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Vertical Marketing

What is vertical marketing?

A vertical market is an industry, or group of enterprises, in which similar products or services are developed and marketed using similar methods (and to whom goods and services can be sold). Broad examples of vertical markets are insurance, legal, real estate, banking, manufacturing, media, retail, transportation, healthcare and government.

New technology tends to have different applications for different sectors, so it's no surprise vendors often take an industry specific go-to-market (GTM) approach. Focusing on industry verticals enables you to address buyers' specific pain points and demonstrate how your offering can be applied to give their business a competitive advantage, giving your brand the profile, relevance, and authority you need to build more pipeline.

What are the benefits?

  • Earn customers’ trust by demonstrating a clear understanding of their needs
  • Demonstrate a commitment to a particular vertical by allocating resources to it
  • Improve brand recognition in key verticals through focused marketing efforts
  • Develop new ideas by using vertical-specific insight to find new applications for your products or services
  • Differentiate yourself from the competition by being positioned as a trusted expert in your customers’ space


The Power of Verticals

Your vertical marketing strategy could be anything from creating simple, industry-specific landing pages and adapted messaging, to developing distinct GTM models for each sector.

Whatever your approach, our eGuide takes you through the key considerations for ensuring you:

  • Build programmes that are informed by each vertical's context, drivers and challenges
  • Establish a framework that maximises value and enables easy, effective roll-out to new verticals
  • Embed alignment across all relevant teams and stakeholders throughout the business

This eGuide covers:

  • How vertical should you be?
  • How can you create compelling, sector-specific content?
  • How can you make sure that the whole business is aligned?
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8 steps to vertical success

We’ve learnt a lot about what works best for B2B companies going vertical. From our experience, we have developed 8 guiding principles for vertical success. We’ve summarised them here, or check out our QuickGuide for more detail on how to build a successful vertical strategy.

1. Build cross-functional alignment

2. Establish a framework for everyone to work within

3. Phase your implementation

4. Take time to develop good insight

5. Develop compelling stories and points of view

6. Enable your sales and channel teams

7. Engage your audiences in the places they congregate

8. Test, Learn, Refine.

Case Studies

How we've helped


More vertical content

Let’s talk

Got a specific go-to-market issue you’d like our opinion on? Not sure if we can help, but think it might be worth checking us out anyway?

We’re always happy to pick up the phone, jump on a video call or talk by email.