2019 AWS Marketplace Seller Go-To-Market Program Guide

2019 AWS Marketplace Seller Go-To-Market Program Guide

1 ? 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / About this guide

About this guide

Audience

This guide is for independent software vendors (ISVs) selling products and services in AWS Marketplace. For the purposes of this guide, we will refer to these vendors as "Sellers". The guide is designed to show Sellers how to drive adoption and revenue from their AWS Marketplace listings by investing in go-to-market (GTM) activities as part of the AWS Marketplace Seller GTM Program. In this guide, Sellers will find essential information to help them navigate each step of their GTM journey.

Contents

Program overview

What is new for 2019? Where does my business fit into the program

Benefits of participation

Why participate in the program? How does AWS Marketplace collaborate with Sellers on GTM?

Program requirements

Who can participate in the Seller GTM Program?

Benefits summary

Snapshot of participation benefits in the Seller GTM Program

Benefit details

Co-marketing with AWS What are the requirements for using Market Development Funds (MDF) and how do I request them? AWS promotional credits

KPI follow-up and reporting

Who is responsible for what? What systems are used for reporting?

Using the Management Portal

Marketing analytics dashboard Referral tags Standard AWS Marketplace reports

Go-to-market best practices

Site merchandising Email nurture Blog posts Social media

Go-to-market guidelines

PR guidelines AWS Marketplace Seller Messaging Guidelines GTM content review guidelines Logo guidelines Trademark guidelines

Next steps

Additional resources

2 ? 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / Program overview

Program overview

AWS Marketplace Seller Go-To-Market Program gives Sellers the opportunity to engage with AWS to plan and execute campaigns that help build awareness, generate demand, develop sales pipeline, and drive incremental revenue for their solutions and product listings in AWS Marketplace. The Program helps Sellers:

1 Accelerate GTM planning and campaign execution, aligned to customers' journey to the cloud, with best practices assets and tools for creating, delivering, and managing campaigns.

2 3 Participate in jointly developed and

Create sales opportunities by

co-funded GTM campaigns with

enabling Sellers to market their

AWS, based upon their alignment

products directly to end users

with customer outcomes, GTM

through AWS Marketplace.

readiness, and support for solutions

offered in AWS Marketplace.

Where does my business fit into the program?

AWS Marketplace offers four distinct GTM Packages to support Sellers, depending on their focus and support for listings in AWS Marketplace:

Premium GTM Package

To qualify for this package, Sellers should have a history of demonstrated revenue growth and have made a sizeable commitment to building demand for their listings in AWS Marketplace. They have also shown robust feature adoption and alignment with AWS Marketplace sales motions. Sellers must meet specific requirements for this package and be nominated by their AWS Marketplace Category Lead.

Advantage GTM Package

To qualify for this package, Sellers need to demonstrate growth potential, have strong AWS Marketplace feature adoption, and have made commitments to building demand for their listing(s) in AWS Marketplace. Sellers must meet specific requirements for this package, and be nominated by their AWS Marketplace Category Lead.

Select GTM Package

To qualify for this package, Sellers need to have a paid listing in AWS Marketplace and are typically laying the foundation to scale their GTM by building AWS Marketplace into their sales compensation plan and adopting AWS Marketplace features that will help them effectively support their customers. Eligible sellers get prescriptive guidance on messaging development, campaign assets and performance management modules, available in AWS Marketplace Seller Management portal and APN Marketing Central. Sellers must meet specific requirements for this package and be nominated by their AWS Marketplace Category Lead.

Listed GTM Package

This package is designed for Sellers that are new to AWS Marketplace and in the early stage of building their listings on AWS Marketplace.

3 ? 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / Benefits of participation

Benefits of participation

Why participate in the program?

The Go-To-Market Program assists all AWS Marketplace Sellers, from large software vendors to startups, to help accelerate the adoption of their listings by providing a comprehensive suite of demand generation services, as well as options to extend their sales channels.

Collaboration with AWS Marketplace

? GTM strategy, program planning, and execution ? Resources to accelerate the Sellers' skills around AWS environments ? Sales tools and engagement on specific customer opportunities

Comprehensive suite of marketing and demand generation services

? Robust library of campaign materials and proven content through Buyer Journey ? from awareness to lead acquisition, nurturing, and building qualified sales pipeline, to opportunity closing

? Aligned to the stages of our customers' journey to cloud adoption ? Targeted to Enterprise and SMB organizations

Options to extend your sales channels

? Selling in AWS Marketplace provides a low-touch sales channel to more easily reach target customers

? Enable channel to sell and transact with AWS ? Work with AWS Partner Network (APN) Consulting Partners and Systems Integrators ? Build incremental sales pipeline

4 ? 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

AWS Marketplace Seller Go-To-Market Program / Benefits of participation

How does AWS Marketplace collaborate with Sellers on GTM?

AWS Marketplace works with Sellers to build and execute high-value GTM campaigns that align with AWS customer's journey to the cloud. To this end, AWS Marketplace Seller GTM Program enables Sellers to drive demand generation, engage and assist buyers with choice, selection, and purchase while increasing business impact through a three pronged approach: AWSLed campaigns, AWS+Seller "Joint" GTM campaigns, and Seller-Led GTM campaigns. These campaigns help Sellers drive demand for their listings by engaging with their intended audience, generating leads, building sales pipeline and acquiring new customers.

5 ? 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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