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 also provide an excellent boost for 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.

To sum it up, ISV partnerships can help increase visibility and revenue for independent software vendors while also providing access to valuable resources and discounts. Joining an ISV-certified partner program is a great way for software vendors to get their products in front of potential customers and gain the trust of existing ones.

Types of ISV Partnerships

Direct Partner Program

These programs are provided to independent software vendors directly by the platform, 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, these programs may require a fee to join.

Indirect Partner Program

These programs are provided by a third party, such as a reseller or publisher, that offers additional benefits to software vendors in exchange for their products. These services may include providing additional marketing support, special discounts, or access to additional resources.

Software Marketplace Partnerships

These partnerships involve selling software solutions on the marketplace of a computer hardware vendor, operating system, or cloud platform. 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 it up, several different types of ISV partnerships are available for independent software vendors: direct partner programs, indirect partner programs, and software marketplace partnerships. Each type of partnership can provide valuable resources and promotion opportunities to help increase visibility and revenue for independent software vendors.

The right partnership can help you reach new audiences, boost 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!

ISV Examples

Salesforce AppEx

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AWS Marketplace is 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

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The 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 over 1,000 apps from independent software vendors, companies can quickly find the solutions to build, deploy, and manage their applications.

AWS Marketplace

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AWS Marketplace is an online store for software vendors to list and market their products that are 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

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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.

Getting Started

These are just a few examples of leading independent software vendors, but many more are available on the market. Each platform offers different benefits and services, allowing businesses to find the right solutions for their needs easily. If you're an independent software vendor looking to get started in the world of ISVs, consider exploring these options.