{"id":9914,"date":"2022-02-04T20:44:05","date_gmt":"2022-02-04T20:44:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/04\/b2b-ecosystem-marketing-three-app-marketplace-plays\/"},"modified":"2022-02-04T20:44:05","modified_gmt":"2022-02-04T20:44:05","slug":"b2b-ecosystem-marketing-three-app-marketplace-plays","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/04\/b2b-ecosystem-marketing-three-app-marketplace-plays\/","title":{"rendered":"B2B ecosystem marketing: three app marketplace plays"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1120\" height=\"700\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/velocitypartners.com\/wp-content\/uploads\/2022\/02\/Velocity_Blog_Header_b2b_ecosystem_4.png\" alt=\"B2B Ecosystem Marketing Header Image\" class=\"wp-image-21232\"\/><\/figure>\n<p>This is about a <em>huge<\/em> trend in B2B tech that\u2019s been happening almost in the background\u2014but, at the same time, is making a growing impact on the go-to-market strategies of almost every company.<\/p>\n<p>It\u2019s the rise and rise of <strong>platform ecosystems<\/strong>, the collections of more-or-less-easy-to-integrate, third-party apps that let customers get added value from the platform they paid for. <\/p>\n<p>Ecosystems are kind of what makes a platform a platform: Lots of customer\/users; and slick, well-documented APIs so 3rd-party vendors can come and play.<\/p>\n<p>The model has skyrocketed over the last decade because it\u2019s win-win-win:<\/p>\n<ul>\n<li><strong>The Platform wins<\/strong> because it can add way more capabilities way faster. <\/li>\n<li><strong>Customers win<\/strong> because they can extend the value of the platform into more nooks &amp; crannies.<\/li>\n<li><strong>App vendors win<\/strong> because they get access to massive installed customer bases (an opportunity that may carry some nasty risks, but still). <\/li>\n<\/ul>\n<h2>How big is the B2B platform ecosystem opportunity?<\/h2>\n<p>It\u2019s really, really big and growing fast.<\/p>\n<p>Let\u2019s start with a few data points from just three not-very-randomly chosen companies (Velocity clients):<\/p>\n<p>The<strong> <a href=\"https:\/\/appexchange.salesforce.com\/\">Salesforce App Exhange<\/a><\/strong> has over 3,000 apps and components on offer. Over 90% of customers have at least one app installed, totalling over <em>10 million<\/em> installs to date. <\/p>\n<p>The<a href=\"https:\/\/ecosystem.hubspot.com\/marketplace\/apps\"> <strong>Hubspot App Marketplace<\/strong><\/a> has over 1,000 apps in its thriving ecosystem (a testament to the leadership of VP of Platform Ecosystem and all-around martech megastar Scott Brinker). Over 90% of customers have at least one app installed here too \u2014 and the average customer has installed <em>over 7 integrations<\/em>.<\/p>\n<p>The <a href=\"https:\/\/velocitypartners.slack.com\/intl\/en-gb\/apps\"><strong>Slack App Directory<\/strong><\/a> has over 2,400 apps in it, across 19 categories that cover the joy spectrum from \u2018Security &amp; Compliance\u2019 to \u2018Social &amp; Fun\u2019.<\/p>\n<p>And it\u2019s not just the big, obvious platforms. A whole bunch of vendors out there are growing their own ecosystems and actively recruiting other vendors to stock their virtual shelves. <\/p>\n<p>Blue Prism, another client (no, <em>you<\/em> shut up), is a pioneer of Robotic Process Automation. Under the leadership of rockstar Paul Nerger, they built <a href=\"https:\/\/digitalexchange.blueprism.com\/site\/global\/home\/index.gsp\">an awesome Digital Exchange<\/a> (their DX) full of assets that target everything from specific tasks (like, say, optical character recognition) to whole business processes.   <\/p>\n<p>If you\u2019re in B2B tech, you probably offer at least one app or tool or widget in at least one of the app exchanges out there.<\/p>\n<p>And if your products can in any way be described as a platform, you may well run your own ecosystem too. <\/p>\n<p>In fact, you might play both cards: the app stores often include vendors who have their own app stores. <\/p>\n<p>All of this cooperation and coopetition can no longer just be treated as peripheral to your main B2B go-to-market. It\u2019s bigger than that.<\/p>\n<h2>Introducing B2B ecosystem marketing  <\/h2>\n<p>B2B ecosystem marketing isn\u2019t just an old-school, channel marketing play. It\u2019s becoming a B2B discipline of its own, with dedicated teams and tools and processes.<\/p>\n<p>Like any market-making model, it\u2019s got different sides to it:<\/p>\n<ul>\n<li><strong>Play 1:<\/strong> Marketing your own ecosystem or app store to potential vendors.<\/li>\n<li><strong>Play 2:<\/strong> Marketing your ecosystem and its apps to your customer base.<\/li>\n<li><strong>Play 3:<\/strong> Marketing your apps and tools to the users of other platforms. <\/li>\n<\/ul>\n<p>The early versions of each of these plays were pretty primitive: a page on the platform\u2019s website with a list of available apps.<\/p>\n<p>These early app stores weren\u2019t even marketed\u2014the apps were just introduced during the sales process to help clinch the deal (\u201cTrue, our dashboard sucks, but check out this Domo integration.\u201d). <\/p>\n<p>Today, all three plays are getting sophisticated.<\/p>\n<p>Partner teams are making it really easy for 3rd-party vendors to hop in and start selling. (Play 1) <\/p>\n<p>The platform app stores are starting to look and feel like Amazon, using all the tricks of the trade to merchandise the apps; help users discover what they need; and help app partners market themselves. (Play 2).<\/p>\n<p>And vendors who sell through the ecosystems are getting better at their own in-store merchandising and off-store marketing. (Play 3).<\/p>\n<h2>Getting serious about ecosystem marketing<\/h2>\n<p>Ecosystems are becoming a major source of revenue for some software vendors\u2014up to 100% (a dangerous way to live; we\u2019ve all seen companies fail when the Big Kahuna decides to build their own version of their widget or acquire a competitor to integrate). <\/p>\n<p>As the opportunity grows, B2B companies are professionalizing their own ecosystem marketing, with clear strategies to cover things like:<\/p>\n<p><strong>Play 1: Growing your ecosystem:<\/strong><\/p>\n<ul>\n<li>Who should we get into our ecosystem? What capabilities add the most value?<\/li>\n<li>Can we get our own modules and add-ons in there too?<\/li>\n<li>Are our customers building stuff other customers might want?<\/li>\n<li>How can we build the best ecosystem experience for both users and app vendors?<\/li>\n<li>How will our ecosystem change our product roadmap?<\/li>\n<\/ul>\n<p>BTW: you don\u2019t have to build these superstores yourself: ecosystem management platforms like <a href=\"https:\/\/constellant.com\/site\/global\/home\/index.gsp\">Constellant<\/a> make it easy (yes, another bloody client: <em>sue me<\/em>).<\/p>\n<p><strong>Play 2: Marketing your ecosystem to your users (and prospects):<\/strong><\/p>\n<ul>\n<li>How do we help every customer see the value of our ecosystem?<\/li>\n<li>Which apps are most important to promote and merchandise?<\/li>\n<li>How and where will we promote the app store to our existing customers?<\/li>\n<li>How can we best leverage our growing ecosystem in sales and marketing? <\/li>\n<\/ul>\n<p>Power tip: Track down and interrogate the people who have already built these things\u2014like Paul Nerger at BluePrism.<\/p>\n<p><strong>Play 3: Marketing your app in other ecosystems:<\/strong><\/p>\n<ul>\n<li>Which app exchanges do we need to be in?<\/li>\n<li>How can we we win in each one? <\/li>\n<li>How can we boost our search performance inside the app store?<\/li>\n<li>How can we optimize conversions in our micro-store?<\/li>\n<li>How can we drive the platform\u2019s customers to our app?   <\/li>\n<\/ul>\n<p>No-brainer tip: Go to as many app exchanges as you can to analyze what works. Then analyze your target ecosystem and see who\u2019s winning. Then do a specific competitor analysis. <\/p>\n<h2>Ecosystem marketing could be your next big growth driver<\/h2>\n<p>Only you will know how big each of the three ecosystem plays will be for you.<\/p>\n<p>But I suspect that at least one of them deserves more than an afterthought or a footnote in your strategy deck. The days of, \u201cYeah, we really should get around to listing ourselves in the App Exchange.\u201d are over.<\/p>\n<p>It\u2019s time to get serious about this. Next pos, I\u2019m gonna ask Scott Brinker, head of Hubspots App Marketplace, a few questions about all this. <\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/velocitypartners.com\/blog\/b2b-ecosystem-marketing-three-app-marketplace-plays\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is about a huge trend in B2B tech that\u2019s been happening almost in the background\u2014but, at the same time, is making a growing impact&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-9914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B ecosystem marketing: three app marketplace plays - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2022\/02\/04\/b2b-ecosystem-marketing-three-app-marketplace-plays\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B ecosystem marketing: three app marketplace plays - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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