Mercedes Fereck

Security and "Vertical-ization"

In the interest of creating a new word, I wanted to address “vertical-ization”. What’s that? Well, it’s a concept that many PR and marketing professionals regularly encounter; selling or promoting a product or service within a specific industry.

Previous Tangled Web posts offer advice and best practices for interacting with security media and analysts to secure coverage and increase exposure among security experts. While those publications and events offer a direct route to IT security purchasing decision makers, security pros also look to vertical-specific resources. This is golden opportunity to highlight the benefits a product or service provides within various types of companies.

Developing a “Vertical-ization” Strategy
To ensure that time and resources are spent wisely, begin by evaluating the current customer base. Are a majority of customers split among three or four verticals? Check with the sales force. What types of companies do they tend to target more than others? Many Schwartz security clients sell to companies in the healthcare, financial services, telecommunications, legal, education and public sectors; not surprising as these company types often manage volumes of data and security is a necessity. After indentifying top targets, prioritize. Good “vertical-ization” strategies should start small – focus on one or two verticals to begin and deliver consistent, appropriate content.

Customer case studies within a specific vertical are by far the most effective tool to achieve “vertical-ization” success. Most vertical publications run company spotlight sections and will accept full case studies as long as they haven’t been previously published. Others vertical publication editors will assign a reporter to interview a customer. Either way, the result is a feature that highlights industry specific issues addressed by your company’s solution. The added value – your customer is featured in a magazine read by his or her peers. Who doesn’t like that? Aside from case studies, press releases about significant customer wins in a vertical could get a brief mention and open a door for a case study down the line. 

No solid case studies yet? No worries. By cultivating relationships with vertical media contacts, you could identify opportunities for customer or company executives to participate in interviews about an industry trend. At least one or twice a year vertical publications will plan to cover IT and what is trending as more often, security topics specifically. Pitch a customer or a company executive who can talk to industry challenges, new emerging threats and best practices.

Such was the approach the Schwartz team representing Layer 7 Technologies, a provider of security and management of Cloud and Web services, took. The team secured an interview for Adam Vincent, CTO, public sector, Layer 7 with Sean Gallagher of Defense Systems, a publication that reaches more than 34,000 military and government systems leaders and IT decision-makers in the defense and intelligence communities. As a result, the company CTO was quoted in a cover story about the Department of Defense’s development of a cyber command center. Vincent offered recommendations for effective cyber defense. See article here.

When To and When Not To Get Into the Sandbox
As security vendors showcase wares at RSA each year, companies in various industries attend specific events to their verticals as well; National Retail Federation (NRF) for retail delivery vendors; HIMSS, MGMA, and AHIP for healthcare IT companies; BAI’s Retail Delivery for financial institutions, and so on. Attendees of these events are typically looking for technologies very specific to the respective vertical, so these events aren’t always an ideal fit for security vendors in terms of high volume lead generation. However, do consider attending have messaging and collateral dedicated to the vertical, are prepared to "talk the talk" that applies to that particular audience or event if you or want to schedule “quality” business development time with the vertical technology vendors. Lastly, consider using these types of events as an opportunity to schmooze customers in the given vertical by flying them in, wine and dine them and have them join you in your booth to chat with prospective customers.

Industry events are definitely a great way to increase brand awareness within a targeted vertical. One for instance: The Schwartz Healthcare IT practice group has gained significant momentum in recent years. While many of you were enjoying RSA in San Francisco, I was in snowy Atlanta (yes, snowy) at HIMSS – the largest healthcare IT tradeshow of the year. Colleagues and I talked to a handful of security companies that sent tradeshow teams to both events. While obviously most had a bigger presence at RSA, attending a vertical show has its advantages. Key topics at RSA this year included cloud security, cybercrime, and government security – so said our ‘feet on the street’. At HIMSS, specific concepts like health information exchange and meaningful use of technology to secure Federal incentives were the hot buttons. As a result, exhbiting security vendors were able to talk directly to healthcare IT pros, addressing security issues specific to their work environment and thereby generating immediately qualified leads.

Is creating or strengthening your presence in a particular vertical market a priority for your company? Tell us about your challenges by commenting below or contact Schwartz to help you build out your “vertical-ization” strategy.

Posted by Mercedes Carrasco on April 13, 2010 at 9:18 AM
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