Many channel partners in the retail and hospitality technology space have pulled back or dropped marketing altogether, feeling outmatched by VC-backed competitors. But disappearing isn’t the answer. A smart channel partner marketing strategy can help you stay relevant and build a sales pipeline despite shifting market conditions.

Many Channel Partners Are Pulling Back or Giving Up

2024 presented headwinds across the retail and hospitality technology industries. Slower growth, tighter budgets, and cautious customers made many channel partners, especially VARs, hesitant to invest in marketing. As a result, many have scaled down or stopped marketing efforts entirely.

Feeling overshadowed by large national firms and deep-pocketed competitors, some VARs have concluded they can’t compete and have opted to go quiet. According to a recent RSPA report, 7.1% of solutions providers spent nothing on marketing in 2024—a worrying trend.

Instead of seeing marketing as a cost center, it’s time to reframe it as a revenue enabler. Even modest efforts like a monthly email newsletter or educational blog post can keep your brand present and build momentum over time. The channel partners who stay engaged with their audiences during a downturn are often the ones who accelerate fastest when the market rebounds.

Why This Is a Risky Move

While growth slowed in 2024, early indicators point to a rebound in 2025. The VARs and Independent Software Vendors (ISVs) who take steps now to maintain visibility and engage their markets will be in a strong position to capitalize on that recovery.

Without a channel partner marketing strategy, VARs and ISVs risk becoming invisible. If you’re absent from search results, social platforms, or inboxes, buyers may assume you’ve closed shop or can’t meet modern needs. Staying visible builds credibility, even when leads aren’t ready to buy immediately. When they are ready, you’ll be the first partner they think of.

You Don’t Have to Compete Like the Big Guys to Win

You don’t need massive digital spends to make an impact. In fact, trying to mimic VC-backed competitors can backfire. The good news? A local, geo-targeted channel partner marketing strategy plays to your strengths.

Customers are increasingly looking for authenticity and responsiveness—two things that are difficult to scale. Your size is an advantage here. You can personalize outreach, respond faster, and create content that speaks directly to the challenges your customers face. Smart, focused campaigns often outperform broad, expensive ones when executed well.

Local Marketing Is a Powerful (and Underrated) Advantage

Most VARs and ISVs have deep roots in their communities and strong relationships with local businesses. That’s a huge competitive edge in crafting your channel partner marketing strategy, if you know how to leverage it.

• Run geotargeted email campaigns to connect with decision-makers in your service area.
• Invest in local SEO and keep your Google Business Profile up to date to increase your visibility in local searches.
• Offer on-site consultations to build personal trust and long-term loyalty—something remote national providers often can’t match.
• Highlight customer success stories in your community or industry to build trust faster than generic messaging. These real-world examples show prospects you understand their needs and can deliver.

Specialized Doesn’t Mean Small

Niche providers, especially those who focus on specific verticals or technologies, are gaining traction across the channel. You already offer specialized service, so your marketing should reflect that. Positioning yourself as the go-to expert in your area or niche not only builds credibility but also makes you the obvious choice for buyers seeking tailored support.

Overwhelmed? Understaffed? That’s Exactly Why Outsourcing Works

Time and expertise are in short supply, but that’s where partnering with a strategic marketing agency can make all the difference. Outsourcing your channel partner marketing strategy allows you to stay active without the heavy lift.

Most Channel Partners Lack Time, Staff, or In-House Expertise

You know how to close deals and deliver great service. Running marketing campaigns, optimizing SEO, and planning content? That’s a full-time job. Trying to do both spreads your team thin and leads to inconsistent results.

A Strategic Agency Partner Can Lighten the Load

Partnering with a marketing agency that understands the channel partner ecosystem means you’re working with a team that brings a unique blend of marketing acumen, technology fluency, and deep industry insight.

• Strategic guidance tailored to your local and vertical market
• Hands-on execution of campaigns and content without adding headcount
• Flexible packages that scale as your business grows
• No handholding or coaching needed with a marketing team with industry knowledge

In short, outsourcing your channel partner marketing strategy helps you stay active and visible, without burning out your internal team.

Don’t Disappear. Get Discovered.

A consistent channel partner marketing strategy helps you compete smarter, not harder. Marketing doesn’t have to be overwhelming. Start small. Show up consistently. Deliver value in every interaction. That’s how you get discovered—and how you stay competitive, even in a crowded field.

We specialize in helping VARs and ISVs in the retail and hospitality technology space create and execute marketing strategies that work within your budget, support your goals, and drive real results. Explore simple, effective marketing strategies tailored to channel partners—and learn how our agency can help you execute them. Download our rate card to get started.