Can you describe, in your practical experience, how different it was to create a vertical SaaS marketing strategy (targeted at a certain target industry) for a general SaaS product? And its impact on the marketing and the results it produces when compared to marketing for the entire target audience?

We worked with a SaaS client offering general CRM tools - great product, but generic pitch. We convinced them to create a vertical campaign aimed solely at dental clinics. That meant tweaking messaging, use cases, testimonials, and even feature names to sound like they were built just for dentists. The result? A 42% higher conversion rate on landing pages and more meaningful demo calls because prospects felt like we "got" them. Compared to the broader campaigns, the vertical approach gave us tighter feedback loops and faster word-of-mouth within that niche. It wasn't just a change in targeting - it made the product feel more valuable without changing the product at all.