The Challenge

Amazon Web Services (AWS) sought to better understand their diverse customer base to optimize marketing efforts and product offerings. With clients ranging from startups to global enterprises across various industries, AWS needed a clear segmentation strategy to identify distinct customer groups and tailor their messaging and solutions accordingly.

Our Approach

Clarity Research Group partnered with AWS to conduct a comprehensive segmentation study, combining qualitative and quantitative methodologies:

1. Data Collection
   Leveraged surveys, interviews, and behavioral data from AWS’s customer base to uncover key drivers of decision-making, needs, and pain points.
2. Segmentation Framework
   Developed a multi-dimensional segmentation model based on factors such as company size, industry, IT infrastructure maturity, and adoption goals.
3. Persona Development
   Created detailed customer personas for each segment, highlighting challenges, motivations, and solution preferences.

The Results

Our segmentation study revealed six distinct customer segments, each with unique priorities and buying behaviors. Key insights included:

• Startups
  Prioritized cost efficiency and rapid scalability.
• SMBs
  Valued user-friendly tools and hands-on support.
• Enterprise IT Teams
  Focused on compliance, security, and integration with legacy systems.

Armed with these insights, AWS was able to:

• Launch targeted marketing campaigns with messaging tailored to each segment.
• Refine product offerings and packages to meet specific segment needs.
• Strengthen customer satisfaction and retention by aligning support and outreach strategies with customer priorities.

The Impact

AWS reported a 25% increase in lead-to-conversion rates for targeted campaigns and significant growth in adoption rates for new products tailored to high-priority segments. By understanding their customers on a deeper level, AWS reinforced their position as a trusted partner for organizations of all sizes.

Partner with Us

Let Clarity Research Group help you unlock the full potential of your market with actionable segmentation strategies. Contact us today to learn more!