No Presence, No Network, No Problem: How Marketeery Powered Sandlapper to a $1M Pipeline

Results at a Glance

From zero online presence to appearing in AI-generated answers alongside established partners within 6 months

20+

targeted introductions to Microsoft Partners in a single event

40%

month-over-month growth in website traffic after initial launch

60–80%

email open rates across targeted campaign

1M+

pipeline within the first year, before establishing a large client base

For a new VAR, trust isn’t established through marketing alone. It’s built through relationships, reputation, and being included in the partner conversations where opportunities take shape.

When Sandlapper Dynamics launched, they brought something many partners lack: firsthand experience from the customer side of ERP and CRM implementations, having led operations inside complex distribution and field service organizations like Home Depot, and a clear point of view on how projects should be delivered.

INDUSTRY/SIZE

Microsoft Partner, Startup

BUSINESS TYPE

Microsoft Dynamics 365 Business Central Consulting, Implementation, and Support

SOFTWARE SOLUTIONS

Dynamics 365 Business Central, Dynamics 365 CRM

What they didn’t have was a presence inside the Microsoft partner landscape, or a clear path into it: who to know, where to show up, or how to get into the conversations that drive recommendations.

No partner relationships.

No visibility in search.

No role in the ecosystem.

In a partner-driven channel, that gap isn’t just a disadvantage. It’s a barrier to entry.
That was Sandlapper’s starting point.

To move forward, they needed more than awareness. They needed to become a credible, considered partner even before they had a track record to point to.

In less than a year, Marketeery helped Sandlapper build the visibility and trust that typically takes years, positioning them inside the conversations that shape deals, before they had even closed their first.

The Challenge

Clear Point of View. Zero Presence.

Sandlapper entered the Microsoft ecosystem as a brand-new partner in a space dominated by established firms and long-standing relationships.

Capability wasn’t the issue. Visibility and trust were.

At launch, Sandlapper had:

No website
No content
No search presence
No footprint in the partner ecosystem

Without visibility and trust, growth wouldn’t just be slow, it would stall.

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The Solution

Building Credibility from Day One:

The Marketeery Visibility Framework

For a new Microsoft partner, the challenge isn’t just being seen. It’s being taken seriously.

Marketeery focused on building credibility early by aligning three essential pillars into a coordinated system:

Ecosystem Access – Establish credibility through the right relationships
Authority Building – Demonstrate expertise through real, experience-driven insight
Search Discoverability – Ensure they are found and validated at the moment of evaluation

Phase 1: Enter the Ecosystem with strategic relationships

In the Microsoft partner world, visibility alone isn’t enough. Credibility is built through who knows you, how you’re introduced, and where you show up.

Marketeery didn’t just suggest events.

They provided direction:

Which conferences mattered
Who to meet
How to approach conversations

This ensured Sandlapper didn’t enter the ecosystem as an unknown vendor, but as a partner already being positioned and introduced within the right networks.

Within two months, Sandlapper attended its first major conference, not as an outsider, but as a company already being introduced in the right circles.

This wasn’t about speed for its own sake. It was about entering the ecosystem with context, credibility, and clear intent.

Phase Two: Build Authority through LinkedIn, Emails, and Webinars

At the same time, Sandlapper needed to show up online, not just consistently, but credibly.

Marketeery launched a consistent stream of experience-driven content, including:

A monthly LinkedIn newsletter
Regular social content
Webinars to engage prospects and demonstrate expertise

The focus wasn’t visibility alone. It was demonstrating how Sandlapper thinks, solves problems, and applies real Microsoft Dynamics 365 Business Central experience.

Emails reinforced distribution, bringing the right audience back to each blog and webinar and keeping Sandlapper consistently in front of prospects.

Content created awareness
Emails reinforced it
Webinars built trust

Together, this ensured that when prospects encountered Sandlapper Dynamics, they didn’t just recognize the name, they understood the expertise and perspective behind it.

“The Marketeery team is so embedded in the channel. They didn’t just recommend events. We got detailed direction on who to meet and where to go. They introduced us to people and helped us navigate those conversations.”
— Holly Huffman, Co-Founder, Sandlapper Dynamics

“I love the blogs. What I appreciate is how closely they reflect our voice, even small preferences. That level of attention matters.”
— Christopher Boling, Co-Founder, Sandlapper Dynamics

Phase Three: Build Discoverability through an optimized website & hub-and-spoke blog content

As trust grew through relationships and content, Sandlapper Dynamics needed a central hub to anchor it.

The website wasn’t treated as a brochure but was built as a credibility engine crafted to prove their unique value to buyers.

Marketeery implemented a hub-and-spoke content model around core Business Central topics, building depth, not just volume.

This improved:

How buyers found them
How buyers evaluated them
How AI systems understood and surfaced them

The Marketeery team extended Sandlapper Dynamics’ reach through distribution on trusted platforms like ERP Software Blog.

The result wasn’t just more content. It reinforced trust at every stage of the buyer journey.

The Result

From Unknown to Referenced

In less than a year, Sandlapper went from invisible to visible in the places that matter most.

Appearing alongside established partners in search results
Being cited in AI-generated answers
Ranking alongside established partners before fully building their customer base

They didn’t just show up.

They got selected.

Becoming Known

Partnership conversations started earlier
Introductions carried more weight
Their name spread across the ecosystem, and revenue followed

Before vs After

Sandlapper Dynamics Before vs After Marketeery

Before

Clear point of view and deep experience, but no visibility
Unknown in search and at events
No digital footprint

After

Recognized presence in the Microsoft ecosystem
Steady inbound interest and partner relationships
Introduced in the right rooms and cited in search and AI results
Strong LinkedIn thought leadership subscription program
Webinars to educate and engage prospects
Website built for search and AI visibility

“If you could attach a dollar value to becoming known in the Microsoft community, we’d be millionaires. That’s what Marketeery helped us do best last year.”
— Christopher Boling, Co-Founder, Sandlapper Dynamics

The Takeaway

Sandlapper Dynamics didn’t try to grow first and build credibility later.

With Marketeery, they built credibility first so growth could happen.

In the Microsoft ecosystem, trust isn’t established through a single tactic or channel, and it can’t be shortcut.

Marketeery helped Sandlapper build that trust the right way through relationships, reinforced through expertise, and validated through discoverability.

By combining ecosystem access, authority-building content, and search strategy early, the Sandlapper Dynamics team didn’t wait until their first sale to be discovered.

They entered the market ready to be taken seriously as a credible Microsoft partner.
Grounded in their mission to be the partner they always wished they had as customers, Sandlapper didn’t just show up. They showed up with clarity, credibility, and a point of view that resonated with the right audience.

Marketeery helped them build a foundation from the start, one that allowed them to compete, be introduced with confidence, and ultimately be selected.

One year later, they are growing a successful in-demand, client-focused practice.