5 Steps to Marketplace Success for ISVs

Developing a marketplace strategy is the essential first step for any ISV looking to succeed. Ashleigh discusses the importance of understanding where the company’s target customers are and selecting the right marketplace platform. She gives the example of how Microsoft’s two platforms cater to different audience types: AppSource is for business users, while Azure Marketplace is oriented toward developers. By choosing the appropriate marketplace, ISVs can align with their core audience, ensuring their offerings are tailored to solve specific industry problems.

This foundational step goes beyond simply listing products; it requires defining a solution that resonates with marketplace users. Ashleigh emphasizes the importance of product positioning, from identifying the precise problem the solution addresses to understanding customer pain points. For instance, an ISV focusing on cybersecurity solutions should align its messaging with the current market’s increased regulatory requirements and demand for sustainable tech. This strategic approach gives ISVs a competitive edge, ensuring their products are relevant, engaging, and well-positioned.

Ashleigh also touches on the importance of maintaining flexibility. The marketplace landscape is dynamic, and ISVs must stay adaptive and ready to adjust their strategies in response to changing customer demands, evolving technologies, and industry trends. This readiness to shift and refine strategies allows ISVs to stay ahead in the competitive digital ecosystem, making this first step crucial for marketplace success.

Ashleigh emphasizes that a powerful marketplace listing is more than a product description—it is a comprehensive marketing tool. ISVs should create listings that include solid visual elements, persuasive storytelling, and targeted sales collateral to stand out. This step is particularly critical on platforms like Microsoft’s Partner Center, where listings are optimized for discoverability and engagement.

Ashleigh shares her agency’s approach to creating these high-impact listings. She explains that Transcends starts by understanding each client’s unique value proposition and then translates that into content that resonates with the target audience. For example, they may create marketing collateral that includes videos, product demos, and testimonials that establish credibility and showcase the solution’s strengths. By connecting emotionally with potential customers, the listing becomes more than just an entry in a digital catalog—it becomes a strategic asset.

Moreover, she stresses the importance of optimization. Using keywords relevant to the solution, ISVs can enhance their listing’s visibility and attract the right audience. ISVs are encouraged to continually test and refine their listings to keep pace with customer behavior and preferences. By treating the listing as an evolving living document, ISVs can better capture customer interest and keep their offerings competitive in the marketplace.

“Set it and don’t forget it” is Ashleigh’s mantra for maintaining marketplace listings. An effective marketplace listing needs more than an initial setup—it requires ongoing marketing and engagement to convert visitors into loyal customers. Ashleigh explains how ISVs can use a comprehensive marketing strategy to drive awareness and nurture prospects, leveraging content like LinkedIn posts, whitepapers, and email campaigns that encourage interaction and build trust.

Ashleigh illustrates the concept of the “customer journey” within the marketplace. She points out that a listing is only one part of the journey, and customers often need multiple touchpoints—sometimes up to 28—to make a purchasing decision. To create these touchpoints, Transcends advises ISVs to use content that educates, engages, and builds confidence in the product. For example, an ISV might share a series of LinkedIn posts discussing their product’s real-world applications or publish an in-depth blog that tackles common industry pain points.

Another effective tactic Ashleigh suggests is cross-promoting marketplace listings on the ISV’s website and through email signatures, ensuring that every customer interaction leads back to the marketplace. This consistent exposure strengthens brand recognition and increases the likelihood of conversion. By keeping potential customers engaged through ongoing marketing efforts, ISVs can turn their marketplace listing into a powerful tool for long-term growth.

Ashleigh discusses the advanced functionalities of digital marketplaces, which can significantly aid ISVs in scaling through partnerships. She highlights multi-party offers, private offers, and enterprise agreements (MACs), explaining how each can facilitate transactions and make ISV solutions more attractive to partners. These functionalities, especially in Microsoft’s ecosystem, can streamline procurement and open new sales channels.

Multi-party offers, for example, allow ISVs to package their solutions with partner services, creating a more comprehensive product offering for end customers. This bundling approach can attract more resellers and service providers who see value in promoting an integrated solution. Ashleigh also explains how MAC agreements benefit ISVs by reducing the complexity of procurement. These agreements give customers the flexibility to purchase partner solutions within their pre-allocated budget, making buying and deploying ISV solutions easier.

Additionally, Ashleigh touches on the flexibility of private offers. ISVs can use private offers for large, custom deals to provide tailored solutions to enterprise clients. This feature is invaluable for ISVs aiming to attract large organizations that need particular functionality or pricing options. Through these marketplace functionalities, ISVs improve their reach and enhance their relationships with resellers, ultimately driving growth and creating lasting value in the ecosystem.

In this final step, Ashleigh dives into the transformative impact of artificial intelligence (AI) on marketplace success. She shares how ISVs can use AI to streamline operations, enhance customer engagement, and optimize their marketplace strategy. By integrating AI tools, ISVs can automate marketing tasks, manage customer interactions more efficiently, and gain deeper insights into their audience.

Ashleigh provides practical examples of AI’s potential in marketplaces. For instance, AI can help ISVs analyze customer data to understand behavior patterns, enabling them to personalize their offerings and marketing efforts. This data-driven approach allows ISVs to optimize their listings based on customer needs and preferences, increasing engagement and conversion rates. Ashleigh also mentions AI’s role in content creation—such as generating blog posts, FAQs, and other marketing materials—freeing up ISVs to focus on more strategic tasks.

Moreover, AI enables predictive analytics, allowing ISVs to anticipate customer needs and refine their offerings in response to trends. Ashleigh points out that this proactive approach helps ISVs stay ahead in a fast-evolving marketplace. By embracing AI for efficiency and strategic growth, ISVs can create a more compelling marketplace presence and enhance the customer experience. Integrating AI streamlines operations and strengthens the ISV’s competitive position in an increasingly digital ecosystem.