The problem arises precisely from deep immersion in the context. What is the pain point for companies now?
As often happens, you work in a certain field for a long time and accumulate a critical mass of knowledge about the problem. You understand that there is such a problem and now you need to find where it is most often encountered, in what context and in what segment.
Another option.
You don't know the problem. But you can get into a fight in a specific segment/context and find the problem along the way. Also a working strategy. You think, "Okay, I don't know anything about this problem in marketing, but I love marketing + AI + content. I want to work on it," and you go figure it out.
In our case, I have heard about the problem, I am saturated with it and have researched it a lot. We have encountered it ourselves on the Russian market many times. I have figured it out by communicating with various CEOs, CMOs and Head of Sales. I have solved it in our company and consulted other teams.
And then I went to find out whether this problem is confirmed in the American market. And it turns out that it is even more acute there, but from a slightly different angle.
By immersing yourself in the context of this problem, you begin to think about it and talk about it much better .
We collect “segment — persona — context”
My basic point here is that you need to be inside the market. That way you get feedback from the world much better and faster, you understand whether something works or not.
I will continue with the example of Dashly. We have a problem between the marketer and sales - a gap in the growth of metrics, expenses on generating Meetings, Demos. The marketer brings in leads, then the first line sales takes them for granted: (
When we talk to people, we add context to this problem: people are the ones who list of spain cell phone number make appointments. People who are both expensive and fail. Moreover, people cost money (surprise). It also costs money to hire them (sometimes X2 to a monthly salary)… In short, a lot of context.
Okay, so in which verticals are there CJM meetings that we can help with? We describe the context and see that such a funnel works in EdTech, Wellness, SaaS, etc.
Researching verticals in Dashly
Analysis of a specific vertical
Then you need to decide which of these segments to focus on. This is again necessary for a deeper dive into the context.
And it’s quite easy to confirm the vertical: you need to find companies that are really ready to pay money for your solution
