Buy with AWS: Accelerate sales cycles with AWS Marketplace storefronts (PEX221)

AWS Marketplace Everywhere Strategy and B-with-AWS Introduction

Overview

  • AWS Marketplace continues to grow immensely, driving incredible value for partners and customers.
  • In 2021, AWS Marketplace transacted billions of dollars globally, with over 5,000 sellers.
  • Over 99% of AWS's top 1,000 customers have an active Marketplace subscription.

AWS Marketplace Everywhere

  • AWS Marketplace is now live in 19 other AWS service consoles, including EKS, EC2, and Redshift.
  • This allows AWS to meet customers at the right place and time with targeted offerings.
  • For example, customers looking for monitoring solutions for their Kubernetes clusters can find and deploy them directly from the EKS console.
  • AWS has also built integrations and connectors to popular procurement tools like Coupa and Ariba to meet enterprise customers on the tools they use.

B-with-AWS

  • B-with-AWS allows partners to build custom branded storefronts on their websites, powered by AWS Marketplace.
  • Benefits for partners:
    • Accelerate the path to purchase for customers
    • Provide insights on customer engagement through a new dashboard
    • Enable e-commerce experiences for partners with their own storefronts
  • B-with-AWS can be used by various partner types:
    • ISVs focused on product-led growth
    • Channel partners looking to create storefronts
    • Distributors building storefronts for their downstream resellers

Partner Implementations

Webar

  • Webar is an integration partner that provides a "storefront as a service" for partners.
  • DCA, a reseller partner, has built a storefront using Webar's platform, which leverages AWS Marketplace APIs.
  • Customers can browse offerings, request private offers, and purchase through the co-branded storefront experience.

Workday

  • Workday is implementing B-with-AWS specifically for their Adaptive Planning product.
  • Workday wants to streamline the procurement process for enterprise customers, leveraging their existing AWS commitments and the consolidated billing that Marketplace provides.
  • Workday has implemented a "request private offer" button on their website, which triggers a high-value sales process to help customers through the private offer creation.

Confluent

  • Confluent is primarily focused on product-led growth, using public offers on Marketplace.
  • B-with-AWS has helped Confluent improve conversion rates by 5x for new user acquisition and 27% for existing users.
  • Confluent has also implemented B-with-AWS in their product's billing settings, allowing customers to easily link their Confluent Cloud subscription to their AWS Marketplace account, resulting in a 60% increase in conversion.

Future Plans and Announcements

  • AWS has partnered with Postman to provide Marketplace API examples and documentation, making it easier to test and automate integrations.
  • AWS has also launched a new "Partner Automations" page, providing a one-stop-shop for partners to access resources, use cases, and integrations to accelerate their automation journeys.

Wrap-up

  • Partners are encouraged to explore the B-with-AWS capabilities, regardless of their partner type (ISV, reseller, distributor).
  • Customers can now make purchases using B-with-AWS, leveraging their existing AWS accounts and credentials.
  • Additional resources and documentation are available through the QR codes provided.

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