Know-How Exchange : Strategy

Hi

Is this academic, or do you have a defined vertical market to go for. If you do, please let us know which one it is and what you supply, as whilst certain principals hold true for some verticals, they are all different to the extent whereby any advice we could give would be wide of the mark for many industries.

Two universals truths hold for all verticals:

You have the ability to define the entire market within a given geography and;

You can recognise the existence of synergies in applications and sales techniques which you can deploy from company to company within the vertical to make your marketing more successful.

One beauty of the first axiom is that with diligent research, you can identify every mover and shaker in the market and plonk them onto a CRM system. (PRM System at this stage as they are all prospects at this stage) Then you can let them know that you exist and what you can do for them.

The downside is that if you then apply the second axiom with vigour and energy, but make a mess of it, because the executives know each other within a vertical somewhat better than they know their suppliers, you will be known to be a total plonker in your chosen market faster than you can say “Where did that dismissal slip come from?”

Verticals are great if you do the job properly so take your time, do your homework and take care with what you put out there.

I look forward to some feedback on the detail and good luck.

Steve Alker
Unimax Solutions

Check out the MarketingProfs tutorial page for some great material. Look at the articles under the segmenting and targeting topics.