What are ISVs? 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...

The Ultimate Guide to Integrations and Why Your Business Needs Them Have you ever found yourself working on a project in which you had to toggle between multiple software and applications? Perhaps you had to plug data from one system into another or rewrite the same content over and over again to ensure it was in multiple locations. Although few people have the time or patience for this type of tedious work, it’s highly common and often critical to your business’s success — these mundane tasks need to get done. What if there was a way to connect your software to the applications you use in a way that successfully brings them together? This would mean all of your information and data would live in a central location with no manual entry required, even if those applications don’t actually come with the software itself … sound nice? Well, good news! This type of solution exists … it’s called an integration. Integrations are a complex topic to understand. So, let’s simplify the concept with the help of an analogy we can reference throughout this guide. Let’s pretend you want to plug your MacBook laptop into your TV using a connector cable so you can watch reruns of Friends on Netflix on the big screen. And integration kind of works like this — I’ll explain more as we go. Back to our analogy: If your software is your laptop, you’ll use a connector cable, or...