Adam Matuszak,

Cloud Marketplace: Gateway to Successful B2B Software Selling

Cloud marketplaces have transformed from simple transaction points into revenue-generating juggernauts. Not only do companies rely on them to list and purchase products, but independent software vendors are finding creative ways of incorporating the cloud marketplace into their go-to-market strategy.

Cloud marketplaces have transformed from simple transaction points into revenue-generating juggernauts. Not only do companies rely on them to list and purchase products, but independent software vendors are finding creative ways of incorporating the cloud marketplace into their go-to-market strategy.

According to a 2022 survey, 44% of ISVs anticipate transacting more than 10% of their revenue through a cloud marketplace. Cloud budgets are growing, creating opportunities for B2B software sellers to access and leverage a cloud spend through co-selling and cloud marketplaces. 

Selling on a cloud marketplace effectively allows software companies to grow their business. Let’s explore why leveraging marketplaces can be beneficial for B2B software sellers: 

Wider reach

Software companies looking to expand their reach can benefit significantly from listing their products on cloud marketplaces. Platforms like Microsoft Azure Marketplace, AWS Marketplace, Google Cloud Marketplace, and other marketplaces provide a great way to reach thousands of potential customers daily. Microsoft Azure Marketplace claims its platform had four million active users in 2021. At the same time, AWS Marketplace boasts 300,000 active customers in 2023 and a growth of 20% yearly.

Tapping into these cloud marketplaces’ traffic gives ISVs a more diversified and broader reach. Vendors can rest assured that their target audience will learn about their software quickly. This will give them a better chance of converting potential customers into dedicated ones for years.

Lower costs

Selling software through a cloud marketplace can be cost-effective as most platforms have free or low-cost sales models. This helps B2B software sellers lower their marketing, customer acquisition, and distribution costs. They can also enjoy cost savings through automation and automated billing, which minimizes manual costs associated with orders and sales contracts.

The marketplace provider may also care for a significant portion of your technical and operational work. This takes some of the stress off software sellers likely overwhelmed by the launch process. It saves them valuable time and resources while focusing on developing their product.

Cloud Marketplace: Gateway to Successful B2B Software Selling

Enhanced customer experience

Cloud marketplaces are an efficient way to purchase software quickly. With the streamlined process offered by these platforms, customers can get their hands on the software they seek much faster than a traditional checkout process can allow.

Furthermore, cloud marketplaces help customers make purchase decisions confidently and include additional benefits such as installation and delivery handled by the provider. This provides customers with a seamless purchasing experience with a low risk of errors or complications that might arise from manual installation.

Increased credibility

Selling through a cloud marketplace can bring improved credibility and better customer data. Cloud buyers are also more likely to trust vetted vendors by cloud marketplaces. You’ll also gain access to valuable customer data, which can help you strategize in terms of pricing, packaging, and marketing – allowing you to make better decisions for your business.

Getting listed on a cloud marketplace means a vendor has gone through the vetting process to meet the platform’s standards. Your software is unique, so why not give customers that extra confidence boost by making it available on a well-known cloud marketplace?

Easier updates and maintenance

Cloud marketplaces provide support and assistance through tutorials, forums, and technical support staff. This can be a helpful resource to ensure that you understand how to use and configure the software correctly. By taking advantage of these cloud services, you can quickly address issues and ensure your software stays updated with the latest functionality.

Furthermore, many cloud marketplaces offer automated updates that keep your software up to date without any manual maintenance on your part. This can be a great way to save time and energy when keeping your software up to date.

Accessible complementary services

Cloud marketplaces provide additional services to help software sellers manage their software offerings more effectively. These services include marketing and advertising support, analytics and reporting capabilities, and integrations of software or cloud services. This makes it easier to incorporate new technologies into offerings with minimal time and resources.

By utilizing these capabilities, businesses can quickly expand their user base and capitalize on monetization strategies without investing in costly development. Cloud marketplaces also provide the latest technologies at the disposal of companies, allowing them to remain competitive while being ahead of the curve.

Cloud-based scalability

Scalability is crucial to the success of any software in the cloud market. With cloud-based systems, you can use its automated scalability feature to help your software seamlessly adapt to changing demands. This scalability feature makes it easier for your business to grow without worrying about overloading or poor performance due to increased traffic.

In addition, cloud marketplaces also provide flexible pricing models that allow you to scale up your software more efficiently. You can easily adjust the pricing and features of your software as per customer needs. This makes it easier to monetize your software and increases its profitability.

Timely cloud commitment fulfillment

Many businesses face the challenge of committing to a specific amount of usage as part of their agreement with cloud providers. This can be particularly difficult for startups that require more usage to grow. However, selling products through a cloud marketplace can be a great way for businesses to meet their usage targets and expand their customer base.

By making transactions through a marketplace, customers are directed to ISVs. Customer’s subscription is counting towards their commitment, thereby increasing usage of cloud. Meanwhile, ISVs benefit from the growing number of customers, as this allows them to increase their own cloud usage and fulfil their commitment to the cloud provider. Overall, this is an effective strategy for meeting usage targets and promoting growth.

Public cloud commerce expands

B2B sales rapidly evolve, and digital channels are becoming increasingly popular. According to Gartner’s Future of Sales research, by 2025, 80% of B2B sales interactions between suppliers and buyers will be conducted through digital channels. Cloud marketplaces make it easier for vendors to reach customers and succeed in the competitive digital business landscape.

If you want to expand your business by entering the cloud marketplace, F33 will help you achieve that goal. Our team can assist you in realizing all the benefits that come with being on the cloud marketplace. We’re eager to guide you through the process, from onboarding to listing, so you can get the most out of your software and maximize its potential. Contact us today to learn how we can help you sell your software through a cloud marketplace.

Behind F33
Greg Bigos, CEO

Greg Bigos is the CEO of F33, bringing over decades of experience in delivering ERP solutions for manufacturing, logistics, and retail industries.



Contact Greg
Behind F33
Wit Jakuczun, CTO

Wit Jakuczun is the CTO/Chief Data Science Officer at F33 with a PhD in Applied Mathematics and over 18 years of experience in mathematical modeling, data analysis, and simulations.

Contact Wit
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Learn how to accelerate software revenue growth through cloud marketplaces. Download the “Cheetah’s Guide to Farming.” 

Cheetah's Guide to Farming

Download Your Free Guide

Learn how to accelerate software revenue growth through cloud marketplaces. Download the “Cheetah’s Guide to Farming.”