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Marketplace platforms · Lead generation

Generate provider leads and buyer leads as two separate jobs with two separate pitches.

Lead generation for a marketplace means finding the people on each side who will transact, not collecting sign-ups in bulk. A provider lead wants work and a buyer lead wants a job done, so the message, the channel and the follow-up differ. GullySales works on both pipelines for one locality at a time.

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

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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 marketplace platforms

Sales and marketing for marketplace platforms, the overview.

Last updated 18 Oct 2026.

For marketplace platforms

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

  • “A provider lead and a buyer lead are not the same lead”

    A tutor deciding whether to list wants to know how many students will find them. A parent searching for a tutor wants to know who is verified and nearby. One pitch for both leaves each side unconvinced, so each pipeline needs its own page, its own script and its own measure of a good lead.

  • “Supply leads come from places providers already gather”

    Electricians gather at hardware counters, caterers at wedding vendor meets, machinery traders in industrial association halls. A form on the website reaches few of them. Field visits, association introductions and a call from someone who knows the trade bring in providers who then actually answer a booking.

  • “A buyer lead without a matched provider is wasted”

    Buyer enquiries arrive from ads and search, then meet an empty locality. The lead is real, the match is not there, and the buyer does not return. Spend on buyer leads should follow where supply already exists, not where the ad audience is largest.

  • “Leads that never transact are a count, not a result”

    Sign-ups look good in a dashboard. What the owner needs is the share of leads that reached a first booking on each side, and where the rest stopped. That tells you whether the gap is the pitch, the product or the price.

What we do

What we deliver for marketplace platforms.

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

  1. A two-sided lead map

    A one-page map of each lead source for providers and for buyers, who owns it, and what counts as a qualified lead on each side.

    Result: A written definition of a qualified provider lead and a qualified buyer lead.

  2. Provider recruitment routes

    Field visits, association outreach, telecalling lists and referral invitations, each with a script written for the trade being recruited.

    Result: A script and a target list for each recruitment route.

  3. Buyer enquiry routes by service and locality

    Search pages, local ads and partner introductions pointed only at localities where enough providers are live.

    Result: A list of localities marked open or not yet open to buyer spend.

  4. A lead sheet that follows a lead to first booking

    One record per lead showing source, side, status and the first transaction, so the loss at each step is visible.

    Result: A sheet showing, for each source, how many leads reached a booking.

  5. A review of sources by transactions

    A written comparison of lead sources by transactions, not sign-ups, so budget moves to the routes that transact.

    Result: A ranked list of sources by first bookings.

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 or send

The fields that tell a provider lead from a buyer lead.

Each side of the platform needs its own record, because a sign-up on either side means something different.

Side of the marketplace
Mark every lead as provider or buyer at the first touch. The two sides get different scripts and are judged on different outcomes.
Service and locality asked for
A buyer asking for a plumber in a locality with no plumbers is a supply gap, not a lost sale. Record both words so the gap is visible.
Provider's trade and years in it
A recruiter needs this to tell a full-time electrician from a part-timer who will not answer a booking call.
How the lead found you
Field visit, association introduction, search or advert. The budget decision later depends on which route reached a first booking.
Date of the first booking
Blank until it happens. A lead sheet with this column shows how many sign-ups never transact on each side.

Who it is for

This is written for these marketplace platforms.

  • Home and local services marketplaces
  • B2B sourcing and trade marketplaces
  • Freelancer and professional talent marketplaces
  • Rental and equipment-sharing platforms
  • Tutor, coach and course marketplaces
  • Used goods and vehicle marketplaces
  • Farm produce and agri input marketplaces
  • Event, wedding and vendor discovery platforms

Not for

It is not the right fit if.

  • You have a handful of providers in each locality, so adding buyer leads would send buyers to an empty choice and cost you their trust.
  • Nobody on the team can call a new provider the day they register, so more provider leads would only sign up and go quiet.
  • You have not yet decided what a qualified lead means on either side, so you could not tell which source is working.

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 run provider and buyer ads together?
Run them as separate campaigns with separate messages. Start buyer ads only in localities where providers are already live, so the buyer finds a real choice on arrival.
How do we know a lead is good?
A good lead is one that reaches a first transaction. We help you record the source of each lead and its outcome, so the judgement comes from your own data rather than from sign-up counts.
Should the same person handle provider and buyer leads?
Keep them apart if you can. A provider conversation is a sales call about earning, while a buyer conversation is support about getting a job done. Mixing them blurs both scripts, and one person ends up favouring the side that replies faster.
How many providers does a locality need before buyer leads make sense?
There is no fixed number, because it depends on the service. A tutor marketplace needs several subjects covered, while a plumber platform needs enough people free on one afternoon. Decide the minimum for each service with your operations team and write it down.
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 marketplace platforms

Everything else we would do for you.

Closest to this: leads and follow-up

Also for marketplace platforms

Or start from the overview: sales and marketing for marketplace platforms.

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