From Unknown Vendor to Recognized Dynamics ISV:

How Marketeery Helped USTPay Break into the Microsoft Ecosystem

USTPay Results at a Glance

USTPay is an accounts receivable and payment automation solution designed specifically for Microsoft Dynamics 365 Business Central. With support for 120+ payment gateways, the platform offers flexibility and security that sets it apart in a competitive market.

Breaking into the Microsoft Dynamics ecosystem isn't just difficult for new ISVs. It's nearly impossible if partners don't know who you are.

When U.S. Transactions Corp. entered the space, they had a strong product, deep expertise in payment technology, and zero recognition among the partners who influence which solutions get implemented.

In a partner-driven ecosystem, being unknown doesn't slow growth; it stops it entirely.
That was UST’s starting point.

Despite a differentiated solution and deep industry expertise, the company lacked the visibility and partner relationships needed to gain traction.

Early on, this challenge became clear at Community Summit North America, where UST entered a room full of established vendors, long-standing relationships, and ongoing deal conversations, yet no one knew who they were.

To succeed, UST needed more than marketing. They needed a way into the ecosystem itself.
Within two years, Marketeery helped UST transform from an unknown vendor into a recognized presence in the Dynamics partner community by building relationships, establishing credibility, and generating meaningful inbound demand.

+3,200%

growth in page views

30x

growth in monthly traffic (13 → 400+)

Peak performance of

800+

monthly visits

Improved

engagement with longer session durations

traffic into a consistent monthly baseline

Stabilized

INDUSTRY/SIZE

Microsoft Partner, Mid-size to Enterprise VAR

BUSINESS TYPE

Payments Technology / Microsoft ISV

SOFTWARE SOLUTIONS

Microsoft Dynamics 365 Business Central

The Challenge

Invisible. Unclear.
Hard to trust.

Success in the Microsoft Dynamics ecosystem isn't driven by traditional marketing alone. It's driven by partners.

Implementation partners influence which solutions are recommended during ERP projects, which means vendors must build credibility within the partner community before they can gain widespread adoption.

For new ISVs, this creates three immediate priorities:

Build relationships with the right Dynamics partners
Establish credibility through thought leadership
Increase visibility where partners are paying attention

When UST entered the Microsoft ecosystem in 2022, the company brought deep experience in payment technology and a solution built specifically for Dynamics 365 Business Central.

However, inside the partner community, no one knew who they were.

As U.S. Transactions Corp. President Wade Tetsuka explains:

"We were not known. We were a totally new product in the Dynamics space and did not have any real digital presence."

The reality became clear at their first Community Summit North America. Surrounded by established vendors, long-standing relationships, and active deal conversations, UST found itself on the outside of the ecosystem looking in.

In the Dynamics ecosystem, partners influence which tools customers ultimately implement. If partners do not recognize a solution or trust the company behind it, that solution may never reach the customer conversation.

It was clear that UST needed more than traditional marketing support. The company needed guidance from professionals who understood how the Microsoft Dynamics partner ecosystem works.

UST reached out to Marketeery for help.

QUOTE HERE

The Solution

Phase 1:

Phase 2:

U.S. Transactions Corp. partnered with Marketeery to execute a strategy tailored to how the Microsoft ecosystem actually works.

Marketeery was founded on a simple insight: success for an ISV in the Microsoft Dynamics ecosystem isn't just about having a great product, it's about being seen, trusted, and recommended by the right partners.

Having spent years working inside that ecosystem, the founders of Marketeery understood this better than most.

They had seen firsthand how relationships are formed, how influence flows between partners, and how buying decisions are often shaped long before a customer engages with a vendor directly.

They also saw where many emerging ISVs struggled, not because their solutions lacked value, but because they didn't know where to focus or how to break into the right conversations.

That perspective became Marketeery's "insider advantage."

At the center of the ISV experience are Marketeery's co-founders.

CEO Diane Saeger spent five years as VP of Marketing at Jet Reports (now Insightsoftware), where she helped drive 150% global growth, unified the company’s global partner channel, and positioned Jet Reports as a leading reporting solution for Microsoft partners.

COO Jon Rivers has spent his career working alongside Microsoft Dynamics ISVs at companies like Data Masons (now SPS Commerce) and Bottomline Technologies, helping partners strengthen engagement strategies and scale growth.

Together, they bring a deep, practical understanding of how relationships are built, how influence works, and what it takes for ISVs to succeed within the Dynamics partner ecosystem.

Marketeery guided UST through a focused three-phase approach.

Enter the Partner Community

The first priority was simple: get into the right conversations.

Marketeery helped demystify that landscape. Together, the teams identified which partners carried influence, how relationships formed, and where UST needed to show up to start building credibility.

Ahead of major industry events like Community Summit, Marketeery took a strategic approach, analyzing exhibitor and attendee lists to pinpoint high-priority partners. Rather than leaving networking to chance, every interaction was intentional.

Once on-site, those plans turned into action.

At Community Summit, Marketeery Co-founder Jon Rivers personally guided UST through the Expo Hall, making targeted, one-on-one introductions to Microsoft partners, accelerating conversations that would have otherwise taken months to initiate.

At Directions NA, Marketeery CEO Diane Saeger did the same, walking the floor with the UST team, facilitating introductions, and helping them engage meaningfully with key partners and fellow ISVs.

These weren't casual introductions. They were curated connections, grounded in experience and designed to open doors.

"Understanding the channel was critical," says Wade. "We always planned to go through the partner channel rather than sell directly to end customers. The question became who we needed to meet, and how to reach them."

UST reinforced this strategy by investing heavily in face-to-face engagement, traveling across North America to build trust directly with partners in their markets.
Breaking into the ecosystem was only the beginning.

The real opportunity lay in converting those introductions into trusted partnerships.

Build Credibility Through Thought Leadership

Relationships create opportunities, but credibility sustains them.

Marketeery helped UST develop a consistent stream of thought leadership insights focused on receivables and payment automation within the Dynamics community.

Content initiatives included:

Thought Leadership blog articles
Partner email campaigns
Social media promotion and guidance

The goal wasn't just visibility; it was authority.

Content gave partners something to:

Share with clients
Reference in conversations
Use to position USTPay as a trusted solution

"The content helped establish us as a thought leader in our space," Wade explains. "It gave us a voice in receivables and payments within the Dynamics community."

Phase 3:

Increase Visibility Across the Ecosystem

With relationships forming and credibility growing, the next step was consistent visibility.

LinkedIn became a key channel.

Marketeery guided:

Messaging strategy
Posting cadence
Strategic LinkedIn content

The impact showed up quickly in real-world interactions.

"People would come up to me at events and say, 'I see your posts all the time,'" Wade recalls. "Even when people do not comment, they are still paying attention."

Marketeery redesigned and reimagined the USTPay website with messaging tailored specifically to Dynamics 365 Business Central audiences.

The new site:

Clarified their value proposition
Reinforced ecosystem relevance
Served as a hub for thought leadership and search visibility

Within six months of launch:

Website users increased by 59.2%
Search visibility improved significantly
Qualified inbound leads began arriving consistently

What Made the strategy work

Deep understanding of the Dynamics partner ecosystem
Strategic relationship building before events
Consistent thought leadership
Targeted messaging for Business Central audiences
Digital visibility across the Dynamics community

"We started seeing qualified leads coming in regularly," says Kate Coffey-Bacon, SVP Marketing and Strategy at UST. "Some of those leads have become customers."

The Results

Within two years, UST’s position inside the Microsoft Dynamics ecosystem changed dramatically.

What began as:

Limited visibility
Minimal partner relationships
No inbound demand

Evolved into:

A growing partner network
Increased inbound interest
A recognizable presence within the Dynamics community

As awareness and credibility increased, so did engagement and opportunity.

UST began attracting qualified inbound leads, some of which converted into customers, while strengthening its ability to build a partner-driven pipeline.

Over two years, those efforts drove significant momentum. Page views increased more than 3,200%, and monthly traffic scaled from just over a dozen visits to more than 800 at peak. At the same time, engagement improved and traffic stabilized, creating a dependable engine for ongoing inbound demand.

UST didn't succeed because of marketing alone.

They succeeded because they aligned their strategy with how the Microsoft Dynamics ecosystem actually works, where relationships drive visibility, credibility drives trust, and trust drives revenue.

As Wade summarizes:

"It's more than creating content. It's understanding the channel and helping build relationships within it."

Marketeery improved UST’s brand identity.

They provided the access, guidance, and introductions needed to break into the ecosystem and helped turn that access into real business outcomes.