In the modern digital marketplace, Independent Software Vendors (commonly referred to as ISVs) play a critical role in the production, sale, and development of programs.
But what exactly is an ISV, and what do they do? Well, it may be a new or different term to your ears, but it’s certainly one you have experienced contact and connections with before, even if you didn’t know it. An ISV is any individual or organization that develops, markets, and sells software solutions that run on one or more computer hardware providers. As such, ISVs are responsible for Macintosh, operating systems like iOS, and even cloud platforms like Amazon Web Services.
That last one is of especially great note, as cloud platforms and marketplaces have become crucial battlegrounds for ISVs. Cloud marketplaces are essential platforms for ISVs, where they can expand their reach, streamline sales, and drive their growth… if they can effectively leverage the cloud marketplace in their favor.
In fact, according to Gartner, more than 85% of organizations will embrace a cloud-first principle by 2025. This means that, shortly, ISVs will only be able to fully execute their digital strategies by exclusively using cloud-native architectures and technologies. In this way, 2024 is a testing ground that will give way to the reality of 2025: ISVs must learn how to navigate cloud marketplaces to succeed and thrive properly.
ISVs utilizing cloud marketplaces have seen 20% increases in customer acquisition rates and 40% increases in sales, showcasing how valuable these cloud marketplaces can be if correctly navigated. From choosing the right market to evaluating partner ecosystems to leveraging marketplace incentives, the successful leveraging cloud marketplaces is crucial for Independent Software Vendors.
Cloud Blue’s Expertise
Cloud Blue is an orchestration layer to simplify the complex digital ecosystems for Independent Software Vendors (ISVs), enabling them to monetize their strategies effectively through various digital channels like resellers, marketplaces, and direct sales.
With Cloud Blue, you will have a platform partner with the experience and expertise in dealing with the cumbersome process to help guide you and set you up for immediate and long-term success. Cloud Blue’s team knows the best ways ISVs can navigate cloud marketplaces to optimize their results, and here are some of Cloud Blue’s General Manager Jess Warrington’s most valuable tips on the matter.
Strategic Marketplace Selection
“ISVs should focus on marketplaces that align with their customer base and product offerings, rather than trying to list on every possible platform.” In Warrington’s view, what matters here is the quality of the platform rather than the quantity of the number of platforms ISVs are using.
Optimizing the usage of these platforms includes considerations such as the specific customers each marketplace attracts and ensuring that the products listed are complementary to other offerings. It is recommended that ISVs should choose marketplaces where their target customers are already present rather than trying to list on all platforms, which can lead to operational inefficiencies.
Marketplace Integration
His advice also emphasizes the importance of integrating with marketplaces in a way that allows for scalability and efficiency, avoiding the complexities of managing multiple, differently structured APIs. After all, the point of utilizing cloud marketplaces in the first place is to show off the extent to which an ISV is capable, reliable, and technologically fluent. Not integrating effectively into a cloud marketplace defeats the purpose of being there.
Customer Experience and Fulfillment
ISVs must ensure a seamless customer experience, especially when dealing with low-touch sales in marketplaces, by automating processes to meet customer expectations. Word-of-mouth can dictate so much of an ISV’s success at this level, and it is essential to ensure that in a digital marketplace such as this (where reviews can travel at light speed), a satisfying experience is delivered on every front.
Adopting a Channel Strategy
Additionally, a marketplace strategy extends traditional channel strategies, requiring similar attention and effort in sales and marketing. The cloud marketplace strategy is not the same as an ISV’s traditional one; instead, it is a natural extension that considers this medium’s strengths and weaknesses while keeping the core fundamentals intact.
ISVs Finding Cloud Success
Jess Warrington and Cloud Blue’s sound advice underscores the importance of ISVs’ strategic marketplace approach, focusing on scalability, integration, and customer experience to maximize their success. By carefully considering these aspects, ISVs can take advantage of the cloud marketplace’s bountiful new opportunities.
