Image by Suzanne Calkins
Dear Client,
You already know there’s more to marketing than using buzzwords and hoping for the best. (Take a bow, large language models.) However, IDKIYK, that is, “I don’t know if you know” but we excel at using the kind of language that speaks to your audience—from Gen Z to technology partners.
Let’s talk industry speak in vertical marketing. We’ve seen a profusion of buzzwords, like quantamental investment and precision medicine in this context. However, for effective marketing, it isn’t enough to just know the lexicon and how it’s used. You need an understanding of the industry. What are the current challenges? What are the prime drivers? How is it modernizing? Is it heavily regulated? What supporting role does technology play?
Beyond that, you also need to reflect your organization’s technology offerings and incorporate your brand voice (deployment of generative artificial intelligence in digital twins, anyone?).
At 2A we focus on key verticals like financial services and healthcare. From life sciences to manufacturing, and retail to government, we understand the audiences you speak to, the issues that concern them, and the language they relate to. Whether it’s compliance in healthcare, FSI challenges with data residency, or omnichannel customer service in retail, we understand your customers’ concerns.
Most of all, we understand your organization and audience, and how you want to position your offering in a particular industry vertical. We know that the DNA double helix has a right-handed spin and health insurance companies are called “payors” (not ”payers”). We also recognize that to effectively position your work at Hanover Messe—one of the world’s largest industrial trade fairs with a global audience of about 200,000—you need to use global English that is easily understood by non-native English speakers and will translate well into other languages.
We back up this understanding with a rigorous process. We research the industry landscape, validate what we know, consult with you to refine the messaging, and interview your partners or customers if required. After we’ve done our research, we use your voice and brand to craft a compelling marketing asset tailored to the needs of your industry-focused audience.
Check out a sampling of our projects across key AWS verticals. And give us a call if you like what you see.
We remain industriously yours,
2A