RSPA Trusted Advisor Ep. 2: VAR and ISV Marketing with CBS NorthStar’s Jeremy Julian and BlueStar’s James Korte

In Episode 2 of “The Trusted Advisor,” the RSPA’s Jim Roddy discusses effective VAR and ISV marketing with Jeremy Julian, RSPA board member and COO of VAR/ISV CBS NorthStar, and James Korte, Manager of Digital Strategy at distributor BlueStar. Among the concepts discussed are the cadence of “value-value-sell” messaging, defining your target audience, executing content marketing on a budget, and coordinating marketing efforts with your sales team.

“The Trusted Advisor,” powered by the Retail Solutions Providers Association (RSPA), is a content series designed specifically for point of sale resellers and software developers. Our goal is to educate you on the topics of leadership, management, hiring, sales, and other small business best practices. For more insights, visit the RSPA blog at

Watch Episode 2 on YouTube now:

“The Trusted Advisor” is also available on Apple Podcasts, Stitcher and Spotify, subscribe today!

Jim Roddy is the Vice President of Marketing for the Retail Solutions Providers Association (RSPA). He has been active in the POS channel since 1998, including 11 years as the President of Business Solutions Magazine, six years as an RSPA board member, one term as RSPA Chairman of the Board, and several years as a business coach for VARs, ISVs, and MSPs. Jim is regularly requested to speak at industry conferences and he is author of Hire Like You Just Beat Cancer. For more information, contact