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I received a great question today, here is what I was asked, "It's great we can identify our top sub-verticals using your tool, but what do I do with that information?" Let's say your top sub-vertical is firewall management. (BTW, I suggest building your GTM efforts off your top 5 sub-verticals, but I'm showcasing one for example purposes). Look up all companies with a sub-vertical of firewall management in your lead tool, then further filter using the other 16 key ICP elements (listed below) to find your best-fit target companies. Example: Sub-Vertical Foundation = Firewall Management. Further Filter that Sub-verticals list by desired: •Company Size •Annual Revenue •Geographic Location •Technology Stack •Growth Rate •Budget •Decision-Making Process •Pain Points •Current Solutions Used •Buying Signals •Customer Lifetime Value (CLV) •Churn Rate •Lead Source •Engagement Level •Product Fit (fastest days to close, highest ARR, low churn) •Company Culture This will give you a hyper targeted list of companies to approach with your GTM efforts. Whether it be Marketing Ads, Lead Gen, SEO or Outbound Sales activities. Which in turn gives you better qualified pipeline before it even reaches a rep. Also, there is likely gold outside of your top 5 sub-verticals, so use the 80/20 rule, and put most of your time, effort and $'s into the top 5 sub-vertical + ICP buckets, and then test the waters in other sub-verticals for the other 20%. "Thinking sub-vertical" is a fairly new concept and will take time to integrate into GTM efforts. But our job in sales is to pull every lever possible to move best fit deals through the funnel as quickly as possible, and with the highest ARR. And this is a critical low cost lever to making that happen instantly. Great question, keep them coming!

Here is a typical lead filtering funnel. If you are skipping the Sub-Vertical step, you are too broad in your GTM attack plan and you are adding bad pipeline into your Marketing and Sales efforts. Why? Each vertical has an avg of 10 sub-verticals and some have 50+ and your product likely does not play well with all of the sub-verticals in your chosen vertical bucket. How do you filter for Sub-verticals? If you use SF, simply install Vertical Insights and it will tell you what your top 5 best ICP fit sub-verticals are. Then you simply add the rest of your ICP filters (lead scoring, etc.) onto those Sub-vertical foundations. Using Vertical Insights, Orgs are seeing an avg. of 20% increase in speed to a deal and 15% reduced churn. By hyper focusing their lead buckets. Download via www.forge-pro.com.

Over the past 20 years not one org I came into knew their prime Sub-verticals. Yet, all had pipeline quality and high churn issues. The whole point of ICP is to put your time where the $ is. So why were these companies using broad verticals as their ICP foundation? Because the subvertical data wasn’t available or was available, but not accurate. Well we’ve trained our AI sub-vertical model to be accurate and plug and play. Simply install via the app exchange and about 30min later it will tell you where your top 5 subverticals are and aren’t, plus a whole slew of other ICP data. Why does it matter? As we all know best fit deals convert faster and stay longer. We’re seeing companies who build their ICP foundation on Subverticals shorten sales cycles by 20% and improving churn rates by up to 15%. There is no silver bullet for pipeline, but keeping a strict focus on your prime sub verticals is probably about as close as you will get. Download vertical insights today at forge-pro.com!!

Here is a way to tell how healthy your GTM motion is, ask anyone on your Sales or Marketing team, can you tell me our top 5-best and least fit Sub-Verticals? If they cant, then your funnel is likely broken, and you need to re-align. Instead of pulling all that data, simply plug Vertical Insights into your SF instance via the app exchange, and you'll have your team aligned the same day, plus you can continuously monitor what they are putting into your pipe vs. your ICP funnel. Yep, its pretty cool...

A solid blog post for CEO's this week showcases the top 6 verticals by revenue and lists their sub-verticals, highlighting the dangers of blanket campaigning into a single vertical. https://lnkd.in/gcuNDjwX

Your ForgePRO Tip of the Week! 🚀 It’s time to upgrade your ICP. With AI, we can hone in on our best-fit clients like never before. Whether you're using traditional ICP methods, account scoring, or any other approach, we now have the tools to refine our targeting even further. Check it out! #ICP, #targetcustomer

This looks a bit like our bowling nights.. Ha!!

He gets it...

Happy Friday everyone! Here is our Friday Sub-vertical learning. We had the amazing opportunity to speak with some amazing Rev Ops leaders this week and they brought up a great question. They said, why would I buy 'Vertical Insights' if I can find sub-vertical data in Zoom Info? We love this question. Lets dive in. Yes you can find Sub-Vertical Data in Zoom, but its not in an actionable format that can be quickly distributed to your GTM leaders, you would have to attempt to build that, to train your AI for accurate Sub-vertical / deal analysis, and to create actionable insights dashboards. Here are some things to consider: You’re in a time crunch. With only 2 weeks to get data to your GTM teams before Q3, they need time to process it and formulate their strategy. You’re assuming your Sub-Vertical data is accurate, you'd need to test it, and to build the fields in SF to associate it with your accounts and opportunities. FYI - it's taken us over 6 months to train our AI for accurate Sub-Vertical identification. It's not a quick thing. Then, you'd have to create actionable dashboards showing your top 5 best and least fit sub-verticals, along with other key ICP information your GTM leaders need for Q3 planning. Lastly, why attempt to do all of this, when its already done for you at a price thats cheaper than you can do it yourself? Vertical Insights is only $1,500. You have the opportunity here to be a data rockstar! Simply purchase Vertical Insights, set it up in your instance (it takes about 15 minutes), and give your GTM leaders access to the data. Providing your team with the most valuable actionable GTM insights available, saving yourself a ton of time and pressure. Plus, you'll give your GTM leaders an extra 2-3 weeks to absorb the data and build their Q3 plans. It's a no-brainer data rockstar opportunity! Download today! 4e29-4673-bcd1-ba1ebe79bb66&channel=recommended

Enrich your SF data with Vertical Insights and Nail your ICP!