This category recognises the strategic use of paid, owned, or third-party media to reach, engage, and influence target audiences.

It focuses on how media channels and placements were selected, combined, and optimised to maximise audience impact and campaign performance.

This category focuses on channel strategy and media execution rather than influencer or advocacy-led activity.

Submissions should clearly outline:
- The objectives of the campaign and target audience
- The media strategy, including channel selection and rationale
- How different media channels were used together to reach and engage audiences
- How media planning and buying decisions were informed by data or insight
- Any testing, optimisation, or innovation in the media approach
- How the media activity integrated with the wider campaign or programme
- The results achieved and overall impact

Judges will be looking for a well-planned, data-informed media strategy that effectively reached the right audience and delivered measurable results.

This category recognises the strategic use of live experiences or events, whether physical, digital, or hybrid, to achieve defined marketing and commercial objectives.

Eligible entries may include a wide range of formats, such as exhibitions, conferences, launch events, seminars, roundtables, awards ceremonies, webinars, or more immersive brand or customer experiences. Entries may also include participation in or activation around third-party events.

Submissions should clearly outline:
- The role of the event or experience within the broader marketing or commercial strategy.
- How audiences were identified, targeted, and engaged before, during, and after the event.
- How the experience was designed to deliver impact, including content, environment, and interaction.
- How the event connected to a wider programme of activity, where relevant.
- How communications and messaging were planned and executed to maximise reach and engagement.
- Clear objectives and robust measurement demonstrating success and impact.

Judges will be looking for well-thought-out, strategically aligned experiences that deliver strong audience engagement and clear business results, not just well-executed events.

This category recognises campaigns that effectively integrate multiple channels within a seamless omnichannel framework to achieve a clear objective.

Submissions should clearly outline:
- The mix of channels used and how they were integrated and worked together.
- The thinking behind the approach, including how channels complemented each other rather than operating in isolation.
- How the customer experience was managed across different touchpoints
- How success was measured, with clear evidence against objectives

Winning entries will demonstrate a well-executed, data-driven approach that enhances audience engagement and maximises impact across multiple touchpoints.

Judges will be looking for campaigns where the whole is greater than the sum of its parts. Strong entries will show how an integrated approach improved the customer experience, increased engagement, and delivered measurable business results.

This category recognises the effective use of content within a B2B marketing campaign, whether as the central focus or as part of a broader strategy.

Entries may include any format or mix of formats, such as email, reports, video, webinars, podcasts, interactive content, or other digital and print assets.

Submissions should clearly outline:
- How content was developed as part of the overall campaign strategy
- How it was tailored to engage the target audience
- The objectives set for the content and how it supported wider goals
- How content was distributed across channels
- How success was measured against objectives

Judges will be looking for content that is well thought through, audience-led, and clearly contributes to both engagement and business outcomes.

This category recognises the effective use of influencers, creators, or advocates to build credibility, engage audiences, and drive measurable business outcomes.

Entries may include external influencers, industry voices, partners, or employee advocacy programmes.

This category focuses on the role of influencers or advocates rather than media buying or channel optimisation.

Submissions should clearly outline:

- The objectives of the campaign and target audience
- The platforms and channels used
- The content strategy, tone of voice, and creative approach
- The role of influencers, creators, or advocates and how they were selected
- How engagement or community-building was developed over time
- How the activity integrated with wider marketing, sales, or partner initiatives
- The results achieved and overall impact

Judges will be looking for campaigns that demonstrate authentic, well-executed use of influencers or advocacy to engage audiences and deliver meaningful results

This category recognises marketing campaigns that successfully bring a new product or service to market, driving awareness, engagement, and commercial impact.

Submissions should clearly outline:
- The product or service, including its positioning and relevance to the target audience
- The go-to-market strategy and how it was designed to create demand and differentiate the offering
- How market insight or customer understanding shaped the approach
- The channels and tactics used to launch and promote the product
- Any challenges faced and how they were addressed
- The results achieved, including engagement and commercial outcomes

Judges will be looking for launches that combine strong strategic thinking with effective execution, and that demonstrate clear traction in the market.

This category recognises campaigns that deliver strong results despite working with a limited budget.

Eligible campaigns must have been executed on a budget of less than £30,000, including agency, media, data, and technology costs.

Submissions should clearly outline:
- How the budget was allocated and prioritised
- How the team maximised impact with limited resources
- The role of creativity, partnerships, or existing assets in delivering results
- How channels and tactics were selected to drive efficiency
- The results achieved, including commercial and engagement outcomes

Judges will be looking for campaigns that show smart thinking, resourcefulness, and creativity, not just low spend.

This category recognises brand campaigns delivered with a budget of under £100,000 that demonstrate strong strategic thinking, creativity, and measurable impact.

While budget determines eligibility, entries will be judged on the effectiveness of the approach, not the scale of spend.

It is open to brand relaunches, refreshes, repositioning, or broader brand awareness initiatives targeting customers, prospects, employees, or a combination of audiences.

Submissions should clearly outline:
- The brand’s purpose and its connection to the chosen cause
- How the initiative was designed to support or advance that purpose
- The objectives set and how success was defined
- The impact delivered within the campaign timeframe, rather than long-term commitments
- How the initiative linked back to wider marketing or business goals

Judges will be looking for innovative, high-impact brand initiatives that showcase strategic thinking, cost-effectiveness and strong audience engagement.

This category recognises brand campaigns delivered with a budget of £100,000 or more that demonstrate strong strategic thinking, creative execution, and measurable impact.

While budget determines eligibility, judging will focus on how effectively that investment was used, not the size of the spend itself.

Entries may include brand relaunches, repositioning, refreshes, or broader awareness initiatives aimed at customers, prospects, employees, or a mix of audiences.

Submissions should clearly outline:
- The rationale behind the campaign and why a brand shift or focus was needed
- The strategic and creative approach taken
- How different audiences were engaged, both internally and externally
- How the budget was used and where it delivered the most impact
- The results achieved against the original objectives

Judges will be looking for bold, high-impact brand initiatives that showcase strategic thinking, innovation, and strong audience engagement, demonstrating how investment in branding can drive tangible results.

This category recognises outstanding creative work that brings a campaign to life and makes it stand out, regardless of channel or format.

Submissions should clearly outline:
- How the creative idea was developed in response to the campaign objectives
- How the concept was applied across different channels and touchpoints
- How the creative was adapted or evolved to support different messages or stages of the campaign
- The thinking and process behind the creative development

Judges will be looking for originality, strong strategic alignment, and quality of execution, with clear evidence that the creative made a meaningful difference.

This category recognises programmes that position a brand as a credible and distinctive voice within its market through high-quality thought leadership.

Submissions should clearly outline:
- The challenge, opportunity, or market context behind the programme
- Why thought leadership was the right approach and what objectives were set
- How the core idea or insight was developed, including any research or expertise used
- The types of content or assets created and how they were used to engage the audience
- How the programme was activated across channels
-Any connection to wider activity, such as demand generation, ABM, or sales enablement, and the results achieved

Judges will be looking for programmes that are genuinely insightful and well executed, with clear evidence that they built credibility, engaged the right audience, and delivered measurable impact.

This category recognises marketing programmes designed to support a clear purpose or social responsibility objective.

Submissions should clearly outline:
- The brand’s purpose and its connection to the chosen cause
- How the initiative was designed to support or advance that purpose
- The objectives set and how success was defined
- The impact delivered within the campaign timeframe, rather than long-term commitments
- How the initiative linked back to wider marketing or business goals

Judges will be looking for work that is authentic, well thought through, and clearly aligned to both purpose and business outcomes.

This category recognises the effective use of public relations to achieve a defined marketing or commercial objective.

Submissions should clearly outline:
- How PR was used strategically to support specific goals, either as a standalone approach or as part of a wider integrated campaign
- The media strategy, including which outlets, platforms, or influencers were targeted and why
- How journalists, commentators, or media partners were engaged throughout the campaign
- The role of PR within the broader programme, where relevant
- How success was measured, including the impact across digital, print, broadcast, and social channels

Judges will be looking for clear strategic thinking, strong execution, and evidence that PR activity delivered real impact, not just coverage.

This category recognises initiatives focused on growing existing accounts, whether through expansion, cross-sell, upsell, or improving retention and renewal.

Submissions should clearly outline:
- How the opportunity was identified, including insight into customer needs and growth potential
- How the programme engaged key stakeholders or buying groups within the account
- How marketing and sales worked together to drive growth or retention
- The strategy used to deepen relationships and increase account value
- The results achieved, including revenue growth, retention, or expansion

Judges will be looking for initiatives that show a clear understanding of customer needs, strong collaboration between teams, and measurable commercial impact.

This category recognises marketing programmes designed to generate and nurture demand, turning interest into qualified opportunities and pipeline.

This includes lead generation activity within the broader demand generation framework.

Entries may include inbound, outbound, or integrated approaches, using a mix of channels, content, and tactics to engage target audiences and move them through the buying journey.

Submissions should clearly outline:
- The context and business objectives behind the programme
- How the strategy was designed to generate and nurture demand across the buyer journey
- The role of different channels, content, and tactics
- How audiences were defined, targeted, and engaged
- How leads were qualified, progressed, and handed over to sales
- The results achieved, including pipeline and revenue impact

Judges will be looking for programmes that go beyond generating leads to show how demand was built, nurtured, and converted into meaningful commercial outcomes.

This category recognises excellence in account-based marketing, where campaigns are designed to engage buying groups within target organisations, rather than individual leads.

Entries may include 1-to-1, 1-to-few, or 1-to-many (programmatic) ABM approaches, across new business, customer growth, or a combination of both.

Submissions should clearly outline:
- How target accounts were selected and how insight informed the approach
- How the campaign was designed to engage the buying group and address customer needs
- The role of sales collaboration and how teams worked together
- How channels, content, and technology were used to deliver the programme
- The results achieved and the impact on target accounts

Judges will be looking for well-executed ABM campaigns that demonstrate strong customer understanding, close sales alignment, and clear commercial impact.

This category recognises marketing campaigns designed to engage decision-makers within large or enterprise-level organisations, where buying processes are typically complex and involve multiple stakeholders.

Entries should demonstrate how the campaign was tailored to navigate enterprise environments, stand out to senior audiences, and influence long, multi-stage buying decisions.

Submissions should clearly outline:
- The target audience and why enterprise organisations were prioritised
- How messaging and positioning were adapted for complex buying groups
- How the campaign addressed multiple stakeholders and decision-makers
- How challenges such as procurement, long sales cycles, or organisational complexity were navigated
- The role of channels, content, and touchpoints in reaching enterprise audiences
- The results achieved and impact on target accounts

Judges will be looking for campaigns that show a strong understanding of enterprise buying dynamics and deliver measurable engagement and commercial outcomes.

This category recognises initiatives that equip sales teams with the insight, content, tools, and support they need to engage buyers more effectively and convert opportunities into revenue.

Submissions should clearly outline:
- The sales or commercial challenge the initiative was designed to address
- How marketing and sales worked together to develop and deliver the initiative
- The tools, content, or processes introduced to support sales teams
- How adoption and engagement were driven across the sales organisation
- The impact on sales performance, efficiency, and customer engagement

Judges will be looking for initiatives that go beyond providing assets, showing clear alignment between marketing and sales and a measurable impact on commercial outcomes.

This category recognises excellence in working with partners, whether resellers, distributors, alliances, or wider ecosystem players, to deliver marketing impact and drive growth.

Entries should show how organisations have effectively collaborated with partners to reach new audiences, strengthen relationships, and deliver commercial results.

Submissions should clearly outline:
- The role of partners within the overall go-to-market or growth strategy
- The type of ecosystem involved (e.g. resellers, technology partners, alliances) and how partners were selected
- How the partner strategy evolved in response to market conditions or opportunities
- How marketing activity was enabled across the ecosystem (e.g. content, funding, tools, incentives)
- How collaboration between teams and partners was managed
- The results achieved, including impact on pipeline, revenue, or market reach

Judges will be looking for strong collaboration, clear strategic thinking, and evidence that partner marketing activity delivered meaningful business results.

This category recognises campaigns that have delivered exceptional commercial results, with a clear and measurable impact on revenue and return on investment.

While financial performance is the primary focus, entries should also demonstrate strong strategic thinking and effective execution.

Submissions should clearly outline:
- The commercial objectives and the challenge the campaign was designed to address
- How the budget was allocated and optimised to drive maximum return
- The strategy and approach taken to deliver results
- Clear attribution linking marketing activity to revenue outcomes
- The key results achieved, including pipeline, conversion, and revenue impact
- Any supporting validation, such as stakeholder or client feedback

If data or budget is confidential, please indicate this clearly in the submission.

Judges will be looking for campaigns that show a direct and credible link between marketing activity and business performance, not just strong top-line numbers.

This category recognises the use of AI to drive meaningful change in how B2B marketing is delivered, whether through improving performance, increasing efficiency, or transforming ways of working.

Entries may focus on customer-facing programmes or internal transformation, including workflows, operations, insight generation, or creative execution.

Submissions should clearly outline:
- The business problem or opportunity AI was used to address
- The type of AI applied and why it was appropriate
- How AI was implemented within marketing or sales workflows
- How outputs were governed, tested, and validated
- The role of human oversight, including safeguards around bias, transparency, and compliance
- The impact AI had on performance, productivity, or decision-making
- Any challenges faced and how they were addressed

Judges will be looking for thoughtful, purposeful use of AI that delivers real value, not just experimentation or surface-level application.
 

This category recognises initiatives that deliver a high-quality, connected customer experience across digital and physical touchpoints.

It is open to programmes that improve how customers interact with a brand, from first engagement through to ongoing relationship management, with a strong emphasis on digital experience.

Submissions should clearly outline:
- How the customer experience was designed or improved, particularly across digital channels (e.g. web, platforms, apps, portals)
- How customer insight and data informed the experience
- How different touchpoints were connected to create a seamless journey
- Any use of technology, automation, or personalisation to enhance the experience
- How the initiative aligned with wider marketing or commercial objectives
- Clear objectives and how success was measured

Judges will be looking for initiatives that go beyond surface-level improvements to deliver genuinely better, more intuitive customer experiences. Strong entries will show a clear understanding of customer needs, thoughtful design, and measurable impact.

This category recognises marketing campaigns delivered across multiple regions, markets, or countries, demonstrating effective global strategy and local execution.

Submissions should clearly outline:
- Why the target regions or markets were selected
- How the campaign was adapted to reflect cultural, regulatory, or market differences
- How global and local teams were aligned and coordinated
- How channels, messaging, and budget were managed across regions
- The results achieved across different markets

Judges will be looking for campaigns that balance global consistency with local relevance, and that successfully navigate the complexities of international marketing..

Free entry to Propolis members - please check How to Enter for more details.
This category recognises marketing teams that demonstrate how marketing functions as a true commercial driver of business growth. 
Entries should focus on the overall marketing strategy and its commercial impact, rather than a single campaign or the achievements of an individual marketer..

Submissions should clearly outline:
- The commercial context and business challenges the organisation was facing
- The role marketing played in shaping and supporting business priorities
- The strategy developed, including how insight, data, and commercial thinking informed decisions
- How marketing aligned with sales, product, leadership, and other commercial functions
- How the strategy was delivered in practice, including key programmes or initiatives
- How success was measured and how the approach evolved over time
- The commercial results achieved and marketing’s contribution to those outcomes

Entries should demonstrate how marketing moved beyond tactical execution to operate as a strategic commercial function within the business.

Where relevant, entrants may reference impact across the Four Rs:
Reach: Audience growth, awareness or engagement
Reputation: Thought leadership, market authority or share of voice
Relationships: Customer or account engagement and loyalty
Revenue: Pipeline generation, opportunities created or revenue influenced

Judges will be looking for clear evidence that marketing is influencing business strategy, aligning with commercial objectives, and delivering measurable impact beyond traditional marketing metrics.
 

This category recognises outstanding collaboration between a B2B marketing agency and a client, where a strong working relationship led to better thinking, better execution, and stronger results.

Submissions should clearly outline:
- The context of the partnership and the challenge or opportunity being addressed
- How objectives were defined together and aligned to business goals
- How the client and agency worked together day to day, including roles, responsibilities, and decision-making
- Examples of collaboration in action, such as co-creation, problem-solving, and adapting to challenges
- How communication, trust, and ways of working contributed to the outcome

Judges will be looking for genuine partnership, not just delivery. The strongest entries will show how working closely together led to better outcomes than either side could have achieved alone.

This category recognises in-house B2B marketing teams that have delivered outstanding performance over the past year.

Entries should demonstrate how the team worked together to achieve meaningful business results, overcome challenges, and contribute to wider commercial success.

Submissions should clearly outline:
- The structure of the team and the roles within it
- The key objectives set and how they aligned with business priorities
- The challenges faced and how the team responded
- How the team collaborated internally and with other functions such as sales, product, or leadership
- Examples of innovation, improvement, or new ways of working
- The results achieved and the team’s contribution to business outcomes

Judges will be looking for teams that combine strong collaboration with clear commercial impact, and that demonstrate how marketing contributes to business success.

This category recognises an individual who has made a significant impact within their organisation over the past year.

Entries should demonstrate how the individual has contributed to business success through strategic thinking, leadership, and measurable results.

Submissions should clearly outline:
- The individual’s role, remit, and organisational context
- The key initiatives, programmes, or changes they have led
- How they influenced strategy, decision-making, or business direction
- Their impact on team performance, collaboration, or ways of working
- The results achieved and their contribution to business outcomes
- Testimonials from colleagues, senior stakeholders, or direct reports

Judges will be looking for an individual who has gone beyond delivery to drive meaningful change and commercial impact.

This category recognises UK-based B2B marketing agencies that have delivered outstanding performance over the past year.

Entries should demonstrate a strong combination of commercial success, client impact, and a healthy, high-performing team.

Submissions should clearly outline:
- The agency’s positioning, focus, and what differentiates it in the market
- Key client work and campaign successes delivered over the past year
- New business performance, including client wins and retention
- The agency’s financial performance and growth
- Team culture, development, and employee engagement
- Any innovation, expansion, or notable achievements
- Testimonials from clients demonstrating the agency’s impact

Judges will be looking for agencies that combine strong commercial performance with excellent client delivery and a positive, well-managed team culture.

This category recognises B2B marketing agencies that deliver outstanding performance across multiple markets.

Entries should demonstrate strong commercial results, effective global delivery, and the ability to manage clients and campaigns across regions.

Submissions should clearly outline:
- The scale and structure of the agency’s global operations
- How client relationships and delivery are managed across different markets
- Examples of international work and campaign success
- How the agency adapts to different regions, audiences, or market conditions
- The agency’s financial performance and growth across markets
- Team culture, collaboration, and development across locations
- Testimonials from clients demonstrating global impact

Judges will be looking for agencies that combine strong commercial performance with consistent, high-quality delivery across markets.

The Grand Prix is awarded to the most outstanding campaign across all categories.

The shortlist is composed of the standout winners from the campaign categories.

Judges will select the entry that represents the pinnacle of B2B marketing excellence.