Creating Shared Value in a Two-Sided B2B Digital Marketplace

Strategic Marketing for the Heavy Equipment Rental Industry

Abstract

The heavy equipment rental industry is characterized by fragmented supplier networks, relationship-based transactions, limited price transparency, complex equipment verification requirements, and operational uncertainty. These conditions create challenges not only for business customers seeking reliable equipment but also for rental vendors seeking broader market access and higher equipment utilization. This study aims to analyze how strategic marketing can create shared value between customers, equipment vendors, and the platform operator within a two-sided B2B digital marketplace through the GetWork! business model. The study employs a descriptive qualitative approach using a document-based case study design. The primary data were derived from the GetWork! Business Plan, particularly Chapter V, Marketing Plan, covering marketing objectives, segmentation-targeting-positioning, the 7Ps marketing mix, NICE relationship marketing, customer and vendor acquisition, retention programs, sales activities, and revenue strategy. Six scientific studies on B2B marketing, digital marketing, perceived value, price perception, social media marketing, and brand experience were used as the principal supporting literature. Data were analyzed through data reduction, thematic classification, cross-side value mapping, alignment analysis, and literature comparison. The findings indicate that GetWork!’s proposed marketing architecture creates value on the demand side through vendor verification, price transparency, digital contracting, monitoring, and service reliability, while the supply side benefits from expanded market access, increased equipment exposure, relationship development, and opportunities for higher asset utilization. The integration of STP, the 7Ps, NICE relationship marketing, CRM, acquisition, retention, and diversified revenue streams provides a mechanism for aligning customer value, vendor value, and platform value. However, the effectiveness of this model remains dependent on balanced acquisition between both sides, vendor service quality, customer retention, prevention of off-platform transactions, and validation through actual marketplace transactions.