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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Channels are going vertical, vendors need to get aligned

In our recent eGuide, The Power of Verticals we highlighted the growing importance of vertical specialisation as a way to differentiate and protect margins. The IT channel is at the forefront of this trend. Over half of MSPs now specialise their services for specific industries, with healthcare, finance and legal being the most popular.(1) In this article we look at what is driving this shift and why it’s essential that vendors get aligned. ...

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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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