July 19, 2013 | 0 Comments | Branding, Messaging

As an ISV in the Microsoft Dynamics ecosystem, wouldn’t it be great to know that your brand and marketing messages were reaching the right audiences – and also avoiding the wrong ones? Wouldn’t it be great to have that strong sense of comfort in knowing that finally, yes finally, there was a way for you to stop paying for ineffective and expensive advertising programs that are seen by too many of the wrong people?

Exhale and relax. Hyper-targeted advertising is here, and once you try it, you’ll never look at online (or print) advertising the same way.

January 2, 2013 | 0 Comments | Branding, Content Marketing, Email Marketing, Messaging, Microsoft Dynamics, Public Relations, Social Media
Convergence is the most newsworthy event of the year in the Microsoft Dynamics calendar and that holds true for (MSDW) readers, many of whom attend the event and thousands of others who flood our web site as we provide hour-by-hour reporting from the event as we did in 2012 and 2011.
May 15, 2012 | 0 Comments | Branding, Messaging

If you’ve ever talked to us about buying banner ads from us without any other marketing options, chances are you got a short speech in return explaining how we see ads as one small piece of a B2B marketer’s overall strategy to drive awareness, deliver a message, and generate targeted leads (yeah we know: blah blah blah).

April 5, 2012 | 0 Comments | Content Marketing, Messaging, VAR Partnerships
Let’s face it, as an ISV you can probably name a handful of companies whose solutions provide a similar function to yours. Your solution is good, but so are theirs and you are all targeting the same end-users and partners. So how do you position your company as unique in a world of fierce competition? Stop selling people on the features and functions of your solution and start selling them on your most valuable asset—your team and its unique experience.
November 18, 2011 | 0 Comments | Messaging, Social Media
The word “social” is an important modifier for “social media.” It suggests socializing, which is something we tend to focus on mostly outside of work. But if your work is an important part of your life, as it is for most owners and executives of ISVs, well, then, you are likely socializing at work as well. Socializing as in networking and marketing, and selling and recruiting. For socializing in the work sense, LinkedIn is an important place to be.
February 11, 2011 | 0 Comments | Content Marketing, Lead Generation, Messaging
Ever more ISVs are using content--white papers, case studies, and articles--to helps sell their products. The process is sometimes referred to as" content syndication." But while content syndication can be a very powerful tool, it's not a simple or slam-dunk marketing technique.
January 4, 2011 | 0 Comments | Branding, Content Marketing, Lead Generation, Marketing Automation, Messaging, Social Media
Marketers can’t escape the call of the online marketing gurus – inbound marketing, outbound marketing, working the funnel, demand generation, social media b2b marketing, and so on. With the New Year upon us, there’s inevitably an itch to get moving, especially when you consider the possibility you might be missing out on an important new opportunity.
October 10, 2010 | 0 Comments | Content Marketing, Lead Generation, Messaging
Content-based marketing is a well-established technique for software companies to showcase their expertise. Typically, an executive writes an article about a particular business challenge that his or her company's software solves. The article showcases the company's expertise rather than a particular product.
June 7, 2010 | 0 Comments | Content Marketing, Lead Generation, Messaging
At we see a lot of editorial content, be it news articles, columns, interviews, how-to guidance, white papers. Moreover, we get to compare the readability, provocativeness, and effectiveness of all that content. One of the most interesting areas of comparison is with white papers that ISVs prepare to attract and connect with prospective customers.
April 17, 2010 | 0 Comments | Content Marketing, Messaging
When it comes to ISV marketing, we always stress the importance of thought leadership. A blog is the perfect place for you to position your organization as a thought leader and expert within your business and technology focus area.