Top Cloud Marketplaces Where ISVs Can List
If you’re an ISV looking for a new revenue channel, you’re probably listed (or thinking about listing) on cloud marketplaces.
Maybe you’re looking to start transacting on a hyperscaler cloud marketplace like Azure, AWS, or Google Cloud Marketplace so customers can purchase your solution with committed spend. Or maybe you’re building solutions that improve CRM, data, enterprise, or operational workflows on platforms like Salesforce, HubSpot, ServiceNow, or Snowflake.
Whether you’re looking to launch your first cloud marketplace listing or build out your multi-cloud strategy, understanding the nuances of each top cloud marketplace is key.
Here’s an overview of the top cloud marketplaces so you can figure out where it makes sense to get listed, as well as whether or not you will need to build an API integration to start transacting. (Tip: Invisory offers API integrations to save you time and get you transacting faster).
Cloud marketplaces for ISVs looking to get listed
- AWS Marketplace (Amazon)
- Azure Marketplace (Microsoft)
- Google Cloud Marketplace (formerly GCP Marketplace)
- HubSpot App Marketplace
- Salesforce AppExchange
- ServiceNow Store
- Snowflake Marketplace
AWS Marketplace (Amazon)
Amazon ignited the marketplace revolution when the company was a small player focusing on selling books. Launched in 2016, AWS Marketplace – the tech giant’s B2B arm – has become a major cloud marketplace for ISVs selling solutions in areas like machine learning, data analytics and storage, machine learning, networking and DevOps. AWS Marketplace shoppers come from all sectors, including financial services, healthcare, retail, media & entertainment, telecommunications, and government.
With marquee customers like Salesforce, Databricks, and MongoDB, AWS Marketplace offers ISVs of all sizes a chance to get listed and start transacting. ISVs can participate in ISV Accelerate as well as enroll in the AWS Software Path to deepen their engagement with AWS.
The process of getting transactable on AWS Marketplace requires building an API or partnering with a cloud GTM platform like Invisory, which offers API integrations to streamline the process. Once you’re transacting, customers can extend customizable private offers, sell to customers with committed spend contracts, and co-sell with AWS PDMs and AEs.
Azure Marketplace (Microsoft)
Like AWS, Azure Marketplace allows ISVs to list and sell solutions across a wide range of categories, including verticals like gaming, financial services, energy, healthcare and life sciences, as well as horizontals like virtual machine images, fintech, networking, storage, blockchain, cyber security, SaaS and databases. You’ll find solutions from well known companies and up-and-coming ISVs, such as Twilio, Red Hat, ForwardLane, Tungsten Automation, and Lumifi.
Navigating the Azure Marketplace can be a challenge for those who are unfamiliar with the Microsoft world. ISVs can participate in a number of Microsoft Cloud Partner Programs or earn Solutions Designations. To reach IP co-sell status, which is where the real magic happens and revenue gets generated, you will need to meet all of Azure’s requirements, including getting transactable on the marketplace. As with AWS, you will need to build an API or leverage an API integration from a cloud GTM partner like Invisory.
Once you’re transactable and showing some success, you will have the opportunity to co-sell with Microsoft, express private offers, set up metering, and more.
Google Cloud Marketplace (GCP)
Google’s robust suite of tools – from Looker and BigQuery to Gemini and Google Analytics – has attracted companies of all shapes and sizes to the marketplace. For many startups and tech companies, building on Google Cloud is their top choice. It’s no surprise, then, that so many AI and ML startups are drawn to selling on Google Cloud Marketplace, formerly known as GCP Marketplace.
Financial services, developer tools, and databases are among the most popular categories on Google Cloud Marketplace. Notable sellers include GitLab, Jenkins, Blue Antoinette Group, MongoDB, and Redis.
To take advantage of features such as committed use discounts and customizable private offers, you will need to get listed and start transacting, which requires – you guessed it – building an API. To stand out to Google Sales Reps, consider engaging in the Google Cloud Partner Advantage Program, so you can earn certifications and designations, as well as explore co-marketing opportunities.
HubSpot App Marketplace
Launched in 2006, HubSpot has left a lasting impression on the world of CRM, sales, and marketing tech. By 2022, HubSpot App Marketplace was home to 1000+ solutions and counting.
HubSpot’s App Marketplace includes free, pay-as-you-go, one-time fee, and subscription-based solutions on their marketplace. You’ll find a wide range of well known brands listing their own app, including G2, PandaDoc, HotJar, Asana, and Webflow. HubSpot has also created their own version of apps from Salesforce, Jira, Shopify, Airtable, WordPress, Google Ads, Google Calendar, Zoom, and Outlook.
Unlike the hyperscalers, HubSpot App Marketplace does not require you to build an API or become transactable, which means committed spend is not an option. All payments are processed through Stripe, so you will pay a HubSpot processing fee of .5% – .75% plus any associated Stripe fees. You can review HubSpot App Marketplace’s listing requirements here.
Salesforce AppExchange
The Salesforce AppExchange has been around for over 20 years and is the oldest cloud marketplace on this list. Here, you will find 5000+ apps in categories such as document generation and management, data management, project management, agent productivity, contact center, and developer tools.
Practically every industry uses Salesforce: Agriculture, automotive, communications, consumer goods, education, energy, construction, real estate, financial services, government, healthcare & life sciences, manufacturing, non-profit, media, retail, travel, transportation, and hospitality. You’ll discover apps from Stripe, Twilio, Box, TikTok, and Amazon, as well as solutions by newer ISVs, like Invisory’s Partner Success Tracker™.
As with HubSpot App Marketplace, Salesforce AppExchange does not require customers to become transactable, so you won’t need to worry about committed spend. However, you will need to undergo legal and security reviews before your listing goes live.
ServiceNow
ServiceNow is a leading platform for major enterprises looking to manage complex digital workflows. To extend the functionality of the platform, the tech company launched ServiceNow Store, where ISVs could list enterprise-focused workflow apps in areas such as DevOps, contact center, financial services, risk management, HR services, IT Operations, and legal services, to name a few.
With solutions available from companies like WMWare, Cisco, Securitybricks, Verizon, Medallia, Deloitte, and Quantum Metric, more and more enterprise-focused ISVs are starting to list on the ServiceNow Store.
ServiceNow Store requires all listing ISVs to undergo a validation process, including App Review and Listing Review. As with the AppExchange and the HubSpot App Marketplace, you won’t need to build an API or get transactable, since committed spend isn’t available for ServiceNow customers.
Snowflake Marketplace
Snowflake, itself a well known seller on marketplaces like Azure, launched Snowflake Marketplace in 2021. Focused on data, app development, analytics, and AI, Snowflake Marketplace hosts 500+ solutions from companies like Zoominfo.
Like the hyperscalers, Snowflake allows customers to purchase marketplace solutions with what they call Snowflake Capacity Commitment, which is their version of committed spend.
The process of listing on Snowflake Marketplace resembles the previous mentioned cloud marketplaces. Snowflake is currently making changes to how ISVs start transacting on the marketplace. We expect the company will announce updates later this year.
Invisory for cloud marketplace success
Cloud marketplaces offer ISVs countless opportunities, but getting listed, transactable and putting a cloud GTM strategy in motion takes time.
With Invisory, you can access API integrations, expert-built playbooks, a dedicated customer support manager and everything else you need to operationalize your cloud marketplace listings and start generating leads.
