertical marketing approaches. ...

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Don’t let tunnel vision compromise your go-to-market success

‘Garbage in, garbage out’ accurately describes many business processes, none more so than go-to-market planning. A good general wouldn’t send their troops into battle without doing a thorough reconnoitre of the battlefield, getting intelligence on the enemies’ strengths and weaknesses, understanding their own battle readiness. Similarly, a good CMO should ensure that their team is not blinkered by what they think they know and regularly undertakes a 360 degree scan of the landscape to make sure that blind-spots don’t undermine their plans. ...

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Why vertical GTM is on the up

For B2B tech firms, focusing go-to-market activities around key verticals isn’t a new approach, but significant market trends are making it an increasingly important one. Changes in who’s making tech purchasing decisions, how they’re making those decisions and what they’re expecting from vendors are all helping drive a vertical focus. At the same time, B2B marketers are better equipped than ever before to deliver highly-targeted messages. In this blog, we explore some of these driving forces behind the rise of vertical marketing approaches.  ...

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OneGTM goes carbon neutral

The climate crisis is probably the biggest long-term threat that humanity faces, and something that impacts everyone across the world, both on a personal level and from a business perspective. ...

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Reflecting on interesting times

Nearly four months after the nation went into lockdown and OneGTM made a hasty evacuation from our Hammersmith office, it seems a good time to take stock and reflect on the lessons learned. In this blog our MD, Phil Brown, shares his thoughts on how the last few months have been for OneGTM.   ...

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Sharing AVMI’s Vision: Creating a Highly Impactful Corporate video

AVMI, a leading global AV integrator, have been at the forefront of using AV technology in innovative ways for over 30 years. They have completed a wide range of specialist projects along the years, including the modernising of AMTrust International’s office environment to drive employee productivity, the creation of Rocketspace’s new London co-working tech campus, and the AV development of both the Conde Nast and the Rathbones new headquarters. In 2019, AVMI won first place at InAVation for the Corporate Facility of the Year, with the design and delivery of the ‘special areas’ for Bloomberg’s London HQ. ...

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Helping Equinix partners respond rapidly to the new reality

In a recent blog we discussed the importance of vendors and service providers proactively supporting their channel partners during the current Covid-induced crisis. OneGTM client, Equinix offers a great example of how a company can move quickly to help partners, and by extension those partners’ customers, to respond to the challenges presented by COVID-19. ...

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