ISV marketing support for Microsoft-focused ISVs

Marketplace, co-sell, SEO and demand generation support for ISVs whose product lives in the Microsoft ecosystem.

You've built a product that sits inside the Microsoft ecosystem - on Azure, alongside Dynamics 365, extending Microsoft 365, or transacting through the Microsoft Marketplace. The marketing challenge isn't generic SaaS marketing. It's turning a Microsoft-adjacent product into predictable pipeline, using the marketplace, co-sell and partner motions as amplifiers rather than afterthoughts.

That's what our ISV marketing support is built for. We work with ISVs who want a partner that already speaks Microsoft - solution areas, MACC eligibility, transactability, private offers, co-sell status - so you're not spending the first month explaining the ecosystem.

Sound familiar?

Most ISVs we speak to are wrestling with a version of these:

  • The Marketplace listing is live but isn't producing much.
  • Co-sell status is in place, but Microsoft sellers aren't bringing deals in.
  • Marketing is stretched across product, partner and end-customer audiences.
  • Website and content read like generic SaaS - the Microsoft angle is buried.
  • There's no clear way to turn Microsoft-sourced interest into pipeline you can forecast.

What ISV marketing support covers

A joined-up service across the areas that actually move the needle for a Microsoft-focused ISV.

Marketplace listing optimisation

Sharper propositions, buyer-led long descriptions and the SEO signals that help Marketplace listings surface for the right searches.

Co-sell enablement

The one-pagers, battlecards, seller-ready messaging and joint value stories that make it easy for Microsoft account teams to bring you into deals.

SEO and content

Content that ranks for the terms your buyers and Microsoft sellers actually search - not generic SaaS keywords.

Demand generation

Campaigns that drive traffic into the listing, the website and co-sell conversations - so the ecosystem amplifies work you're already doing.

Product launch and go-to-market

Positioning, launch plans and messaging for new modules, solution areas or Marketplace offers - built to land with buyers and Microsoft alike.

Measurement and reporting

A view of what's working across owned, Microsoft-sourced and Marketplace-sourced pipeline - so you can invest with more confidence.

How we typically engage

A short diagnostic first, then a plan you can actually execute against.

1

Diagnostic

We look at your Marketplace listing, co-sell posture, website, content and current pipeline mix. You get a clear read on where the biggest gains sit.

2

Plan

A prioritised plan across listing, co-sell, SEO and demand generation - sequenced so each piece feeds the next rather than competing for attention.

3

Execute

We deliver the work - or run it alongside your in-house team - with monthly reviews tied to pipeline, not vanity metrics.

Further reading

If you're weighing up a listing, our take on whether a Microsoft Marketplace listing is worth it in 2027 walks through where it pays back and where it doesn't. For the search side, we've written about SEO best practices for Marketplace listings.

Thinking about ISV marketing support?

Tell us where your product sits in the Microsoft ecosystem and what's not landing yet. We'll come back with a view on where we'd start.

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FAQs

Frequently asked questions

Who is this service for?

Independent Software Vendors whose product sits in the Microsoft ecosystem - Azure-native ISVs, Dynamics 365 and Power Platform extenders, Microsoft 365 add-ons, and ISVs transacting through the Microsoft Marketplace (formerly AppSource and Azure Marketplace).

Do I need to be transactable on the Marketplace already?

No. We work with ISVs at every stage - from those planning their first listing to those already transacting and trying to lift Marketplace-sourced pipeline. If you're pre-listing, we'll help you decide whether it earns its place in the plan before you build it.

How is this different from your marketing strategy service?

Our broader strategy service works across all Microsoft Partners - services partners, resellers and ISVs. ISV marketing support is a focused version for product businesses, with more weight on Marketplace, transactability, co-sell and product-led demand generation.

Can you work alongside our in-house marketing team?

Yes - that's the default. We plug into what's already there, take on the Microsoft-specific pieces your team doesn't have context for, and hand things back cleanly when it makes sense.

Do you help with co-sell readiness itself, or just the marketing around it?

We own the marketing side - propositions, seller-ready assets, joint value stories, campaigns into shared accounts. The Partner Center admin, co-sell nominations and internal Microsoft filings sit with you, and we'll shape the marketing so it plays nicely with them.

How quickly can we start seeing results?

Listing and asset fixes usually show up in weeks. SEO and demand generation typically compound over a couple of quarters. Co-sell traction depends on the Microsoft relationships you're already building - marketing accelerates that, it doesn't replace it.