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Tech Customers Trust Vertical Media.

April 3, 2018

There are good reasons why purchasers of business software identify the media as their most trusted third party source of information while researching products.

 

When purchasers of business software were asked last year by Inbound specialists HubSpot what sources of information they relied on when making a purchase decision for business software, 39% of them named ‘the media’ making it the most popular source of third party information, coming in third after after word of mouth and customer referrals, and as the highest third party source of information.  This rose to 44% among C-level executives (CEO, CMO). 

 

Vertical media deal specifically with the issues and products in a particular business area, so it is unsurprising that buyers head here to find the most in depth information to help their research.    There are good reasons for this.   For 'vertical' read 'specialised', and there is nowhere better to find information on what's happening and what's on offer in a particular area of interest or tech field.  And of course this is why vertical media is also of interest to marketers, as they offer unique focus and expertise as well as in depth analysis from the point of view of the user.  And, approached correctly,  they can offer highly credible access to the market

 

Focus

Vertical media delivers focus.  It attracts all the main industry players to one place, and as a result can offer a good place to get an overall picture of the market.  So it is the obvious place to go to do background research, to compare and evaluate, before making product purchases and commitments.  Therefore, identifying your vertical media titles, and the influential editors and writers within it is a vital exercise for any tech company, and by ignoring it you are cutting yourself off from a valuable and credible route directly to your customers.

 

Expertise

In my experience, the leading vertical media titles are always staffed by writers and editors who have developed a very strong expertise of the market, and have ongoing dialogue with the players who make up that market.   Writers and editors for vertical media are experts in their particular field, and they will give an independent overview of the different products and players.  They also guard their industry credibility jealously.  A rule of thumb I have found that the more you want to be positioned in a title, the harder it is to achieve.  Top editors and writers are very conscious that their credibility depends on rigorous gatekeeping, so only the most newsworthy will get covered.

 

Conversant

As experts in their particular fields, editors in the vertical space have the background knowledge to ask the right - usually hard - questions.   Expect interviews to be in-depth, and solutions and features to be explored in detail.  In short, expect vertical media commentators  to be fully  conversant in the minutiae of your industry, and articulate in their analysis, and of course this is precisely why they are so valued by tech purchasers.  As a result if you approach them for coverage, they will expect that same depth of information, together with illustrations, figures, photos, videos etc., to be immediately available to them for publication.  My advice:  don’t approach them without being fully prepared.

 

For these reasons, purchasers of business software identified the media as their most trusted third party source of information when they were researching products.  And they are also the reasons that no inbound campaign can be considered complete without a strong media element.  

 

If the media is the place your purchasers go for independent product research and review, it makes sense that it should also be the place vendors must also go to showcase their solutions.

(Pic: Spring daffodil)

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