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Vertical marketing is the future of SaaS. Taking your product or solution and marketing it to non-tech industries to continue growing revenue.
But what about verticalizing your SaaS companies?
It’s one of the segmentation areas still untouched by many SaaS marketers.
When segmenting accounts for ABM, we know it’s done primarily by first party data such as closed lost opportunities, website and campaign engagement or third party intent data, AI and more.
Segmented, but still broad in theory. Let me explain.
There are SO MANY SaaS sub-industries, like HR software, digital health, fintech, custom software, BI tools, and more. Go into your ZoomInfo, Cognism, Apollo account and create a list showing the different sub-industries.
What you’ll find is an opportunity to verticalize these accounts. To get more granular, detailed and personalized with how you run your ABM strategy.
Try these steps to uncover which SaaS sub-industry has the most opportunity for driving pipeline and revenue:
Pull a report of your current customers by SMB or Enterprise and add a filter to segment accounts by sub-industry.
Add additional fields to the report that show you product usage, user adoption and overall account health.
This first report will show you which sub-industry has not just the most customers, but those with high usage, adoption and retention. If you have additional fields that detail product use case or value drivers, those will help you further understand how and why accounts in a given sub-industry are using your product.
But the fun doesn’t stop there. In order to truly understand which sub-industry to prioritize, create a prospect report segmenting accounts by sub-industry.
If you can, pull in fields that show account’s total addressable market in terms of revenue potential. That, combined with other first and third-party data you typically use will help confirm which sub-industry to prioritize.
As an example, at Clari, I recently pulled an enterprise report to identify the best sub-industry in our SaaS market fit for our forecast product. I was able to identify two based on current customer performance, and total addressable market potential on the prospect side. And to further drill down and finalize the list, I added in a filter Champify for accounts with former users.
What you’ll find is that your SaaS segmentation becomes elite. From saying “enterprise tech companies use our product to do xyz.” to saying “digital health companies drive x% growth by using [specific) product.”
Give it a shot, and feel free to reach out with any questions!
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How can I help your ABM strategy?
Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?
Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?
ABM Platform Management: With experience using platforms such as Terminus (user and employee), 6sense and RollWorks, I can provide your team tips, and best practices to help unlock the platform’s full potential.
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