In this session, learn about the new, seller-specific features in AWS Marketplace that make it easy for sellers to close transactions with over 190K active customers. Learn how to publish and update products as part of your feature release process with Self Service Listings. We review how you can target specific customers with special or customized pricing using Seller Private Offers and how you can accelerate your contract negotiations with the Enterprise Contract for AWS Marketplace. Lastly, we discuss how to combine these and other AWS Marketplace features to grow your business by reaching new buyers and converting perpetual licensed customers to a subscription model.

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Using AWS Marketplace to Reach
Over 190,000 Customers
Chris Grusz
WW Leader, Business Development
AWS Marketplace
S e s s i o n I D - G P S M P 2 0 3
Brad Lyman
Sr. Manager - Product
AWS Marketplace

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Agenda
AWS Marketplace “What’s New” Overview
Reaching Your Customers
Demonstration of Product Submission
Price and Manage Your Listings
Demo your new capabilities

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6. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
A growing digital software catalog
• Deploy software on demand
• 1,400+ ISVs
• Over 4,500 product listings
• 200,000 active customers
• Over 650 million hours of EC2 deployed monthly
• Deployed in 16 regions
• Offers 35 categories
• Flexible consumption and contract models
• Easy and secure deployment, almost instantly
• One consolidated bill
• Always evolving

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AWS Marketplace—A public managed catalog
24/7 Catalog Operations Team for “high touch”
Assist with listing management
24/7 scanning to monitor health
Vulnerability notifications and removal/work-rounds
Suggestions for listing improvement
Self Service for “low touch”
Submit new listings
Version updates
Sunset older versions
Add instance type/region
Reporting on activity and ref tags
Submit
Preview
PublishTest

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AWS Marketplace: digital fulfillment mechanism
CUSTOMER
SEGMENTS
SOLUTIONS CONVERSION
PATHS
< $20k (per year)
$20-100k (per year)
> $100k (per year)
• Highly scalable category/use-case digital
demand generation
• No-to-low direct sales engagement
• Standard pricing
• Use-case centric digital demand gen
• Sales/channel-assisted (LDR, ISV, SI)
• Standard pricing
• Highly targeted and customized GTM
• Heavy sales-led model
• Custom deals/pricing pricing
ENGAGEMENT
MODELS
LOW TOUCH
MEDIUM TOUCH
HIGH TOUCH
Security
Networking
Storage
BI
Business
Applications
DevOps
Database
Self-serve
driven by digital
demand generation
Sales-assist
supported by
demand generation
VALUE
TIERS
SMB
&
ENTERPRISE
Sales-led
supported by
targeted GTM
programs

9. AWS Marketplace “Seller Demand Generation Engine”
PDP AWS
Sales
DGRs
Seller Audience
Seller-led GTM
Nurture DGRs
AWS-Seller
“Joint” Events
Opportunities
AWS
Summits
re:Invent
AWS
Lofts
Transformation
Days
Opportunity Generation
AWS-Seller “joint”
Lead Creation
Revenue Conversion
Seller
Events
IPC /
Webinars
Joint call-
downs
Nurture
Developers | Procurement | IT Leaders | Cloud Architects
MP Awareness Campaign AWS GTM Programs
Digital
Nurture
Global
Campaigns
Solution
Marketing
Prospecting
Day
aws.amazon.com AWS Marketplace
Website
IoT DevOpsMachine
Learning
Data &
Analytics
Infrastructure
Software
AWS Marketplace Solutions
Migration Targeted
Propensity GTM
Events
Self-serve Sales-assist
Seller to
AWSMP
Landing site
Social
Media
Video Ads Digital
Nurture
Search
Seller GTM Program/Seller GTM Academy (self-serve)/ Best Practices
Content Events
(Physical/digital)
Use case
PDP Seller SalesDGRs
Nurture DGRs
Opportunities
Opportunity Generation Revenue Conversion
Self-serve Sales-assist
Seller
Sales

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Three Areas of Innovation
1
Price and Manage
• Self Service Listings
• Seller Private Offers
• SaaS Pricing
• Reporting Enhancements
3
Search, Buy, Deploy
• Migration Improvements
• Product Detail Page
• Deployment – PIB & CFM
• GovCloud Support
2
Reaching Your Customers
• Marketing Dashboard
• Consulting Partner Offers
• Rich Media
• Respond to Comments

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Three Areas of Innovation
1
Price and Manage
• Self Service Listings
• Seller Private Offers
• SaaS Pricing
• Reporting Enhancements
3
Search, Buy, Deploy
• Migration Improvements
• Product Detail Page
• Deployment – PIB & CFM
• GovCloud Support
2
Reaching Your Customers
• Marketing Dashboard
• Consulting Partner Offers
• Rich Media
• Respond to Comments

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Marketing Dashboard
Learn which marketing activities
resonate and impact your ROI
MOVE
SCREENSHOT
HERE
Sort, filter and group data into campaigns
to track aggregate results
Access and analyze traffic, usage, and
revenue data driven by your marketing
Create and reference graphical
comparisons to help identify trends
over time

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Marketing telemetry enhancement
Multi-touch campaign attribution: Link together and track the
various GTM touchpoints that influence and/or drive a transaction.
Investment optimization: Enable us to know what works
(invest/optimize) and what doesn’t work (stop doing).
Seller reporting: Deliver insight to ISV/Channel Partners through
reporting, so they can understand ROI and optimize their investments.
Bottom of funnel
Influenced Pipe
Influenced Wins
Influenced Gross Sales
Self-Service Gross Sales
Middle of funnel
Product Description Page Traffic
Marketing Qualified Lead (MQL)
Sales Qualified Lead (SQL)
Trial Sign-ups
Top of funnel
Unique Visitors
Repeat Visitors
MALs
Event Attendance

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Channel Enhancement
Consulting Partner Private Offers
MOVE
SCREENSHOT
HERE
Consulting Partners can sell software directly
in AWS Marketplace
Work with your preferred Consulting Partner
from start to finish in your procurement
process and benefit from their expertise
Consulting Partner registers opportunity
with Seller
Seller approves; provides URL to
Consulting Partner
Partner or Customer purchases using the
URL provided
Seller pays Consulting Partner


Gain benefits in AWS Marketplace such as
seamless procurement and fulfillment,
consolidated billing, and EDP spend

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Product Detail Pages Enhancement
Respond to Comments
Provide additional details for prospects
Answer questions from customers
Enable customer engagement

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Product Detail Pages Enhancement
Rich Media
Better Educate your customers
Upload your existing product videos
Supports up to 5 videos

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Three Areas of Innovation
1
Price and Manage
• Self Service Listings
• Seller Private Offers
• SaaS Pricing
• Reporting Enhancements
3
Search, Buy, Deploy
• Migration Improvements
• Product Detail Page
• Deployment – PIB & CFM
• GovCloud Support
2
Reaching Your Customers
• Marketing Dashboard
• Rich Media
• Respond to Comments
• Consulting Partner Offers

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Product Search Enhancement
Software is available to purchase
and deploy from AWS Marketplace
Run a bulk search and find matching
software from existing inventory
of on-premises applications
Migration Mapping Assistant
MOVE
SCREENSHOT
HERE
Find alternative products in the same category if
matching software is not available

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Product Search Enhancement
Customers can quickly browse
categories, vendors, pricing plans, and
fulfillment options
Homepage Product Selector
MOVE
SCREENSHOT
HERE

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Product Detail Page Enhancement
Procure, Configure, Deploy Flow
Logical Separation of Acceptance of Terms,
Instance Type Configuration, and Deployment
Better Support for your Customers’
Operational Personas
In production for all
Amazon Machine Image (AMI) Products

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Private images are shared with your
organization only
Deployment Enhancement
Private Image Build
Meet your security management and
compliance policies
Combines private “gold images” with
third-party software in AWS Marketplace
Automate the creation of private images using
the AWS Marketplace Image Build Service API
Public Beta

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AWS Marketplace Private Image Build
Private AMI Instance Pay for UsageSoftware
+
AWS Marketplace +
Systems Manager
Gold AMI
Customer
Public Beta

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Deployment Enhancements
Reduce customer complexity and
deployment errors
Support the most common patterns
used by customers
Nested Template Support for
Clusters and AWS Resources (CAR)
Include estimated costs for specific
configurations

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New Region Enhancement
Assists customers who have U.S.
federal, state, and local government
compliance requirements
Supports AMI and SaaS
Customers can now deploy over 950
different products into the AWS
GovCloud (US) region
GovCloud for sensitive and
regulated workloads

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Three Areas of Innovation
1
Price and Manage
• Self Service Listings
• Seller Private Offers
• SaaS Pricing
• Reporting Enhancements
3
Search, Buy, Deploy
• Migration Improvements
• Product Detail Page
• Deployment – PIB & CFM
• GovCloud Support
2
Reaching Your Customers
• Marketing Dashboard
• Rich Media
• Respond to Comments
• Consulting Partner Offers

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Self-Service Listing Enhancement
Manage your product listings
with minimal time and effort
Easily edit listing descriptions, regions,
instance types, pricing and other details
Submit new products through the
Self-Service Listings workflow
Save listings in progress while tracking
changes for simpler internal collaboration

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Self Service Listing Enhancement
Copy Existing Version

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Seller Private Offers Enhancement
Enable your sales operations team to
manage a large number of offers
Quickly view the details of an offer
View a sortable list of your offers
Cancel offers that are no longer valid
or that you are replacing

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Reporting Enhancements
New Reports to map and understand your
Channel Led Sales
Understand customer payments terms
with Past Due Funds Reporting
New Reports and Data
Support for all new pricing types
Daily
Business
Daily Customer
Subscriber
Weekly
Ref Tag
Monthly
Revenue
Monthly
Disbursement
U.S. Sales
and Use Tax
Weekly
Subscription
1
2
3

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SaaS pricing enhancement—
Our previous SaaS pricing
Subscriptions
Pay for software and compute capacity by the hour, # of users,
data transferred, etc., with no long-term commitments
Ideal for dev/test or workloads with spikey traffic
Contracts
Make a one-time, upfront payment for committed capacity to offer a potential discount
Monthly and multi-year commitments available
Ideal for long term, predictable workloads
Seller Private Offers
Custom pricing and terms between customer and ISV and fulfilled on AWS Marketplace
All payments charged upfront

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SaaS Pricing Enhancement
SaaS Contracts with Consumption
Easier for customers to estimate the right
contract size and get started
Ability to create long-term commitments at
a discounted price
Include a Pay-as-you-go option for
additional usage

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SaaS Pricing Enhancement
Flexible Payment Scheduler
Define the specific contract size using
Seller Private Offers
Help customers match their budget with
defined payments on specific dates
Track the schedule of payment through
AWS Marketplace

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36. Thank you!
© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Chris Grusz
gruszc@amazon.com
Brad Lyman
lymanbt@amazon.com

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