When selling a product or service, what's the value in verticality? That is, why orient marketing around specific "vertical markets", i.e. those that share a number of specific characteristics like mission, products, customers, etc.? Your product is your product, it probably doesn't significantly change from one market to the next. Shouldn't that be the most important thing?
Since I asked the question, obviously the answer is "No". Sure, the product's stability across markets is fine, but is ultimately irrelevant. What matters far more is how the product is perceived by the potential customers out there. How does it (the product) address their key issues? What are their key issues anyway? Are those issues always homogeneous?
Verticality acknowledges that the filters that otherwise similar prospects use to gauge the utility of your product is of fundamental importance and that by segmenting by these filters, you can provide more useful and persuasive information. What one group sees as the best feature ever may be of little consequence to another, even though both might find the overall solution to be perfect for their needs. But if I use messaging intended for one to change the behavior of the other I will likely be sorely disappointed at the end of the quarter.
Going vertical is all about gaining more intimacy and immediacy with important cohorts and recognizing those differences, which is what we're supposed to be doing in marketing anyway.
Happy Marketing!
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