Give each industry a tailored path from problem to proof - so prospects see themselves in the story and know exactly how to move forward.
Who it’s for
Product Marketing & Enablement building vertical narratives
Enterprise AEs and Solutions teams selling into regulated/complex industries
Demand Gen running industry campaigns and events
Why it matters
Vertical relevance boosts conversion and deal size. Buyers trust examples that match their regulations, data flows, and KPIs. When use cases, proof, and CTAs speak their language, consensus forms faster and discount pressure drops.
How it works (TOF → MOF → BOF)
TOF (Clips per vertical: Healthcare, FinServ, SaaS):
Publish 30–60s clips that frame the industry pain and outcome (“Reduce readmission analysis from weeks to hours,” “KYC in minutes with audit trail,” “Shorten onboarding from 30 to 7 days”). Tag industry communities and link to the matching Vertical Playbook page (on your site).
MOF (On-site “Vertical Playbook” page):
A Replay page per industry that includes:
Chapters: Use cases → Results → Compliance/Standards (HIPAA/PHI, SOX/PCI, SOC/ISO, GDPR, etc.)
Role toggles: Exec · Ops · IT/Security to adjust copy, metrics, and FAQs
Artifacts: industry case snapshots, architecture diagrams, integration lists, regulatory mappings
Transcript + searchable timeline and related resources (templates, calculators, policy checklists)
BOF (Conversion):
Primary CTAs: “See similar results in [Industry]” · “Book a fit check.”
Secondary: “Download the [Industry] case bundle” · “See it on your data.”
KPIs: Industry page conversions · Average deal size (by vertical) · Win rate in ICP · Time-to-next meeting
Automation: Industry UTM → route to vertical AE + auto-send the case bundle; viewing Compliance + Results within 7 days → invite to a 15-min security/ops review; repeat visits from the same domain → raise account score and ping owner with watched chapters.