How NetSuite Partners Can Build a Verticalized Marketing Strategy to Increase Leads and Sales

As a NetSuite partner, one of the best ways to differentiate your business and increase your market share is to focus on a specific industry or industries – what we call “micro-verticalizing” your marketing strategy. By aligning your products, services, and marketing message with the needs of a particular industry or group of industries, you can build a more targeted and effective go-to-market plan that will resonate with customers and help you stand out from the competition.

There are many benefits to pursuing a verticalized marketing strategy:

• You can better understand the unique needs of your target market and develop custom IP and solutions that address their specific pain points.
• You can develop thought leadership and become known as an expert in your field.
• You can build relationships with key industry influencers and thought leaders.
• You can create targeted content and messaging that speaks directly to your target market.
• You can generate more qualified leads by focusing your marketing efforts on a specific group of customers.
• You can improve your sales close rate by selling to customers who have a specific need that your product or service can address.

If you’re interested in pursuing a verticalized marketing strategy for your NetSuite business, here are a few tips to get started:

Evaluate your current strengths and weaknesses.

Take a close look at your products, services, team members, and marketing materials. What do you do well? Where are there opportunities for improvement? What do your customers love about working with you? What do they wish you could do better? Understanding your current strengths and weaknesses will help you determine which industries to target.

Research your target market.

Once you’ve identified a few potential target markets, it’s time to start doing your research. Learn as much as possible about the specific needs of these industries and what kinds of solutions they are looking for, specific to NetSuite editions, modules and potentially, 3rd party SuiteApps and other integrated solutions. Talk to your existing customers and find out why they chose to work with you and what NetSuite features are most valuable to them. Read industry trade publications and attend industry events. The more you know about your target market, the better positioned you will be to sell to them effectively.

Develop Micro-vertical Specific Solutions.

If you don’t already have industry-specific solutions, now is the time to develop them. NetSuite provides a great foundation for developing micro-industry-specific solutions, through SuiteBuilder, SuiteFlow and SuiteScript. Think about the unique reports, customizations, and automations that your professional services team has developed for existing customers, and whether these could also solve pain points for other businesses operating in the same micro-vertical. These advanced and specialised features and functionality will help you differentiate your offering from NetSuite direct and other NetSuite partners, giving you a compelling competitive edge.

Create targeted content and messaging.

Once you have a deep understanding of your target market and have developed industry-specific solutions, you can start creating targeted content and messaging that speaks directly to their specific needs. This could include blog posts, white papers, eBooks, infographics, webinars, case studies, and even video content. The more content you write and publish about how NetSuite solves problems for a specific vertical, the more authority you will gain on the topic, both from a target audience perspective and from google's search bots. Once you start ranking for your target micro-vertical, you will see that landing pages with strong calls to action targeted to a specific type of business have a much higher conversion rate than generic horizontal industry pages.

Generate leads with targeted campaigns.

Once you have targeted content and messaging, you can start running lead generation campaigns specifically targeted at your micro-vertical. LinkedIn and Google's advertising and promotion tools make it easy to create, target, and track the results of these campaigns. You can use lists of specific target companies and domains to ensure your advertising spend is only going towards getting views, interactions and clicks from employees of the specific industry and companies you are wanting to target.

Build relationships with industry influencers.

Another great way to generate awareness and interest in your NetSuite solutions among your target market is to build relationships with key industry influencers and thought leaders. These could be bloggers, analysts, or even respected individuals within your target industries. These relationships can be cultivated online and offline through social media interactions, attending industry events, or providing helpful content and resources. By becoming a trusted resource of information for these influencers, you can dramatically increase the reach and impact of your NetSuite micro-vertical marketing efforts.

Effort vs Reward in Micro-Vertical Marketing

One of the biggest advantages NetSuite partners have over most businesses is that the value of a closed deal in any given micro-vertical is very high. When you consider upfront license fees, implementation fees, and ongoing commission and support, the lifetime value of signing a new NetSuite Logo is very high compared to most B2B and B2C businesses. This means the level of investment into generating these leads can be a lot higher than many other companies who are campaigning and advertising to the same markets.

Micro-vertical marketing campaigns only need to generate a small number of leads and sales to offer huge ROI on marketing spending. Also, the permanent nature of these strategies means that once they are set up and running, they only require modest maintenance to keep them being effective. At SaaSMouth, we believe paid promotion is a necessary evil in the early stages of developing a new micro-vertical, however over time, the need to artificially bolster impressions of your campaign goes away as organic traffic increases. This means your investment now can pay off for many years to come.

Interested in Learning More

At SaaSMouth, we have helped many NetSuite partners to identify, plan and execute micro-vertical marketing campaigns across a wide range of industries, including:

• Craft Breweries
• Wineries
• Distilleries
• Scrap Metal
• Waste Management
• Recycling Centres
• Meat Processing
• Seafood Wholesale
• Saas Software Developers
• Smart Home Gyms
• Life Sciences
• Pharmaceuticals
• Medical Devices
• Biotech
• Healthcare
• Solar Installation
• Residential Construction
• Commercial Construction
• Trades And General Contractors

We offer turnkey marketing services that aim to provide our clients with a complete micro-vertical marketing strategy for their target markets. This includes market planning and research, solutioning, marketing collateral creation, web design and development, SEO, content creation, and ongoing monitoring and analytics tracking.

If you are interested in working with our team of NetSuite marketing experts, feel free to reach out for an obligation free 30 minute consultation. We are here to help.