If your software listing looks like it was written during a caffeine crash and last updated before TikTok existed, it might be time for a refresh.
Listings in solution directories and marketplaces, like The Solutions Connection, are a powerful piece of the tech marketing puzzle. But simply checking the “we have a listing” box isn’t enough. As marketers, we know how important it is to not only show up, but to show up well. That means a listing that tells the right story, targets the right audience, and actually drives interest from partners and end users.
Here are eight ways to make the most of your listings and make you look like the marketing rockstar you are in the process.
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Start with a Headline That Tells a Story
Product names are great. But a headline that clearly communicates what the solution does and who it’s for? That’s what stops the scroll. Instead of simply listing “The Partner Marketing Group,” try something like “The Partner Marketing Group – B2B Marketing Services for the Software & Technology Channel.” Marketers should think of this like a micro-elevator pitch. It’s the first, and possibly only, line many people will read, so make it count.
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Translate Features into Benefits
We see this all the time: a listing jam-packed with jargon and feature lists. But let’s be real, partners and end users care about outcomes, not acronyms. As a marketer, your role is to help translate tech-speak into real value. What pain points does the solution address? How does it improve workflows, save time, or boost ROI? Ditch the laundry list of features in favor of a benefits-first approach that speaks your audience’s language.
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Prioritize Visuals That Do the Explaining for You
If a picture is worth a thousand words, then a good UI screenshot or explainer video might be worth a thousand clicks. A well-placed product image or quick walkthrough video not only builds trust, it gives prospects a better feel for how the solution works. Source (or better yet, create) visuals that are clean, current, and compelling. Pro tip: skip the clip art. Always skip the clip art.
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Call Out Publisher and Integration Alignment
Does your solution work with Microsoft, Sage, Acumatica, NetSuite, or another major platform? That’s a big deal, and it should be front and center. These affiliations help listings stand out in directories that span multiple ecosystems. Make sure the listing clearly states where and how the solution fits in. Bonus points if it’s certified, verified, or blessed by the publisher gods.
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Add a Dash of Social Proof
Buyers and partners want to see that a solution works in the wild, not just in a sandbox environment. Include a customer quote, link to a case study, or even a quick stat on time saved or revenue generated. Even one strong testimonial can build instant credibility. If you don’t have anything ready, gather a quick win with a short feedback request or interview from a happy customer.
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Speak to Both Buyer and Partner Personas
Many tech marketers are already pros at persona-based messaging—but listings often forget that they have two audiences. Partners want to know if the solution is easy to sell, profitable, and well-supported. End users want to know if it’s easy to use and solves a real problem. Your job is to help clients strike a balance in their messaging and speak directly to both sides of the channel.
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Keep Listings Current (and Audit Them Often)
A stale listing is almost worse than no listing. If the last update was during the “pivot to remote work” era, it’s time for a refresh. Set a cadence to review and update key listings, especially when you roll out new features, enter a new vertical, or earn a new certification. Adding a “What’s New” section or simply updating screenshots can give a listing new life (and better traction).
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Tailor Your Messaging to the Right Industries
One of the most common mistakes we see in software listings is trying to appeal to everyone. We get it, you want to cast a wide net. But when your listing speaks in generic terms like “works across any industry” or “ideal for all business types,” it becomes forgettable. That kind of messaging doesn’t inspire confidence, it creates ambiguity.
Instead, your listing should speak directly to the industries where your solution already delivers results. Are you solving project accounting challenges for construction firms? Helping professional services companies track billable hours? Making inventory management easier for distributors? Say it clearly, and say it early. Better yet, create multiple variations of your listing or content to align with each industry’s language and pain points.
How Can Technology Companies Improve Their Software Listings?
Technology companies can improve their software listings by treating them as strategic marketing assets rather than simple product pages.
A successful listing combines clear messaging, compelling visuals, customer proof, partner-focused content, and industry-specific positioning. When done well, listings can help attract new customers, strengthen partner relationships, and improve overall market visibility.
If you want to help your software clients move their listings from “just listed” to “top of the list,” that’s exactly where we come in. The Partner Marketing Group helps technology companies create stronger content, messaging, and marketplace strategies that improve engagement and partner confidence. Let’s chat about elevating your content and marketplace presence to boost engagement and partner confidence across the board.