Contentsquare Scales AWS Marketplace Usage to Increase Enterprise Software Sales by 14x

AWS Partner Contentsquare is a SaaS provider that uses data-driven insights to help companies make the most out of every user interaction. Its AI-powered platform, Digital Experience Analytics, provides rich and contextual insight into customer behaviors, feelings, and intent at every touchpoint in their journey, empowering businesses to build empathy and create lasting impact. With more than 17 offices around the world, it serves a diverse clientele across industries, including retail, financial services, travel, automotive, and telecommunications.

“Our job is to collect every single interaction between the user of a website or a mobile application and transform all those data points into insights,” says Lucie Buisson, chief product officer at Contentsquare. “These insights help our customers understand what’s engaging and what’s frustrating for their users so that they can improve their overall digital experience.”

Global expansion is key to Contentsquare’s overall growth strategy. To accomplish this, the company wanted to get its SaaS offerings in front of more customers so that they can better understand and quickly procure its digital experience solutions. However, most digital marketplaces failed to meet Contentsquare’s needs. They were cumbersome and difficult to use and lacked flexibility in billing and user agreements, and they did not provide the visibility that Contentsquare required.

After exploring different options, Contentsquare found an ideal solution: AWS Marketplace. This digital storefront brings software, data, and services together, expediting procurement and empowering IT teams and developers to begin innovating faster.

“AWS Marketplace is our preferred route to market because of its simplicity and efficiency,” says Buisson. “It’s important for us to serve businesses of many different sizes, and AWS Marketplace facilitates that scalability. Its extensive reach is also important for us, providing access to customers in every industry.”

Contentsquare began its venture into AWS Marketplace by focusing on selling to enterprise customers through private offers, which lets potential customers receive product pricing and user license agreements that are not publicly available. The AWS Marketplace team helped the company optimize its go-to-market strategy; through guided discussions, the teams worked to evolve Contentsquare’s sales infrastructure to harness the customer benefits of AWS Marketplace and enhance its team organization and product discovery processes.

“The AWS team has been a fantastic resource for us across everything from co-sell to co-build, as well as for how we’re using AWS Marketplace,” says Mike Marzano, head of global cloud alliances at Contentsquare. “We’re ultimately trying to offer the best plans for our customers, and we get incredible support from AWS to make that happen.”

Using AWS Marketplace Private Offers, Contentsquare realized that it could tailor its offerings to best suit the intricate requirements of enterprise SaaS licenses. The company uses the private offer framework to create straightforward and customizable options that align with its customers’ needs and business objectives. Collaborating closely with its customers, Contentsquare is designing plans that extend beyond traditional 1-year or 1-month terms, providing an unparalleled level of flexibility.

“We see AWS Marketplace as a great channel for us to sell enterprise offers to customers,” says Marzano. “AWS Marketplace offers billing flexibility and lets customers view all their bills on a single pane of glass, not to mention that it helps them implement and realize the value of the Contentsquare solution faster.”

For Contentsquare customers, the advantages of AWS Marketplace are plentiful. The streamlined procurement process significantly reduces the time from discovery to deployment. The Standard Contract for AWS Marketplace expedites legal review and facilitates faster deal closures, helping customers deploy and use Contentsquare solutions faster. “In some direct enterprise sales cycles, the contract review can take weeks for negotiation and review. Using AWS standard marketplace terms, we have seen this process take as little as a few days to complete,” says Marzano. Customers also benefit from a simplified billing system; Contentsquare charges are consolidated into their existing AWS bill, thus removing the need for multiple invoices and saving time on administrative tasks.

Since joining AWS Marketplace in 2022, Contentsquare has witnessed substantial benefits. “With streamlined procurement, we are not only closing deals faster but also securing larger contracts that last for longer periods,” says Marzano. "We’re constantly meeting our customers where they are, and the support we receive from AWS along with these procurement efficiencies have empowered us to increase enterprise software sales in AWS Marketplace by 14-times year-over-year.”