ISV Advice: "Marketing Can Do Things For You That A Great Product Cannot"

ISVs big and small continue to increase their engagement with the RSPA both in person and online. RetailNOW 2022 is on track to surpass the 230+ software developer executives last year’s show attracted, and nearly 50% of this year’s exhibitors will be software-focused. Additionally, the RSPA Niche & Startup ISV Community continues to attract high-initiative ISV executives to its bi-monthly conference calls.

During one recent ISV Community meeting, the group shared their experiences and exchanged advice related to marketing:

• Even in a downturn, don’t decrease your marketing. If anything, it’s a time to increase marketing. When there’s a downturn in the market, that’s an opportunity for you to gain market share. You can buy good marketing cheaper when everyone else is running away.
• We had been in a downturn but we are in an “opportunity turn” now. There’s tremendous opportunity across the board. Every one of our customers, regardless of type, is currently growth-focused. I take that as a huge opportunity for us to provide them with new technology and new things they haven’t thought of.