Let’s say you’re running a café.
You’ve got two ways to bring in customers:
Put up billboards around the city. Thousands will see it, but only a few coffee lovers will walk in.
Open a stall inside a busy airport. Every single passerby is already a traveler — thirsty, hungry, and ready to buy.
That’s the difference between Google/LinkedIn ads and Marketplace Marketing.
The Ad Route: Google & LinkedIn
Google and LinkedIn ads have been the go-to channels for years.
They still work, but here’s the catch:
- High costs → Enterprise keywords on Google cost a fortune (think $40–$80 per click).
- Spray-and-pray targeting → Even with LinkedIn filters, you’re hitting a mix of relevant and irrelevant people.
- Lead quality issues → Ads generate traffic, but not all leads are procurement-ready.
- Brand fatigue → Buyers are tired of being chased with the same ads everywhere.
Ads bring attention, but not always action.
The Marketplace Route: AWS, Azure, GCP
Marketplace marketing works differently:
- Targeted audience → Every buyer on AWS Marketplace is already looking for cloud solutions. No wasted impressions.
- Trust built-in → A listing with FTR, competencies, and co-sell feels safer than a random ad.
- Faster procurement → Buyers can purchase immediately using their cloud budgets.
- Cloud seller amplification → AWS/Microsoft/Google reps themselves push your listing in deals.
Instead of creating demand, you’re meeting existing demand.
The ROI Comparison
- Google/LinkedIn Ads → You spend thousands to maybe get meetings, then wait months to close.
- Marketplace Marketing → You invest in listing optimization, co-sell readiness, and campaigns and close deals in weeks.
It’s not about which one works. Both do.
It’s about which one delivers faster, higher-quality enterprise pipeline.
In 2025, Marketplace GTM is winning that battle.
A Real-World Snapshot
- A SaaS vendor spent $50K on LinkedIn ads → generated 200 leads, but only 3 enterprise conversions.
- The same vendor invested $30K in AWS Marketplace GTM → generated 20 enterprise opportunities, with 8 closing in under 3 months.
That’s the power of marketing inside the buyer’s ecosystem.
Final Word
Google and LinkedIn ads are like fishing in the ocean – lots of fish, but not all edible.
Marketplace marketing is like fishing in a well-stocked pond – smaller, but every fish is the one you want.
If you’re chasing enterprise deals, Marketplace beats ads almost every time.
At Marketeering, we help companies shift from ad-heavy spending to marketplace-first GTM strategies that drive faster, more predictable enterprise growth. Want to put your marketing dollars where the buyers already are? Let’s talk.
