Your New B2B Marketplace Website Is Live: Now What? The 90-Day Digital Marketing Playbook

The real work begins after launch. Here's how to turn your technology investment into measurable market share.

The Question Nobody Asks Until It's Too Late

You've spent months, maybe years, building a modern B2B marketplace platform. The seller accounts finally work. The CRM integration saves your team hours every week. The new design finally looks like a company operating in 2026, not 2016.

The engineering is done. The platform is stable.

Now comes the question most technology partners don't answer: How do you actually get people to use it?

In my 12+ years building and marketing B2B platforms, I've watched this pattern repeat more times than I'd like to count. Companies invest $50,000-$200,000 in platform development, then allocate $2,000 for "some Google Ads" and wonder why their traffic flatlined. One client came to us after spending 18 months on their platform rebuild. They'd budgeted nothing for marketing because "the new site would sell itself." It didn't.

The technology is an enabler. Marketing is the engine.

This guide breaks down the marketing strategy you need for the 90 days after launch, plus the foundational work that compounds for years after. It's specifically written for industrial equipment marketplaces serving recycling, salvage, manufacturing, and heavy equipment industries.

Part 1: The First 30 Days - Stabilization and SEO Protection

Why This Phase Is Non-Negotiable

The first month after a major website relaunch is fragile territory. Google has crawled your old site for years. Your search rankings, your indexed pages, your domain authority: all of it was built on the previous architecture.

Change the URLs without proper redirects? You can lose 50-70% of your organic traffic overnight. I learned this the hard way early in my career when a client insisted on changing their URL structure "for cleanliness." Within a week, their traffic dropped 60%. It took nine months to recover.

According to Digital Scouts, the main causes of SEO loss during redesigns are missing redirects, deleted pages, and poor content migration. This isn't recoverable with advertising spend. It takes 6-12 months to rebuild.

A newly launched website in a highly competitive industry might take anywhere from 6 to 12 months before it starts seeing significant organic traffic, according to Shopify's SEO research. For an established site migrating to a new platform, the risk of losing that equity is real.

Critical First-Week Actions

1. Redirect Mapping (Non-Negotiable)

Every old URL needs a 301 redirect to its new location. Every single one.

Old URL Type	Redirect To
Old product/listing pages	New product/listing pages
Old category URLs	New category structure
Old blog posts	New blog architecture
Removed pages	Relevant alternatives (NOT the homepage)
Tokenized email links	New account login flow

2. Sitemap Submission

According to Google's Search Central documentation, you especially need a sitemap when:

Your site is large (marketplace with hundreds of listings)
Your site is new and has few external links
Your site has rich media content

Log into Google Search Console within 24 hours of launch. Upload your new XML sitemap. Request indexing of your most important pages manually.

Pro tip: Google recommends keeping sitemaps under 50,000 URLs and 50MB uncompressed. If you exceed this, break into multiple sitemaps with an index file.

3. Monitor Indexation Daily

Use the Page Indexing Report in Google Search Console. Watch for:

Crawl errors spiking
Pages dropping from the index
"Discovered - currently not indexed" status
Mobile usability issues

The goal for week one: no traffic cliff. If you see a sharp decline, investigate immediately.

Setting Up Your Analytics Foundation

Your new website should have these tracking elements configured before any marketing spend:

Essential Tracking (GA4):

Enhanced ecommerce events enabled
Conversion tracking on key actions (account signups, listing inquiries, bids placed)
Heat mapping on high-traffic pages (Hotjar, Clarity, or similar)
Form submission tracking with abandonment monitoring

For Marketplace Businesses Specifically:

Track both buyer and seller conversion paths separately
Set up custom events for bid activities (place_bid, bid_won, bid_outbid)
Monitor time-to-first-listing for new sellers
Track internal search behavior (what are people searching for?)

According to Measure School's GA4 guide, for auction-specific bidding events, you'll need to create custom events since GA4's standard ecommerce events don't include auction actions. You can create events like:

view_auction – when viewing an auction listing
place_bid – when submitting a bid
bid_won – when a user wins

For Live Chat Integration:

If you're using live chat tools like Intercom, Drift, or Zoho SalesIQ, configure:

Lead scoring based on page visits and engagement
Proactive chat triggers for high-intent pages (pricing, auction ending soon)
CRM sync to auto-create leads from conversations

This data becomes the foundation for every optimization decision you'll make. Without it, you're flying blind.

Part 2: Understanding Your Industry and Your Two Audiences

The Recycling Equipment Marketplace Reality

Before diving into tactics, let's ground this in your actual market.

The global waste recycling services market was valued at $65 billion in 2024 and is projected to reach $110 billion by 2033, growing at 6.1% CAGR according to Coherent Market Insights. The U.S. market specifically is expected to grow at 3.7% annually.

This is a growing industry, but it's also one facing significant challenges that affect how your buyers and sellers think:

Industry Pain Points Your Marketing Must Address:

According to Aggregates Equipment Inc. and GEOMET, the major challenges facing your customers include:

Price Volatility – Scrap metal prices fluctuate constantly based on global supply/demand, making equipment investment decisions harder
Contamination Issues – Processing complexity requires specialized equipment knowledge
Outdated Equipment & Infrastructure – Many facilities running older machinery need upgrades
Regulatory Compliance – Environmental regulations are tightening, especially in states like California
Logistics & Transportation Costs – Moving heavy equipment is expensive

Why this matters for marketing: Your content should address these pain points. A buyer searching for equipment is thinking about ROI, reliability, and operational fit, not just price. While researching this industry, what struck me was how few marketplaces actually speak to these concerns in their content. Most just list equipment specs and call it a day.

Your Two Distinct Audiences

B2B marketplaces face a unique challenge: you're marketing to both buyers AND sellers simultaneously. The messaging, channels, and offers differ significantly.

Buyer Personas (Equipment Purchasers):

According to ThomasNet research on industrial buyer personas, the key decision-makers include:

Persona	Decision Focus	Content Needs
Design Engineer	Technical specifications, compatibility	Detailed specs, dimensions, technical documentation
Procurement Manager	Price, vendor reliability, terms	Pricing transparency, financing options, vendor history
MRO Manager	Parts availability, maintenance support	Service records, parts sourcing, reliability data
Plant Manager / VP Ops	ROI, efficiency gains, downtime risk	Case studies, TCO calculators, ROI projections

Critical insight from the research: Most design engineers prefer to gather information on their own rather than speak to a person. You need extensive written information (technical specs, equipment guides, comparison content) available on your site.

Decision timeline: 30-90 days for major equipment purchases. According to Dreamdata's B2B customer journey research, only 17% of the buyer journey is spent directly conversing with vendors. The remaining 83% happens through independent research.

Seller Personas (Equipment Dealers & Businesses):

Job titles: Business Owner, Sales Manager, Asset Manager, CFO
Decision criteria: Commission rates, audience reach, ease of listing, payment terms, financing availability
Research behavior: Competitor analysis, case studies, testimonials from other sellers
Key question: "Will this platform actually move my equipment?"

Your marketing must address both audiences, but not with the same campaigns.

Part 3: Channel Priority for Industrial Marketplaces

After analyzing 50+ sources on B2B industrial marketing, I found a pattern that contradicted what I expected: the channels that look most "modern" (social media, influencers) often underperform compared to boring fundamentals like SEO and email. Here's how to actually prioritize your marketing budget:

Priority 1: Search Engine Optimization (Months 1-6+)

Organic traffic generates 69% of leads for manufacturing companies. For a marketplace, SEO isn't optional. It's existential.

The Economics:

Average cost per lead in manufacturing via paid channels: $553 according to First Page Sage
Content marketing generates leads at $92 per lead on average, and those leads convert at 14.6% compared to 1.7% for outbound
Businesses earn $22 in revenue for every $1 spent on SEO according to Martal's benchmark data

Focus Areas:

Equipment Category Pages
- Optimize for "used [equipment type] for sale" queries
- Include specifications, applications, and buyer guidance
- Target long-tail keywords (e.g., "used horizontal baler Texas" not just "baler for sale")
Geographic Targeting
- Create location-specific landing pages if you serve distinct regions
- Optimize for "[equipment] near me" and "[equipment] [state/region]" queries
- Target your primary service areas: "recycling equipment [your state]," "balers for sale [your region]," etc.
Content Hub Strategy
- Build resource content that attracts equipment researchers
- Topics: equipment buying guides, maintenance tips, industry trend reports, market price analyses
- According to Stratabeat's research, blogs with original research increased top 10 Google rankings by 20.9%

Reality Check: SEO compounds over time but shows limited results in months 1-3. It's a 6 to 12 month investment. According to Rankings.io, most sites see measurable results in 3-6 months, with significant traffic growth in months 6-12.

Priority 2: Google Ads (Immediate Traffic)

While SEO builds, paid search drives immediate qualified traffic.

The Economics for Industrial Equipment:

According to Gravitate Design's PPC research for manufacturers:

Google Ads returns approximately $2 for every $1 spent
Manufacturing sector average: 2% click-through rate, 2.1% conversion rate
68% of manufacturing marketers say PPC produces their best paid results

B2B High-Ticket Considerations:

With lifetime values between $20,000 and $200,000 for industrial equipment customers, you can afford higher CPCs. Even with a 10% margin, spending $1,000+ per customer acquisition can still be profitable.

Campaign Structure for Marketplaces:

Equipment-Specific Campaigns
- Target high-intent keywords: "buy used shredder," "baler for sale," "recycling equipment auction"
- Use location targeting if you have regional inventory concentrations
- Send traffic to relevant category pages, not the homepage
Remarketing Campaigns According to Twilio's research, retargeting ads are 76% more likely to get clicks than standard display ads, and people are 70% more likely to convert when retargeted.
- Target visitors who viewed equipment but didn't take action
- Remind them of upcoming auctions or price reductions
- Use dynamic remarketing to show the specific equipment they viewed
- Set frequency caps to avoid ad fatigue (3 to 5 impressions per day max)
Competitor Targeting
- Bid on competitor brand terms (where legally appropriate)
- Create comparison content that captures researching buyers

Keyword Strategy Best Practice:

From ProperExpression's B2B PPC guide: A keyword like "manufacturing equipment" is too broad. Instead, "welding robots for automotive production" attracts specific buyers.

For recycling/scrap industry:

Broad (expensive, low intent): "industrial equipment"
Specific (lower cost, higher intent): "Harris horizontal baler 200 ton used"

Budget Guidance:

According to Shopify, small businesses typically allocate 7-8% of revenue to marketing. For a business generating $500,000 annually, that's $35,000-$40,000 per year.

For paid search specifically, start with $2,000-$5,000/month and optimize based on cost-per-acquisition data.

Priority 3: LinkedIn (B2B Relationship Building)

LinkedIn isn't where people buy balers. But it is where plant managers, procurement directors, and business owners build professional relationships.

The Data:

According to Thistle Media:

89% of B2B marketers use LinkedIn to generate leads
LinkedIn's user base consists primarily of experienced professionals aged 35-55, with 63% holding management positions or higher
Nearly 80% of B2B organizations generate leads from LinkedIn

From Social Success Marketing's manufacturing research:

When fully optimized, manufacturing companies can see up to 300% traffic increase and 150% boost in lead generation from social media

Strategy for Industrial Marketplaces:

Company Page: Regular posts about industry trends, equipment insights, auction results, market conditions
Personal Branding: Have your leadership team share expertise and engage with industry discussions
LinkedIn Ads: Target specific job titles at companies in your target industries

Targeting Parameters:

Job titles: VP of Operations, Director of Engineering, Procurement Manager, Plant Manager
Industries: Recycling, Waste Management, Manufacturing, Scrap Metal, Salvage
Company size: 50 to 5,000 employees
Geography: Your service regions

Note on Facebook: According to WebFX, Facebook doesn't typically provide significant lead generation value for industrial B2B. Buyers aren't searching for suppliers there. However, it can keep your company top-of-mind and offers cost-effective brand awareness advertising.

Priority 4: Email Marketing (Highest ROI Channel)

Email remains the highest-ROI channel for B2B marketing, and it's criminally underused in industrial sectors.

The Numbers:

According to IndustrySelect:

Manufacturers see 10.5% open rates with 24% click-through rates on average
Email ROI often reaches $36 to $40 for every $1 spent when done well
Nurtured leads make 47% larger purchases than non-nurtured leads

Email Campaigns That Work for Marketplaces:

New Listing Alerts
- Segment by equipment category, price range, geography
- Send within 24 hours of new inventory matching their criteria
- Include specifications and auction end dates
Auction Reminders
- 48 hours before auction ends
- 4 hours before auction ends (for registered bidders)
- Results notification (builds anticipation for future auctions)
Monthly Newsletter
- Industry trends and market conditions
- Notable recent sales and prices achieved
- Upcoming equipment highlights
- Best days to send: Tuesday and Wednesday, 2 to 4 PM
Seller Outreach
- Target businesses in your industry niche
- Lead with market data (what similar equipment has sold for)
- Offer no-obligation appraisals
- Reference your audience reach (40,000+ industry readers if applicable)

Part 4: Days 31-60 - Building Trust and Conversion Optimization

The Trust Problem for Industrial Marketplaces

Here's my honest take on why most marketplace launches struggle. It's not the traffic. According to Sharetribe's marketplace research, most auction platforms fail because they misunderstand what they're really selling: trust, exclusivity, and expertise.

In online marketplaces, buyers routinely engage with sellers they've never interacted with before. This makes trust the most critical factor in conversion.

Trust-Building Mechanisms:

Mechanism	Implementation
Reputation System	Buyer and seller reviews after transactions (eBay pioneered this)
Vendor Vetting	Certification checks, live interviews, tier-based permissions
Secure Payment Signals	"Secure Checkout" badges, SSL indicators, payment protection messaging
Dispute Resolution	Clear process visible to all parties before they transact
Case Studies/Testimonials	Real seller success stories with specific outcomes

The About Us Page Problem

If you're hiding your About Us page because it's "not ready yet," you're hurting conversions.

According to Tendo's B2B research, 52% of B2B visitors want to see About Us information as soon as they hit a company's homepage.

What your About Us page needs:

Company story and origin (authenticity builds connection)
Team photos with real bios (not stock photos)
Company milestones and history
Links to team LinkedIn profiles (verification builds trust)
Mission and values (particularly important for B2B where relationships matter)

The Hinge Research Institute found that 82% of professional services buyers check a firm's website to evaluate them. 94% of initial business perceptions are influenced by website design.

FAQ Strategy for Support Ticket Reduction

According to Shopify's FAQ research, a well-designed FAQ page:

Intercepts repetitive inquiries before they reach support (66% of customers check self-service first, per Microsoft)
Achieves 20-40% ticket deflection
Resolves up to 60% of common inquiries

Mining Your FAQ Content:

Review your support tickets and chat logs
Categorize recurring questions
For a marketplace: How do I bid? What are the fees? How does shipping work? How is sales tax handled?

Conversion Rate Optimization for Auction Platforms

According to WisePops CRO research, the heavy equipment auction platform Municibid achieved:

30% click-through rate for heavy equipment campaigns
20% CTR for automotive auctions

Their secret: Contextual, personalized popups by product type rather than generic site-wide messaging.

Key CRO Tactics:

Page Speed
- Google research shows bounce rates increase 90% when load time goes from 1 to 5 seconds
- Every 1-second delay costs 7% of conversions
- Target: under 2 seconds on desktop, 3 seconds on mobile
Mobile Optimization
- 75% of customers now buy via phone (Adjust research)
- Design for thumbs: place main buttons near bottom of screen
- Use large tap areas (at least 44×44 pixels)
- 88% of users won't return after a bad mobile experience
Form Optimization
- HubSpot research: 31% of marketers believe 4 form fields is ideal
- Removing one unnecessary field can increase submissions 10%+
- For high-value offers (quotes, demos), additional qualifying fields are acceptable
CTA Testing
- Personalized CTAs convert 202% better than generic ones
- First-person language ("Start my free trial") increased clicks 90% in one famous test

Part 5: Days 61-90 - Optimization and Scaling

Reading Your Data

By day 60, you should have enough data to make informed decisions.

Traffic Metrics:

Sessions by source (organic, paid, referral, direct)
Geographic distribution of visitors
Device breakdown (mobile vs desktop)
Search queries driving traffic (via GSC)

Engagement Metrics:

Bounce rate by page type
Time on site for equipment viewers
Internal search terms (what are people looking for that they can't find?)
Pages per session

Conversion Metrics:

Account registration rate
Listing inquiry rate
Bid-to-purchase conversion
Seller listing completion rate
Time from first visit to first transaction

Budget Reallocation Framework

Based on your data, shift budget toward what's working:

Performance	Action
Channel driving conversions below target CAC	Increase budget 20-30%
Channel driving traffic but no conversions	Optimize landing pages or targeting
Channel driving neither	Reduce or pause; reinvest elsewhere

The 70/20/10 framework from Connective Web Design is useful:

70% to proven, performing channels
20% to emerging opportunities showing promise
10% to experimental initiatives

Video: The Underused Weapon

Here's where most advice gets it wrong. Industrial marketplaces treat their listings like classified ads. Text and photos only. Having worked with B2B platforms since 2012, I've seen this mistake cost sellers real money.

But equipment buyers want to see machinery in action. According to Fiare, 89% of viewers are likely to purchase a product after watching a video of it.

Video Content Types That Drive Conversions:

Equipment Walk-Arounds
- 2-3 minute videos showing condition, features, operation
- Can be filmed with a smartphone. Authenticity matters more than production value
- Upload to YouTube AND embed on listing pages
Auction Highlights
- Monthly recap of notable sales
- Builds credibility and demonstrates market activity
- Share on LinkedIn and in email newsletters
Seller Testimonials
- Brief interviews with satisfied sellers
- Focus on process ease and results achieved
- Use for seller acquisition campaigns
How-To Content
- "How to bid on [Platform Name]"
- "What to look for when buying used [equipment type]"
- Builds trust and reduces support inquiries

According to Wyzowl's 2023 study, 89% of consumers want to see more video content from brands. Video testimonials are particularly powerful, with 39% of video marketers now creating them.

Case Studies: The Heavy Artillery

According to Content Marketing Institute research, case studies significantly influence the purchasing process for 73% of B2B decision-makers, yet only 34% of companies use them effectively.

Companies that regularly publish high-quality case studies generate 45% more qualified leads (HubSpot 2025).

For Marketplace Case Studies:

Focus on seller success: "How [Company] sold $200K in equipment in 60 days"
Include specific numbers and outcomes
Add photos and quotes from the actual client
Structure: Problem → Solution → Results

Part 6: Trade Shows and Industry Presence

Industry Events That Matter

Your target customers congregate at predictable events. For the salvage, recycling, and waste industries:

Major Events:

ReMA Convention & Exposition (formerly ISRI) – April 13-16, 2026 in Las Vegas
Regional chapter meetings and events
Equipment-specific trade shows
Local business association events and chambers of commerce

Trade Show Integration with Digital Marketing:

Pre-Show
- Email campaigns announcing your booth
- LinkedIn posts targeting attendee profiles
- Targeted ads to industry associations and attendee companies
At-Show
- Collect contacts with specific interest areas (not just business cards)
- Demo your platform on tablets/laptops
- Capture video testimonials on the spot
Post-Show
- Segmented follow-up within 48 hours based on equipment interests
- Connect on LinkedIn with personalized notes
- Add to appropriate email sequences

Trade shows provide face-to-face relationship building that digital can't replace, but digital amplifies the relationships you build.

Seasonal Marketing Considerations

According to Boom and Bucket's equipment research:

Spring Peak: Equipment sales peak as construction projects ramp up. This is ideal timing for marketing pushes and inventory acquisition.

Budget Cycle Awareness: Many companies make purchasing decisions aligned with fiscal year-end. Q4 can be strong for "use it or lose it" budget spending.

Tax Season: Early Q1 presents opportunities to market "invest your tax return in your operation" messaging.

Part 7: Marketing Automation for Long Sales Cycles

The Reality of Industrial Equipment Sales

According to Altitude Marketing's automation research, manufacturing sales cycles often span months or even years. Buyers do extensive research before ever talking to sales.

Marketing Automation Benefits:

Companies using automation see 451% increase in qualified leads
14.5% increase in sales productivity
12.2% reduction in marketing overhead
Nurtured leads make 47% larger purchases than non-nurtured leads

However, there's nuance: According to a Journal of Marketing study, automated lead nurturing works best for:

New leads (not existing customers)
Shorter sales cycles
Lower-value deals

For complex, high-value industrial equipment purchases, automation should support (not replace) human relationship building.

Practical Automation Workflows:

New Buyer Registration
- Welcome email with platform introduction
- Day 3: "How to search and bid" guide
- Day 7: Personalized equipment recommendations based on registration data
- Ongoing: Listing alerts based on stated interests
New Seller Onboarding
- Welcome email with listing guide
- Day 2: "How to create compelling listings" tips
- Day 5: Check-in if no listing created
- Post-first-listing: Success tips and upgrade opportunities
Abandoned Actions
- Started registration but didn't complete: Reminder email
- Viewed equipment multiple times: "Still interested?" email with that equipment
- Started bid but didn't complete: Gentle nudge

Part 8: Thought Leadership and Content Strategy

Why Thought Leadership Matters

According to Edelman's B2B research:

73% of B2B decision-makers say thought leadership is more trustworthy than traditional marketing
86% are more likely to invite a brand to bid if that company produces strong thought leadership
54% have begun doing business with a new vendor because of their thought leadership

For technical B2B companies in manufacturing, recycling, and industrial equipment, thought leadership transforms you from "vendor" to "trusted advisor."

Content Calendar Approach

According to Stratabeat's B2B blog research:

Companies blogging 11+ times per month see 3x more traffic than those blogging 0-1 times
However, quality trumps quantity. Consistent, high-value content beats frequent mediocre content
Original research increases top 10 Google rankings by 20.9%

Content Types for Industrial Marketplaces:

Market Reports
- Monthly/quarterly equipment pricing trends
- Industry outlook and forecasts
- Original data from your platform transactions
Educational Guides
- "How to evaluate used [equipment type]"
- "Complete guide to recycling equipment maintenance"
- Equipment comparison guides
Industry Commentary
- Analysis of regulatory changes
- Market condition updates
- Technology trends
Customer Success Stories
- Seller testimonials
- Buyer case studies
- Partnership highlights

The American Recycler Connection

For businesses in the recycling/salvage industry, American Recycler is a key trade publication reaching 36,000+ industry readers monthly. If you have relationships with industry publications, leverage them:

Contributed articles establish expertise
Advertising reaches qualified audiences
Cross-promotion amplifies reach

Part 9: What a Realistic Timeline Looks Like

I'll be direct about this. The timeline most agencies promise is unrealistic. Let's set honest expectations based on what I've actually seen work:

Timeframe	What to Expect
Month 1	Traffic stabilization, analytics setup, initial paid campaigns live, email sequences activated
Month 2	Early paid search data, email sequences showing results, content calendar active
Month 3	First meaningful conversion data, channel optimization beginning, remarketing working
Months 4-6	SEO starting to contribute, LinkedIn building awareness, repeatable patterns emerging
Months 6-12	Organic traffic becoming significant, compounding returns, predictable CAC, sustainable growth

According to Sagefrog, meaningful B2B website redesign results typically emerge in the first 30 days, with sustained lead generation requiring 6+ months of consistent effort.

Part 10: Budget Ranges and What They Buy

Based on industry benchmarks for B2B industrial marketing:

Conservative Launch Budget ($3,000-$5,000/month)

Focus: 2-3 channels maximum
Channels: SEO foundation + Google Ads OR Email + LinkedIn organic
Timeline: Slower growth, 12-18 months to significant results
Best for: Companies with time but limited capital

Growth Budget ($5,000-$10,000/month)

Focus: Multi-channel with optimization capacity
Channels: SEO + Google Ads + Email + LinkedIn organic
Timeline: Measurable results in 6-9 months
Best for: Companies ready to invest in growth

Acceleration Budget ($10,000-$20,000/month)

Focus: Full-funnel coverage with dedicated resources
Channels: All above + LinkedIn Ads + Video production + Trade show integration + Marketing automation
Timeline: Competitive positioning in 4-6 months
Best for: Companies with aggressive growth targets

The right budget depends on your market opportunity, competition intensity, and growth goals. Not on arbitrary percentages.

Part 11: Pre-Launch Checklist (For Those Still Preparing)

If you haven't launched yet, or you're doing a soft launch, here's what to verify:

Security Audit Checklist

According to GitHub's E-commerce Security Checklist and Svitla Systems:

[ ] SSL/HTTPS enabled site-wide
[ ] PCI DSS compliance verified (for payment processing)
[ ] SQL injection protection tested
[ ] Cross-site scripting (XSS) protection verified
[ ] Access controls and role-based permissions configured
[ ] Session security: Auto-logout for idle users, back button doesn't restore sessions
[ ] Price tampering prevention: Server-side validation of all prices

Sales Tax Configuration

For marketplace facilitators, this is critical. According to TaxJar's documentation and Stripe's marketplace guide:

[ ] Marketplace facilitator obligations understood for each state you operate in
[ ] Tax automation tool configured for automatic collection
[ ] Seller tax reporting set up
[ ] Documentation prepared for marketplace vs. direct sales distinction

Note: Some states have "opt-out" provisions allowing marketplace facilitators and sellers to agree on who handles sales tax. Understand your state-specific obligations.

Analytics Setup

[ ] GA4 with ecommerce events configured
[ ] Conversion tracking on all key actions
[ ] Google Search Console linked
[ ] Heat mapping tool installed
[ ] Custom auction events created (view_auction, place_bid, etc.)

What Comes Next: Your 90-Day Action Plan

If you've just launched a new website, or you're preparing to, here's your immediate action list:

This Week:

[ ] Verify all 301 redirects are working
[ ] Submit new sitemap to Google Search Console
[ ] Confirm analytics tracking is capturing conversions
[ ] Export your customer/prospect email list for segmentation
[ ] Install live chat tool (Intercom, Drift, or similar)

This Month:

[ ] Launch initial Google Ads campaign (start conservative, optimize from data)
[ ] Set up email sequences for new registrations
[ ] Create content calendar for next 90 days
[ ] Establish baseline metrics for comparison
[ ] Publish About Us page if not live

This Quarter:

[ ] Evaluate channel performance and reallocate budget
[ ] Begin video content production
[ ] Plan trade show presence if relevant (ReMA 2026?)
[ ] Review SEO progress and adjust strategy
[ ] Create first case study from successful transaction
[ ] Develop FAQ page based on support inquiries

How We Approach This Work

At FullStop, we've been building and marketing B2B platforms since 2012. We've worked with companies across industries who face similar challenges: sophisticated technology investments that need marketing engines to drive ROI.

What makes our approach different:

We understand both sides. Having built complex B2B platforms ourselves, we know what modern marketplaces can and can't do. We don't recommend marketing tactics that fight your technology.
We start with data, not assumptions. Before recommending channels or budgets, we analyze your market, your competition, and your current performance.
We build for compound returns. Quick wins matter, but we prioritize strategies that get stronger over time, not weaker as ad costs rise.
We're honest about timelines. Digital marketing isn't magic. It's systematic work that compounds. We'll tell you what to expect and when, and we won't overpromise.

Ready to Build Your Growth Engine?

The technology platform is the foundation. Marketing is what builds the business on top of it.

If you're launching a new marketplace, or you've launched and aren't seeing the results your investment deserves, we should talk.

Book a free 15-minute call to discuss your situation and see if we can help. No pitch, no pressure. Just an honest assessment of where you are and what it would take to get where you want to go.

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This guide was produced by FullStop, a full-service branding, digital marketing, and software development agency. Since 2012, we've helped 1,000+ businesses transform their digital presence.