Introduction

How to Use Facebook Marketplace for B2B Lead Generation starts with one principle: busy buyers act when the outcome is obvious. This guide shows you how to package outcomes, prove credibility with photos, route DMs into your CRM, and turn chat threads into discovery calls—without breaking platform rules.

Compliance: Follow Facebook Commerce Policies and local laws. Use accurate categories, honest descriptions, and real photos.

1) Why Marketplace works for B2B (when done right)

• Local intent: Owners and managers browse for immediate solutions (repairs, equipment, build-outs).
• Visual proof: Photos communicate finish quality faster than a paragraph.
• Low friction: Chat CTA beats long forms for first contact.

2) ICP & Offer Design: make the outcome obvious

Define your ideal buyer by role, urgency, square footage, and budget range. Then package one irresistible starter offer.

• Commercial cleaning: “Nightly Office Clean — Up to 5,000 sq ft, includes floors & restrooms.”
• Warehouse flooring: “Epoxy Floor — 3–10k sq ft, 3-day install, slip-resistant.”
• IT services: “Same-Day Network Setup — 10–50 users, secure Wi-Fi + printer config.”

3) Title Formulas for B2B (spec + area + outcome)

{Outcome/Service} — {Spec/Scope}, {Neighborhood/Metro}
Examples:
• “Commercial Painting — 5–15 Rooms, North Dallas”
• “Forklift Rental — 5k–8k lb, Same-Day Delivery, Cleveland”
• “Restaurant Hood Cleaning — After Hours, Riverside County”

Aim for 50–70 characters. Avoid ALL CAPS and emoji clutter.

4) Proof-First Photos: before/after, scale, detail

• Lead with your brightest after shot (or installed equipment in use).
• Include a scale reference (wide shot) and a detail close-up.
• Show team at work and finished result to build trust.

5) B2B Description Blueprint (scan-friendly)

Who it’s for: {industry/size}
Outcome: {result in business terms}
Included: {bullets of scope}
Timeline: {availability / duration}
Area: {neighborhood/metro/radius}
CTA: Comment "QUOTE" or DM "TIMES" with {zip + sq ft/date}

6) Category & Attribute Mapping (reach & trust)

Pick the single most accurate category and complete all attributes.

7) Pricing & Quote Models (flat, tiered, scoped)

• Flat: “$499 After-Hours Network Setup (up to 20 users).”
• Tiered: “Epoxy: $2.50–$3.25/sq ft based on prep & color.”
• Scoped: “Quote in 10 minutes—send sq ft + zip + photos.”

8) CTAs & Saved Replies that book calls

Saved Reply — Qualify:
“Thanks for reaching out! Can you share sq ft, zip, and timing? I’ll confirm a window.”

Saved Reply — Schedule:
“Two options today: 2:00–2:30 PM or 4:30–5:00 PM. Which works to discuss scope?”

Saved Reply — Bundle:
“We can include {add-on} for ${X}. Want me to note that in your quote?”

9) Inbox Routing & SLAs (speed-to-lead)

• Enable notifications during business hours; set a <10-minute first-reply target.
• Use a simple triage: qualified, needs info, not a fit.
• Escalate qualified chats to a calendar link or phone call.

10) Lead Capture & CRM Handoff

Copy key chat fields into your CRM and tag deals with Source: Marketplace.

• Fields: name, company, email, phone, zip, scope, timeline.
• Stage flow: New → Qualified → Proposal → Won/Lost.

11) Attribution, UTMs & Deal Source

When you share a calendar or landing link in chat, append UTMs.

Example: ?utm_source=marketplace&utm_medium=chat&utm_campaign=b2b_offer_oct

12) Automation & Scale (policy-safe)

• Use compliant tools to prepare drafts, not spam duplicates.
• Standardize photos, titles, and descriptions with a checklist.
• Weekly QA: prune low performers; keep winning formats.

13) KPIs & Dashboard (views → revenue)

14) 30–60–90 Day Rollout Plan

Days 1–30 (Foundation)

1. Define ICP + starter offer; shoot proof photos.
2. Publish 3 listings; set saved replies; enable notifications.
3. Add “Source: Marketplace” to CRM; track basic KPIs.

Days 31–60 (Momentum)

1. A/B test first photo vs title on similar offers.
2. Introduce tiered pricing or bundles.
3. Build a one-sheet dashboard; codify triage rules.

Days 61–90 (Scale)

1. Create SOP; delegate photo capture and draft listings.
2. Localize titles per neighborhood/metro.
3. Prune underperformers; double down on winners.

15) Troubleshooting & Optimizations