The B2B Vertical Marketing Playbook

Guest: VP and Head of Marketing Ian Howells - CMO Lynne Capozzi CMO & CXO Mika Yamamoto, Sage Intacct - Acquia - F5

Artful marketers don’t just chuck paint at the wall and hope people notice, they come with a full set of brushes and an eye for detail. It’s this focus that can lead to some really effective, targeted marketing campaigns, and in this episode, we’ll be exploring the medium called “Vertical Marketing.”

There’s a lot to sift through when it comes to building a robust B2B vertical marketing program, but Ian Howells of Sage Intacct, Lynne Capozzi of Acquia, and Mika Yamamoto of F5 are great guides. Tune in to hear how they apply vertical marketing in the real world, where they’ve noticed mistakes, and why vertical marketing is here to stay.

What You’ll Learn in This Episode

  • How to build a successful vertical marketing program
  • Common vertical marketing mistakes
  • How to measure a vertical marketing program

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