As someone who’s been in the trenches of B2B marketing, I’ve heard it all: “Marketing is just a cost center,” “It’s all fluff,” and my personal favorite, “Can’t we just rely on referrals?”
Spoiler alert: No, you can’t.
Marketing isn’t fluff—it’s the fuel that powers sustainable growth, especially for VARs (Value-Added Resellers) and ISVs (Independent Software Vendors).
Let’s clear the air and uncover the real value of marketing.
Misconceptions About Marketing
One of the biggest hurdles for VARs and ISVs is understanding what marketing can and cannot do.
Here’s the hard truth: marketing isn’t here to close leads.
Many CXOs decision-makers for these firms fall into the trap of expecting marketing to directly translate into closed deals. That’s not how it works.
Marketing’s role is to:
- Amplify awareness of your brand and offerings.
- Build credibility with prospects and within the industry.
- Provide sales teams with the tools they need—like case studies, whitepapers, and testimonials—to effectively close deals.
Think of marketing as the engine that powers your pipeline. Without it, your sales team is running uphill with no traction.
Differentiating Expertise from the Product
One of the most important shifts VARs and ISVs need to make is to stop focusing solely on the product they’re selling. Yes, the ERP solution is powerful, flexible, and transformative.
But so is everyone else’s. What sets you apart isn’t the software—it’s you and your expertise.
Take the sandwich shop analogy:
You can buy bread and fixings and make your own sandwich, or you can go to a shop that crafts something extraordinary. What makes you tell a friend, “You have to try this place!” isn’t just the bread; it’s the shop’s attention to detail, unique ingredients, and exceptional service.
In the ERP space, you’re not just selling software. You’re selling the experience, the expertise, and the trust that comes with knowing you’re the right partner to help clients achieve their goals.
Marketing’s Real Value: What You’re Actually Paying For
Effective marketing isn’t just about “looking good.” It’s about:
1. Generating Revenue
- Building a predictable pipeline of leads.
- Nurturing prospects through long buying cycles (which, let’s face it, are typical in this space).
- Enhancing deal size by positioning your services as premium solutions.
2. Positioning Your Brand
- Differentiating you from competitors offering similar products or services.
- Establishing credibility in your niche (whether it’s ERP implementation for a certain industry or vertical).
- Creating content that keeps your company top of mind.
3. Enabling Your Sales Team
- Providing tools like case studies, whitepapers, and pitch decks that your team will actually want and use.
- Reducing friction in the buying process with targeted content.
- Turning tire-kickers into decision-makers.
Marketing as a Strategic Asset
Marketing isn’t a plug-and-play solution. It’s a long game—one that requires curiosity, adaptability, and a willingness to experiment.
As the industry evolves, the most successful VARs will be those that continuously re-evaluating their strategies, testing new ideas, and pivoting when necessary. Marketing isn’t just about running a campaign or creating content—it’s about aligning with business goals, staying ahead of trends, and meeting your clients where they are.
Actionable Steps to Break Free from the “Fluff”
If you’re ready to get serious about marketing, here’s where to start:
- Audit Your Current Efforts: Identify what’s working, what’s not, and where there are gaps in your strategy.
- Focus on Expertise: Create content that highlights your unique value and the experience of working with your team.
- Be Data-Driven: Track your efforts, but don’t expect overnight results. Marketing takes time to build momentum.
Marketing isn’t about fancy graphics or trendy buzzwords. It’s about telling your story, proving your expertise, and building trust with your clients.
Let’s Talk. Ready to elevate your marketing game? Reach out, and let’s build a strategy that works.