A guide to verticalization: What it is, when to try it, and how to get started

A business's specialty areas can go deep, and targeting specific industries or roles is called verticalization. This practice involves marketing to a certain industry or niche, focusing on professional specialization rather than individual factors like demographics. Verticalization can be applied from a surface-level veneer approach to a deeper level of sales and product integration. Companies can identify high-value verticals, talk to current customers in those industries, create personas within each vertical, establish customer journeys, develop content tailored to those journeys, target their favorite marketing channels, automate workflows, and analyze performance data to gauge success. By doing so, businesses can build authority, execute tailored marketing campaigns, and increase sales.