Vertical vs Horizontal marketing

Which is better for your B2B?

Here's a quick compare and contrast of the two:

Target buyer:

Vertical - based on the business type or industry they work in

Horizontal - based on their role within a company across verticals

Examples:

Vertical - single-location dentists, personal injury attorneys, multi-location QSR restaurant owners

Horizontal - local service business owner, digital marketing agency owners, director of hr

Key differences:

Vertical - you solve their specific problems, go narrow and deep

Horizontal - you solve their generic problems, go shallow and wide

Pros:

Vertical - specialization and specific messaging lead to lower CAC and churn, faster word of mouth

Horizontal - larger addressable market (vs. vertical)

Cons:

Vertical - I can't think of any

Horizontal - one-size-fits-all and peanut butter messaging lead to higher CAC and churn, slower word of mouth

So which approach is better for your B2B?

I'll let you decide. :)