Positioning your products as solutions for specific industry challenges is a powerful way to win new business. Industry marketing can be a smart way to allocate your promotional budget because it helps you zero-in on people who are more receptive to your messaging.
“A vertical strategy can open new doors to where there may be less competition.” —Olin Thompson
But to have credibility, you must speak their language and understand both high-level and granular challenges that professionals within the industry deal with each day. “Many industries have their own vocabulary that everyone in the industry uses instinctively.” —Olin Thompson
Procurement vertical content and website developed for Canon Information & Imaging Solutions
Whether you call it sourcing, purchasing, or procurement — business leaders rely on procurement personnel to make better spending decisions for their organizations. Sourcing can be quite competitive, so procurement directors are often under pressure to source high quality supplies faster and more cost-effectively.
Each week, the procurement department deals with vendors, suppliers, purchase orders, invoices, contracts, and more — none of which are simple. Yet, procurement managers are expected to secure top value resources for their budget dollars, track vendor performance, and maximize supplier discounts month-in and month-out.
Procurement leaders will likely be open to consider solutions that help simplify decision-making, streamline the Procure-to-Pay (P2P) function, or develop a better long-term sourcing strategy. Business leaders expect procurement personnel to negotiate better supplier contracts and finalize agreements quickly. Procurement personnel also wish to manage fewer payment disputes, eliminate rogue “maverick” orders, and identify subpar practices before they impact the bottom line.
No matter if you call it purchase-to-pay, source-to-pay, or procure-to-pay, the array of processes within P2P are often important to procurement leaders. Procurement decision makers will likely be receptive to solutions that help strengthen data security, reduce paper use, encourage standardization, promote better transparency, enforce policies, maximize organizational compliance, improve internal controls, and adjust procedures for better performance.
To be sure, that’s just a sampling of important concerns for procurement. Mainly, it’s important for your team to understand the biggest challenges procurement personnel face each day in relation to how your offerings might address them. Performing deeper research on procurement pain-points will help you wield industry terminology better, so you can position your solutions with more credibility.
“This is a huge opportunity for businesses to improve the quality of their leads by offering hyper-relevant content for potential customers looking for answers to their problems.” —Matt Malone
Spark Creative has developed vertical marketing for procurement – including content and sales support collateral – for many clients over the years. Common deliverables include brochures, one sheets, videos, web pages, information graphics, market primers, white papers, customizable presentations, and much more.
Because we understand the challenges procurement managers face, our team can help ensure your vertical marketing for procurement efforts will resonate with these qualified industry professionals.
Spark Creative can lead you through the process of developing powerful vertical marketing materials for procurement in an organized, purposeful way. So, why not get started today?
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Sources may include:
Vertical Marketing Works – The Numbers Prove It, Olin Thompson, Sterling Hoffman
How to Use Vertical Marketing For Better Leads, Matt Malone, Gravitate