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How AWS Used Social Learning for B2B Customer Engagement

Engage Customers and Partners

AWS Case Study

Before Tigerhall

  • Webinars are Boring

    No exciting way to engage with customers virtually

  • Lack of Continuous Customer Engagement

    One-off events and articles

  • Fragmented and One-way Thought Leadership

    Lack of two-way communication with customers around cloud topics

After Tigerhall

  • 51 mins spent on learning every week vs. an industry average of 10-15 mins

  • 100% of participating founders rated the overall program good or excellent

  • 9 interactions per week with AWS sales and customer teams through social Trail cohorts

  • 100% agreed that mentors provided advice that helped them progress towards key objectives

  • AWS had 12 months of continued dialogue with customers

  • 94% of users felt that their work performance improved

It’s been an amazing partnership with Tigerhall. It’s been great meeting founders, revalidating our assumptions about what’s the right thing to do for female founders, and collecting feedback to create customized programs.

Priya Lakshmi - Head - ASEAN Startup Business, Amazon Web Services (AWS)

AWS started their social learning journey with Tigerhall in June 2021, creating a leadership program for 124 start-up and scale-up founders across APAC including CoLearn, Fave, Funding Societies, Kargo Technologies and Love Bonito. The purpose of this leadership program was to help founders grow their organizations by learning from industry experts about leadership, technology and innovation through specially curated Learning Trails.

In October 2021, the program expanded to include 70 AWS female founders who were offered the opportunity to connect via the social learning platform and meet in-person for group mentorship sessions on growth mindset, leadership and scaling business. The results were outstanding. Two founders launched into new markets, including the Philippines. One founder added L’Oreal as a key brand and 10 start-up founders were connected to VC and CTO leaders.

Given the resounding success of this leadership program, the AWS Global team is now interested in scaling the Tigerhall experience globally. Key stakeholders within AWS include Laura Nguyen - Startup accounts and Priya Lakshmi, Head - Startup business ASEAN.

Key Areas of Social Learning

  • Start-up & Scale-up Founder Customers

  • Leadership

  • Technology & Innovation

Social Learning Approach:

After a careful evaluation of AWS customers' needs and aspirations, we found that 90% of the program participants were facing the same challenges when it came to recruitment, sales, scaling and growth, team engagement, fundraising, mental resilience, coping with the fear of failure, self awareness as a leader and balancing family and work life. This meant that content could be scaled for larger groups of founders through self-paced learning.

The Tigerhall team curated Learning Trails with their start-up founders' needs in mind. These included actionable insights from global industry experts gleaned through podcasts, livestreams, videos and power reads as well as AWS specific content relevant to the program.

Participants found the Thinkfluencer mentorship opportunities particularly engaging, citing the effectiveness of real world results being the key to unlocking growth for their companies. Mentors included:

  • Alice Lopin, Former Retails Store Leader, Apple
  • Anna Green, Head of ISV Segment APJ, AWS
  • Divya Gokulnath, Co-founder of BYJU’s
  • Nellie Wartoft, Founder & CEO, Tigerhall
  • Priya Lakshmi - Head Startup Business ASEAN, AWS
  • Sarita Singh, MD SAE, Stripe
  • Yolanda Lee, Founder & CEO, Uncommon


"My mentor, Anna Green, has taught me valuable lessons on how to frame a business case that excites and engages our potential investors and users alike. Thank you!" - PingPing, Founder/CEO, Aloha

"There was a shift in my perspective and mindset. I was struggling to find a balance between spending time with my baby and long hours at work and was overwhelmed with mom guilt. Sarita gave me super practical advise on a framework and mental model to manage career and parenthood better. This completely changed the dynamics at home that made a huge impact at work as well." - Eunice Wong, CEO & Co-founder of MilkyWay.ai

"I really enjoyed the sessions and the safe and supportive environment as there were very important sensitive issues raised and discussed. It is really helpful to see what other female founders are doing." - Vanessa Hendriadi, Go-Work

"Really great insights - love it! Thank you so much for all those tips on fundraising.' - Ka Yi LING, PhD, Shiok Meats, Founder, Responsible Cyber

AWS ASEAN Startup Community

Applications now open for the 2022 program

Empowering underrepresented founders (URF) through social learning, mentorship and networking.