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Vinay Mehendi
Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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Amazon web service (AWS) is an online platform that offers cost-effective and scalable cloud computing solutions. It is a broadly adopted cloud platform that helps corporations scale and grow by providing several on-demand operations like database storage, computing power, content delivery, and more.
Startups, technology giants, governments, manufacturers and retail companies worldwide are using AWS to develop, deploy and host applications. Presently, the active AWS user amount exceeds 1,000,000. Organizations like Johnson & Johnson, Netflix, Airbnb, Coinbase, and Adobe all use it.
The companies using advanced versions of AWS, such as AWS Lambda and AWS EC2, are spending more on Cloud monthly. These are the ones that have built their technology stack on AWS and will likely stay on AWS for a longer time. If marketers and sales want to target AWS users, they should prioritize the following:
1. They have money to spend.
2. They have built their ecosystem around AWS.
The companies using advanced versions of AWS, such as AWS Lambda and AWS EC2, are spending more on Cloud monthly. These are the ones that have built their technology stack on AWS and will likely stay on AWS for a longer time. If marketers and sales want to target AWS users, they should prioritize the following:
AWS uses channel resellers, technology resellers, and direct customer approach. AWS directly approaches only large enterprise accounts. The mid and small-market countries have been acquired using the PLG approach (Product-Led Growth).
The audience can identify the list of AWS resellers and channel partners and go through them if they are keen to target these clients. This strategy is even more successful when you apply it in countries other than the USA. You can also grow your customer base to APAC and the middle east via channel partners.
Technographic data helps you find the best fit AWS customers to target. Amazon divides its AWS services into categories like Compute, Containers, Database, Management & Governance, Networking & Content Delivery. One can segment accounts based on the categories they are investing in. As long as they invest in at least 2-3 categories, the Intent is strong and implies heavy AWS usage.
Suppose a technology in the ‘Management & Governance’ category (CloudFormation, Amazon Auto Scaling) suggests that there is heavy usage of AWS. This is a good intent. Indirect indicators of scaling like Redshift + Kinesis is also good Intent.
Technographic tells about your customer’s technological expertise and explains whether your customers are willing to spend more and other factors unrelated to technology. Technographic data helps understand the customer’s pain points, personalize the B2B marketing strategies, create firmographic profiles, and many more. You will get a clear picture of companies moving in their cloud journey when you spend on analyzing the data.
AWS is a sticky software. Companies go for multi cloud, hybrid cloud but do not churn easily. Hence once AWS is in the ecosystem, the subscription and usage stays there. AWS is also traceable and hence it is possible to calculate the renewal date for this software using usage history.
Good news is that it is possible to validate by looking at the data source where the usage is mentioned. Some of these sources do expire with time.
We’re diligently monitoring the technology investments of numerous AWS Lambda users, ensuring your sales representatives are equipped with the latest insights. By leveraging technographics, we uncover crucial details about a company’s tech spend and preferred vendors, providing a competitive edge in the ever-evolving tech landscape.
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