Market Research
A vertical chosen from the clients you already keep, then backed with the compliance language, proof, and outreach that industry recognizes.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
30
state programs
How it works
Vertical selection is Go-To-Market Strategy and Market Research run together. Your sales leadership chooses the sector before anything is written.
Pick the vertical
Pick the sector from your own data: retention, margin, audit fit, and reference strength. Market Research sizes the buyer population in that sector before the choice is committed to.
Define the industry ICP
Define the ideal customer profile (ICP) inside the vertical: seat band, audit obligation, technology maturity, and the service lines that suit it. That definition becomes the account list.
Build the vertical proof
Build the case studies, references, and sector content that name the industry's own failures. Each asset carries a client type, a constraint, and a figure a buyer can check.
Run the outreach
Run outreach into that sector only, in the industry's language, writing separately for IT, for finance, for operations, and for compliance. Accounts showing an audit date or a renewal window go first.
Start here
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.
A buyer comparing three providers who all serve everyone has little left to rank them on except cost. A buyer who has seen your name on a project like theirs is weighing something else.
Choosing a vertical is not about turning work away. It decides where the marketing, the proof, and the language point, and you can take that decision without changing a single client relationship.
Your own book already holds the answer. Export the client list and score every sector on four columns before you commit a campaign to it.
The sector that wins all four columns is your vertical. If two tie, take the one whose buyers meet each other at the same events.
Once the sector is chosen, the writing changes more than the service list does. Use the words that industry uses for its own failures, rather than the words IT uses.
A manufacturer describes a stopped line and a clinic describes appointments lost, and both are the same outage. Put their word in the case study, the website, and the first call.
Your reps receive a qualified lead from inside the chosen sector, with the trigger named. A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history.
Context counts for more in a vertical, because the rep can open on the audit, the renewal, or the regulator that the buyer is already dealing with.
An agency that sells to every sector will learn yours at your expense. We sell into the IT channel only, and the sector research happens before the first campaign rather than during it.
A bought list of an industry's companies is not a list of buyers inside it. Accounts here are scored on four datasets, demographic, firmographic, intent, and behavioral, then approached on a signal.
Managed service providers (MSPs) with one sector already over-represented in the client list, selling to organizations of 100 to 2,500 seats. MSSPs, security-led MSPs, and Microsoft-centric MSPs are the published fit.
Evenly spread wins are a reason to start with Market Research, which sizes each sector and names the one holding the most buyers in market.
Why vertical MSPs outgrow generalists
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
5x
higher close rate for MSPs positioned as industry specialists compared to generalist providers competing on the same brief
58%
of IT buyers say they would prefer to work with an MSP that has demonstrable experience in their specific industry
31%
higher average contract value for MSPs that build vertical-specific propositions and proof points versus generalist competitors
Common questions
How many verticals at once?
One to start. A second is added when the first has its own proof, its own content, and enough named accounts to keep a campaign running without repeating itself.
Do we drop other clients?
No. The vertical decides where the marketing and the outreach point, and clients outside it keep being served and renewed exactly as before.
Which industries suit MSPs?
The one your own retention and margin figures already name. That is a different answer for every provider, which is why the choice comes from your book rather than from a list.
How long until it works?
No date is promised here. Your sales leadership picks the sector and approves the account list, and the campaign starts once both are settled.