Years as B2B generalists left us with knowledge of many markets. All of it scattered. We're testing what happens when it all points at one:
The sector on the table is financial services. We have had success there, and we understand how these companies sell.
Focused on one industry, that knowledge would compound: every campaign adds to the same playbook. Every client benefits from all the campaigns before theirs.
That is the argument that weighs most for me: specializing as a way to deliver better work.
So we are testing it before deciding it.
Starting with content and outbound aimed at financial services companies across Europe.
Going deep in understanding that market.
The real test comes after: serving more clients in the sector and seeing how the focus changes our operation and our results.
The rest of our client work continues as always.
Narrowing has costs too. A single industry is a smaller market.
And it means giving up part of what makes generalists useful: the patterns we spot across many sectors.
Still, we want to focus on this sector and become really good at it.
Two weeks in, writing for one reader feels easier than writing for everyone.
Whether the benefits are worth the trade-offs: that's what the test is for.
Feel free to give me your take in the comments.
This is how we think and execute. If you want to see how it would apply to your case, let's talk.
