NEXTGEN for AWS

CHALLENGE

As a key distribution partner for AWS, NEXTGEN wanted to create a digital nurture program to expand AWS small and medium business (SMB) market share and grow revenue across the ANZ region.

However, the challenge they had to overcome was that for SMBs, AWS solutions appear to be very complicated and product-centric. As a result, the solutions and benefits aren’t well understood by SMB business and technology decision makers, resulting in low current engagement. Previous marketing efforts had also underperformed.

To effectively address the opportunity, NEXTGEN wanted this new initiative to be centred around SMBs needs and pain points with minimal focus on technology products and solutions. Then, at the right time, lead them to their SMB specialist partners, who can support them in growing their understanding of how to solve problems and accelerate growth with AWS.

STRATEGIC SOLUTION

Rocket Science facilitated a workshop to capture valuable insights into the competitor landscape, macro factors impacting SMBs, audience roles and needs and the AWS + NEXTGEN advantage.

Through this process, we discovered that while innovation and growth are key priorities for SMBs, understanding and access to technology still present a significant challenge. This was holding many businesses back from achieving their goals, and they didn’t know who to turn to for help.

Based on these insights, we crafted a strategy and narrative to teach SMB leaders that:

• It is possible to build and scale their businesses to meet their boldest visions without limitations, by putting game-changing technologies like Cloud and AI – which are now more accessible and affordable than ever – to work to fuel their growth aspirations
• Being small and nimble can actually be their competitive superpower
• They’re not alone, NEXTGEN AWS SMB partners can be their trusty guide, helping them select the right tools and achieve the outcomes that matter to them

We offered multiple ways to engage with the program including:

1.Participating in an incentivised Business Snapshot Survey to share their views across key themes, identified as Growth and Innovation, Customer Experience, Talent, Knowledge and Threats. Those who engaged received an instant, personalised consultancy-grade analysis of their strengths, capability gaps, and priorities, as well as how they compared to their peers.

2.Attending the Make Small your Superpower event, where a leading AWS tech expert unpacked the key takeaways from the survey and introduced practical tactics to help SMBs take their businesses to the next level.

3.Taking a Cloud and AI Tech Assessment, which explored their current position and opportunities around cloud adoption, AI capabilities, infrastructure, data governance, business intelligence and cyber security, and provided them with an instant consultancy-grade analysis complete with next steps.

To launch in market, we partnered with a number of Australian and New Zealand small business associations, and directly engaged with AWS’s current and prospective SMB customers.

The digital foundation of the program was a dedicated SMB hub that housed the above resources plus 6 inspiring SMB AWS success stories, compelling SMB research and blogs and call to actions to capture leads.

OUTCOME

Over the 3-month campaign period, we achieved the following:

• Reached approx. 450k SMBs
• Achieved over 1.3k visits to the dedicated SMB Hub
• Generated a pipeline of SMB leads, who completed the survey and/or attended the event and/or completed the Cloud and AI assessment
• NEXTGEN SMB specialists partners are now nurturing these leads and despite a traditionally lengthy sales cycle, 4% have already converted into AWS customers.