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 a 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 companies can showcase their software solutions platforms to 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 deliver their software solutions to specific markets. Keep reading to learn what an ISV is, the importance of being ISV certified, the role of an ISV partner, and more.
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What is an ISV?
An independent software vendor, or ISV, is an individual or organization that develops, markets, and sells software solutions that run on one or more computer hardware providers. This includes Macintosh, operating systems such as iOS, or cloud platforms such as Amazon Web Services.
For example, any company that provides its software solution on a marketplace such as HubSpot Connect or Salesforce AppExchange is an ISV.
Importance of 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 market. But they will only allow independent software vendors, or certify ISVs, that can offer the most relevant and best software solutions on their marketplace.
Salesforce’s App Exchange allows independent software providers to offer solutions to their customers. Salesforce offers a program called “Salesforce Certified” that includes technical, security, and marketing evaluations to verify quality. Only ISVs that successfully complete this program can offer their solutions on the AppExchange, ensuring that they are providing customers with the best and most relevant options to choose from.
For example, if you want to enter Dell or Red Hat’s ISV Partner ProgramAll you need to do is verify your organization, apply for the program, get accepted, agree to their terms and conditions, and be in good standing with the platform to maintain your membership.
Benefits of ISV
Increased visibility and brand recognition
Joining an ISV partnership program can give your software solution the visibility it needs to stand out among thousands of competitors. You’ll also benefit from the confidence of leveraging a reputable partner platform, gaining access to potential customers you might never have had otherwise.
Many partner platforms offer built-in promotion such as sponsored listings in their marketplaces and blog posts, press releases, webinar resources, etc. This can help increase the visibility of your product even further and get it in the hands of more potential customers.
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 solutions. Additionally, many platforms provide their partners with exclusive discounts, deals, and access to other valuable resources that can help you run a more successful business.
Having an ISV-certified partner program can also provide an excellent boost to your brand, as customers will recognize you as an approved vendor and trust the quality of your software solutions. Additionally, many platforms provide their partners with exclusive discounts, deals, and access to other valuable resources that can help you run a more successful business.
In short, ISV partnerships can help increase visibility and revenue for independent software vendors while providing access to valuable resources and discounts. Joining an ISV-certified partner program is a great way for software vendors to expose their products to potential customers and gain the trust of existing ones.
ISV Partnership Types
Direct Partner Program
These programs are provided directly by the platform to independent software vendors, allowing them to access technical support and marketing resources. These vendors can also sell their products on the platform’s marketplace. Depending on the platform, a fee may be required to join these programs.
indirect partner program
These programs are provided by a third party, such as a reseller or publisher, who provides additional benefits to the software vendors in exchange for their products. These services may include providing additional marketing support, special discounts or access to additional resources.
Software Marketplace Partnership
These partnerships include computer hardware vendors, operating systems or cloud platforms selling software solutions on the market. This type of partnership typically does not require an exclusive relationship and is more focused on providing access to potential customers and resources.
To sum up, there are several different types of ISV partnerships available to independent software vendors: direct partner programs, indirect partner programs, and software marketplace partnerships. Each type of partnership can provide valuable resources and promotional opportunities to help increase visibility and revenue for independent software vendors.
The right partnerships can help you reach new audiences, increase sales, and ultimately be more successful in your business. If you’re an independent software vendor looking to get your product out there, consider exploring the different types of ISV partnerships available. Good luck to you!
AWS Marketplace An online store for software vendors to list and market products built on Amazon Web Services (AWS). Customers can choose from over 5,000 products from independent software vendors ranging from analytics to e-commerce solutions.
Oracle Cloud Marketplace
Oracle Cloud Marketplace is a digital platform for independent software vendors to showcase their applications and services as well as market them directly to customers. With more than 1,000 apps from independent software vendors, companies can quickly find solutions to build, deploy, and manage their applications.
AWS Marketplace An online store for software vendors to list and market their products built on Amazon Web Services (AWS). Customers can choose from over 5,000 products from independent software vendors ranging from analytics to e-commerce solutions.
IBM Cloud Marketplace
The IBM Cloud Marketplace is an online destination designed to help customers find and purchase applications and services from independent software vendors. With over 2,000 products from hundreds of ISVs, businesses can quickly find solutions for analytics, security, storage, and more. Additionally, IBM offers a free developer program.
These are just a few examples of the leading independent software vendors, but there are many more available on the market. Each platform offers different benefits and services, helping businesses easily find the right solution for their needs. If you’re an independent software vendor looking to get started in the world of ISVs, consider exploring these options.