What do vertical marketplaces mean for B2B vendor go-to-market strategy?

Vertical B2B marketplaces are having a significant impact across many industries, no longer just confined to low value, commodity purchases, but increasingly used for complex, high value sales. This raises new questions for tech vendors. In this article, we look at how B2B marketplaces are evolving and what vendors need to do in response. ...

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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 (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. ...

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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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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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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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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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8 steps to better through-channel marketing

Through-channel marketing has never been more important. Vendors use it to get cut through in competitive markets by leveraging channel partners’ unrivalled understanding of customer needs. But not all through-channel marketing campaigns are equal, and it can be all too easy to get things wrong. So, when it comes to through-channel marketing, what it is that separates the best from the rest? We’ve identified eight key factors that mark out the very best campaigns. Adopt these principles and the results will soon follow. ...

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Content: the long and the short of it

With the demand for fast information, and snappy opinions, easily digested on a mobile device, you would be forgiven for thinking that long-form content is no longer relevant. However, higher word-count publications (>1000 words) have hidden benefits, and changes in B2B purchasing trends are driving the demand for greater depth. So why is long-form content still relevant? ...

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