Ever think about how strange software marketplaces can be when it comes to partnerships? There are obviously different types of “marketplaces,” but I’ve never really considered them as a core part of a partner-led growth strategy, or even something that partnerships teams should handle. Feels more like marketing or sales territory, right?
I mean, of course, when we talk about ecosystem marketplaces like HubSpot, Salesforce, or Shopify—those are definitely partnership-driven. No question. But the rest? Not so much. You’re paying to be listed. It’s more like paid media or maybe PR, but not really partnerships. Some of these marketplaces have weird commercial models that don’t feel like partnerships to me either. Pay per lead, listing fees, promotion fees… That’s not partnership, it’s advertising.
Plus, a lot of them don’t deliver the ROI you’d expect. Often, you pick the wrong one, don’t get any leads, and end up concluding it’s only good for awareness. So yeah, I see it as paid media. Now, if you pick the right ones, that’s a different story. But even then, you usually won’t get the quality leads you expect—just a bunch of low-budget prospects.
That said, if the marketplace is relevant to your audience and product, you might be surprised. Like I told a customer recently: if you’ve got the budget, give it a shot. There’s nothing to lose by being present in multiple places.
Actually, while writing this, I had a lightbulb moment—a gap in the software marketplace space. I’ll explain at the end. But first, let’s go through the types of marketplaces available. Hopefully, it’ll help you pick the right one or at least give you some direction.
Ecosystems Marketplaces
These platforms are massive and used by so many people that focusing on them alone could drive significant growth. Of course, you need to be integrated with these ecosystems, but if they fit your ICP (ideal customer profile), why look elsewhere? They don’t just have your ICP—they could have your entire TAM (total addressable market)!
Niche Marketplaces
Do your homework and find your niche. These marketplaces can be way more effective than the mainstream ones. Just search for your industry + “marketplace,” and you’ll find some options that could give you more bang for your buck.
Review Marketplaces
Having lots of great reviews and consistently winning top-badge awards can be pure gold for your brand. But trust me, getting to that point is a nightmare. Sometimes, I feel like these badges are more for aesthetics on your website than something people actually trust. I’m skeptical about the real ROI…
Educational & Online courses
Tons of people are buying courses on topics like “email marketing,” “Adobe Premiere Pro,” or “social media hacks.” This is an amazing way to position your product with experts, turning it into something to be mastered, rather than just another tool to use.
Deal Marketplaces
These are marketplaces where people go to compare prices, get discounts, or request quotes. Generally, they list obscure products that sometimes seem sketchy, offering steep discounts that make the whole thing look cheap. But shoutout to NachoNacho—they’ve nailed their branding and actually make SaaS companies look cool. There are others worth considering, too.
Strange New Marketplaces
There’s a new wave of marketplaces like Whop—they focus on courses but offer an alternative way to sell software through them. Some of the stuff they push is bizarre, like “how to become a millionaire in 4 hours,” but there’s also some really interesting content and potential partnerships for SaaS companies. It’s not just “here’s my software,” but more like, “I achieved this by doing this… and by the way, I used this software.”
Freelancers marketplaces
It’s also worth having a company page on freelancer marketplaces. It makes it easier for certified experts to find and work with your product. Some SaaS platforms even have dedicated programs for this.
The Holy graal marketplace
I can’t talk about marketplaces without mentioning Product Hunt—the holy grail of all software marketplaces. If you don’t know its story, read up. The initial community’s love for PH was mind-blowing, and some software products have skyrocketed because of it. My only issue in 2024 is that the feedback and replies seem to be full of bots, but still—being a top product of the day is powerful for lead generation.
Spend & Subscription Management
This is huge, especially with so many people working remotely and tech stacks getting more complex. With all the tools you need to run a business, managing spend can get messy. Just look at us—we’re a team of six, and our tech stack is literally tracked in a spreadsheet! We forget what we’re paying for and what we’ve stopped using. Spend and subscription management platforms are great for keeping track of all those $10, $20, or $50-per-month subscriptions that add up quickly.
Co-working marketplaces
I’m a product of WeWork—I loved it. They helped shape the startup ecosystem we know today! One standout benefit was the community and the huge software discounts, like for Pleo, AWS, Mailchimp, etc. WeWork secured tons of deals for startups. So, check out your co-working space’s marketplace, whether it’s WeWork or one of the many alternatives out there.
My idea!
Now, here’s my idea for the future of software marketplaces. It’s simple: keep the directory of software and apps for B2B, cluster them by industry—but here’s the twist. Instead of just reviews, users sign up with LinkedIn. Then, thanks to my friend Rahul Jain’s product, you’ll be able to see who within your LinkedIn network is already using the software you’re researching. Boom! You can ask your connections for feedback directly, plus get “refer a friend” discount links automatically.
That’s it for today. Hope this was helpful! :)
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