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 (GTM) 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. ...

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. ...