Talk to your operations team about what makes your workflows different for each customer type. Document those differences, hand them to marketing, and use them to build niche messaging. You probably already do these things; you just need to name them.
So back to that comment about identifying niches, I think a really good exercise on that collaboration point as well is to sit down with your implementation team and your operations team and think about some of those industries or niches and talk to them. What are we doing differently? What systems do we integrate with? Do they have any specifics asking about? And write those things down and then give that information, that bulleted list, to your marketing team or to your agency and have them create— that is your unique process. That is what you're doing for that industry. So I don't think it's throwing a dart. I think a lot of times, as you had said, Matt, we're already doing these things. We just may not know it. So I don't think it's any secret sauce. I think it's just identifying what you're already doing to get those unique processes.
