Invisory Positions Badger Maps as a Multi-Cloud Ecosystem Powerhouse in Less than a Year

Badger Maps, a mobile route planning and mapping solution for field teams, launched a listing on the Salesforce AppExchange in 2014. For Badger Maps, the decision to start their cloud marketplace journey on the AppExchange made sense, given that their solution was already integrated with Salesforce. While Badger Maps recognized that selling with Salesforce and other cloud marketplaces could lead to more pipeline and closed deals, they were not sure how to build a GTM strategy focused on driving AppExchange success, which included optimizing their listing and navigating internal Salesforce bureaucracy. 

Once listed, Badger Maps like many ISVs was disappointed in the initial pipeline results. Invisory was able to uncover that Badger Maps was meeting only 50% of its SEO potential on the AppExchange. With decreased visibility, their pipeline and brand awareness was not reaching its full potential. Also, they did not have AppExchange leads synced with their CRM, which meant they were missing out on inbound leads. 

“The Invisory team has been fantastic. Their knowledge of the ecosystem, key players, how to talk to SIs, and how to navigate Salesforce has been crucial for our success. Without Invisory, we would not have been able to drive as many leads to our AppExchange listing or get listed on the AWS Marketplace,” said Tomás Moran, Alliances Manager, Badger Maps, in an interview with Invisory.

With Invisory’s guidance on building a GTM strategy, Badger Maps was able to transform their AppExchange listing. Invisory enabled Badger Maps to build more pipeline with Salesforce, establish their brand in the Salesforce ecosystem, and expand into other cloud marketplaces by:

• Fully optimizing their listing SEO, meaning that they appeared in more than twice as many searches on the Salesforce AppExchange
• Setting up lead tracking, so AEs could respond faster to deals
• Further establishing their brand through attending Dreamforce, fostering relationships with SIs, and navigating internal Salesforce bureaucracy 
• Leveraging the Invisory platform to get listed on AWS Marketplace

Here’s a closer look.

Invisory helps Badger Maps increase AppExchange visibility to >90% and optimize listing

Before working with Invisory, Badger Maps was meeting only 50% of its SEO potential on the AppExchange. With Invisory’s help, Badger Maps was able to identify new keywords related to their solution and industry focus, increasing visibility to >90% on the AppExchange listing and ensuring that the solution was discoverable to prospects who were not familiar with the Badger Maps brand. 

Invisory also helped Badger Maps build out assets like case studies and choose the right visuals to make the listing as appealing as possible to potential prospects in their main industry segments, including Retail, Health & Life Sciences, Construction, and Manufacturing.

Setting up lead tracking

Before working with Invisory, Badger Maps was getting leads from their AppExchange listing that were not syncing with their CRM. Invisory quickly realized the opportunity to set up lead tracking and ensure the Badger Maps sales team was able to act on leads faster. 

With Invisory’s recommendations, Badger Maps went from 11 lead events in January to 20 in June, nearly doubling in just a few months.

Establishing Badger Maps as a Salesforce ISV

Navigating the Salesforce ecosystem can be daunting for ISVs, especially those who have never sold with Salesforce before. Badger Maps participated in Invisory’s Dreamforce 2024 cohort to help the company prepare for future Dreamforces. This included on-the-ground training sessions on the Dreamforce floor, networking sessions, meetings with Salesforce sellers, industry training, and playbooks for working with SIs.

Thanks to Invisory’s Dreamforce module, Badger Maps is prepared to execute a more robust Dreamforce strategy next year. 

Going Multi-Cloud on AWS Marketplace

In addition to helping Badger Maps drive AppExchange success, the Invisory Cloud GTM platform was crucial for helping Badger Maps get listed and transactable on the AWS Marketplace with our API integrations and strategic playbooks. Given that Badger Maps runs on the AWS server, getting listed on the AWS Marketplace was a no brainer. 

“Without Invisory, I don’t even think we would have gotten listed on AWS Marketplace. The Invisory platform and API integrations saved our engineers from needing to learn a whole new ecosystem,” Tomás explained. 

With Invisory’s help, the Badger Maps sales team is currently preparing a GTM strategy for their AWS Marketplace listing in order to start closing deals with committed spend.