If you’re not tapping into these, you’re leaving Co-Sell pipeline on the table.
Introduction
You’ve listed your product on AWS Marketplace.
You’ve passed FTR.
You’ve even done a Co-Sell motion or two.
But if that’s where your AWS GTM activity stops, you’re missing out.
Because beyond the technical validation paths, AWS offers multiple marketing programs to help you grow visibility, build a pipeline, and scale trust.
And most Partners aren’t using them.
Why AWS Marketing Programs Matter
Unlike traditional channels, AWS programs:
- Come with built-in credibility
- Reach high-intent enterprise buyers
- Enable joint storytelling with AWS
- Often come with funding or in-kind support
The catch? You need to know they exist and how to activate them.
The 5 Most Underused AWS Marketing Programs
- Global Startup Program (GSP) GTM Campaigns
If you’re in GSP, you may have access to custom marketing tracks that include:
- Featured blog posts
- Joint webinars
- Seller enablement kits
- Internal AWS newsletter placements
Use this if: You’re an early-stage startup with traction and looking to scale your visibility with AWS support.
- APN Blog & Tech Talk Submissions
Many Partners don’t realize they can submit blog content to AWS for publication on the official AWS Partner Network Blog.
Some are even invited to host live Tech Talks, which get promoted to AWS’s developer and buyer lists.
Use this if: You’ve got a great use case or customer win tied to an AWS service.
- ACE Pipeline Manager Campaign Tracking
You’re probably using ACE to register Co-Sell deals—but did you know you can also track GTM campaigns inside it?
That means AWS sellers can see:
- Which verticals you’re targeting
- Which content you’re running
- What new offers or POCs you’re rolling out
Use this if: You want AWS field reps to pick up your content and share it downstream.
- Marketplace Spotlight Campaigns
Marketplace campaigns like “AI Week,” “Security Spotlight,” or “Healthcare Innovation Month” feature selected solutions across:
- AWS social channels
- Email newsletters
- Marketplace search banners
Most partners don’t apply or submit their stories in time.
Use this if: You have a strong industry use case or want to ride a wave of AWS-led visibility.
- Co-Marketing via CPPO Partners
If you work with a CPPO (Channel Partner Private Offer) distributor—like Tackle, Carahsoft, or others—some offer AWS-funded co-marketing programs you can tap into.
These include:
- Joint webinars
- Paid ads co-funded by AWS
- Sales pipeline development sprints
Use this if: You’re already using private offers and want to supercharge activation.
How to Get Started
| Step | What to Do |
|---|---|
| Check Your Tier | Some programs are gated by APN tier (Select, Advanced, etc.) |
| Talk to Your Partner Manager | Ask about active campaigns or newsletter themes |
| Submit Content Early | Most AWS campaigns have a 4–6 week lead time |
| Bundle with Use Cases | Programs are more effective when tied to specific verticals |
| Track Results in ACE | Show engagement + opportunity influence for better support |
Pro Tip: Don’t Wait to Be Invited
AWS won’t always tap you on the shoulder.
The best Partners proactively pitch their story, solution, or campaign idea.
Make it easy for AWS to say yes by showing:
- How your story maps to AWS GTM goals
- What AWS services are involved
- What customers or verticals it supports
Conclusion
AWS isn’t just a technical platform.
It’s a global GTM partner, if you know where to plug in.
So, if you’ve been heads-down building and validating…
It’s time to go heads-up on marketing and use the programs designed to amplify you.
Want a GTM content pack aligned to AWS marketing channels?
Contact us for more details.
