5 Steps to Market to a New Vertical

Modern B2B Marketing

Marketing to a new vertical is no easy feat. Rather than dedicating all their resources into broad-based marketing, many organizations are adopting a vertical approach. Start by understanding the market of the segment or vertical you’re trying to penetrate and its nuances.

How to differentiate your content marketing strategy in highly regulated verticals

Tomorrow People

Within the established parameters, you should aim to create a compelling and unique content marketing strategy that speaks to your target personas needs. Define a clear audience and target market to ensure your content is helpful and specific —not generic.

Trending Sources

The Role of Sales in Vertical Marketing

Crimson Marketing

Before you do anything, you must first determine what are the greatest needs of the end users in your vertical and how will your company meet those needs. Train your sales team to have specialized knowledge in your vertical target. .

Influencer Marketing: How to Identify Your Target Influencers

Onalytica B2B

Personally, I can’t think of anything more crucial to successful influencer marketing than identifying the right influencers to target. In this instalment we take a concise and practical look at the fascinating question: “How do I identify my target influencers?”. Key verticals (e.g.

What’s Your Appetite for Vertical Marketing? Five Strategic Steps to Going Vertical

Crimson Marketing

How’s Your Appetite for Vertical Marketing? My client Alex recently told me his company was planning to market their flagship product–an analytics and inventory tracking software—into the healthcare vertical industry for tracking the storage, use, and inventory of prescription meds.

Webinar Recap: Managing Effective Territory and Vertical Campaigns


Earlier this week, I presented a webinar about the best practices when targeting by territories (also called geographies) and verticals (also called industries), including where predictive analytics can be beneficial in creating strong strategies and effective go-to-market. However, there are also challenges when it comes to executing activities according to territory and vertical-organized teams. Today’s post is written by Max Nicassio, Radius Customer Success Manager.

Marketing Tools for the Makers & Doers of the Manufacturing Industry


Both can lose touch with their target audience and messaging can go off target, not speaking directly to that empowered buyer outlined above. Marketing Strategy industry solutions industry vertical manufacturing marketing marketing automation

Better built than bought – how to build your email marketing list


Using a purchased or rented list will also almost certainly break the user agreement you have with your email service provider– Mailchimp , Vertical Response , Constant Contact , etc. Your lead magnets need to provide real value to your target audience.

Video 53

When You Need to Look Beyond Look-Alike Modeling to Select ABM Target Accounts

B2B Marketing Directions

Account-based marketing (ABM) is rapidly becoming the preferred approach to marketing for many B2B companies, and choosing which accounts to target is widely recognized as the most critical step in building a successful ABM program.

Is your SEO content suffering from Useless Box Kit Syndrome?


If you optimize for the wrong terms, your target customer won’t be able to find you in a Google search. If your Title doesn’t immediately grab your target customer, you may be missing conversions. Instead, create customer persona documents for every vertical.

5 Surprising Insights ABM Can Teach You About Your Target Market


Because of our potential market size, however, we have to be really deliberate about who we target. As most marketers understand, we found that when we try to target everyone, we really didn’t target anyone. And we learned a lot along the way about who are target should be.

5 Ways to Win with Web Personalization

Modern B2B Marketing

It’s simple to use and can target individuals through personalized communications across synchronized channels—email, the web, ads, and more. Put on Your Vertical Lenses. For some B2B companies, vertical marketing is their bread and butter.

[Ebook] 10 Steps for Lead-Generating Personalized Web Engagement

Modern B2B Marketing

Marketers have their own version—the 3 Ws to consider before launching a campaign: Who: Who are your key audiences, and what are the defining characteristics of your target audiences? Targeting and Personalization b2b Consumer

The One Thing Your Account-Based Marketing Strategy Is Missing

Influitive b2b

Instead of “spraying and praying” broad marketing messages, ABM requires brands spend time crafting ultra-personalized campaigns targeted at specific accounts. However, ABM can be so much more than retargeting ads and specially-branded landing pages with your target account’s logo on it.

Who, What, and Where Can You Personalize? Real-Time Personalization is Simpler Than You’d Think

Modern B2B Marketing

The “Who” in personalization is your target audience, which is defined by a combination of attributes. If you’re a B2B marketer, you’ll focus more on firmographics (company name, vertical, size, and revenue) and digital behavior. Targeting and Personalization

How To Create Successful Content in Any Industry: Benchmarks Set by 342 Marketing Campaigns


Average Social Share Benchmarks by Vertical. Setting realistic expectations and understanding the target audience can help content in any vertical meet specific goals, including earning high volumes of links and social shares.

Target Your B2B Lead Generation Efforts by Vertical and Job Title

B2B Lead Generation Blog

I thought this post by Carolyn Goodman for Target Marketing Magazine was a good reminder of how we can improve our lead-gen results by simply being more targeted with our messaging. Find Prospects That Look Like Your Target. Determine Your Target's Pain Points. Read Target Your B-to-B Lead-Gen Efforts by Vertical and Job Title.

Delivery relevancy


Brands should stay smart and avoid benchmarking against their target audience and the audience’s needs, such as what might be the best possible experience for their users and customers.

Black Friday 2013: which toy retailers topped the rank vs. frequency chart in SEM?


The Search Monitor decided to look closely at one interesting vertical – toy retailers – and two important search marketing metrics in that vertical: ad rank and ad frequency. The chart below contains data from Thanksgiving to Cyber Monday for 7 of the bigger players in this vertical.

Interview with Dave Chaffey of Smart Insights

Buzz Marketing for Technology

We were looking at optimizing targeted landing pages through Siebel for different search behaviors even then before some of today’s well-known marketing automation services like HubSpot, Marketo and Salesforce were even established. But I’ll give you a simple marketing automation technique that any B2B marketer can apply – stop sending out welcome sequences that aren’t targeted, i.e. one-size fits all welcome emails.

Think Before Ignoring These 15 Digital Marketing Trends

Crimson Marketing

Millennial-targeted marketing: . Vertical video: “ Marketers should consider video that is optimized for the vertical mobile screen. Full-screen, vertically oriented video ads on Snapchat have a 9x higher click-through rate compared with regular horizontal video ads.”

5 Common Marketing Challenges Agencies (and Companies) Face


Our agency has built a business on marketing in two relatively challenging verticals: B2B healthcare and B2B technology. In our healthcare and technology verticals, we are contacted by a lot of startups with no brand recognition (and sometimes no brand at all!), Marketing is hard.

Agency 101

Mobile Myth Busting: How to Write Great Content for Mobile


It means thinking about how the vertical screen changes the way we write and structure content. Users would then scan the content’s left side vertically, forming the stem of the “F” However, this all went out the window with the introduction of mobile screens.

Mobile 104

Part 2: Essential Questions to Ask Your B2B Lead Generation Partner


STRATEGY FOR LEAD PROFILING AND TARGETING? Find out if your service provider has the right strategy in place for lead profiling and how they will plan your campaigns based on accurate targeting. INDUSTRY EXPERIENCE IN YOUR VERTICAL?

Lead Generation: 2 tips to transform your content marketing

B2B Lead Generation Blog

Develop a highly focused, targeted strategy. Shelby explained that one of her first challenges in revamping Adobe’s content marketing was rooted in moving from “one-off” webinars to a strategy that focused on specific targeted verticals.

Marketing Challenges in Regulated Industries, Part 1: Pharma & Alcohol/Tobacco


This is especially true in the arena of highly regulated industries – verticals like pharmaceuticals, alcohol and tobacco, public companies, and finance each present unique challenges to developing successful marketing campaigns.

7 not-quite-predictions for marketing technology in 2016


Vertical competition for enterprise marketing tech companies is going to get fierce. Services companies (agencies, systems integrators, and other marketing service providers) will become champions of this approach because it’s a different lever of vertical competition in their favor. #6.

How to Automate Your Account-Based Marketing Strategy

Modern B2B Marketing

With ABM, you’re targeting and engaging specific accounts and prospects within them, so you may need to segment based on multiple dimensions to reach the right people with the right message at the right time. A similar story is true for key account targeting and on-the-spot initiatives.

Marketing Tools for the Makers & Doers of the Manufacturing Industry


Both can lose touch with their target audience and messaging can go off target, not speaking directly to that empowered buyer outlined above. Marketing Strategy industry solutions industry vertical manufacturing marketing marketing automation

How to Plan Your Video Marketing Strategy


Video is going to be the game-changing tactic you use to capture the attention of your target audience, become more visible in search, and convert prospects throughout the funnel. Exactly who you’re making this content for: outline your target demographic with as much detail as you can.

Video 140

Nicolas Franchet, Head of Retail and E-commerce at Facebook: How to Combine Digital and Traditional Retail Marketing Channels [Podcast]

Crimson Marketing

Whereas “one-size-fits-all” promotional tactics often drive traditional retail traffic, brands can now use digital marketing channels to segment and influence their target audiences. Nicolas Franchet is the Head of Retail and E-commerce, Global Vertical Marketing at Facebook.

Is Account-Based Social Selling Right For Your Sales & Marketing Team?


Rather than saying, “I want as many leads as possible,” the approach is to focus marketing and sales resources on a specific and limited set of accounts, delivering highly targeted, highly personalized campaigns. It’s when B2B sales reps use social networks to engage with people at their target accounts. They connect with a targeted list of potential customers across social networks. Account-based strategies require focus on a very narrow target audience.

How 3 Top Brands Are Using Long-form Storytelling in their Content Marketing Strategies


Red Bull has adopted a traditional journalistic approach to creating long-form features about sports, culture, and lifestyle (all topics prevalent is Red Bull’s other marketing initiatives) that are both relevant and interesting to the brand’s target demographic.

Do you speak your customers’ language?


It’s funny to me how so many organizations across so many vertical industries—from nonprofits to technology—share the same issue of not speaking their customers’ language. If your target market audience is technical, allow yourself to take on that voice.

Case Studies 101


Stories should be relatable to a target audience. Find customers in your largest or most successful verticals. Let your sales people know about them, especially if they’re selling into the same vertical.

5 Ways Predictive Segmentation Will Help You Identify Your Best Prospects


B2B marketers are getting more sophisticated with their segmentation and targeting by focusing on the audiences with which they’ll have the most impact, and tailoring messages to resonate with each distinct audience segment.

Industry Leaders Weigh in on Upcoming Marketing Trends for 2017 and Beyond


In a sea of mass email, a well-designed and targeted direct mail campaign can help companies rise above the noise. A classic marketing concept, I’m not talking about the bulk mail of yesteryear sent to hundreds or thousands of people, but a targeted campaign that blends the physical with digital. As an example, if you choose to personalize based on industry or vertical, that information has to be correct.

Microsoft buys LinkedIn: the largest martech acquisition in history?


It’s almost certainly the #1 social media platform for social selling — learning about individual prospects, networking within accounts, and identifying targeted referral opportunities. To explain why, we need to understand the concept of vertical competition.

The Era of Account-Based Marketing at Scale


There have been a few challenges preventing them from thinking bigger with their ABM efforts: Identifying the right targets at scale, which has often relied on sales intuition, or superficial criteria like industry, revenue and employee size. 4 Steps to Scaling ABM with Predictive Analytics.

6 Success Factors for Adopting Marketing Automation


This tells you who to say it to, so you can build targeted audience segments and prioritize how you invest in each. Pick an agency with experience in your vertical, and you could find yourself learning valuable lessons and avoiding newbie mistakes.