Introduction
Think about the early days of YouTube.
At first, it was just a place to upload videos. But then, creators figured out how to build audiences, monetize, and turn their channels into thriving businesses.
Cloud Marketplaces are going through the same evolution.
At first, vendors just uploaded their listings. But the smart ones figured out how to turn Marketplace into a lead generation engine.
Here’s how it looks in action.
The Vendor Who Just Listed
Let’s start with the first type of company.
They hear about AWS Marketplace, create a listing, and stop there.
Their product is technically visible.
They can proudly say, “We’re on AWS Marketplace.”
But months later; no leads, no deals, no pipeline.
Why?
Because presence isn’t pipeline.
The Vendor Who Activated Marketplace
Now, let’s look at the second type — the ones who crack the code.
They don’t stop at listing. They:
- Optimize their listing like an SEO page, making sure they rank in Marketplace search.
- Join co-sell programs so AWS sales reps pitch their solution.
- Create proof assets: one-pagers, ROI calculators, case studies, that sellers can use in enterprise conversations.
- Leverage private offers to make procurement smooth and faster for big clients.
Within months, they’re not just listed, they’re closing enterprise deals.
Real-World Examples
A SaaS vendor: After optimizing their AWS listing and aligning with co-sell, they cut deal cycles from 9 months to 3.
A services company: By joining Marketplace programs, they won enterprise contracts that would’ve been impossible through cold outreach.
A GenAI startup: They used Marketplace SEO and co-sell to show up in AWS searches, leading to inbound requests from Fortune 500 clients.
The difference isn’t the marketplace itself; it’s how you use it.
The Lesson
Marketplaces are powerful, but they don’t do the work for you.
Just listed? You’ll be invisible.
Strategically listed? You’ll unlock co-sell, visibility, and enterprise leads.
It’s not about being on the shelf.
It’s about being recommended, bought, and scaled.
Final Word
Every tech company has the same marketplace.
Only a few know how to turn it into a pipeline.
The question is:
Which one are you?
At The Scribe, we’ve helped SaaS vendors, services firms, and AI startups turn Marketplace listings into lead engines.
If you’re ready to move from present to profitable, let’s talk.
