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Financial Services Content Marketing and Content Strategy

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Acumatica VARs – Leapfrog Your Competition

By Candyce Edelen

How to Leapfrog Your Competition - Marketing Tips for Acumatica Resellers

Acumatica VARs – if you develop a solid go-to-market strategy, you can leapfrog your competition and speed up the growth and profitability of your business.

As an Acumatica reseller, you have hundreds of competitors all selling similar products. The competition is fierce. With so many VARs (value added resellers) selling essentially the same things, it can be hard to differentiate your offering.

To help you stand out and leapfrog your competition, we’re providing a series of articles with go-to-market strategy advice and marketing tips from some of the top VARs. This is the first in that series.

Differentiation is Essential

While most ERP platform vendors provide marketing support, Acumatica stands above other providers in the quality and quantity of materials it provides. Libby Beemer, Head of Corporate Communications and Brand at Aktion Associates said, “Acumatica is at the top of the food chain in terms of providing content to partners. They’re constantly adding new material that’s well written, varied and useful. They do a great job of positioning the Acumatica platform, and there’s always something new to use. But what makes a VAR successful is taking those assets and customizing them to set the reseller apart.”

To differentiate and attract clients, VARs need more than product-focused Acumatica content. You must clearly communicate a unique value proposition for your specific services. This requires a differentiated go-to-market strategy.

Recently, I did a review of the About pages on roughly 20 Acumatica VAR websites, and I did not find much differentiation. For example, on the “About” page, nearly every site offered similar value propositions: “We’re professional. We answer the phone. We’re experts. We have decades of experience, We care.”

I highly doubt your prospects will find competing resellers that say they DON’T care about customers or DON’T have extensive experience. In order to establish and grow a successful business, you must develop a unique value proposition, messaging and go-to-market strategy specific to your business. Otherwise, you’ll not get a return on your marketing investment, the company will struggle to grow, and your business won’t increase in value.

It’s About Strategy, Not Tactics

So how do you change this? Start with your business strategy.

Most Acumatica VARs are investing in marketing tactics like content, thought leadership, events, blogging, case studies, SEO, social selling, etc. All of these are important, but they’re secondary to the most important part of marketing – strategy.

It’s time to stop putting tactics ahead of strategy.

An effective go-to-market strategy requires solid business strategy. What’s special about your firm? How are you going to differentiate from all the other VARs vying for the same clients?

As Tim Rodman, an ERP implementation consultant at Aktion Associates explained, “At the end of the day, a VAR produces ERP go-lives. The product-specific technology knowledge is important. But even more important is the product-agnostic implementation experience. The main thing that the VAR brings to the table is the implementation model. We use our experience to guide a client through the stressful process of changing systems and managing the implementation project.”

So it’s important to focus on your team’s background, implementation experience, project management and soft skills.

As you think through the business strategy, consider these questions:

  • What types of clients are your most profitable? Which have the highest lifetime value?
  • Where does your team bring the most value to clients?
  • Where are you able to capture the most recurring revenue?
  • What kinds of implementations are the most profitable?

These questions help you identify your ideal customer profile (ICP).

Based on your ICP, consider these questions:

  • What combination of products bring the most value to your ICP?
  • Do you need to add anything to your product offerings?

Consider your revenue strategy:

  • Can you establish a subscription model to create ongoing revenue?
  • Is there a way to move past the billable hour model to something more predictable for both you and your clients?
  • Is there a way to package services and use value-based pricing to move past a time-for-dollars model?

Then consider the skills of your team:

  • What is your team best at?
  • What skills do your clients most value?
  • Where does the team fall short?
  • Do you need to enhance your team’s skills or hire additional talent to attract your ideal customers or execute your ideal implementations?

Your Team is Not Your Differentiator

One thing to note on your team. Lots of VARs focus on the aggregate years of experience of their team. But this is not really valuable. What is valuable is their specific backgrounds, certifications and/or the specific experience they have doing deployments. For example, focus on their unique background in supporting a discreet manufacturing workflow or the fact that they’ve done 5 complex supply chain deployments in the past year. This is the type of expertise that should inform your business strategy.

Developing a Unique Value Proposition

Once you have a strong sense of your business strategy, you can develop a unique value proposition. Then it’s time to determine your best target markets, your go-to-market strategy and your positioning. And this is where it’s important to consider a focus on niches. We’ll cover that in our next article.

For More Information

PropelGrowth specializes in helping Acumatica VARs define effective business and go-to-market strategies that facilitate long-term growth in revenue and business value. If you’d like more information about how we might help your firm, contact us or call us at +1 970.300.2280.

Strategy is Essential to Content Marketing
Acumatica Partner Marketing
How to Win 74% of Your ERP Deals
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Candyce Edelen
CEO at PropelGrowth
Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.
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Filed Under: Acumatica, PropelGrowth Blog

About Candyce Edelen

Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.

Company Profile

PropelGrowth helps companies improve their marketing and sales. We start with in-depth buyer research. Then we develop a marketing and sales strategy and customer-centric messaging. Then we coach your team and help you execute on the strategy by developing thought leadership programs, content for every stage in the buying process, sales collateral, and tools to help buyers buy.

Figure out why and how your buyers buy

Develop a customer-centric marketing strategy

Get coaching from a senior marketing strategist

Recent Posts

  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting
  • Tips from 8 ERP Resellers on How to Leapfrog Your Competition​
  • How to Win 74% of Your ERP Deals
  • Buyer Persona Research, the Key to Niche Marketing
  • 8 Ways a Niche Strategy Improves the Value of Your Practice

Connect With Candyce

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3209 Glacier Creek Drive
Ft. Collins, CO 80524
+1 970.300.2280

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  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Back
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
      • Back
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
      • Back
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
      • Back
    • LinkedIn LeadGen Master Class
    • Back
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Back
    • Back
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Back
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Back
    • The TrendSpotters Podcast Series
    • Back
  • Blog
  • Contact
  • Search
    • Back