HOW WE CAN HELP
Target Prospects & Communications

TARGET CASE STUDY 1:
LIFTING UP A HORIZONTAL PRODUCT MARKETER TO BE A VERTICAL MARKETER
Impetus: A software leader had a well-established reputation for its ubiquitous but mature desktop products. While it was an established horizontal marketer, the company had little experience or credibility for its next challenge – growing penetration for new products by creating vertical solutions for companies in individual industries.

Insight: InSighting Ideas interviewed business leaders in nine US industries to help the client understand how business decision-makers (rather than technology managers) think about information technology in each industry. We then identified the portfolio offerings that were relevant for each industry and the business messages about them that were most compelling for each vertical.

Impact: As a result, the company has begun to think and talk in the language of their B2B customers. While this effort has just begun, the technology press, business partners, and leading-edge customers already acknowledge the company’s increasing commitment to developing and supporting solutions for their specific industries.

RETURN TO TARGET CASE STUDY 2