Sector-Specific Prospecting: Does Focusing on One Industry Actually Work?
When it comes to prospecting, one of the biggest strategic decisions an agency can make is whether to focus on a single sector or take a broader approach. Both routes can deliver results, but for very different reasons. The key is knowing which fits your agency’s strengths, experience, and ambitions.
The case for going sector-specific
Targeting a single industry allows you to go deep rather than wide. You can tailor your messaging, demonstrate a real understanding of the challenges in that space, and show prospects you’re not just another agency but a specialist.
If you already have strong case studies or relationships in a particular sector, doubling down on that experience can be incredibly effective. You’ll naturally carry more credibility in outreach, be able to create sector-specific content, and even design events or thought leadership that feel highly relevant to that audience.
We’ve seen this work especially well for agencies in sectors that might not seem exciting at first glance. By building a connected community around a focused theme and involving existing clients as contributors, the results can be transformative both in depth of relationship and commercial return.
“By building a connected community around a focused theme and involving existing clients as contributors, the results can be transformative both in depth of relationship and commercial return.”
The trade-offs of narrowing your focus
Of course, focusing too tightly can limit your overall pool of opportunities. The market within one sector may fluctuate, or it can be harder to sustain consistent outreach if your content starts to feel repetitive or overly reactive to industry cycles.
Sector-specific prospecting also demands a real understanding of what’s happening within that industry. Reaching out with surface-level commentary won’t leave a lasting impression on senior marketing leaders who live and breathe those challenges every day. The more informed and insightful your point of view, the more likely you are to be remembered for the right reasons.
“Agencies that succeed with broader outreach tend to have clear, adaptable messages about how they solve common brand or marketing challenges, rather than relying on niche expertise.”
The case for keeping things broader
Broader prospecting can also work brilliantly, especially when your agency’s offer or point of view cuts across industries. The key is having content that’s universally relevant and thought-provoking, supported by smart targeting that still ensures a good fit with your agency’s strengths.
Agencies that succeed with broader outreach tend to have clear, adaptable messages about how they solve common brand or marketing challenges, rather than relying on niche expertise. When done well, this approach can open doors across different sectors without diluting credibility.
So, what’s the answer?
There isn’t a single right way. Sector-specific prospecting can be incredibly powerful if you have real experience, a strong perspective, and contacts who can help amplify your message.
Broader prospecting gives you scale and flexibility, but still needs structure, focus, and content that earns attention.
At Illuminate, we’ve seen both approaches succeed. The best route depends on where your agency already has traction, how defined your proposition is, and how much time and energy you can commit to doing it well.
What matters most is consistency: choosing a direction and staying disciplined with it long enough to see momentum build.