B2B Marketing Awards 2024 | B2B Marketing | 28 June 2024 | Old Billingsgate, 1 Old Billingsgate Walk (Riverside, 16 Lower Thames St, London EC3R 6DX, UK

The B2B Marketing Awards are internationally recognised as the gold standard for creative and commercial excellence in B2B marketing. And as the industry shifts its focus to the growth opportunities ahead after a challenging year, it’s never been more important for individual marketers, brands and agencies to showcase their incredible work.

With an unmatched heritage and scale, each year the Awards bring together the creators and masters of the field to share work that sculpts, shapes and pushes the boundaries of B2B.

A: Campaign Mechanics
1) Best omnichannel programme
2) Best use of media
3) Best use of live events (physical, digital or hybrid)
4) Best public relations campaign
5) Best use of creative
6) Best digital experience initiative
7) Best use of social media or influencer marketing
8) Best use of content
9) Best use of customer insight
10) Best use of AI

B: Brand Marketing Programmes
11) Best use of thought leadership
12) Best purpose-led initiative
13) Best brand initiative

C: Growth Marketing Programmes
14) Best growth marketing campaign
15) Best lead generation or demand generation campaign
16) Best account-based marketing campaign
17) Best channel or ecosystem marketing initiative
18) Best sales enablement initiative
19) Most commercially successful campaign

D: Audiences and Objectives
20) Best limited-budget campaign
21) Best volume audience campaign
22) Best employee engagement campaign
23) Best international campaign
24) Best product or service launch

E: Teams and Practitioners
25) B2B marketing team of the year
26) B2B marketer of the year
27) B2B agency of the year (UK)
28) B2B global agency of the year

2023 Winners

A: Campaign Mechanics

Best multi or omnichannel campaign
Gold: '20 Grand in your Hand' by Reliance Worldwide Corporation (RWC) and Milestone Creative
Silver: 'Gates Electric Thinking' for Gates Corporation, by LAW Creative
Bronze: 'MHUK partnership' by Lloyds Bank

Best use of third party or paid media
Gold": 'When You Don't Use ABAX' for ABAX, by The Croc
Silver: 'Capturing the elusive 95%' for Virgin Media O2 Business, by The Marketing Practice

Best use of events (physical, digital or hybrid)
Gold: 'Step inside the wonderful world of Splunk, powered by AWS' for Splunk, by The Marketing Practice
Silver: 'Digital Engineering Awards', by L&T Technology Services
Silver: 'Power to the Marketer' by Emarsys

Best public relations campaign
Gold: 'Shaping the UK Political and Economic Landscape' for Pragmatic, by Brands2Life
Silver: 'Accounts Deceivable' for Medius, by Fight or Flight
Bronze: A Love Letter to Hospitality' for BRITA, by Speed

Best use of creative
Gold: 'PERFECT HARMONY' by Addleshaw Goddard and Digital Radish
Silver: 'Build your own satellite' for Inmarsat, by Ogilvy
Silver: 'FISH & CHIPMUNKS' by Addleshaw Goddard

Best digital experience
Gold: 'Mission possible: Gamified engagement experience to support Splunk adoption' for Splunk, by Agent3
Silver: 'The NextWave Elevator Challenge' for EY, by Ogilvy UK
Bronze: 'Suspecting Cushing’s' for Dechra, by Stein IAS

Best use of social media including influencer marketing
Gold: 'When You Don't Use ABAX' for ABAX, by The Croc
Silver: 'The Redgate 100: A Top 100 Influencers Index' by Redgate
Bronze: 'Hubbub: Creative That Distracts' for LinkedIn, by Transmission

Best use of content marketing
Gold: 'What on Earth is the value of space?' for Inmarsat, by Ogilvy
Silver: Accounts Deceivable' for Medius, by Fight or Flight
Silver: 'Getting to grips with the new Building Regs' for Jewson, by Tangerine
Bronze: 'Suspecting Cushing's' for Dechra, by Stein IAS

Best use of customer insight
Gold: 'Proven Meets Pioneering' for Allianz Partners, by Seeblue
Silver: 'Decarbonisation Delivered' by Mitie
Bronze: 'Customer First: Transforming Experian’s marketing approach' for Experian UK, by Coterie Marketing

Best use of AI
Gold: 'BenAI' by Bidwells
Silver: 'Huble Digital & GfK - Human vs AI: Can ChatGPT outsmart a CMO?' for GfK, by Huble Digital
Bronze: 'My Professional Rewards' for Unilever Food Solutions, by Omne

B: Brand Marketing Programmes

Best use of thought leadership
Gold: 'What on Earth is the value of space?' for Inmarsat, by Ogilvy
Silver: 'Aquanomics: The economics of water risk and future resiliency' for GHD, by Man Bites Dog
Bronze: 'PERFECT HARMONY' by Addleshaw Goddard and Digital Radish

Best brand initiative
Gold: 'Real. World. Change.' for Edge Empower, by Gravity Global
Silver: 'Seek & Prosper' for S&P Global, by JOAN Creative
Bronze: 'Best in the Business' for Knorr Professional, by Omne

Best purpose-led marketing programme
Gold: 'MHUK partnership' by Lloyds Bank
Silver: 'What on Earth is the value of space?' for Inmarsat, by Ogilvy
Bronze: 'Streets Ahead' for McCain Foodservice Solutions, by Omne

C: Growth Marketing Programmes

Best demand or lead generation campaign
Gold: 'FISH & CHIPMUNKS' by Addleshaw Goddard
Silver: '‘Ready’ to outperform' for Allianz AGCS, by Earnest
Bronze: 'Balance' for GE Digital, by Ledger Bennett

Best use of account-based marketing (ABM)
Gold: 'Time is of the essence: bringing a data breach to life' for Kyndryl, by HH Global
Silver: 'How to Win Funds and Influence Pipeline' for NTT Ltd by Agent3
Bronze: 'Lighter Deliveries' for Royal Mail, by The Creative Consultancy

Best channel marketing initiative
Gold: 'Marginal Gains' for Westcoast, by Revere
Silver: 'Broaden your horizons' for Lenovo, by Twogether
Bronze: 'Lenovo Len' for Westcoast, by Revere

Best sales enablement initiative
Gold: 'Unleashing untapped data potential' for Neo4j, by Digital Radish
Silver: 'Champion the experts' for ASUS Business, by Earnest
Bronze: 'SWIM, DON'T SINK!' by Addleshaw Goddard

D: Audiences and Objectives

Best limited-budget campaign
Gold: 'Raising Awareness of Testicular Cancer Awareness Month among Retailers' by KP Snacks, with Another Word Communications
Silver: 'SWIM, DON'T SINK!' by Addleshaw Goddard
Bronze: 'Driving Customer Lifetime Value' for American Express Global Business Travel, by Ledger Bennett

Best SME-targeted campaign
Gold: 'ABM for high growth and new heights' for Kelly Services, by Digital Radish
Silver: 'Side Hustle Nation' for Royal Mail, by Eulogy
Bronze: 'Don't Bin It, Just Flex It: Getting SMEs to Reduce E-waste with Google's ChromeOS Flex' for Google ChromeOS, by Toaster

Best enterprise-targeted campaign
Gold: 'Lighter Deliveries' for Royal Mail, by The Creative Consultancy
Silver: 'PERFECT HARMONY' by Addleshaw Goddard and Digital Radish
Bronze: '‘Ready’ to outperform' for Allianz AGCS, by Earnest

Best employee engagement programme
Gold: 'The NextWave Elevator Challenge' for EY, by Ogilvy UK
Silver: 'Building a World Where Nothing Goes to Waste' for Viridor, by Bray Leino
Bronze: 'How driving employee engagement through an employer brand campaign helped The Smart Cube win the war for talent and stem attrition' by The Smart Cube

Best international campaign
Gold: 'Thrillingly predictable staffing' for Kelly Services, by Digital Radish
Silver: AWS: Bringing the power of cloud computing to businesses of all sizes' for Amazon Web Services by The Marketing Practice
Silver: 'Payoneer: Own Tomorrow' for Payoneer, by Gravity Global

Best product or service launch campaign
Gold: 'NyRock® – an evolution in stone wool' by ROCKWOOL UK
Silver: 'Pack to the future' for Paper and Packaging Board, by Stein IAS
Silver: 'ScottishPower: Leading the charge' by ScottishPower

Best customer growth or retention initiative
Gold: 'Unleashing untapped data potential' for Neo4j, by Digital Radish
Silver: 'Shifting gears on growth at BMW' for ServiceNow, by The Marketing Practice
Bronze: 'Driving Customer Lifetime Value' for American Express Global Business Travel, by Ledger Bennett

Most commercially successful campaign
Gold: 'Global Healthcare Engagement' for Atos, by HUT 3
Silver: 'S&P Global Market Intelligence – Set the Pace persona marketing campaign, 2022' by S&P Global Market Intelligence
Bronze: 'Automate To Empower' by ServiceNow

E: Teams and Practitioners

B2B marketing team of the year
Gold: Mitie
Silver: Addleshaw Goddard
Bronze: LCP

B2B marketer of the year
Gold: Ryan Almond, Global ABM Director, Henkel
Silver: Sarah Sutton, CMO, Send Technology
Silver: Tracy Swartzendruber, VP Marketing, Digital, Power Generation and Oil & Gas, GE Digital

B2B agency of the year
Gold: Fight or Flight
Silver: Rooster Punk
Bronze: Digital Radish

B2B global agency of the year
Gold: Just Global
Silver: Merkle B2B
Bronze: Gravity Global

Grand Prix
Gold: 'Lighter Deliveries' for Royal Mail, by The Creative Consultancy
Gold: 'What on Earth is the value of space?' for Inmarsat, by Ogilvy