A while back we thought our Marketplace listings could act as lead magnets.
We were not overly convinced. But we decided - you know what let’s give it a spin.
We thought let’s focus on our competitors. Anybody typing for our competitors names should be finding about WeTransact.
To do that- reversed engineer the marketplace keyword ranking.
What we discovered was not rocket science:
- Marketplace keywords work based on Offer Name, Publisher Name and tagline
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- The three Keywords to use. But you can’t reference your competitors name in the “keywords” section. This goes against policies of Azure Marketplace. So we went modifying the first listing.
We created a new listing with the name of our competitor “Tackle” everywhere so we would show up whenever somebody was looking for them.
We came up with something like that:
We created a dummy listing that pointed directly to a WeTransact solution with “Click on the right solution”. And guess what ?
It did not work at all. Because Cloud Marketplace are not here to generate leads (yet), people don’t browse the marketplace to find solutions - the procurement journey is entirely different. So it doesn’t really matter how you are positioned.
Put differently - it’s a partnership play and not a lead generation play. You use marketplace to co-sell with cloud providers or with resellers of the space.
More on how to generate leads coming soon - we’re getting you covered 