How AWS Marketplace Built a Buyer Pool of 1.3M+ in Six Months

AWS Marketplace does not market one product to one audience.

Its demand team supports thousands of partner solutions across categories such as artificial intelligence, data, security, and infrastructure. Within AI alone, the Marketplace includes 4,166 relevant listings. Each campaign must connect a partner’s solution with AWS, reach the right audience, satisfy multiple stakeholders, and attribute performance through to business outcomes.

It is one of the most complex go-to-market environments in B2B.

In November 2025, AWS Marketplace began running Hiper’s demand engines for its AI Solutions audience. Over the following six months, the program built a Buyer Pool of more than 1.3 million people, generated over 200,000 leads, and contributed to significant growth in pipeline, transactions, partner-shared leads, and influenced revenue.

The results demonstrate what becomes possible when a B2B demand team replaces agency-heavy campaign production with a faster, integrated execution engine.

AWS Marketplace’s Demand Generation Challenge

Most B2B marketing teams already face a difficult balance between speed, quality, personalization, and attribution. AWS Marketplace has to manage all four across an unusually large and diverse portfolio.

Its team markets partner solutions from companies such as Accenture, Deloitte, Presidio, and Wipro to AWS customers. Audiences are divided according to solution and revenue categories, requiring different offers, messaging, creative, media plans, and partner narratives.

Every campaign must tell a “better together” story that communicates the combined value of AWS and the partner solution.

This creates several layers of complexity:

• Thousands of potential solutions to promote;
• Multiple audiences with different priorities;
• Dozens of partner and internal stakeholders;
• Campaigns distributed across paid media, paid social, influencers, and email;
• Strict attribution requirements;
• Quarterly expectations for leads, pipeline, and revenue.

Producing more campaigns alone would not solve the problem. AWS Marketplace needed an operating model capable of coordinating strategy, production, distribution, optimization, and measurement at scale.

Why the Traditional Agency Model Created Friction

Before introducing the Hiper engines, more than 50% of a $4 million demand budget could be consumed by agency fees, creative development, copywriting, and project management.

Half of the available investment was paying for the process of reaching buyers rather than actually reaching them.

Each new audience typically required another brief, another production cycle, and another round of feedback. Individual requests could take two weeks, while the development of a complete demand plan could require three months of synchronous work.

The result was an expensive and restrictive operating model:

• Media budgets were reduced by production and management fees;
• Campaign development depended on lengthy handoffs;
• Creating variations for additional audiences increased costs;
• Feedback generated more meetings and production cycles;
• Demand plans were difficult to adjust quickly;
• Execution capacity was limited by agency availability.

The issue was not a lack of strategy or market opportunity. It was the distance between an idea and its execution.

This is a common limitation of traditional demand generation services. Marketing teams may have the data, offers, channels, and expertise they need, but the components operate through disconnected workflows. As explained in Hiper’s B2B Demand Engine Maturity Model, predictable pipeline becomes possible when those components begin operating as one integrated system.

The Shift to Hiper’s Demand Engines

Hiper’s engines changed the economics and speed of the AWS Marketplace program.

Instead of beginning each campaign with a new brief, every partner offer became a source of truth. The engines used that information to produce staged advertising concepts for the appropriate audiences and channels.

The human team remained responsible for strategy, standards, and approval. However, much of the repetitive execution that previously slowed the program became automated.

The review process changed from lengthy production rounds to a simpler model: approve or improve.

When an adjustment was needed, the team could provide one line of feedback and regenerate the work. This reduced the time required to create a demand plan from three months to three days.

The new operating model delivered three important changes:

1. More budget reached buyers

More than 95% of the program budget went toward reaching audiences. Hiper’s fees represented approximately 4.3% of total spend, based on a fee of $5,000 per engine per month.

2. Campaigns moved from planning to market faster

Offers, ads, and channel plans could be created and reviewed without the series of synchronous meetings and handoffs required by the previous agency model.

3. The program could learn and compound

Rather than treating each campaign as a separate project, the engines continuously expanded AWS Marketplace’s Buyer Pool and produced performance data that could improve future execution.

This is the core difference between isolated AI content generation and a true AI demand generation system. The value does not come from generating more assets. It comes from coordinating execution across the demand program.

The H1 2026 Investment

During the first half of 2026, AWS Marketplace invested approximately $2.1 million in the program:

• $170,000 per month in paid media across 24 to 27 niche AI publications;
• $150,000 per month in paid social across LinkedIn, Meta, and Reddit;
• $15,000 per month in paid influencers;
• $2.01 million in total media investment;
• $90,000 in Hiper fees.

This allocation allowed AWS Marketplace to combine audience reach with the credibility of established AI publications, the familiarity created through paid social, and the influence of trusted industry voices.

Instead of concentrating the program on a single channel or short-term lead capture, the engines created repeated exposure across the environments where AI buyers discover and evaluate solutions.

The Demand Engine Results

Within six months, the AWS Marketplace AI Solutions program built a Buyer Pool of more than 1.3 million people.

A Buyer Pool is more than a campaign audience. It is a growing group of relevant buyers who have encountered, engaged with, or shown interest in the brand and its offers. Because the audience remains available for continued activation and measurement, its value can compound over time.

The engines also produced:

• More than 200,000 leads;
• 381% lead growth;
• A $42 cost per lead from paid media;
• A $31 cost per lead from paid social;
• 29 offers brought to market;
• 14,171 leads from the highest-performing asset.

Paid social delivered the best CPL in the program, while the combination of social, niche publications, influencers, and owned channels expanded AWS Marketplace’s reach across the AI buying ecosystem.

The program also improved email performance. AWS Marketplace generated twice as many email clicks while sending half as many emails. Click-through rate increased by 203%, and the program produced two of the highest-performing emails across the organization.

This illustrates an important demand generation principle: increasing results does not always require increasing output.

Better audience selection, stronger offers, coordinated distribution, and continuous performance data can generate more engagement with fewer individual campaigns or sends.

From Leads to Pipeline and Revenue

Lead growth matters only if it contributes to broader business outcomes.

The AWS Marketplace program converted through the funnel, with improvements in partner lead distribution, conversion, transactions, pipeline, and influenced revenue.

Partner-shared leads delivered to companies such as Accenture, Deloitte, Presidio, and Wipro increased sixteenfold. At the same time, their conversion rate doubled to 12.16%.

AWS Marketplace was not simply delivering more names to its partners. It was delivering more leads with a higher probability of conversion.

Additional business results included:

• Influenced revenue growth of 96.5% year over year;
• A 17x increase in self-service transactions;
• A 33% increase in private offers.

These results show why demand generation cannot be measured through CPL alone. Cost efficiency is valuable, but the real objective is to build a system that connects audience growth and engagement to pipeline and revenue.

For organizations evaluating performance across longer and more complex buying journeys, it is also important to distinguish between marketing-sourced and marketing-influenced pipeline. Both reveal different ways marketing contributes to business growth.

What Marketing Leaders Can Learn from the AWS Marketplace Program

Few B2B teams operate at the scale or complexity of AWS Marketplace. However, the lessons from the program apply to organizations of almost any size.

Operational efficiency affects media performance

When a large share of the budget goes toward project management and asset production, fewer resources remain available to reach buyers. Improving the execution model can therefore improve marketing performance before a single channel is optimized.

Speed creates more opportunities to learn

Reducing demand planning from three months to three days does more than help a team launch sooner. It creates additional opportunities to test offers, respond to results, and shift investment while an opportunity is still relevant.

Buyer Pools create compounding value

Campaigns often end when their scheduled media spend stops. Buyer Pools are designed to grow over time, giving the organization a larger relevant audience for future offers and continued demand creation.

Automation still requires expert direction

The AWS Marketplace program did not remove marketers from the process. It allowed experienced marketers to spend less time coordinating repetitive production and more time directing strategy, reviewing quality, and making decisions.

Demand generation must connect to revenue

The program measured CPL and lead volume, but it did not stop there. Partner conversion, transactions, private offers, pipeline, and influenced revenue provided a more complete picture of performance.

Building Demand at Enterprise Scale

AWS Marketplace gave Hiper’s demand engines one of the most demanding assignments in B2B marketing: promote thousands of partner solutions across multiple audiences, channels, and stakeholder groups while connecting the investment to direct business outcomes.

In six months, the engines built a Buyer Pool of more than 1.3 million people, generated over 200,000 leads, increased partner-shared leads sixteenfold, and contributed to 96.5% year-over-year growth in influenced revenue.

Just as importantly, the program changed how the work was done.

More than 95% of the budget reached buyers. Demand plans that previously required three months could be produced in three days. Feedback became faster, offers reached the market sooner, and each campaign contributed to an audience and data foundation that continued to grow.

As Matt Zanderigo, Global Head of AI Marketing at AWS Marketplace, explained:

“I couldn’t be happier: running an agentic demand plan that is growing buyer pools, leads, and pipeline tied back to influenced revenue and direct business outcomes. The real story is how efficient, fast, and good the quality is, with all the data to back it up.”

The scale of AWS Marketplace makes the results remarkable, but it also makes the broader lesson simple. If an integrated demand engine can support thousands of solutions and many distinct audiences, the model can be applied to organizations marketing a more focused portfolio.

The future of B2B demand generation is not another campaign calendar. It is an execution system that continuously turns strategy, media, content, and data into buyer growth and pipeline.

Frequently Asked Questions

What is a Buyer Pool in B2B marketing?

A Buyer Pool is an owned, measurable audience of relevant potential buyers developed through ongoing media, content, and engagement. Unlike a temporary campaign audience, a Buyer Pool can continue growing and be activated across future demand programs.

How did AWS Marketplace reduce demand planning time?

AWS Marketplace used Hiper’s demand engines to turn partner offers into sources of truth for campaign production. Ads could be generated for different audiences and channels, reviewed quickly, and regenerated from concise feedback. This reduced demand planning time from three months to three days.

How many leads did the AWS Marketplace program generate?

The AI Solutions program generated more than 200,000 leads during its first six months, representing lead growth of 381%. Its highest-performing individual asset generated 14,171 leads.

How much of the program budget reached buyers?

More than 95% of the budget was invested in media and audience reach. Hiper’s fees represented approximately 4.3% of the $2.1 million H1 2026 investment.

Did the program contribute to revenue?

Yes. The program recorded 96.5% year-over-year growth in influenced revenue, a seventeenfold increase in self-service transactions, and a 33% increase in private offers. Partner-shared leads also increased sixteenfold, with conversion doubling to 12.16%.

Disclosure: Matt Zanderigo advised Hiper’s founding team from 2023 to 2025 before returning to AWS. The results presented in this customer story relate to the AWS Marketplace AI Solutions demand program.

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