Adam Matuszak,

Will my listing generate leads on its own?

Publication is a first step and an important step that will do a lot for you, but in the end it is just an entryway to new opportunities. It is up to you and your company to make the best out of it. It will require some work and even more dedication, but the results may be staggering.
Will my listing gnerate leads on its own?

No, it won’t. Publishing a listing in itself is no different from providing a cash register with a payment terminal. It is just another way of processing payments. What is more important is what you do with this new payment method. Simply listing your product on a marketplace doesn’t guarantee success. Cloud marketplaces can be crowded, and your product may face competition from similar solutions.

So what do I get by publishing my product?

Cloud Marketplaces often have a broad user base, which can expose your product to a larger international audience. For example, there are no borders on Cloud Marketplaces, so as long as the Cloud Provider accepts payment methods from that country, customers from around the world will be able to identify and purchase your product. Increased visibility can lead to more potential customers discovering and trying your product.

Being listed on a reputable cloud marketplace can enhance your product’s credibility, as users often trust established platforms. Customers may feel more comfortable purchasing through well-known marketplaces due to established security measures and buyer protections. If your solution is published on the Marketplace, it means that the product has passed the verification process by the Cloud Provider and has been given the green light. What’s not to like? Connecting your brand to giants such as Amazon, Google, or Microsoft increases the credibility of your product.

Cloud marketplaces streamline the purchasing process, making it easier for customers to find, evaluate, and buy your product. This will allow customers to deploy or gain access with just a few clicks, assuming your listing has a public plan and the customer can subscribe without additional verification steps. This will reduce the average product acquisition period. You can even consider integrating your product with Marketplace to allow seamless deployment and login capabilities to automate this process even further.

Moreover, customers often commit to spending money in the cloud. In order to obtain discounts, companies declare to the Cloud Provider to spend a certain amount of money on the cloud during a specific period. If this money is not spent within this period, it will have to be paid back to the Cloud Provider in the end. The good news is that purchasing solutions on the Cloud Marketplace also counts towards fulfilling this commitment. If your product is published on the Cloud Marketplace, it means you can help your customer spend their money in a meaningful way. For you this may translate into customers who are more willing to make purchases and willing to spend more.

While publishing your product on a cloud marketplace is a valuable strategy, it’s not a guaranteed solution. We saw many partners who expected that publication will increase sales all on its own – but it is not enough. Success will depend on various factors, including the uniqueness of your product, effective marketing efforts, customer support, and your ability to navigate marketplace dynamics. It is up to you and your company to make the best out of it. It will require some work and even more dedication, but the results may be staggering.

How to generate leads with my Cloud Marketplace listing?

While Cloud Marketplaces provide exposure, effective marketing and promotion efforts are still essential. The listing itself actually brings the positives we have mentioned, but a strategy is needed to emphasise these advantages. 

The most effective strategy is the possibility of co-selling with the Cloud Provider. To know why a Cloud Provider would like to sell your product, you need to understand what underlies the Provider’s motivation. The clue is the previously mentioned spending commitments. Cloud Providers want to increase Cloud consumption. That’s it.

Co-selling requires a separate marketing strategy. This is because Cloud Provider representatives have different goals and priorities, depending on their accounts. This creates a situation where, counterintuitively, you have to advertise to the representatives how your product leads to the growth of cloud consumption, rather than what savings it offers. Appropriate promotional materials should explain to representatives where and how to apply your product. Providing use-case scenarios that explain how your product can be used in cooperation with other cloud solutions will be critical. Do that, and you will increase your product attractiveness for them, increasing the likelihood that they will suggest your solution to their accounts and come to you with a lead.

Another important element is the implementation of sales via Cloud Marketplace in your team. The marketplace must become an integral part of the sales process, and not just a curiosity that will be forgotten shortly after publication. The Sales Team must actively inform customers that you have a listing and can transact through it. It’s worth checking if some of your existing customers would benefit from upgrading to a subscription through the Marketplace. Make sure your team understands the importance and benefits of your Cloud Marketplace listings.

Publication is a first step and an important step that will do a lot for you, but in the end it is just an entryway to new opportunities. It is up to you and your company to make the best out of it. It will require some work and even more dedication, but the results may be staggering. While having your product featured on a Cloud Marketplace opens doors to new opportunities, the key to success lies in your hands. This journey demands dedication, strategic marketing, and a proactive approach to co-selling with Cloud Providers. Remember, your listing is not the endgame but a gateway to realizing the full potential of your product in the digital realm. Now, it’s time to take the reins and shape the narrative of your success.

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.”