In this episode, I share a story from my time working in aerospace standards, where I helped market highly technical data used to design and repair aircraft.
With a limited addressable market, our team faced the challenge of flat sales and growing revenue without a large budget. The answer? Expand into adjacent markets. We identified the automotive industry—particularly F1 and lightweight pickup trucks—as a logical fit based on shared needs for aerodynamic efficiency and material data.
But entering a new space takes more than a good idea. It takes research, industry-specific messaging, strategic outreach, and compelling stories that build trust and credibility.
Key takeaways:
You don’t need a huge budget to expand into a new market—but you do need focus, relevance, and consistency.
Selling into technical or niche industries starts with understanding the real challenges and language of your buyer.
Market expansion works when you build tailored content, validate the crossover value, and show proof through testimonials and case studies.
Creating FOMO ("what if our competitors know something we don't?") can be just as powerful as a hard sell.
Don't wait to be discovered. Smart marketing, strategic partnerships, and visibility in the right places will move the needle.
Prefer to read this post? Find it here:
How to Break Into a New Market
A smaller budget… or almost no budget. Achieving increasing targets, expanding into new markets, and more. These are challenges marketers face every day. How can you grow revenue when you’re selling into a relatively small market? Expand into new ones.
Share this post