Attempting to be most things to most people isn't consistent with a vertical marketing strategy. That's not to say that success outside of a traditionally defined vertical market shouldn't be exploited. It should.

In the industrial plant market for instance, a vertical marketing strategy can be applied to specification functions, or geographic market segments. But the laws of diminishing returns and economics of scale don't go on hold.

Finding ways to target the essential specifiers, and then spending the same resources to communicate more frequently and with more impact to a more narrowly defined target group is only prudent.

Trolling is sometimes necessary, but it's seldom efficient. In addition, this approach defies a central vertical marketing component – concentration.