Amazon Business uses BigMarker to run a multi-region webinar program that educates buyers, enables sales, and accelerates pipeline. What began as a US field marketing motion has grown into dedicated channels for Mexico, Europe, and Japan, each calibrated to regional audiences and languages. Teams rely on custom, on-brand landing pages and a unified data flow to deliver consistent experiences at global scale, from high-reach marketing webinars to intimate, sales-led sessions.
The challenge
Before consolidating on BigMarker, regional teams and business groups operated across disparate tools and processes, resulting in uneven attendee experiences and fragmented data. Amazon Business aimed to systematically lift visibility and show-up rates by aligning topics, timing, and formats, and to do so globally without adding operational complexity. The mandate was clear: standardize the experience, localize execution, and capture clean data that sales and marketing could trust.
The solution
Amazon Business centralized its webinar operations on BigMarker with a core US channel and localized channels for Mexico, the EU, and Japan, all maintaining brand consistency while adapting agendas, languages, and presenters for each market.
Every channel uses custom BigMarker landing pages to improve conversion from registration to attendance.
A large-scale Salesforce integration unifies registration, attendance, and engagement data, giving commercial teams one source of truth for faster follow-up and clearer attribution.
In the US, field marketing leads demand-gen and sales enablement, while an emerging Business Education program ramps up to expand programming across teams and use cases. Each additional region has fine-tuned their webinar strategy to meet the unique needs of their respective markets: Japan’s sales teams run smaller, high-touch meetings, the EU operates localized sessions across five countries and languages, and Mexico’s sales organization hosts product-focused webinars. Looking ahead, Amazon Business plans to retire their third-party event technology tools and onboard additional teams to BigMarker, expanding into events and further consolidating the stack.
Results
By pairing topic–audience fit with disciplined pre-event communications and consistent branded destinations, Amazon Business achieved a 72% show-up rate during the 2025 Q4 surge while sustaining an annual average above 50%.
The unified platform has enabled global consistency with local impact: regional teams deliver culturally and linguistically relevant content without reinventing workflows. The robust Salesforce integration has streamlined data hygiene and accelerated lead routing, improving time-to-follow-up and measurement across markets.
Operationally, reusable templates and custom pages have reduced production lift and shortened launch cycles. With additional teams preparing to standardize on BigMarker, and with recording reuse and on-demand strategy next on the roadmap the program is positioned for continued growth and repeatable performance across regions.
