From Listing to Leads: How We Turned AWS Marketplace Into a Funnel

Introduction

For most startups, AWS Marketplace feels like a checkbox:
“Get listed, pass the FTR, and move on.”
But what if your AWS listing could do more than sit passively in a catalogue?
For us, it became a lead-generation engine, a funnel that attracted enterprise buyers, shortened procurement cycles, and opened doors to AWS co-sell opportunities.
The truth is, AWS Marketplace isn’t just about compliance; it’s a distribution channel hiding in plain sight. And if you approach it strategically, it can transform into one of your highest-converting entry points into enterprise sales.
Here’s exactly how we made that shift, from simply being listed, to actively converting AWS Marketplace into a funnel.

Step 1: Treat the Listing Like a Landing Page

Most AWS Partners publish a listing with generic product blurbs and a logo. That’s not enough.
We approached our listing like a landing page, with:

  • An outcome-driven headline
  • A subhead that addressed the buyer’s problem
  • Clear AWS service mentions for trust
  • Links to walkthroughs and deployment guides
  • A CTA to “Request a Demo” or “See Deployment Guide”

For AWS buyers, your Marketplace listing is your homepage. Treat it that way.

Step 2: Build Buyer Confidence With Content

Buyers on AWS Marketplace aren’t browsing casually. They’re in procurement mode.
So, we built a content stack that answered key questions:

Question Enterprise Buyers Ask Asset We Provided
How does this deploy? Deployment Guide
How does it scale? Reference Architecture
Is it secure? Security Overview
Does it solve my problem? Use Case Studies
Who else uses this? Named Customer Proof

These weren’t just checkboxes for validation; they became fuel for trust.
We also linked these assets from the listing, so AWS buyers could self-serve answers without emailing sales.

Step 3: Enable the AWS Field Team

After passing the Foundational Technical Review (FTR), we didn’t just sit back.
We activated Co-Sell.
That meant:

  • Preparing a “Field Briefing Deck” for AWS Account Managers
  • Sharing our customer ICP, pricing model, and vertical strengths
  • Publishing Co-Sell approved case studies with AWS architecture references
  • Submitting private offers via CPPO to align with AWS EDP burn

As a result, our AWS Partner Manager started routing relevant leads, and we could already show up in the procurement system.

Step 4: Align Our Funnel With Marketplace Data

We used AWS Marketplace analytics (and ACE Pipeline if available) to monitor:

  • Page views
  • Listing interactions
  • Private offer clicks
  • Conversion rates by region or industry

When we saw spikes from fintech or EMEA traffic, we spun up:

  • Regional landing pages
  • Industry-specific case studies
  • Targeted LinkedIn campaigns linking to our listing

Our goal: turn anonymous AWS Marketplace views into attributed, trackable leads.

Step 5: Add a GTM Layer Around the Listing

Your listing doesn’t convert by itself. It needs a funnel around it.
We added:

  • A blog series explaining how we solve specific AWS problems
  • LinkedIn carousels linking to our listing and deployment guides
  • Email campaigns to Partner Managers and AWS sellers
  • A dedicated “Marketplace” tab on our website that linked directly to our AWS listing

This turned our AWS Marketplace listing from a static URL into an integrated part of our GTM funnel.

Results: What Changed

Within 60 days of optimizing our listing, we saw:

  • 3x increase in Marketplace traffic
  • 2 net-new enterprise deals via CPPO
  • 4 AWS sellers proactively pitching our solution
  • Shorter deal cycles by 25% (due to pre-approved procurement flow)

We weren’t just “on” AWS Marketplace anymore; we were growing through it.

Conclusion

Most startups treat AWS Marketplace as a destination:
“Once we’re listed, we’re done.”
But the real opportunity lies in treating it as a funnel.
With the right content, GTM alignment, and co-sell activation, AWS Marketplace can:

  • Build trust with enterprise buyers
  • Accelerate procurement timelines
  • Open the door to AWS field seller advocacy
  • Drive measurable pipeline, not just visibility

The difference is simple: don’t just get listed. Build a funnel.

Shamli Sharma

Shamli Sharma

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