Technology Products and Solutions

“Companies don’t buy technology. They buy solutions.”

Your company may promote products broadly for a wide range of customers. But when your offerings can also be positioned more narrowly, vertical marketing and industry marketing can make a lot of sense. Often, we find that technology products and solutions are well-suited for vertical marketing.

Business Partner collateral for Expand Networks

Business Partner collateral for Expand Networks

For example, a technology firm may create products that are particularly useful in healthcare. Or, a software company might have solutions that help simplify tedious processes for accountants, bankers, or law offices.

“A successful technology sales person will concentrate on a specific industry. If the prospective customer is large enough, a single sales person may dedicate 100% of their efforts to that customer.” —Walker Sands

To be sure, we’re not advocating that technology products and solutions be positioned for industry markets only. The broad value proposition of your offerings should be clearly expressed so businesses across a wide variety of markets can see the benefits.

Business Partner onboarding kit for Motorola/Symbol.

Business Partner onboarding kit for Motorola/Symbol.

But vertical marketing and industry marketing can also help you zero-in on prospects more likely to be receptive to your messaging. That’s a smart use of your marketing budget!

“Sales professionals need to research the company and provide specific examples of how the new tools can positively impact their business.” —Tom Searcy

Spark Creative has developed vertical marketing and industry marketing sales support materials for numerous clients over the years. Common deliverables include brochures, one sheets, videos, web pages, information graphics, market primers, white papers, customizable presentations, and more.

Omar Soriano

Omar Soriano

Imaging Solutions/Vertical Markets Consultant, Canon USA (former)

“In very little time, James was able to absorb the myriad technical information on our lines of software, devices, plus the document imaging industry itself.”

The Spark Creative team can lead you through the process of developing powerful, effective, vertical marketing materials in an organized, purposeful way.

Spark Creative vertical marketing for:

Though we’re game to help you research any market, we’ve become experts on many industries that respond well to vertical marketing. “Many industries have their own vocabulary that everyone in the industry uses instinctively.” —Olin Thompson

With our deep understanding of the challenges facing professionals in healthcare, finance, banking, legal, education, manufacturing, and technology — the Spark Creative team can help ensure your vertical marketing efforts will resonate with qualified professionals in these industries.


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Sources may include:
Top 5 Ways to Sell Technology in 2013, Tom Searcy, Inc. Magazine
Top 10 Strategies for Marketing Technology Services, Elizabeth Harr, Professional Services Marketing Today
Selling to CIOs, Walker Sands