Looking to boost your SaaS sales on AWS Marketplace? Case studies are the answer. They build trust, showcase real results, and help potential buyers see the value of your product. Here’s how to make them work:
- Why Case Studies Matter: Buyers trust real customer stories. Highlight measurable results like cost savings, faster procurement, or improved operations.
- AWS Marketplace Benefits: Simplified billing, global reach, and flexible pricing models make it easier for SaaS providers to connect with customers.
- Structure for Success: Focus on the customer’s challenge, your solution, and the results. Include AWS-specific advantages like streamlined billing or technical integrations.
- Track Performance: Use metrics like sales cycle length, customer acquisition, and deal size to measure impact and refine your approach.
- Tools to Help: Platforms like Awssome simplify publishing and compliance, so you can focus on creating effective case studies.
Pro Tip: Choose stories with clear, AWS-specific benefits. For example, Sony cut procurement time from 60 days to minutes, and Contentsquare increased sales 14x on AWS Marketplace.
Want to learn how to craft, structure, and publish case studies that drive results? Keep reading.
AWS re:Invent 2024 - Maximize the potential of your AWS Marketplace listings (PEX222)
Planning Case Studies for AWS Marketplace
Crafting case studies that resonate with AWS Marketplace buyers can drive engagement and convert leads effectively. Focus on customer stories that highlight technical successes and measurable business outcomes, while emphasizing AWS Marketplace-specific advantages like simplified procurement processes and enhanced security measures.
Choosing the Right Customer Success Stories
Select stories that align closely with the benefits AWS Marketplace offers. The most compelling examples demonstrate clear, measurable results from AWS integrations.
Take Sony Corporation of America, for instance. By purchasing Trend Micro solutions through AWS Marketplace, they slashed their procurement time for approved software from 60 days to just a few minutes. David Hofmann, Senior Business Manager at Sony, shared:
"Turning to AWS Marketplace for the purchasing of Trend Micro's solutions let us connect our AWS and Trend Micro bills to understand how the two were related. It helped us reduce procurement time on approved software from 60 days to a few minutes and made our billing and chargeback process much easier." [2]
Stories of operational efficiency also resonate strongly. For example, Tide significantly improved their data processes, reducing data import times from days to hours and cutting experimentation timelines from weeks to just a few days. Chanchal Singh, Head of Data Engineering at Tide, explained:
"Since adopting solutions from the AWS Marketplace, the time it takes to import new data sources has been reduced from multiple days to just hours, plus our experimentation time has been reduced from weeks to a few days." [2]
For businesses focused on growth, scale and expansion stories are particularly impactful. Contentsquare, for example, saw enterprise software sales grow 14 times year-over-year while serving over 1.3 million companies globally. Chief Product Officer Lucie Buisson highlighted the role of AWS Marketplace:
"We're constantly meeting our customers where they are, and the support we receive from AWS along with these procurement efficiencies have empowered us to increase enterprise software sales in AWS Marketplace by 14‑times year‑over‑year." [2]
Financial impact is another key area for decision-makers. Jollibee Group, working with eCloudvalley through AWS Marketplace, achieved a 30% cost reduction while accelerating their digital transformation. Similarly, Basepaws accessed the DRAGEN Complete Suite for 30% less cost and processed genomic data in one-tenth the time.
When selecting case study candidates, prioritize customers who can clearly articulate AWS-specific benefits, such as streamlined billing, faster procurement, and enhanced security. Ensure the story structure clearly outlines the challenges faced and the outcomes achieved.
How to Structure Case Studies for Best Results
Once you’ve identified compelling customer stories, structure them to clearly communicate the challenge, solution, and impact. This format ensures the narrative addresses customer pain points while showcasing AWS-specific advantages.
- Start with the challenge. Begin by outlining the specific issues or goals the customer faced. For example, Formula 1 needed a better way to distribute video content and boost social media engagement.
- Highlight the AWS Marketplace solution. Demonstrate how the platform provided a tailored solution. Formula 1 utilized Grabyo through a private offer on AWS Marketplace, showcasing how custom procurement arrangements were made easy.
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Quantify the results. Use concrete metrics to illustrate the impact. Formula 1 increased their video output from 5,000 to over 7,000 videos annually, with video views jumping from 1.8 billion to 4.4 billion. Sam Tremayne, Editor in Chief for Social and Digital at Formula 1, attributed these results to the AWS Marketplace solution:
"Our video output has grown from 5,000 to more than 7,000 videos per year, and video views have moved from 1.8 to 4.4 billion – in no small part due to the more timely delivery and ease of access and editing afforded us by Grabyo." [2]
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Emphasize procurement and operational benefits. Include details unique to AWS Marketplace, such as simplified contract management. easyJet’s case study highlights this advantage, as explained by Simon Challis, Senior Technology Manager:
"AWS Marketplace lets us simplify the management of all of our contracts, so rather than having multiple smaller contracts with as many organizations, we've got one central AWS bill that we put everything through." [2]
- Incorporate technical details. Show how AWS was integrated into the customer’s operations. Permanent TSB securely deployed a Categorisation as a Service (CaaS) solution into their Amazon Virtual Private Cloud (VPC), leading to a 3.5% increase in loan approvals in the first month.
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Conclude with a forward-looking perspective. Wrap up with statements about ongoing benefits or future plans. Tao Baker, Head of Digital Innovation at Permanent TSB, shared their optimism:
"AWS and Categorisation as a Service (CaaS) are helping us improve our customers' journey. CaaS is one of many inputs helping us make richer credit decisions. In our first month, we've had a three and a half percent uplift in terms of loan approvals. In terms of high‑value loans, we've seen a five percent uplift and draw‑down. I'm confident we'll get to a 10 percent uplift." [2]
Creating AWS-Focused Case Studies
When crafting case studies centered on AWS, it's essential to emphasize specific integrations and measurable outcomes. Below, we’ll explore how to incorporate AWS technical details effectively while adhering to Marketplace guidelines.
Including AWS Services and Infrastructure
Showcase the AWS services your customers rely on alongside your solution. This approach clarifies integration points and highlights any additional services required.
Take Emedgene’s case study, for instance. It illustrates how they utilized AWS Marketplace for a streamlined deployment:
"AWS Marketplace was easy to interact with. It was a simple path forward to select CIS and Illumina products, and an easy deployment to our VPC offered us the shortest time to market."
– Niv Mizrahi, Co-founder and CTO, Emedgene [2]
For solutions handling large volumes of data, integrating with AWS Data Exchange can be a game-changer. Moderna’s experience highlights this:
"We have accelerated the data acquisition process from 8–10 days to only 3 days using AWS Data Exchange. We're empowering users to make more informed, data-driven decisions."
– Carlos Peralta, Director of Data Engineering, Moderna [2]
Additionally, emphasize how AWS infrastructure supports scalability. Services like Amazon EC2, AWS Lambda, or Amazon S3 can demonstrate how workloads are efficiently scaled. Including architectural diagrams or technical specifications can add further depth to your case study.
Meeting AWS Marketplace Standards
Once technical integrations are outlined, ensure your case study aligns with AWS Marketplace standards. This includes detailing service integrations, pricing models, and deployment processes.
For example, Basepaws focused on measurable outcomes in their case study:
"Accessing DRAGEN Complete Suite in AWS Marketplace was 30 percent cheaper, and our clients can process their pets' genomic information in one-tenth the time. AWS Marketplace solutions are as advertised. We can test out the software within a few days before committing to buying a license."
– Damian Kao, PhD, Chief Operating Officer and Head of Science, Basepaws [2]
Make sure to represent procurement and billing details accurately. Guesty’s case study provides a clear example:
"Because AWS Marketplace budget is managed by the engineering group, financial logistics were decreased from approximately one week to one day. We decided to migrate most of our vendors to AWS Marketplace to ease our financial procedures and consolidate payments."
– Rami Gluzman, Vice President of Engineering, Guesty [2]
Any claims about security and compliance should be supported with documented AWS security features. Jaguar Land Rover’s case study demonstrates this:
"The security governance of AWS Marketplace provides us with peace of mind. These security governance benefits of AWS Marketplace coupled with the procurement expertise of Softcat PLC, resulted in the fastest quote to purchase order cycle I have seen in any company."
– Max McCormick, Luxury Services & Experiences Product Manager, Jaguar Land Rover [2]
Performance metrics should also be realistic and verifiable. TIER Mobility AG’s case study is a good example:
"Utilizing solutions in AWS Marketplace allowed us to lower our products base rates due to gaining longer customer commitments."
– Daniel Ciaglia, Director of Engineering, TIER Mobility AG [2]
Finally, consider regional service availability when crafting your case study, as not all AWS services are accessible in every region. Customer quotes should highlight AWS-specific advantages such as procurement efficiency, enhanced security governance, and simplified billing. Aligning your narrative with AWS's customer-focused approach ensures your case study demonstrates how your solution helps customers achieve their goals with AWS infrastructure.
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Publishing Case Studies on AWS Marketplace
Creating and sharing compelling case studies on AWS Marketplace can significantly extend your reach and influence. AWS Marketplace offers several built-in tools to boost the visibility of your case studies while making the publishing process more efficient.
Leveraging AWS Marketplace Features
AWS Marketplace comes equipped with features that make it easier for your case studies to gain attention. One of the most effective is category tagging, which helps your content stand out in a marketplace used by over 300,000 active customers [1]. Pair this with keyword optimization - using terms that your target audience naturally searches for, such as specific AWS services, industry jargon, or business outcomes - and you’ll improve your case study’s visibility in search results [3].
Another helpful feature is AWS Marketplace's unified billing system, which simplifies contract management and enhances operational efficiency. Additionally, private offers allow you to tailor your case study presentations, creating more personalized and impactful engagements.
AWS Marketplace also expands visibility through opportunities like joint webinars, blogs, events, and other promotional channels [1]. These tools not only help you reach a broader audience but also position your case studies as trusted resources.
However, the technical requirements for publishing can sometimes slow down the process. That’s where Awssome steps in to make things easier.
How Awssome Simplifies Case Study Publishing
Publishing on AWS Marketplace often involves navigating complex technical and compliance requirements, which can distract from your primary business goals. Awssome simplifies this process with tools and services designed specifically for AWS Marketplace.
Awssome offers unlimited product listings, automates FTR compliance checks, and includes an analytics dashboard to track performance. With these insights, you can monitor engagement, spot trending topics, and fine-tune your content strategy based on real-world data. Beyond publishing, Awssome provides strategic guidance to help you craft and structure the most impactful customer stories.
The platform also streamlines APN (AWS Partner Network) registration, which boosts your credibility when sharing case studies. For those looking to go further, advanced plans include go-to-market advisory services and training resources, along with access to a community of AWS Marketplace sellers for peer learning and collaboration.
With cloud marketplaces projected to grow beyond $45 billion by 2025 - and some vendors experiencing growth rates as high as 600% year-over-year [1] - having an efficient publishing process is more important than ever. Awssome removes the technical hurdles, enabling businesses to fully capitalize on AWS Marketplace’s potential for showcasing impactful case studies.
Tracking Case Study Performance
Keeping an eye on key metrics is essential to separate good results from standout achievements when it comes to your AWS Marketplace case studies.
Key Metrics to Monitor
When evaluating the success of your case studies, focus on three main areas: sales cycle efficiency, customer acquisition, and deal value growth. These metrics reveal how effectively your case studies are influencing buyers and driving business results. Let’s break them down:
Sales cycle length is a clear sign of how well your case studies are working. When potential customers see success stories that mirror their own challenges, they tend to move through the buying process more quickly. Track the time it takes from the first contact to closing a deal. Compare this before and after you publish specific case studies. A shorter sales cycle often means your case studies are helping to build trust and ease concerns.
Customer acquisition rate via AWS Marketplace measures how many new customers find and purchase your solution after engaging with your case studies. Keep an eye on both the total number of new customers and the percentage of those who viewed case studies before buying. As your collection of case studies grows, this metric should show steady improvement.
Contract and deal value highlights the trust your case studies build. When potential buyers see detailed outcomes in your stories, they’re more likely to commit to bigger projects or longer contracts. Track the average size of deals and the duration of contracts, and look for patterns tied to the release of new case studies.
Here’s a real-world example of these metrics in action: Contentsquare started offering its SaaS solution on AWS Marketplace in 2022 and saw impressive results. Lucie Buisson, Chief Product Officer at Contentsquare, shared:
"We're constantly meeting our customers where they are, and the support we receive from AWS along with these procurement efficiencies have empowered us to increase enterprise software sales in AWS Marketplace by 14-times year-over-year." [2]
Another important metric is private offer acceptance rates, which reflect how well your case studies convince prospects to engage in tailored deals. Higher acceptance rates show that your stories are effectively demonstrating value and inspiring confidence in your solution.
Improving Case Studies Based on Data
To make the most of your AWS Marketplace advantages, use performance data to refine your case studies. Once you’ve tracked the metrics, combine those insights with feedback from your sales team and customers to make informed improvements.
Start by identifying which case studies drive the most engagement and conversions. Look for trends - do certain industries, company sizes, or use cases perform better? Are there particular AWS services or results that resonate more with your audience? This analysis will help you pinpoint what makes your case studies impactful.
Feedback from your sales team and customers is just as valuable as the numbers. Sales reps can share how prospects react to specific case studies during calls, while customer feedback at critical stages of their journey provides another layer of understanding. Andrew Sevillia, Director of Customer Marketing at Sage Intacct, emphasizes this point:
"Case study success for me is if I can capture the story, then my PR team can pitch it and it gets picked up by one of the industry or business publications we work with. Another big success is when these case studies get used by our demand gen or sales staff, and when the stories help to either attract prospective customers or to speed up the sales cycle." [4]
Pay attention to which case studies are used most often by your sales team - and which aren’t. If a particular case study isn’t being used, find out why. It might need clearer outcomes, stronger business value, or better alignment with the questions prospects frequently ask.
Leveraging AI and automation tools can also simplify the process of analyzing customer feedback and behavior. These tools can group feedback into themes, identify common patterns, and even predict which types of case studies will resonate most with specific customer segments.
Continuous improvement is key to maintaining success. Evaluate how your case studies contribute to broader marketing campaigns and sales efforts. For example, track how they perform on landing pages, in social media posts, and within email campaigns.
A/B testing can help you refine your approach. Experiment with different versions of case studies to see what works best. Test variations in headlines, presentation of outcomes, or even visual design to determine what drives higher engagement and conversions.
Lastly, prioritize data accuracy and quality in your optimization efforts. Regularly audit your data collection methods to ensure you’re working with reliable information. Inconsistent or incomplete data can lead to misguided decisions, potentially harming performance instead of improving it.
Conclusion: Getting Results with AWS Marketplace Case Studies
Creating effective AWS Marketplace case studies involves following a clear framework that showcases real, measurable outcomes. The most successful SaaS companies excel by selecting the right customer success stories, emphasizing specific AWS integrations, and refining their approach based on performance insights.
The starting point for any impactful case study is choosing clients who reflect your target audience and have achieved tangible results using your solution. For example, companies like Contentsquare have seen their enterprise software sales grow 14 times year-over-year through AWS Marketplace [2]. Strong case studies combine hard data - such as reduced costs or improved processing times - with compelling narratives that illustrate the customer’s journey and transformation.
When crafting these stories, incorporating AWS-specific details is crucial. Highlighting AWS services, infrastructure enhancements, and seamless integrations makes your case studies more relevant to potential buyers. These technical elements help prospects envision how your product fits into their existing systems, making the case study more relatable and actionable.
Promotion is just as important as creation, yet many companies overlook this step. Leverage multiple channels - your website, email campaigns, social media, and sales tools - to maximize visibility. Dedicated landing pages for standout case studies and engaging visuals like infographics or videos can significantly boost audience engagement.
To turn case studies into revenue-generating assets, track their performance. Key metrics like sales cycle duration, customer acquisition rates, and deal sizes can reveal which stories resonate most with your audience. Use these insights to fine-tune your approach - experiment with different headlines, formats, and presentation styles to improve conversion rates.
Platforms like Awssome simplify the case study publishing process on AWS Marketplace. With features such as unlimited product listings, analytics, and go-to-market support, Awssome enables businesses to focus on creating compelling content while handling the technical requirements of marketplace integration. Its observability tools ensure compliance with AWS standards, and its analytics provide actionable insights to enhance case study performance over time.
Leading companies view case studies as dynamic tools that evolve with customer feedback. They recognize that these stories are more than just marketing assets - they build trust, demonstrate value, and drive long-term growth by showcasing AWS-specific success on AWS Marketplace.
FAQs
How can I make my case studies emphasize AWS-specific benefits effectively?
To make your case studies stand out and clearly show the benefits of AWS, focus on the features that matter most to your audience. Start by emphasizing scalability and flexibility, which allow businesses to adapt their resources as demand changes. This is especially useful for companies that experience fluctuating workloads.
Next, highlight AWS's cost efficiency. Talk about its pay-as-you-go pricing model and how it can help reduce operational expenses, making it an attractive option for businesses looking to manage costs effectively.
Showcase improved performance with tangible results. For instance, share examples of faster application speeds or better system reliability. These measurable outcomes can help paint a clear picture of AWS's capabilities. Don’t forget to mention AWS’s strong security features, such as compliance certifications and advanced data protection measures, which are critical for building trust with potential users.
Finally, bring your case studies to life with real-world success stories. Include customer metrics like increased revenue, faster deployment times, or any other measurable achievements. These concrete examples make your case studies not just informative, but also persuasive.
What metrics should I track to measure the success of case studies on AWS Marketplace?
To gauge how well your case studies are performing on AWS Marketplace, it's crucial to keep an eye on a few key metrics that tie directly to your business objectives. Start with the Customer Engagement Score - this tells you how likely customers are to interact with or buy your solution. Then, look at conversion rates, which show how effectively potential leads are turning into actual sales. Keeping tabs on deal sizes can also help you spot patterns in revenue growth over time. Finally, tracking customer retention rates gives you a clear picture of how satisfied and loyal your customers are.
Consistently reviewing these metrics ensures your case studies are making an impact and supporting your long-term success on AWS Marketplace.
How does Awssome make it easier to publish case studies on AWS Marketplace?
Awssome makes publishing customer case studies on AWS Marketplace a breeze, slashing setup time from months to just one week. It takes care of compliance requirements and ensures a seamless go-to-market experience.
By using Awssome, businesses can quickly showcase their SaaS solutions, getting their case studies in front of potential customers faster and increasing their visibility effectively.