Building a global community
around AWS OpenSearch.

How Unbound IA helped AWS turn a year-long webinar program into an
always-on demand engine engaging technical buyers across North
America and EMEA.

THE BRIEF

Build a scalable, year-long program that generates high-quality pipeline across multiple regions, engages deeply technical audiences and extends the value of each quarterly webinar well beyond the live event.

THE CHALLENGE

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.

Quantifiable business impact

3x
live attendance vs prior AWS OpenSearch baseline
55%
net-new accounts of attendees from target ICPs
2x
post-event engagement vs B2B industry benchmark

THE MODEL WE BUILT

An always-on, multi-touch
demand engine.

A 12-month program built around quarterly webinars, with continuous promotion, content, re-targeting and follow-up designed to sustain engagement between each live event.

STRATEGY

Full-funnel campaign architecture

An integrated roadmap connecting paid, organic and outbound activity across each stage of the buyer journey.

NARRATIVE

Creative & messaging development

Messaging, emails, landing pages and campaign creative tailored to technical buyers and aligned to AWS brand standards.

TARGETING

Audience & promotion

Intent signals, persona targeting and geo segmentation helped reach relevant technical audiences across priority markets.

EXECUTION

Quarterly webinar program

End-to-end delivery across a 12-month series, from audience recruitment and speaker preparation through to moderation and follow-up.

EXTENSION

Always-on content hub

TechResearch created an ongoing destination for discovery, content engagement and retargeting between live events.

ACTIVATION

Post-event nurture & sales

Tailored follow-up, lead intelligence and SDR enablement helped turn webinar engagement into continued sales conversations.

THE RESULTS

Every metric beat
both benchmarks.

Performance was measured against both AWS’s previous OpenSearch webinar baseline and relevant  B2B industry benchmarks.

Live attendance per event

-56

-3x

In line enterprise tech

Registration Volume per event

250+

-3x

Within Enterprise tech band

New-new account rate

55%

Audience flipped

+38% over upper benchmark

post-event engagement

40%+

New-new motion

2x industry benchmark

Replicability across product lines

In scope

Internal validation

rare (<15% of programs)

Why it WORKED

Three GTM advantages,
working together.

01

Built for technical buyers

The OpenSearch story and campaign experience were shaped around specific technical audiences, creating greater relevance across every touchpoint.

02

One connected annual program

Quarterly webinars, paid promotion, content, retargeting and follow-up worked together as one sustained demand motion across the year.

03

Momentum between events

Nurture, re-targeting and sales enablement kept audiences engaged between quarterly webinars, extending the value of every live interaction.

“”

Unbound helped us turn our webinar program into a much more connected demand motion. We’re seeing stronger engagement from technical buyers, greater reach into net-new accounts and better continuity from first interaction through to follow-up and conversion.

Marketing Director

Building a global community around AWS OpenSearch.

THE BRIEF

Awareness was happening.But it wasn’t compounding.

Quantifiable business impact

live attendance vs prior AWS OpenSearch baseline

net-new accounts of attendees from target ICPs

post-event engagement vs B2B industry benchmark

An always-on, multi-touch demand engine.