Marketplace Marketing Redefined for 2026: New Principles for B2B Growth

Introduction

Marketplace marketing is fast becoming a cornerstone of B2B growth strategy as we head into 2026. Online marketplaces are surging in number and influence, creating new opportunities – and intense competition – for B2B companies. In fact, the global B2B e-commerce market hit $20 trillion in 2024, yet B2B marketplaces still account for only a small fraction of that, signaling vast untapped potential (1). Business buyers are increasingly drawn to marketplace platforms for convenience and choice, with 8 in 10 B2B buyers now preferring marketplaces over traditional channels (3). To capitalize on this shift, companies must redefine their marketing approach. That means embracing new principles – from two-sided marketing tactics to AI-driven insights – that help you stand out and scale faster in the evolving marketing marketplace of 2026.

In this comprehensive guide, we’ll break down exactly what marketplace marketing is, how it differs from traditional e-commerce marketing, and the processes and trends that will shape it in 2026. We’ll also explore how AI and outsourcing are transforming marketplace growth strategies, and compare top platforms and agencies that can boost your results. By the end, you’ll have a clear roadmap for leveraging marketplace lead generation and marketing to drive B2B growth – plus answers to frequently asked questions to refine your strategy. Let’s dive in!

Marketplace Marketing Definition: What Is Marketplace Marketing and How Does It Work?

Marketplace marketing refers to the strategies and tactics used to promote and grow business on third-party marketplace platforms. This can mean two things: marketing as a marketplace (attracting buyers and sellers to your platform), or marketing on a marketplace (as a vendor promoting your products/services on a larger marketplace). In both cases, marketplace marketing involves a unique dynamic where you must cater to multiple parties. Unlike a single-brand online store, an online marketplace must attract both sellers and buyers simultaneously (8). This dual focus is what sets marketplace marketing apart from traditional e-commerce marketing.

How does it work? For a marketplace operator (think B2B platforms like Alibaba or niche service marketplaces), marketing efforts need to build a thriving ecosystem. That includes recruiting quality sellers or service providers and driving a steady stream of interested buyers. For example, a procurement marketplace might run targeted campaigns to onboard suppliers (highlighting a ready base of buyers), while also advertising to business buyers the vast selection and competitive pricing available. As MGID notes, a marketplace must “offer and advertise a better trading environment to sellers” than competitors to succeed (8). In practice, that means crafting value propositions and content that speak to each side’s needs – e.g. lower customer acquisition cost and reach for sellers, and greater variety or efficiency for buyers.

On the other hand, if you’re a B2B seller marketing on an established marketplace, your strategy will revolve around visibility and differentiation. This could involve optimizing your product listings for the marketplace’s search algorithm, earning positive reviews, utilizing marketplace advertising options, and offering superior support. Marketplace marketing in this context often blurs the line between sales and marketing – success comes from being discovered by the right buyers and then convincing them of your unique value within a crowded marketplace. Standing out is vital: B2B marketplaces are multiplying rapidly (from just 75 marketplaces five years ago to over 750 today (2)) and can grow 6× faster year-over-year than traditional e-commerce (3). With so many offerings side by side, a seller’s marketing intelligence – like monitoring competitor pricing, search keywords, and customer behavior on the platform – becomes crucial to adjust tactics in real time.

Marketplace share of e-commerce: B2B marketplaces account for only ~14% of B2B e-commerce, compared to 67% for B2C – highlighting massive room for growth (1).

In summary, marketplace marketing works by combining traditional marketing channels with platform-specific techniques to engage multiple audiences. It often involves:

• Defining a two-sided value proposition: Clearly communicate benefits to both buyers and sellers (or, for sellers on a marketplace, align your value to what buyers on that platform seek). For instance, a B2B services marketplace might market to providers with the promise of qualified leads, while telling buyers about vetted, reliable vendors available.
  
• Leveraging the marketplace’s infrastructure: Utilize built-in promotional tools (featured listings, sponsored results, etc.) and adhere to the platform’s SEO/search algorithm to boost visibility. A well-optimized presence can dramatically increase traffic to your offerings.
  
• Fostering trust and community: Marketplaces rely on trust (ratings, reviews, case studies). Marketing efforts include showcasing testimonials and success stories to build credibility for the platform or for your store on that platform. Engaging content, such as how-to guides or webinars, can also educate and attract your target users.
  
• Data-driven targeting and personalization: Because marketplaces generate rich data, successful marketing means analyzing that marketplace marketing intelligence – e.g. which search terms lead buyers to you, or which seller segments are under-served – and acting on it. Top marketplaces use algorithms and AI to personalize recommendations and outreach, ensuring buyers see relevant options and sellers get matched to interested buyers.

Marketplace marketing is inherently an omnichannel marketing game. You’re likely coordinating on-platform tactics with off-platform promotion (email campaigns, social media, industry forums) to drive traffic and sign-ups. Done right, it creates a virtuous cycle: more sellers attract more buyers, and vice versa, fueling exponential growth. The next sections will outline a proven marketplace marketing process, as well as new principles – like AI integration and sales and marketing outsourcing – that can amplify these efforts heading into 2026.

Marketplace Marketing Process

Achieving growth in a marketplace (whether you operate one or sell on one) requires a structured, data-driven process. Given that 45% of B2B companies struggle with lead generation as a top marketing challenge (10), having a clear game plan is crucial. Below is a step-by-step marketplace marketing process that B2B sales teams can follow to systematically attract, engage, and convert the right participants:

1. Market Research & Vision Setting: Start by understanding your marketplace’s niche and audience dynamics. Identify the key segments of buyers and sellers, their needs, and what motivates them. If you run a marketplace, analyze competitors and gaps – for example, which related services or products are buyers searching for that aren’t well-served? If you’re a seller, study the top-performing listings and common customer pain points on the platform. Set a clear vision of how your offering will stand out. This step lays the foundation – you can craft messaging that truly resonates with each audience once you grasp their pain points and goals.
   
2. Unique Value Proposition & Definition: Based on your research, define your marketplace marketing strategy and value proposition for each side of the market. Why should sellers join your platform (or partner with you)? Why should buyers choose you over other options? Articulate this in simple, compelling terms. For instance, you might emphasize scale and reach (“Access 1,000+ qualified buyers on our marketplace”) to sellers, while highlighting quality and convenience (“Pre-vetted vendors ready to serve you”) to buyers. Ensure all marketing communications consistently convey these benefits.
   
3. Multichannel Marketing Plan: Next, develop a marketing plan that leverages multiple channels to reach your target audiences. This often includes: content marketing (blogs, guides, whitepapers that draw your audience), SEO (to capture search traffic, both on Google and within marketplace search), email campaigns, social media and community engagement, and possibly paid advertising. For marketplace operators, industry events and partnerships can also be key (e.g. partnering with associations to onboard their members as sellers). The goal is to meet your audience where they already are – whether that’s LinkedIn groups for enterprise buyers or forums like Stack Exchange for tech service marketplaces. Map out touchpoints for every stage: awareness, consideration, decision.
   
4. On-Platform Optimization & Execution: For sellers, this step is about optimizing your presence on the marketplace. This includes crafting high-converting product/service listings (strong titles, detailed descriptions with keywords, high-quality images or demos, and clear pricing), leveraging any internal ad tools, and actively managing reviews and Q&A. For marketplace operators, this is where you execute outreach campaigns: perhaps an email drip campaign to nurture potential sellers, a referral program to encourage current users to invite others, and PR or thought leadership to build brand awareness. Execution should be timeline-driven – for example, you might run a three-month push to acquire suppliers in a specific category followed by a promotional event to attract buyers once inventory is rich.
   
5. Engagement & Trust-Building: Marketing doesn’t stop at acquisition. Especially in marketplaces, retention is key to growth (a liquid marketplace requires repeat usage). Engage your users through newsletters, recommendations, and promotions. Highlight success stories: e.g., promote top sellers (which also motivates them) or share case studies of buyers who achieved great ROI through your platform. Building a community can greatly enhance engagement – features like forums, webinars, or user groups allow participants to exchange insights, which ties them more closely to your marketplace. These initiatives, while often led by a community or customer success team, are tightly integrated with marketing objectives.
   
6. Measure, Analyze, Optimize: As campaigns run, continuously track performance metrics and iterate. Key marketplace KPIs include traffic growth, conversion rate (e.g. percentage of marketplace visits that result in a transaction or sign-up), CAC (customer acquisition cost) for buyers and sellers, GMV (gross merchandise volume) or total sales through the marketplace, and liquidity (the ratio of listings to actual transactions) (8). If you’re a seller, measure metrics like product views, click-through rates, and sell-through rate on the platform. Use analytics to pinpoint drop-offs in your funnel. For example, if many buyers sign up but few complete purchases, you may need to adjust your onboarding or offer incentives. This data-driven optimization closes the loop, ensuring your marketing dollars yield the highest ROI.
   
7. Scale What Works: Lastly, double down on successful tactics and scale them. Found a LinkedIn Ads campaign that consistently brings in qualified leads at a good cost? Increase its budget. Is one particular blog post driving a lot of organic traffic and sign-ups? Create more content around that topic. On the flip side, be ready to phase out or rethink efforts that aren’t delivering. The beauty of marketplace marketing is that the network effects can kick in as you scale – each new buyer or seller can amplify the value, making subsequent marketing slightly easier. Still, scaling should be strategic: maintain quality as you grow, and keep messaging aligned with your evolving user base.

This process isn’t strictly linear – often you’ll cycle between analysis and execution in an agile way. The main point is to approach marketplace growth methodically. By combining rigorous research, targeted multi-channel outreach, and continuous optimization, you ensure no leads slip through the cracks and that your marketplace gains traction. 

What Marketplace Marketing Trends Should Sellers Prepare For in 2026?

Sellers should be ready for several key marketplace marketing trends in 2026. One major trend is the increased use of AI and automation. Marketplaces are incorporating AI for things like better search result personalization and automated chat assistance. As a seller, you’ll want to use AI tools to optimize your pricing (dynamic pricing tools), ad campaigns (AI-driven ad bidding and targeting), and even content (AI can help generate or A/B test product titles and descriptions). Embracing these technologies can give you a competitive edge as they become more common.

Another trend is the growing importance of retail media and on-marketplace advertising. Marketplaces are offering more advertising options (sponsored listings, banner ads on category pages, etc.), and sellers in 2026 will likely allocate more budget to these to maintain visibility. Expect the marketplaces to become pay-to-play in certain categories – meaning if you’re not investing in their ad system, it’s harder to stay prominent. Additionally, video and rich media are trending up. Product videos, live streams, and interactive media on listings are becoming popular (some marketplaces now have live shopping features). Sellers who utilize video content to demonstrate their products or do live Q&A sessions can engage buyers more effectively.

Also, social proof and community engagement are more influential than ever. Sellers should prepare to leverage influencer marketing that ties into marketplaces – for instance, having industry influencers review or list your product on the marketplace and drive their followers to it. Marketplaces might provide curated collections or influencer picks in 2026, and getting featured there can boost sales.

We’re also seeing marketplaces expand into B2B segments aggressively, so B2B sellers should prepare for marketplace models in their industry (if not already). That means more competition but also more buyers shifting their procurement to marketplaces. Ensuring your sales and marketing approach aligns with how businesses now discover and compare solutions (which is increasingly via marketplace platforms or directories) will be key.

Lastly, data-driven strategy will be crucial. Marketplaces are offering better analytics dashboards – by 2026, the sellers who win will be those who actively analyze their marketplace data (conversion funnels, search terms, competitor benchmarking) and refine their tactics accordingly. Agile experimentation – tweaking a listing and quickly iterating – is a trend in itself. In summary: get comfortable with AI tools, budget for marketplace ads, create engaging content (especially video), harness social proof, and be very analytics-focused.   In 2026, an added layer to the process is the infusion of AI tools at each stage – which we’ll explore next.

How AI Is Transforming Marketplace Marketing

Artificial intelligence (AI) is revolutionizing marketing across industries, and marketplace marketing is no exception. In 2025, nearly 90% of marketers integrate AI into their processes in some form (4), and this will only grow in 2026. For marketplace-focused marketers, AI offers powerful capabilities to analyze vast amounts of data, personalize user experiences, and automate time-consuming tasks. Here’s how AI is reshaping marketplace marketing and enabling new levels of growth:

• Advanced Data Analytics & Insights: Marketplaces generate a treasure trove of data – from buyer search queries and purchase patterns to seller pricing and response times. AI-powered analytics platforms can crunch this data to reveal actionable trends. For example, machine learning models might identify which product attributes most influence conversion in your marketplace, or predict rising demand in a certain category so you can onboard sellers proactively. AI-driven marketing intelligence goes beyond human analysis by finding non-obvious correlations. A practical case: using AI, a B2B marketplace could analyze thousands of buyer interactions to segment them by behavior (e.g. “value-focused procurement managers” vs “innovation-seeking CTOs”) and then tailor marketing messages to each persona. These kinds of insights make your campaigns far more precise and effective.
  
• Personalization at Scale: One of AI’s biggest impacts is in enabling mass personalization. For marketplace operators, this means dynamically customizing the user experience for every visitor. Recommender systems (like those used by Amazon’s marketplace) employ AI algorithms to suggest relevant products or services to buyers based on their browsing history, industry, or even similarity to other buyers (“users like you also viewed…”). Personalized recommendations and search results keep users engaged and drive higher conversion rates. According to marketing research, AI-powered campaign management delivers 20–30% higher ROI compared to traditional one-size-fits-all campaigns (4). Sellers on marketplaces can benefit too: AI tools can help personalize outreach at scale, such as sending potential clients customized messages highlighting how your offering solves their specific pain point (with AI writing assistants generating those message drafts). The result is higher response and engagement rates without a proportional increase in manual effort.
  
• Automation of Outreach and Support: AI automation is a game-changer in terms of efficiency. Chatbots and virtual assistants can handle routine inquiries from both buyers and sellers 24/7, providing instant responses and freeing up your team’s time. On marketplaces, AI chatbots often guide new users through onboarding (“Help me list my product”) or help buyers find what they need (“Which supplier offers X in Europe?”). Modern AI chatbots leverage natural language processing to understand complex queries and can resolve a high percentage of them without human intervention. This improves user satisfaction and retention. Additionally, AI is automating outbound marketing tasks: for instance, Martal Group’s proprietary AI sales platform verifies contact info, schedules emails at optimal times, and even adjusts messaging based on engagement signals. These automations mean you can run robust omnichannel campaigns (emails, LinkedIn messages, follow-up sequences) targeting marketplace leads with minimal manual work – AI handles the heavy lifting of when to send, whom to follow up with, and how to avoid spam filters.
  
• Predictive Targeting and Lead Scoring: In marketplace marketing, knowing who is most likely to convert can greatly enhance efficiency. AI-driven predictive models analyze attributes of your existing customers (or top sellers/buyers on the platform) and score new prospects against these patterns. If you’re recruiting sellers, an AI model might analyze which current sellers have been most successful (industry, company size, product fit, etc.) and then rank your prospect list to prioritize similar profiles. For buyer acquisition, AI can ingest intent data – like web behavior or third-party intent signals – to flag which companies are actively searching for solutions like yours. Martal, for example, uses an AI engine analyzing over 3,000 intent signals to build laser-targeted lead lists for marketplaces. This marketplace marketing intelligence ensures sales reps focus on the most promising opportunities, improving conversion rates and reducing acquisition costs.
  
• Dynamic Pricing and Ad Optimization: Some advanced marketplaces use AI to optimize pricing and advertising in real time. For instance, AI algorithms can adjust a product’s price based on demand elasticity, competitor prices, or inventory levels – maximizing sales volume or margins as needed without manual repricing. On the advertising side, marketplace sellers often use AI-driven ad platforms (like Amazon’s advertising console with machine learning bidding) to automatically allocate budget to the best-performing keywords and products. These systems continuously learn which ads lead to actual sales and refine targeting accordingly. The outcome is better ROI on ad spend and more effective promotion of your offerings amid stiff competition.
  

The bottom line is that AI is becoming integral to marketplace marketing strategies. It’s not about replacing the human touch, but rather amplifying it. Marketers who use AI report 44% higher productivity, saving hours each week (11) – time that can be reinvested into creative strategy and relationship-building. For B2B marketplaces, AI can help achieve the holy grail of balancing supply and demand: ensuring you have the right sellers for the right buyers at the right time, and automatically nurturing each side. As we head into 2026, expect AI to play an even larger role, from sophisticated predictive analytics that guide strategic decisions to AI-generated content fueling your inbound efforts. Embracing these tools early will be key to staying ahead of the curve.

Pro tip: While adopting AI, don’t forget to upskill your team. Surprisingly, only 17% of marketing professionals have had comprehensive AI training (4). Investing in learning will help your team fully leverage AI and avoid misuse. The most successful approach is combining AI’s capabilities with human creativity and oversight.

Should You Outsource Marketplace Marketing or Keep It In-House?

One of the big strategic questions for companies is whether to manage marketplace marketing internally or to outsource to a specialized agency (i.e., a marketplace marketing agency). Both approaches have pros and cons, and the right choice depends on your resources, expertise, and growth goals. Let’s break down the considerations – and some eye-opening stats – to help you make an informed decision.

Over 65% of companies prefer to outsource lead generation rather than handle it in-house (6). B2B firms increasingly turn to external experts to fuel their pipeline.

The Case for Outsourcing: By outsourcing your marketplace marketing (or broader lead generation and sales development) to experts, you tap into instant specialized expertise and scalable resources. Agencies that focus on B2B marketing and lead gen have refined processes, trained personnel, and tools that might take you years to build internally. They can often ramp up campaigns faster and more efficiently. In fact, outsourced lead generation consistently outperforms in-house efforts – delivering about 43% better results on average (12). There are a few key reasons for this:

• Agencies come with established workflows and tech stacks. Top firms use AI-powered CRM systems, intent-data platforms, sequencing tools, etc., that small or mid-size companies often can’t afford or don’t know how to integrate fully. By hiring them, you essentially “rent” this advanced infrastructure for your campaigns.
  
• You also gain the collective experience of a team that has worked on many campaigns. They know what messaging works for cold outreach, how to optimize marketplace listings for algorithms, how to navigate common pitfalls (like avoiding spam filters or ad disapprovals). This typically leads to higher conversion rates and ROI. It’s telling that 79% of companies outsourcing B2B prospecting report faster market expansion as a result (5) – external partners help you seize opportunities more quickly.
  
• Outsourcing inside sales is often cost-effective and scalable. While it might seem expensive in absolute dollars, consider that hiring an in-house team comes with significant fixed costs: salaries, benefits, training, software licenses, etc. By contrast, agencies often offer flexible packages or pay-for-performance models. Recent data indicates outsourcing lead generation can be up to 63% cheaper than hiring equivalent in-house teams when all costs are factored in (5). You also avoid the risk of having to downsize staff if strategies change – with an agency, you can scale engagement up or down relatively easily.
  
• Speed to market is another factor. Need to launch a major marketplace campaign next month? A demand generation agency has the manpower to hit the ground running, whereas hiring and training a team could take 3–6 months. This agility can be critical when trying to outpace competitors. Many agencies can stand up an outbound SDR (sales development rep) campaign within weeks, whereas in-house might take a full quarter to truly get going.
  

The Case for In-House: Keeping marketplace marketing in-house means maintaining full control and intimate brand knowledge. Your internal team will be deeply familiar with your product, brand voice, and customers. This can ensure authenticity and alignment that might be challenging to replicate externally. In-house teams can quickly collaborate with other departments (product, customer success) to tweak messaging or target new segments as strategies evolve. Additionally, any proprietary industry knowledge stays within your company. If your marketplace operates in a highly specialized or sensitive domain (say, government procurement or healthcare services), you may feel more comfortable with employees who live and breathe that space handling the outreach. Quality control is often cited: an internal team gives you direct oversight of every touchpoint, so you can guarantee the tone and approach match your standards (with an agency, you’ll need to invest time in alignment anyway).

However, it’s important to weigh the resource commitment. In-house efforts require hiring skilled marketers or sales development reps – and talent is both expensive and scarce in this market. They also need ongoing training (especially as new digital marketing techniques emerge). If your company’s core competency isn’t marketing, there’s a risk your in-house team could fall behind on best practices or new platform features, whereas an agency lives on the cutting edge by necessity.

Subtle Hybrid Approaches: Many companies actually choose a hybrid model – keeping some aspects in-house and outsourcing others. For example, you might have your internal team handle content creation and product marketing (leveraging their brand expertise), but outsource the outbound prospecting and appointment setting to a firm that specializes in filling the pipeline. Or vice versa: use an agency to consult on strategy and set up the system, then your team executes it day to day. There’s no one-size-fits-all, and this flexibility can sometimes yield the best of both worlds.

Let’s consider some concrete factors side by side for clarity:

As the table suggests, outsourcing shines for speed, expertise, and often cost-efficiency, while in-house wins on control and deep alignment with company culture. It’s noteworthy that 66% of U.S. companies now prefer outsourcing lead gen in some capacity (6), reflecting the trend that external partners can drive superior outcomes for many firms. Outsourcing is particularly advantageous for businesses that need to scale quickly without the delays of hiring, or those that lack experienced sales/marketing leadership to coach an internal team. By contrast, if you already have a strong internal marketing engine and very nuanced messaging needs, you might integrate an agency in a limited role (e.g., to supply additional leads or handle one channel) or not at all.

Bottom line: Evaluate your situation objectively. Do you have the bandwidth and know-how to execute an aggressive marketplace marketing plan in-house? If not, an agency like Martal Group or others can act as an extension of your team and deliver results faster – often with a positive ROI that justifies the fees many times over. On the other hand, if maintaining tight control over customer interactions is paramount and you have the means, building your own team might be worthwhile in the long run. Many companies find success with a hybrid approach, aligning internal and external efforts. For example, your in-house team could focus on content and brand-building while the outsourced team focuses on booking qualified sales meetings (many agencies offer appointment setting services to feed your sales reps (7)).

The good news is that you don’t have to choose blindly. You can pilot an outsourcing engagement (many firms start with a 3-month pilot) and measure the impact on leads and sales. If the agency delivers high-quality opportunities at a lower cost than you could internally, that’s a strong sign to continue. If not, you’ve at least gained some learnings to bring in-house. In 2026’s fast-paced B2B environment, leveraging external experts – even temporarily – can provide the jump-start or extra edge you need to accelerate marketplace growth.

Top Marketplace Marketing Platforms and Services in 2026 (Ranked)

When it comes to executing marketplace marketing and lead generation, having the right partner or platform can make all the difference. Below we’ve compiled a numbered list of top platforms/services that specialize in B2B marketing, lead gen, and sales support – essential functions for marketplace growth. 

Martal Group leads the list at #1 for its comprehensive solutions, followed by other reputable companies and tools. Each offers a unique blend of features, so you can compare and find the best fit. 

1. Martal Group – Best-in-Class Marketplace Lead Generation and Sales-as-a-Service

At Martal Group, we provide fully managed, outsourced SDR teams and multi-channel outbound campaigns for B2B companies, focusing on tech firms and online marketplaces. 

With over 15 years of experience and 200+ sales executives, we act as a fractional extension of your team, handling the end-to-end sales development process (9).

Our proprietary AI SDR platform leverages intent signals and technographic data to target the right decision-makers, delivering pre-qualified appointments weekly. Unlike some providers who focus primarily on email, we emphasize a multichannel approach combining email, LinkedIn, and phone outreach to consistently grow your pipeline.

We specialize in outbound lead generation for tech companies and online marketplaces, providing fractional SDRs and acting as a extension of your team. Martal’s services cover everything from prospect research and lead list building to cold email & LinkedIn campaigns, call outreach, and appointment setting. 

Key Features:

• We assign dedicated SDRs and account managers based in North America and globally
  
• We develop and target a custom Ideal Customer Profile (ICP) for your business
  
• Our default outreach strategy combines email, LinkedIn, and phone
  
• We use a proprietary AI platform for data-driven prospecting with intent signals and technographics
  
• We handle end-to-end lead generation: prospect research, list building, cold email & LinkedIn campaigns, call outreach, and appointment setting
  
• We continually optimize campaigns with real-time analytics to improve performance
  
• We provide support with script and content creation for outreach messaging
  
• We offer optional B2B sales training for your internal team
  
• We offer a flexible engagement model with month-to-month options after an initial pilot

Ideal Use Case:

• Tech startups, SaaS platforms, AI companies, IT services, and online marketplaces that want to accelerate lead generation without building an internal SDR team
  
• Companies looking for a hands-off, holistic outbound solution where we manage outbound prospecting, outreach, follow-ups, and appointment setting
  
• Businesses targeting enterprise-level prospects that are difficult to engage through standard outreach channels
  
• Teams that want to leverage a data-driven, multi-channel approach to maximize pipeline quality and speed

Clients in SaaS, AI, IT services, and platform businesses have seen success with our service, often noting fast pipeline growth and access to enterprise-level prospects that were hard to engage before. If you want an expert partner to scale your marketplace’s sales opportunities while you focus on product and closing deals, Martal Group is a top choice.

2. Belkins – Appointment Setting & Email Deliverability

Overview:
Belkins provides B2B lead generation and appointment setting across industries including SaaS, fintech, healthcare, and consulting. The focus on email deliverability ensures outreach lands in inboxes, though multi-channel campaigns beyond email and LinkedIn may require additional support.

Key Features:

• Dedicated team for each client
  
• Custom lead research based on client ICP
  
• Cold email campaigns with continuous A/B testing
  
• LinkedIn outreach
  
• Email deliverability monitoring (domain setup, warming, sender reputation optimization)
  
• Weekly performance reporting on opens, replies, and booked meetings
  

Ideal Use Case:

• Companies without internal SDRs relying on email for outbound
  
• Firms needing improved response rates through deliverability optimization
  
• Businesses with target account lists requiring engagement support
  

3. CIENCE – Data-Driven SDR Teams with Human + AI Power

Overview:
CIENCE combines human SDR teams with AI tools to handle prospecting, outreach, and lead qualification. The structured, data-driven approach supports multi-channel campaigns, though niche customization may require attention.

Key Features:

• Targeted prospect list building
  
• Outreach via email, phone, and social channels
  
• Appointment setting with qualified leads
  
• AI-powered data enrichment to identify high-potential prospects
  
• Managed tools and sequencing software
  
• Campaign dashboards with real-time visibility
  
• Monthly retainer structures delivering set numbers of leads or appointments
  

Ideal Use Case:

• Mid-sized or larger B2B companies outsourcing the SDR function
  
• Businesses expanding into new markets or seeking rapid pipeline growth
  
• Teams valuing data-driven targeting and multi-channel execution
  

4. SalesRoads – Phone-Focused Outbound

Overview:
SalesRoads specializes in voice outreach supported by email follow-ups. The phone-first approach engages decision-makers directly, though extensive email campaigns or other channels may require additional support.

Key Features:

• Customized call scripts and campaigns
  
• Appointment setting with detailed call notes
  
• Complementary email outreach
  
• Dedicated account management
  
• ROI dashboards tracking dials, conversations, and appointments
  
• Expertise in reaching complex B2B audiences and navigating gatekeepers
  

Ideal Use Case:

• Companies prioritizing live conversations over email-only campaigns
  
• Organizations targeting senior executives or U.S. buyers
  
• Teams seeking personalized engagement for higher-quality meetings
  

5. Callbox – Multi-Channel Enterprise Lead Generation

Overview:
Callbox delivers global, multi-touch lead generation with an ABM approach. Large-scale campaigns can span multiple regions, though maintaining personalization may require close management.

Key Features:

• Proprietary B2B contact database with millions of records
  
• Dedicated SDRs and support teams
  
• Multi-channel outreach: email, calls, LinkedIn, SMS, webinars
  
• Lead management platform (Pipeline™) with CRM integration
  
• Lead nurturing through drip campaigns and follow-ups
  
• Campaign analytics and reporting
  

Ideal Use Case:

• Mid-sized to enterprise B2B companies seeking scalable, international lead generation
  
• Firms needing support breaking into target accounts or augmenting internal teams
  
• Organizations requiring structured, data-driven campaigns with ABM focus
  

5. Leadium – Hands-On Outbound Strategy & SDR-as-a-Service

Overview:
Leadium provides consultative, omnichannel SDR services, combining strategy development with execution. The approach is highly personalized, though it may not be optimized for high-volume campaigns alone.

Key Features:

• Multi-channel outreach: email, LinkedIn, calls, SMS, direct mail, gifting
  
• Custom-built lead lists for each campaign
  
• Deliverability setup and monitoring
  
• Strategy sessions and messaging optimization
  
• Inbound lead qualification support
  
• Personalized cadence management to maintain outreach quality
  

Ideal Use Case:

• Startups or growing companies needing strategic guidance alongside outbound execution
  
• Businesses targeting complex B2B solutions requiring precise messaging
  
• Teams seeking omnichannel campaigns with creative touches for engagement

These top services all aim to help B2B companies grow their marketplace presence and sales pipeline, but they do have different philosophies. Martal Group  offers an all-in-one solution with an emphasis on data-driven outreach and a proven track record in marketplace lead gen, making it a strong choice for comprehensive support. 

Depending on your specific needs (e.g., do you need just appointments, or a sales partner to help define strategy? Is calling central to your approach? Do you need global coverage?), one may stand out as a better fit.

When evaluating these services, consider doing consultations or trial projects. Many will offer a pilot or initial assessment. Pay attention to how they communicate, the quality of their initial plan for you, and of course pricing structure and contract flexibility. Marketplace marketing in 2026 is a sophisticated endeavor, so aligning with the right partner can accelerate your growth dramatically – but it’s crucial to choose a service whose strengths match your priorities.

Note: Always ensure that any sales agency or platform you work with follows ethical outreach practices and complies with regulations (like GDPR or CAN-SPAM) – all the reputable ones above do, and they often help you navigate compliance as part of their service.

How Martal Helps Marketplaces With Lead Generation and Sales Support

Marketplaces have unique growth challenges – they must simultaneously attract supply and demand and often navigate a “chicken-and-egg” problem in their early stages. Martal Group has extensive experience partnering with B2B marketplace companies to solve these challenges through effective lead generation and sales support. Let’s look at how Martal’s approach specifically benefits marketplaces:

1. Two-Sided Market Expertise: Martal understands that marketplaces need to market to two audiences (buyers and sellers/users) and sometimes even a third (partners). Their team works with you to identify the core segments of your marketplace and craft tailored outreach for each. For example, if you run a freelance services marketplace, Martal might create one campaign stream targeting service providers (emphasizing how joining your platform can increase their business) and another targeting clients (highlighting the vetted talent pool ready to work). By addressing each side’s unique pain points, Martal ensures balanced growth. In practice, Martal’s team will help “fill both sides of the marketplace by finding and engaging the target participants” – whether that’s more vendors for your platform or more enterprise buyers – acting as an extended sales arm to ensure no potential lead slips through the cracks.

2. Customized 5-Step Outreach Process: Martal deploys a refined 5-step outbound process (outlined earlier) that they adapt to your marketplace. 

First, they take time understanding your vision and value proposition as a marketplace. They’ll discuss your USP, whether it’s better pricing, unique inventory, or a specialized network, and make sure that comes across in outreach (9). 

Next, they conduct an in-depth marketplace analysis – researching your industry’s buyers and sellers, studying competitors, and finding the gaps or opportunities (9). This analysis is crucial for marketplaces since industries vary widely; Martal leverages knowledge from working across 50+ industries and marketplace subsectors (9) (from e-commerce and freelance platforms to B2B trading networks and sharing economy apps) to inform this step. 

Then they develop a tailored strategy, identifying decision-makers to contact and crafting messaging that addresses each segment’s pain points (9). Martal’s copywriters will showcase your marketplace’s authority and value, for instance by citing how your solution saves time/money or by using relevant industry trends. 

The fourth step is multichannel execution – Martal’s sales executives reach out via email, LinkedIn, and phone calls in a coordinated way (9). For a marketplace, this could mean emailing a curated list of target sellers while simultaneously connecting with them on LinkedIn and calling high-value accounts to initiate relationships. 

Finally, Martal emphasizes continuous optimization and collaboration (9). They integrate with your team’s feedback (e.g., which leads converted, which messages resonated) and refine the targeting and scripts accordingly. This iterative improvement is invaluable; as your marketplace evolves or as they gather responses, the outreach only gets sharper.

3. Data-Driven Targeting (Marketplace Marketing Intelligence): One of Martal’s standout strengths for marketplaces is their use of data and AI to target the most relevant prospects. They invest in technographic, firmographic, and intent data to zero in on companies or individuals actively seeking solutions like yours (9). For example, Martal can identify when a business has recently searched for or engaged with content related to your marketplace’s niche (a sign of intent) and prioritize that lead.

Their AI sales platform analyzes over 3,000 buying signals to build highly focused lead lists. This means when marketing to, say, procurement managers for a B2B marketplace, Martal doesn’t just pull a generic list of procurement managers – they target those showing behavior that indicates they’re in the market for new solutions (perhaps they downloaded a whitepaper on supply chain innovation, etc.). The result is higher conversion rates because outreach is focused on those already inclined to consider your offering. Martal’s data-driven approach essentially gives marketplaces a shortcut to finding the “needle in a haystack” clients that will actually engage. It’s like having marketplace marketing intelligence baked into your campaign – you know where the demand is bubbling up and can reach out at the right moment (9).

4. Multichannel, Value-Centric Outreach: Marketplaces often face crowded competition, where it’s easy for prospects to think “every platform is the same.” Martal combats this by crafting value-centric pitches that clearly differentiate your marketplace. They highlight your unique selling points – maybe it’s a higher quality of vendors, a specialized focus, better security, or new monetization opportunities for sellers. Their outreach materials (emails, LinkedIn messages, call scripts) are personalized and consultative. A typical Martal email might share an insight (“Many CFOs tell us they struggle finding reliable suppliers – here’s how our marketplace solved that for a client, saving 30% procurement costs.”) before inviting a conversation. This approach positions your marketplace as a problem-solver and partner, not just another platform. Martal’s training in solution selling means they engage prospects in a dialogue about their needs, then show how your marketplace addresses them. This is particularly effective in B2B contexts where trust and credibility are paramount. Their outreach also uses social proof – mentioning well-known companies or numbers (if available) that lend legitimacy to your marketplace. All these tactics help your marketplace cut through the noise and earn a prospect’s attention and trust.

5. Accelerating Marketplace Growth (Results): Perhaps the most compelling way Martal helps is by delivering tangible results: a growing pipeline of users on both sides of your marketplace and ultimately revenue growth. Martal has numerous success stories with marketplaces. For instance, one B2B services marketplace client saw Martal’s team significantly boost the number of qualified service providers joining their platform, which in turn attracted more buyers – effectively solving the classic chicken-and-egg problem. The client credited Martal’s outreach for doubling their user base in a short period, as Martal was able to capture an unexpected surge in interest and convert it into platform sign-ups. Another client (a digital marketplace) noted that Martal “developed a pipeline… with multinational clients and large corporations” that they struggled to reach on their own (9). These anecdotes illustrate Martal’s ability to open doors and scale a marketplace rapidly. Moreover, Martal’s focus on ROI-driven results means they monitor the impact of their work (e.g., cost per lead, lead-to-customer conversion) and ensure it’s profitable for you. They aim not just to deliver leads, but qualified sales leads that convert into long-term users of your marketplace. Many marketplaces also appreciate that Martal’s model is flexible – as you grow, Martal can ramp up efforts or transition knowledge to your expanding internal team if desired. Essentially, Martal de-risks the growth phase: you get the benefits of an experienced sales/marketing force without the fixed overhead, and you can attribute new revenue directly to their campaigns.

6. Ongoing Sales Support and Enablement: Beyond just lead gen, Martal can assist with lead nurturing and sales enablement. For example, they offer B2B sales training which can help your internal team learn best practices for marketplace selling (useful if you have account executives who close deals with enterprise clients on your platform). They also can provide guidance on optimizing your follow-up process – ensuring leads they bring in are properly engaged by your team. If your marketplace has a longer sales cycle or requires demos, Martal’s appointment setters make sure meetings are well-qualified and prospects are adequately informed, so your closers have a higher win rate. This full-funnel perspective is invaluable, especially for smaller marketplace companies unfamiliar with building a sales machine. Martal essentially helps set up that machine and keep it running smoothly until you’re ready to take the wheel entirely.

Martal Marketplace Case Study: From Targeting to High-Value Deals

In this case study, we demonstrate how we helped a leading AI crowdsourcing marketplace scale its US pipeline, engage key decision-makers, and achieve a 500% ROI through data-driven, multi-channel outbound campaigns.

We partnered with a leading crowdsourcing marketplace providing AI training data to over 6 million workers worldwide. The company needed to expand its US pipeline, reach key decision-makers at global IT firms, and optimize its outbound sales process. We implemented a structured, data-driven approach to achieve these objectives, including:

• Fine-tuning ideal client profiles (ICPs) and crafting targeted messaging
  
• Executing account-based marketing (ABM) campaigns focused on high-value prospects
  
• Engaging decision-makers through email, LinkedIn, and phone outreach
  
• Developing and optimizing email and phone scripts for maximum engagement
  
• Providing weekly performance updates and pipeline reports
  
• Supporting management of larger customer relationships for long-term retention

Through this partnership, we helped the marketplace secure $4.5M in recurring revenue, close multiple deals with Fortune 500 and Fortune 10 companies, and achieve a 500% ROI. By continuously optimizing campaigns and adapting to market changes, we enabled efficient pipeline growth and strengthened client engagement.

In summary, Martal Group offers marketplaces a turnkey solution to accelerate growth: they bring the strategy, data, outreach muscle, and industry know-how to acquire the buyers, sellers, or partners you need. Marketplaces are diverse – from freelance platforms to B2B product exchanges – and Martal’s breadth of experience (spanning freelance, e-commerce, B2B services, vertical-specific marketplaces, etc. (9)) means they likely have playbooks to draw upon for your scenario. By partnering with Martal, marketplace founders and teams can focus on product development and operations while Martal fills the top of the funnel with opportunities. It’s a powerful way to gain momentum in 2026’s competitive landscape. Don’t let your marketplace “get lost in the crowd” – our lead gen and outsourced sales services makes sure your platform becomes the go-to market leader in connecting buyers and sellers (9).

Conclusion

Marketplace marketing is evolving rapidly as we approach 2026. B2B companies can no longer rely on old playbooks – succeeding on today’s marketplace platforms requires data-driven strategy, multi-channel engagement, and often a willingness to embrace new tech like AI. We’ve explored how marketplace marketing is defined by its two-sided nature and how a structured process (from research to optimization) can yield powerful results. The takeaway is clear: marketplace marketing has been redefined – it’s now about intelligent targeting, leveraging platform dynamics, and creating value for all parties involved.

For B2B marketplaces and sellers alike, the new principles for growth include adopting AI tools for efficiency, considering strategic outsourcing to accelerate pipeline, and constantly tuning into industry trends (like the rise of retail media and the importance of personalization). The companies and tools we ranked show the options available – whether you need a full-service partner like Martal Group or a specific solution for lead gen, the support ecosystem for marketplace success is robust.

One overarching theme is that relationships matter in B2B marketing, even in a digital marketplace context. Building trust with buyers and sellers, providing thought leadership, and delivering on promises will differentiate the winners. The good news is that marketplaces provide immense opportunities: they’re fast-growing channels (B2B marketplaces are on track to exceed $350 billion in sales this year (2)) and buyers increasingly prefer them. By applying the insights from this guide – from optimizing your presence, harnessing AI, to possibly partnering with experts – you can position your company to ride this wave and achieve substantial growth.

Remember, success in marketplace marketing isn’t a one-time setup but an ongoing journey of improvement. Keep measuring results (ROI, conversion rates, etc.), stay agile with strategies, and never lose sight of the fundamental value you offer to customers. If you make your marketplace offering truly solve problems and back it with smart marketing, 2026 could be a breakout year for your B2B growth.

How Martal Can Support Your Marketplace Growth: If you’re looking for an extra boost to put all these principles into practice, Martal Group is here to help. Martal specializes in empowering B2B companies and marketplaces with omnichannel outbound campaigns, sales outsourcing, appointment setting, and even sales training for your team. With Martal’s veteran sales executives and AI-driven platform, you can rapidly scale outreach to both buyers and sellers, ensuring a steady flow of qualified leads into your marketplace. The team will essentially function as your extended sales force, handling prospecting and engagement so you can concentrate on closing deals and enhancing your platform. Many marketplace businesses have leveraged Martal to accelerate user acquisition and revenue – and you can too. 

Don’t let your marketplace linger in growth limbo; take action today. Book a free consultation with Martal Group to discuss your growth goals and see how a tailored outbound strategy can drive your marketplace to new heights in 2026 and beyond. With the right partner and strategy, your marketplace can become the go-to leader in your industry – and Martal is ready to help you get there!

References

1. Distribution Strategy Group
2. Digital Commerce 360
3. Mirakl Blog
4. Loopex Digital
5. Tenacious Marketing
6. SalesRoads
7. Martal Group – B2B Appointment Setting
8. MGID Blog
9. Martal Group – Marketplace Lead Generation
10. Sopro
11. Zoominfo
12. NNC Services