🔍 Cristina Daroca's ABM Vertical Expansion Tips

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Four months ago I watched a Mutiny webinar with Cristina Daroca of Riverbed.

She dove into the details of Riverbed’s ABM strategy (it’s phenomenal), which part of it specifically focuses on vertical expansion.

So when I began planning this month’s content I knew I needed her insights.

Below is a full Q&A with Cristina on how Riverbed runs vertical expansion.

How does Riverbed determine which vertical or sub–vertical to prioritize for ABM? Are there specific data points you look at?

From our list of target accounts, we look at how many accounts are in each vertical so we know where the market potential is. We then map those verticals against our customer base to see where we’ve been successful in the past. Balancing the data between past success and future potential allows us to pick the verticals where we can have the biggest impact.

What are two or three must-haves before running a vertical expansion strategy? (examples: [x] number of customers, case studies, messaging and persona documents, etc.)

We do extensive research both internally (via our sales team, subject matter experts, and technical staff) as well as externally (customers, analysts, etc.), going deep into what’s going on in that industry, what use cases are the most common, and what resonates.

With the research, we put together a GTM strategy that includes goals, accounts to target, personas, use cases, and messaging. I would recommend having at least one case study that you can showcase, as well as a couple of pieces of content to share that are specific to that vertical, so you can build a multichannel approach with them.

For the vertical(s) or sub-vertical(s) your team is focused on, what are the best channels and tactics to use?

This depends on the industry and your goals, but some common ones we’ve used are industry-specific webinars or events, especially if you can partner with an industry association or community where your buyers are already members. Then complement that with a digital strategy, where you are serving vertical-specific content to those same accounts and personas to make sure they are constantly learning from you.

If you have a subject matter expert who can be a speaker, you could interview them or have them speak at events, webinars, or podcasts. For example, one of our executives had a long career in the financial industry before joining our company, so he is a great SME for that vertical.  

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