INTRODUCTION Think about the last purchase you made of a product you didn’t know you needed until you saw or heard a commercial, ad, or recommendation. Did it solve a problem you had? Did it make your life easier? Did it bring you joy? Now, think about the solution you have developed. What problem does it solve? How will it make work easier for your key audience? As an Independent Software Vendor, you are entering an ecosystem where you will find success in differentiation and innovation. This handbook will guide you to marketing resources to meet your customers' needs at the right time in their journey.