Maximize the potential of your AWS Marketplace listings (PEX222)

Summary

Product Led Growth (PLG) on AWS Marketplace

• What is PLG? PLG is a strategy where user acquisition is driven through digital engagement with the product itself rather than traditional sales and marketing tactics.
• Why does it matter? PLG enables sellers to expand their potential customer base beyond the traditional enterprise sales motion. It helps acquire new customers through a try-to-buy motion and upsell high-value customers into longer-term contracts.
• How can AWS Marketplace help? AWS Marketplace is focused on streamlining each stage of the customer journey - from discovery to evaluation to procurement - to help customers find and deploy the right solutions for their business.

Driving Product Discovery

1. Search Engine Optimization (SEO):

   • Optimize your product detail pages to rank higher in external search engines.
   • Provide target keywords, fresh content, and backlinks to improve discoverability.

2. Marketplace Homepage and Search:

   • Utilize the Marketplace homepage to inspire customers and showcase top-selling products.
   • Optimize your listing content (title, description, highlights) for the Marketplace search experience.

Enhancing the Evaluation Process

1. Product Detail Page Optimization:

   • Upload promotional videos to provide a quick product overview.
   • Optimize product descriptions and highlight key features and use cases.
   • Encourage customers to leave reviews to build social proof.

2. Demo and Private Offer Requests:

   • Enable the "Request Demo" and "Request Private Offer" features to capture high-intent leads.

3. AI-powered Product Comparison:

   • Take advantage of the new AI-powered product comparison experience to help customers evaluate and make informed decisions.

4. Third-party Integration:

   • Ensure your profiles on third-party buyer intelligence platforms (e.g., G2, Capterra) are up-to-date to provide customers with unbiased perspectives.

Pricing and Procurement

1. Pricing Strategies:

   • Offer free trials to reduce friction and drive conversions.
   • Consider consumption-based pricing with pay-as-you-go models.
   • Explore financing options to help customers with larger, long-term commitments.

2. Procurement Streamlining:

   • Leverage Vendor Insights to provide security and compliance assurance.
   • Utilize the Marketplace Standard Contract to simplify the legal review process.
   • Offer Quick Launch to enable seamless product configuration and deployment.

AWS Marketplace Seller Prime Program

• The Seller Prime program is designed to partner with you and help you implement PLG best practices on Marketplace.
• It provides funding, marketing templates, customer targeting support, and analytics to help you drive self-service subscriptions and scale your business on Marketplace.

Key Takeaways

1. Embrace product-led growth strategies to expand your customer base and shorten sales cycles.
2. Optimize your Marketplace listings to improve discoverability, engagement, and conversion.
3. Leverage Marketplace features and programs, such as Seller Prime, to accelerate your growth on the platform.
4. Collaborate with AWS Marketplace to continuously improve the customer experience and unlock new opportunities.