By cchi@hubspot.com (Clifford Chi)

Competing in the MarTech industry as an Independent Software Vendor (ISV) can be challenging due to the large number of companies in the technology stack. How can you stand out in the crowded field?

Traditional inbound marketing strategies have limited effectiveness in this saturated market. However, computer hardware, operating systems, and cloud platforms have come to the aid of smaller tech companies. These platforms have created marketplaces where MarTech firms can showcase their software solutions to the platforms’ unique clients. This boosts visibility and income for many MarTech companies.

ISVs are MarTech firms that collaborate with computer hardware producers, operating systems, and cloud platforms to distribute their software solutions in specific markets. Keep reading to learn what an ISV is, the significance of being ISV certified, the role of an ISV partner, and more.

Table of Contents

• What is an ISV?
• ISV Certification
• The Benefits of ISVs
• Types of ISV Partnerships
• ISV Examples

For instance, any company that offers its software solution on a marketplace like HubSpot Connect or Salesforce AppExchange is an ISV.

The Importance of an ISV Certification

Computer hardware providers, operating systems, and cloud platforms will all test independent software vendors who want to offer their software solutions on their marketplace. But they’ll only allow, or ISV certify, the independent software vendors who can offer the most relevant and best software solutions on their marketplaces.

Salesforce’s AppExchange allows independent software providers to give their clients solutions. Salesforce offers a program called “Salesforce Certified” that incorporates technical, security, and marketing evaluations to verify quality. Only ISVs that successfully complete this program can offer their solutions on AppExchange, ensuring clients that they are selecting from the finest and most relevant options.

For instance, if you want to get into Dell’s or Red Hat’s ISV partner program, you just need to verify your organization, apply to the program, get accepted, agree to their terms and conditions, and stay in good standing with the platform to maintain your membership.

The Benefits of ISVs

Increased Visibility and Brand Recognition

Joining an ISV partnership program can give your software solution the much-needed visibility to stand out among thousands of competitors. You’ll also benefit from the confidence of leveraging a well-respected partner platform, gaining access to potential customers you might have never otherwise had.

Built-In Promotion

Many partner platforms offer built-in promotions such as sponsored listing on their marketplace and in blog posts, press releases, webinar resources, etc. This can help increase your product’s visibility even further and get it into the hands of more potential customers.

Increased Revenue

Having an ISV-certified partner program can also boost your brand, as customers will recognize you as an approved vendor and trust the quality of your software solution. Additionally, many platforms offer their partners access to special discounts, deals, and other valuable resources that can help you run a more successful business.

Having an ISV-certified partner program can …read more

Source:: HubSpot Blog

Author: Aaron