We delivered immediate quantifiable business impact
Live attendance vs prior AWS OpenSearch baseline
Net-new accounts of attendees from target ICPs
Post-event engagement of B2B industry benchmark
Awareness was happening. But it wasn’t compounding.
AWS is a global cloud leader with a deep portfolio of infrastructure and data solutions. As the team looked to grow OpenSearch adoption among technical decision-makers, the gap wasn’t awareness. The gap was momentum.
Campaigns ran in bursts. Engagement dropped after each event. The audience leaned heavily toward existing customers rather than new prospects, and there was no consistent engine connecting interest to discovery, re-targeting and pipeline across regions and personas.
The Brief
Build a system that produces high-quality pipeline across multiple regions, brings deeply technical audiences (DevOps, Platform and Data Engineers) into the room, and keeps working long after thelive event ends.
An always-on, multi-touch demand engine.
Not three webinars. A system designed so every touchpoint compounds the last. Six pieces fit together to make that work.
Full-funnel campaign architecture
Integrated roadmap combining paid, organic and outbound, tailored to each stage of the buyer journey.
Creative & messaging development
Differentiated positioning vs. competitors. Emails, landing pages and creative aligned to AWS brand standards.
Audience & promotion
Signal-based intent targeting, persona lists and geo-segmentation across LinkedIn, email and AWS channels.
Event production & support
End-to-end logistics for three high-impact webinars – moderation, dry runs and follow-up infrastructure.
Always-on content hub: TechResearch
A live audience destination that extends discovery, visibility and re-targeting between live events.
Post-event nurture & sales enablement
Tailored follow-up content, warm-lead summaries and SDR call scripts that accelerated pipeline activation.
Every metric beat both benchmarks.
Quantified two ways – against AWS’s prior OpenSearch baseline, and against
B2B industry benchmarks.
| METRIC | RESULT | VS AWS PRIOR | VS INDUSTRY |
|---|---|---|---|
| Live attendance per event | ~56 | ~3x | In line with enterprise tech |
| Registration volume per event | 250+ | ~3x | Within enterprise tech band |
| Net-new account rate | 55% | Audience flipped | +38% over upper benchmark |
| Post-event engagement | 40%+ | Net-new motion | ~2x industry benchmark |
| Replicability across product lines | In scope | Internal validation | Rare (<15% of programs) |
A flagship webinar program & always-on content hub built sustained demand.
Three GTM advantages, working in concert.
Narrative clarity
The OpenSearch story was sharpened against a specific competitor set and a specific buyer persona. Every email, landing page and promotional asset reinforced that story across regions.
Execution speed
A three-part global series, multi-channel activation and an always-on content hub stood up in a compressed window – without compromising creative or buyer experience.
Pipeline thinking
Every touchpoint was designed for what happens next. Retargeting, SDR enablement and post-event nurture were architected before the first webinar went live.
