How to make your original vision and beta product resonate with users

I am wondering how startups in the past have marketed "in store" apps/software. By "in store" I mean, startups that are creating products that are used/bought by businesses, but also revolve around having the customers of those businesses as users of the app/software. How or what are some successful marketing plays that get the original vision of the founders across to users in a great way so they immediately see a need to use this product when introduced to it at a business owners establishment?