Marketing to a new vertical

Don't just kick off a sales and marketing campaign targeting a new vertical. 

First, talk with your current customers in that vertical.

Ask them questions like:

• Why did you choose us?

• What did you find as a result of buying our product/service?

• What specific feature do you like most about our product/service?

• What would be three other benefits of our product/service?

Their answers to these questions are great raw material that you can use in your sales and marketing materials to build trust with your new vertical prospects.

And who knows, you may even get a testimonial or case study out of it ;)

Frequently Asked Questions

Why talk to current customers before launching a campaign in a new vertical?

Because they've already had real experience with the product or service within that specific vertical, providing genuine raw material for messaging rather than starting from assumption or guesswork.

What kinds of questions are worth asking current vertical customers?

Why they chose the product or service, what they found as a result of buying it, what specific feature they like most, and what three other benefits they'd point to, all questions that surface real, usable insight.

How can the answers to these questions actually be used in sales and marketing?

As trust-building material for new vertical prospects, real language and specific reasons that resonate more than generic marketing claims, since they come directly from someone who's already experienced the value firsthand.

Why might this process also produce a testimonial or case study?

Because the same conversation that surfaces useful language for marketing often naturally leads to a customer sharing their story in more depth, material that can be formalized into a testimonial or case study.

What's the actual takeaway from prioritizing this step before a new campaign?

That real customer insight should inform messaging before launch, rather than relying purely on internal assumptions about what will resonate with new prospects in the target vertical.