When cold emails don’t work, use AWS’s trust to start the conversation.
Introduction
If you’ve ever tried to cold-sell a security product to a Fortune 500, you already know the pain:
- Procurement walls
- InfoSec black holes
- 9-month sales cycles
But there’s one trust shortcut that startups and mid-stage SaaS companies overlook:
AWS Marketplace can be your fastest enterprise entry point.
In this post, we’ll break down how to use AWS Marketplace not just as a billing platform, but as a Trojan horse for enterprise GTM.
Why Enterprises Trust AWS Marketplace
| Enterprise Concern | How Marketplace Helps |
|---|---|
| “We don’t add new vendors easily” | You’re already an approved AWS vendor |
| “Procurement takes months” | Marketplace allows instant procurement under existing AWS contracts |
| “Too risky to try something new” | FTR, case studies, and AWS-backed listing builds trust |
| “Legal will block this” | AWS handles terms and compliance frameworks (GDPR, SOC 2, HIPAA, etc.) |
Marketplace helps you bypass security reviews, red tape, and legal hold-ups.
Step-by-Step: How to Use Marketplace as Your Enterprise Wedge
1. Target the Right Accounts
- Use AWS Partner tools (like ACE) to identify large accounts already co-selling in your vertical
- Prioritize companies with committed AWS spend, Marketplace usage often counts against their EDP (Enterprise Discount Program)
2. Tailor Your Marketplace Listing for Enterprise Trust
- Include detailed security documentation
- Add enterprise-ready architecture diagrams
- Showcase deployments in similar regulated industries
- Offer private pricing options via CPPO
3. Enable the AWS Field Team
- Create briefing decks for AWS sellers highlighting:
- Enterprise use cases
- Security posture
- Deployment speed
- ICP alignment
- Add your solution to the “Recommended Solutions” tab for sellers
4. Create a Low-Risk Entry Offer
- Offer a 30–60 day pilot version via Marketplace with:
- Pre-defined outcomes
- Limited user licenses
- CPPO contract or private offer path
Enterprises are more likely to test your product when they don’t need to fight procurement to try it.
Example: Using Marketplace to Close a 6-Figure Deal
One AWS Partner offered a 60-day pilot via Marketplace using pre-allocated AWS credits.
The customer bypassed procurement, deployed in one click, and closed a $240K annual deal, all within 45 days.
How?
- Clear security documentation
- Solution mapped to AWS services
- Pre-approved pricing model
- Enabled AWS sellers
Bonus: Use EDP Burn as Your Leverage
Many enterprises have EDP contracts with AWS they need to “burn down.”
If your solution is listed on Marketplace:
- You’re eligible for that burn
- You become a path to spend allocation
- You become a GTM priority for the AWS account team
Turn Your Listing into a Lead Magnet
Add these enterprise-specific optimizations:
- Mention “Marketplace eligible for EDP spend” in your sales deck
- Provide a procurement guide PDF
- Create a “For Enterprises” section in your listing
- Build an enterprise onboarding kit with security + deployment docs
Conclusion
You don’t need a cold email to land an enterprise.
You need the right channel, and AWS Marketplace is already on the inside.
When built with the enterprise in mind, your listing becomes more than a billing page; it becomes your silent sales ally.
Want help building an enterprise-ready Marketplace listing with content that converts?
Contact us for more details.
