Last week Mobvista had a special guest – the COO & VP of Marketing, Sales, Product Management & Support at Amazon Web Services (AWS) Adam Selipsky. Harvard graduate, he has been an executive of AWS for the last ten years, being responsible for marketing worldwide, product management, sales, business development, partner management, technical support and customer service. He took AWS from pre-revenue to a multi-billion dollar business while growing team size from less than ten to thousands and eventually got the title “cloud computing evangelist” in the media.
Despite Adam’s remarks on the benefits of being the startup company like Mobvista, we asked him to share his views on marketing for the globally-operating Internet-companies.
Here is the recipe for successful promotion of businesses according to Adam Selipsky.
- Remarkable product. Make sure that something you do from the first step, something you do every day makes you product remarkable.
- Influential clients. Focus on real understanding who you are trying to market to, who you are trying to influence. It’s very interesting, because we sell to everybody: to startups, huge enterprises, big government agencies, big universities. We understand where the influencers are. Having the key customers who will talk publicly about you is really important. Think about different areas, industries, cases, countries and the customers who will tell what they do with your platform.
- Provide the proofs. If you talk only about technology, sometimes customers don’t know really what to do. But if you only talk about solutions (“things are scalable”, “worldwide”, “reliable” etc), it all sounds the same. I’ve got a hundred of websites, and I found the same descriptions, same solutions. I’d blend two.
- Focus on similarities. People like to talk about that other markets are so different: the government market is so different from the commercial market, pharmaceutical market is so different from the media market, and China is so different from Australia, UK or US. But I think it’s all 80% the same. I haven’t heard the customer recently asked me to raise the prices, to be less reliable, provide less support… These are universal things and we focus on trying to go up to those universal things. And I think that crosses borders, countries, cultures and industries. It’s very helpful focus on similarities.