New listings are quiet. Anyone who told you otherwise was selling a featured slot.
First twenty from people who already asked
You have a list if you sourced from pull. Write them. Give them the listing URL, not a generic “we shipped.” Offer to sit on a 15-minute setup if the OAuth is fiddly. Those twenty are how ranking starts.
Their sellers, not a billboard
If there is a commercial motion, the partner’s reps need the sentence and a reason to attach you. A SPIFF, a faster cycle, a product the buyer named. If you have none of those, do not expect their field to save the listing.
Setup is distribution
Every extra click is an uninstall you have not seen yet. Time the setup yourself on a clean account. If it takes a support email, you will not get marketplace-driven installs. Fix install, then talk about ads.
What not to buy in month one
A featured placement on a marketplace you cannot retain users on. An agency promising “AppExchange leads.” Spend that money on the help article and the first twenty conversations.
Measure the funnel
Listing view → install → connected → weekly active. If you only watch installs, you will celebrate tourists. Active connections are the number that belongs in the QBR.
The listing is a storefront. You still have to walk people into the store.