During the most recent RSPA Marketing Community meeting, members agreed: marketing campaigns should do more than simply promote — they should stand for something.
While the discussion centered the RSPA’s specific focus on helping its members (VARs and ISVs) compete against large, impersonal POS providers — dubbed “the 800-number guys”— the group’s insights apply to any business looking to break through the noise and connect with their audience in a more meaningful way.
So, what does it take to launch a great campaign? Here’s what the RSPA Marketing Community had to say:
1. Lead with a Message That Matters
The most effective campaigns solve real problems. In RSPA’s case, their message helps smaller, service-driven VARs and ISVs stand strong against large, VC-backed competitors who lack personal service, flexibility, and industry-specific understanding.
- Identify a pain point your audience shares and speak directly to it.
- Don’t shy away from bold language or framing. A strong point of view sets your brand apart.
- Rally around a mission. People don’t just buy products — they buy stories, values, and outcomes.
2. Build Around Emotion, Not Just Logic
RSPA members noted that their campaign worked because it felt personal. It gave voice to shared frustrations and transformed them into a rallying cry. That emotional connection built trust — and generated attention.
- Use messaging that taps into your audience’s emotions: frustration, hope, pride, ambition.
- Frame your product or service as the solution to a bigger challenge.
- Reinforce trust with human-centered storytelling — real people, real problems, real solutions.
3. Be Present, Not Just Promotional
Several community members emphasized that great campaigns aren’t won in inboxes — they’re won in conversations. One member put it plainly: “You can’t expect to market from behind a screen. You’ve got to show up.”
- Participate in your industry’s ecosystem: events, associations, and local organizations.
- Align your messaging with boots-on-the-ground efforts like speaking engagements, trade shows, and roundtables.
- Use marketing to amplify your presence, not replace it.
4. Let Your Customer Experience Be the Star
For many SMB VARs and ISVs, customer support and personalized service are major differentiators. RSPA’s campaign leaned heavily on this contrast — highlighting how “800-number” competitors often fall short on support.
- Highlight stories where your team made a difference.
- Use testimonials and reviews that speak to your relationship with customers,not just outcomes.
- Build messaging around reliability, responsiveness, and care.
5. Use Content to Establish Expertise
RSPA encourages members to contribute to its Community IQ Resource Center, a hub for thought leadership content. Educational, useful content builds visibility and credibility, especially when shared across social media and newsletters.
- Publish articles, blog posts, or videos that answer your audience’s biggest questions.
- Repurpose internal expertise (webinars, FAQs, presentations) into digestible content.
- Using platforms that expand your reach, like industry blogs, LinkedIn, and partner newsletters.
Whether you’re launching a new product, reintroducing your brand, or standing up to a giant in your industry, remember that great marketing connects not only with minds but with hearts. And as the RSPA Marketing Community outlined, even in B2B, the right message can rally an entire audience to your side.
About RSPA Marketing Community
RSPA Communities are a unique opportunity for members to get involved, share their expertise and help to make the association even stronger. The RSPA Marketing Community meets every 6-8 weeks to discuss RSPA marketing efforts, marketing best practices, and share marketing challenges or tips. If you would like to get involved in the Marketing Community, please email RSPA Sr. Marketing Communications Manager Ayana Scriven at AScriven@GoRSPA.org.
