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Marketplace sellers buy packaging, fulfilment, photography, accounting, software and training. These are different buying situations: an owner ordering a first batch needs a different offer from a procurement team managing repeat supply.
This guide uses our ANPAK packaging project. The campaign ran from May 2024 to February 2025; its results are specific to that supplier, offer and period.
The published result
ANPAK received 1,700 B2B inquiries at RUB 1,018 each through Yandex Direct. The published inquiry-to-deal conversion was 18%, with an average order of RUB 45,000.
Multiplying the rounded figures gives approximately 306 customers and RUB 13.7 million in first-order revenue. These are calculations from the case inputs, not separately verified CRM revenue. Repeat orders are excluded.
Qualify the buyer before the call
The landing-page quiz asked about turnover, marketplaces, the current supplier, price versus service and the need for payment terms. The purpose was to identify a real seller with a supply requirement before a salesperson spent time on the inquiry.
The offer focused on service rather than the lowest unit price: branded packaging, environmental options, same-day delivery in Moscow and 30-day payment terms. These were the historical client offer, not services WEBNOSTRA supplies.
Search campaigns separated commercial requests such as branded wholesale packaging from consumer shopping. Negative keywords removed irrelevant demand. Closed deals were sent from the CRM to Yandex Metrika so optimization could use buyers as well as inquiries.
Choose channels by purchase intent
Search captures an existing procurement need. Seller communities and specialist content can introduce a solution earlier, but their cost and qualification rate require a separate test. We have no published ANPAK comparison proving that Telegram or video produces cheaper customers than search.
For an international seller audience, review the destination marketplace, buyer language and service coverage before choosing Meta or Google. A campaign for Amazon sellers should not inherit Russian marketplace assumptions unchanged.
What to track
Record the seller’s category, purchase volume, location, service need and buying timetable. Review inquiry cost alongside qualification, first-order margin and repeat purchases. A cheap inquiry from a seller below your minimum order is not a successful acquisition.
See B2B marketing, marketplace and owned-store advertising and the full ANPAK case.