In this episode of the Biz Apps Marketing Minutes podcast, host Adam Berezin welcomes Beth Clarkin, Director of Partner Marketing at TrueCommerce, to discuss how ISVs can build trust and credibility within the Microsoft ecosystem. With a fresh perspective and innovative strategies, Beth shares how TrueCommerce has established itself as a trusted partner and how relationship-building has become the foundation of their success.
Key highlights from this episode:
- The role of trust in building relationships
Trust is the cornerstone of the Microsoft channel, which thrives on relationships and community-driven interactions. Beth explains how TrueCommerce builds trust by focusing on a humanized, person-to-person approach rather than a company-to-company dynamic. By connecting authentically, they establish credibility and ensure that partners and customers feel confident in their ability to deliver effective solutions.
- Innovative marketing strategies for building credibility
TrueCommerce uses creative marketing strategies to engage with the ecosystem and establish its brand. From sponsoring the memorable puppy snuggle booth at Community Summit to branding with rubber ducks that now appear across EMEA, these innovative tactics create memorable interactions. Additionally, the team positions their channel managers as thought leaders and subject matter experts, ensuring they remain visible, credible, and approachable to partners and users alike.
- Leveraging partner advocacy
Transparency and consistent communication are central to TrueCommerce’s partner relationships. Beth highlights how their team keeps partners informed at every stage of the customer journey, ensuring that they remain in the loop on leads, deal progress, and outcomes. This openness reinforces trust and underscores their commitment to collaborative success. Beth also emphasizes the importance of partner advocacy, which TrueCommerce has cultivated by fostering strong relationships. Partners who trust and value TrueCommerce’s solutions often advocate for them across the ecosystem, introducing them to new opportunities and relationships. This network effect further amplifies their reputation and positions them as a reliable, go-to ISV.
- Overcoming challenges in a competitive space
With competitors offering similar solutions, TrueCommerce differentiates itself not just with technology but also with established relationships and a proven track record of delivering positive outcomes. Open communication about product performance, customer support, and ecosystem collaboration helps build confidence among partners and users.
This episode provides invaluable insights into how ISVs can build and maintain trust and credibility with partners and end users in the Microsoft channel. Beth highlights the importance of relationship-building, innovative marketing strategies, and transparent operations as foundational elements for success. She also discusses True Commerce’s commitment to enhancing credibility through the MSDW ISV Verification Program, which validates their reputation through third-party validation, customer interviews, and scoring. This initiative underscores their dedication to being a trusted and reliable partner.