Introduction
AWS Marketplace partnered with ROI·DNA to launch a scalable webinar program, built on a global English-language campaign and designed to reach target audiences across themes tailored to security, DevOps, AI, industry-specific, and business applications. The goal was clear: deliver consistent monthly webinars that drove hot leads, sustained engagement, and supported AWS sellers worldwide.
Let’s get into it.
The Challenge
AWS Marketplace needed a way to fuel demand generation at scale without ballooning headcount or budget. With ambitious targets for global reach and an expanding set of priority themes, the marketing team needed a repeatable, measurable framework that could run across regions and audiences. Enter ROI·DNA. We zeroed in on three core goals that built the foundation for lasting growth.
Goal #1
Deliver a monthly webinar cadence across six global themes without adding internal strain
Goal #2
Build reusable, on-brand ad templates that AWS could update in-house to save budget
Goal #3
Drive a 20%+ attendance rate through paid media and turn registrants into sales-ready leads
The Solution
Together with AWS Marketplace, we built a webinar engine built to scale—delivering steady lift across audiences and industry-specific themes month after month. The outcome was a repeatable playbook that hit short-term lead targets with the flexibility and strength to scale.
Our custom framework delivered repeatability and scale:
- Hot lead strategy: Tapped niche partners reaching the ICP, boosting attendance and speeding up the flow of sales-ready leads.
- Reusable creative toolkit: Built reusable ad templates that AWS teams could update in-house, shaving production time and keeping creative spend lean.
- Expandable framework: Set up a repeatable process that flexed with new themes and industry priorities, tapping trusted publications to reach ICPs and sustain top-tier attendance.
The Results
The impact of our scalable webinar playbook was immediate. Within the first year, AWS Marketplace saw a:
increase in MQLs from webinar-driven programs
attainment of cost-per-lead goals, ensuring efficiency alongside growth
average attendance rate across monthly webinars, consistently exceeding industry benchmarks
More importantly, these results weren’t just one-off wins. The framework became a reliable engine for engagement, fueling SDR pipelines with high-quality leads and expanding AWS Marketplace’s reach across global buyers. What started as a tactical webinar series has matured into a long-term acquisition channel that continues to scale with evolving themes and creative innovation.
Ready to elevate your marketing strategy? Let’s talk about how we can help you achieve results like these.
