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Vertical Marketing
By Olin Thompson, Process ERP Partners

The standard advice to software vendors is

Too many vendors define their markets relative to how they think, not relative to how the target customers think. The only way to understand how the target customers think is to ask them. Then select your definition of verticals to balance effectiveness with efficiency.

What is vertical marketing? Vertical marketing is product and promotion efforts targeted at specific industries. Many benefits are derived from vertical marketing. These include messages that are better received, credibility, marketing budgets that go farther, less competition, etc. A common mistake is the failure to understand the verticals you choose to target. The definition of a vertical is not what the vendor thinks; it is what the prospects think.

Vertical Marketing Motivation

The benefits of vertical marketing are immense. For example, vertical marketing can open new doors to where there may be less competition. Brand recognition is easier to establish in a specific industry. Members of a specific industry give more credibility to their peers, making references, case studies, and media opportunities more powerful. Trade publications are interested in industry specific stories that target the magazines

Olin Thompson is a leading sales & marketing consultat  to application software providers. With 25+  years experience, Olin has been called "The Father of Process ERP". He works with solutions providers, analysts, and the press. To learn more visit Contact Olin directly at 401.421.6968 or e-mail:

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