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B2B wholesale marketplaces · Lead generation

Find sellers worth signing and buyers worth activating, one side at a time.

Lead generation for a B2B wholesale marketplace means building two lists: wholesalers, distributors and manufacturers who could sell on the platform, and retailers, factory buyers and traders who could order from it. GullySales works on both lists, the outreach to each and the record of where every lead came from.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of industrial suppliers and distributors at work in the United States

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for B2B wholesale marketplaces

Sales and marketing for B2B wholesale marketplaces, the overview.

Last updated 18 Oct 2026.

For B2B wholesale marketplaces

Where it usually goes wrong, and what we would do.

  • “A seller lead and a buyer lead are different people”

    A seller lead is an owner weighing a new sales channel against the agents already carrying the stock. A buyer lead is a shop owner or purchase manager looking for a reliable restock. One form and one pitch cannot serve both, so the lists stay apart.

  • “Leads are only useful where the other side exists”

    A buyer lead in a town where no listed seller delivers is a wasted call. A seller lead in a product group with no buyers nearby ends in a disappointed wholesaler. Lead lists follow the pincodes and product groups where the platform can actually fulfil an order.

  • “Sign-ups are not leads”

    An installed app with no order is a registration, not a customer. Teams count installs and then wonder why revenue is flat. Treat a lead as live only after a seller lists stock or a buyer places an order, and track the step where each one stalls.

  • “Field agents and phone enquiries are lead sources too”

    Shop-owner enquiries come through agents on the beat, WhatsApp forwards and missed calls, not only the website. When these never reach a shared sheet, the founders cannot tell which source brings buyers who order again.

What we do

What we deliver for B2B wholesale marketplaces.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A seller prospect list by product group and market area

    Wholesalers, distributors and manufacturers grouped by the product groups you are opening and the mandi or market area they serve.

    Result: Each prospect shows the product group, the area and who on your team owns the approach.

  2. A buyer prospect list by pincode

    Retail shops, traders and factory purchase desks listed against pincodes where a listed seller can deliver.

    Result: Every buyer lead sits in a pincode that has stock behind it.

  3. Separate enquiry forms and intake sheets

    One short form for sellers asking about catalogue and settlement, another for buyers asking about range and credit.

    Result: Seller and buyer enquiries arrive in different sheets with the source noted.

  4. A source column on every lead

    Website, field agent, referral by an existing seller, WhatsApp forward or event, recorded when the lead is created.

    Result: You can filter the register to see which source produced buyers who ordered.

  5. A stage definition for each side

    Written stages from first contact to first live listing for sellers, and from registration to second order for buyers.

    Result: The team agrees what counts as a live lead before the next list is built.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

What to capture

Record these for each seller and each buyer.

A seller lead and a buyer lead need different facts, so keep two forms.

Seller product range and capacity
What the seller lists and what volume it can ship, so the team knows which buyers the seller can serve.
Seller current channels
Where the seller sells now, such as a trade agent or another platform, which shows what it must be offered to list.
Buyer shop type and town
A kirana, a boutique or a factory purchase desk, with the town, which decides the products shown first.
Buyer present supplier and pain
Who the buyer buys from now and what goes wrong, such as credit or delivery, which gives the first order a reason.
Source of the lead
Whether it came from a field agent, a call, a referral or a listing, so you learn which source gives active accounts.

Who it is for

This is written for these B2B wholesale marketplaces.

  • General merchandise and FMCG marketplaces serving kirana and retail stores
  • Industrial supplies and MRO marketplaces for factory buyers
  • Textile and garment marketplaces linking mills, wholesalers and boutiques
  • Agri input and produce marketplaces for traders and processors
  • Building material and hardware marketplaces for contractors and dealers
  • Pharmacy and medical supply platforms for licensed retailers
  • Electronics and mobile accessory marketplaces for shop owners
  • Niche category platforms such as packaging, stationery or hospitality supplies

Not for

It is not the right fit if.

  • You have sellers in a town but no buyers there, so a buyer lead drive would only show an empty shelf.
  • Your onboarding steps are not settled, so new seller leads would stall at the first document.

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand your capacity

    We ask how many enquiries your team can answer well, who answers after hours, and what a good enquiry looks like. Without this, the system fills a funnel nobody is watching.

  2. 2

    Audit current sources

    We read your call log, WhatsApp chats, enquiry sheet and platform dashboards. The baseline is recorded: enquiries by source, reply time, conversion and cost per order.

  3. 3

    Strategise the channel mix

    Search and maps are chosen for people ready to buy, ads for people who are not yet looking, and content and referrals for trust.

  4. 4

    Implement capture and follow-up

    Pages, forms, tags, the lead record and the first-reply message are built and tested end to end. We submit test enquiries ourselves before any media money is spent.

  5. 5

    Measure and optimise

    Enquiries are traced to source and judged by what became orders, not by volume alone. Channels that fill the sheet with poor enquiries are cut back. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we generate seller leads or buyer leads first?
Sellers first for the product groups and city you open with, because a buyer who finds an empty shelf leaves. Once stock is listed and deliverable, buyer leads for those pincodes make sense. We plan the sequence with you.
Can you promise a number of leads?
No. Lead volume depends on your product groups, terms and market, and we do not promise it. We prepare the lists, outreach and records that show where leads come from and where they stall.
Where do wholesale leads come from if we have no big brand name yet?
From the market itself: wholesalers in a mandi, distributors who already sell to shops, and existing sellers who know others in the trade. A referral from a listed seller is a stronger start than a cold list. We record each source.
What proves a lead is active and not just a sign-up?
An order, or a clear plan for one. A sign-up shows curiosity, but a buyer who names what it will order and from whom is a lead, and a seller who lists a product and a price is one. Mark the stage on the record.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for B2B wholesale marketplaces

Everything else we would do for you.

Closest to this: leads and follow-up

Also for B2B wholesale marketplaces

Or start from the overview: sales and marketing for B2B wholesale marketplaces.

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