Getting on that shortlist isn't about having the best product. It's about making it easy, profitable, and low-risk for VARs to recommend you. That's a marketing problem as much as a product problem, and most ISVs underinvest in it.

For Acumatica Value-Added Resellers, the traditional "lead-gen-or-bust" mindset often leads to burnout and poor conversion. Selling high-stakes ERP software requires a departure from high-volume tactics in favor of a quality-first, vertical-specific approach. Because Acumatica operates on a 100% indirect sales model, the responsibility for growth sits squarely on the shoulders of the VAR marketing team. This practical guide explores how to pivot your strategy toward long-term sustainability.

Success in the Acumatica channel is driven by VAR trust, not just product features. Since VARs own the customer relationship, your goal is to make selling your solution safe, easy, and profitable for them. To win, you must prove to VARs that you are a reliable, long-term partner who simplifies their sales process.

Referrals and traditional outbound tactics limit growth for ERP resellers; the market is now buyer-led, with prospects completing up to 70% of the buying journey online before speaking to sales. To compete, you must invest long-term in Inbound Marketing. Key strategies—including valuable educational content, strong SEO, and automated email nurturing—attract warmer leads and create sustainable pipelines with lower acquisition costs.

Most agencies miss the mark on digital marketing for tech companies. Discover smarter digital marketing solutions for software companies that build clarity, demand, and growth.

Explore the benefits of working with a boutique marketing strategy firm: specialization, attention, speed, integration, and pricing. Goliath does not always win — or serve YOU most effectively.

Marketing Consulting helps SaaS companies expand their reach and meet their sales goals. Sometimes, boutique marketing consulting firms can outshine their larger competitors. Learn how!