The Marketing Companion cover image

Scaling human-powered marketing

The Marketing Companion

CHAPTER

Verticalizing and Horizontalizing in Marketing

The speakers discuss the concept of verticalizing and horizontalizing in marketing, using the example of a friend who serves funeral directors. They explore the benefits of focusing on a specific niche and choosing a community to serve. They also discuss the difference between verticalizing and horizontalizing in service-based businesses and software companies.

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