This category celebrates integrated programs that deliver a connected customer experience across multiple channels. Entries should show how channels worked together to drive engagement, influence buying decisions, or accelerate pipeline.

Submissions should include:

• Overall objective(s) and target audience
• Full channel mix (for example, email, paid media, social, events, web, sales outreach) and the role of each channel
• How data and insight were used to design and optimize the journey
• How messaging and creative were adapted across touchpoints while staying consistent
• Timeline, scale, and budgets as context for results
• Evidence of alignment with sales, customer success, or other teams

This category recognizes the effective use of live events as a distinct channel within a B2B go-to-market approach.

Eligible entries may include virtual events, in-person conferences, field events, customer advisory boards, or hybrid experiences.

Entries should explain:

• The specific role the event played within the wider marketing or GTM mix
• The target audience and approach to recruitment, including registration and attendance strategy
• The event format and experience design, including content, interactivity, and networking
• How the event connected with other channels before and after delivery
• How leads, accounts, or relationships generated through the event were progressed

Entries should focus on the strategy, execution, and performance of the live event itself, rather than the overall go-to-market strategy.

This category rewards original, impactful creative that makes B2B marketing impossible to ignore. It is about the strength of the creative idea and how it was brought to life, regardless of channel or format.

Submissions should clearly outline:

• The core creative concept and the insight that informed it
• Visual examples (key visuals, video, display, OOH, social, etc.)
• How creative adapted across channels or audience segments while staying coherent
• How creative solved the business or marketing challenge
• Any testing, iteration, or optimization process
• The creative development process undertaken by the agency or in-house team.

Judges will be looking for originality, strategic alignment, and executional excellence, demonstrating how creativity enhanced engagement and delivered measurable results.

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

Formats can include reports, videos, podcasts, webinars, newsletters, content hubs, or other digital and print assets.

Submissions should clearly outline:

• Content strategy, audience definition, and key insight(s)
• Content formats and how they connected across the journey
• Distribution and promotion strategy (owned, earned, paid, partner, sales enablement)
• How content was repurposed, localized, or personalized
• Evidence of collaboration with sales or subject matter experts

Judges will be looking for well-executed content strategies that demonstrate creativity, audience alignment and measurable impact on marketing and business outcomes.

This category recognizes smart, effective use of paid, third-party media by an agency or in-house marketing team to drive brand awareness, demand generation or lead acquisition.

It is particularly suited to brands implementing a performance marketing strategy, using media channels dynamically to optimize response. Entries can include any media channel (online or offline).

Submissions should clearly outline:

• Objectives, audience, and targeting strategy
• Channels used (for example, search, paid social, programmatic, print, audio, OOH, sponsorship) and why
• How creative and messaging were tailored to channels and audiences
• Measurement framework (attribution approach, KPIs, optimization cycle)
• Any innovative use of formats, partnerships, or data

Judges will be looking for insights into the decision-making process behind media buying or partnerships, how the approach integrated into a wider program, and how it leveraged other channels or mechanics.

Where relevant, submissions should also highlight how the campaign innovated or pushed the boundaries of media usage.

This category celebrates the use of influencers and advocacy to build communities, spark conversation, or drive measurable business impact.

Submissions should clearly outline:

• Objectives and primary platforms used
• Content strategy, tone of voice, and creative approach
• Role of influencers, creators, or employee advocates (where relevant)
• Community-building or engagement strategies
• Integration with other channels and sales or partner teams

Judges will be looking for creative, strategic and results-driven use of social media or influencer partnerships that effectively engaged the target audience and delivered tangible outcomes.

This category recognizes the transformative use of B2B marketing through AI, i.e. where AI-powered tools or approaches delivered meaningful improvements in effectiveness, efficiency, or impact.

Entries may focus on customer-facing programs or internal marketing transformation, including improvements to workflows, operations, insight generation, or creative execution.

Entries should explain:

• The business problem or opportunity AI was applied to address
• The type of AI used and why it was appropriate to the challenge
• How AI outputs were governed, tested, and integrated into marketing or sales workflows
• The role of human oversight, including safeguards around bias, transparency, and compliance
• How AI improved outcomes, such as speed, personalization, decision-making, or productivity
• Any challenges encountered during adoption and how they were addressed

Entries should demonstrate purposeful application of AI that delivered real value, not experimentation alone.

This category recognizes exceptional use of digital buyer journeys or experiences to drive marketing success either as a standalone initiative or integrated with other online or offline channels.

This category recognizes standout digital experiences that make it easier and more compelling for customers to learn, evaluate, and buy.

Examples include websites, portals, onboarding flows, tools, apps, or digital service experiences.or other innovations. Campaign objectives could include new customer acquisition, retention or growth or a combination of these.

Submissions should clearly outline:

• How the digital experience was designed to engage and add value to the audience.
• Objective of the experience and target audience
• UX and design principles, including accessibility and mobile considerations
• How content, personalization, and interactivity were built into the experience
• Technology stack and integration with broader systems (CRM, MAP, product, etc.)

Judges will be looking for innovative and user-centric digital experiences that enhance engagement, drive meaningful interactions and deliver measurable business outcomes. 

This category covers brand-building initiatives, including new positioning, visual identity, architecture, or major brand platforms that have strengthened market position.

Submissions should clearly outline:

• The rationale behind the campaign - brand challenge or opportunity and the insight behind the new direction
• How you embedded the brand inside the business (training, playbooks, tools)
• Rollout strategy across channels, markets, and internal teams
• A breakdown of budget allocation, demonstrating efficiency and smart resource utilization

Judges will be looking for innovative, high-impact brand initiatives that showcase strategic thinking, demonstrating how investment in branding can drive tangible results.

This category recognizes outstanding Account-Based Marketing (ABM) or Buyer Group Marketing (BGM) programs, including 1:1, 1:few, and 1:many approaches, that delivered deeper engagement, stronger relationships, and measurable commercial impact with defined accounts or buying groups.

Entries should explain:

• The target accounts or buying groups and the insight used to shape strategy, messaging, content, and experience design
• How objectives were defined based on acquisition, growth, or retention goals
• The role of sales alignment and collaboration throughout planning and execution
• The technology, platforms, or data capabilities used to enable and scale the program
• The tactics used across channels and stakeholders within the buying group

Entries should demonstrate a strategic, insight-led approach tailored to the specific ABM or BGM model deployed.

This category recognizes initiatives designed to equip sales teams with the information, tools and content they need to sell more effectively throughout the buyer journey.

Entries should explain:

• The specific sales challenge the initiative was designed to address
• How the enablement activities developed tackled this challenge
• Metrics demonstrating impact on sales performance
• The extent to which sales teams were engaged and utilised the resources provided

Judges will be looking for initiatives that directly enhance sales effectiveness, drive commercial success and foster collaboration between marketing and sales.

This category recognizes campaigns that have delivered outstanding financial results, demonstrating clear commercial impact and return on investment (ROI).

While ROI and revenue impact are the key judging criteria, submissions should also highlight strategic execution, innovation and measurable business outcomes.

Submissions must include:

• The commercial objectives of the campaign and the challenges it aimed to address
• A breakdown of budget allocation and how investment was optimised for maximum financial return
• Key performance metrics, including revenue generated, pipeline impact and conversion rates
• Attribution data linking marketing activity directly to commercial success
• Client or internal stakeholder testimonials reinforcing the business impact

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

Judges will be looking for campaigns that not only demonstrate exceptional ROI but also showcase smart strategic decisions, efficient budget management and a direct contribution to business growth.

This category recognizes a B2B marketing program designed to drive revenue growth, customer expansion, retention, or renewal.

Eligible entries may include initiatives focused on increasing product or service adoption, growing contract value, expanding into new divisions or territories, or re-engaging existing customers.

Entries should explain:

• How the growth or retention opportunity was identified, including insight into customer needs and expansion potential
• How engagement with the buying or decision-making group was managed across key touchpoints
• How marketing and sales worked together to drive growth or retention, including shared objectives and alignment
• How the program was executed and how success was defined and measured
• Entries should focus on strategic execution and collaboration, not just revenue outcomes alone.

This category recognizes an outstanding go-to-market (GTM) strategy that clearly aligned marketing, sales, and wider teams to drive measurable business impact.

Entries should explain:

• The business challenge or opportunity the GTM strategy was designed to address
• The target market, audience, or segments and how they were defined
• How marketing, sales, product, and other teams were aligned around shared objectives
• The strategic choices made around positioning, messaging, channels, and timing
• How the strategy was executed, governed, and adapted over time

Entries should focus on strategic clarity, alignment, and execution, rather than individual campaigns in isolation.

This category recognizes a B2B marketing strategy where data and insight played a central role in shaping decisions, execution, and outcomes.

Entries should explain:

• The business challenge or opportunity
• The data sources used to inform the strategy. and why they were relevant
• How insights were generated and translated into strategic or tactical decisions
• How data informed planning, optimization, or changes in approach over time
• How success was defined and measured

Entries should focus on how data influenced decisions throughout the strategy, not just how it was reported.

This category recognizes a B2B marketing program that was successfully designed, executed, and scaled to reach a broad audience while delivering consistent, measurable impact.

Entries should explain:

• The business challenge or opportunity and the objectives of the program
• How the program was designed to scale across audiences, regions, markets, or channels
• The core strategy, messaging, and execution model used to maintain consistency at scale
• How teams, technology, or processes enabled effective delivery and governance
• How success was defined, measured, and optimized over time

Entries should focus on repeatability, consistency, and effectiveness at scale, rather than one-off success.

This category recognizes excellence in marketing to and through channel, ecosystem, or partner programs, including resellers, distributors, technology partners, or other intermediaries.

Entries should explain:

• The context of the partner program and how it supports the organization’s overall go-to-market strategy
• How the approach evolved in response to market conditions, buyer behavior, or new growth opportunities
• The characteristics of the partner ecosystem, including how partners are selected, enabled, and managed
• The role of the brand or vendor in supporting partner marketing activity through funding, tools, enablement, incentives, or resources
• How objectives were defined, measured, and achieved

Entries should demonstrate strong collaboration between the brand and its partners, with a clear focus on shared success.

This category recognizes outstanding collaboration between a B2B marketing agency and a client, where close partnership and shared ownership led to exceptional outcomes.

Entries should clearly explain:

• The context of the client–agency relationship and the challenge or opportunity addressed
• How objectives were jointly defined and aligned to business goals
• How the client and agency worked together in practice, including roles, responsibilities, and decision-making
• Examples of co-creation, problem-solving, and collaboration throughout the engagement
• How trust, communication, and partnership contributed to success

Entries should focus on the quality of the partnership, not just the delivery of activity by one party.

This category recognizes B2B marketing teams in North America that have demonstrated strong collaboration, innovation, and impact over the entry period.

Eligible entries may include small in-house teams, large corporate marketing departments, or agile teams formed to deliver specific objectives. Only in-house or client-side marketing teams are eligible for this category.

Entries should clearly explain:

• Team structure, members, and roles
• Key objectives and how they were achieved
• Challenges faced and how they were addressed
• Examples of effective teamwork and cross-functional collaboration
• Supporting testimonials from team leaders or senior management

Entries should focus on collective performance and impact, rather than the contribution of any single individual.

This category recognizes an outstanding individual who has made a significant impact on their organization.

Entries should clearly explain:

• The individual’s role, remit, and organizational context
• The key projects, initiatives, or programs the individual led or significantly influenced
• How success was defined and measured against objectives
• Supporting testimonials from colleagues, direct reports, or senior leadership

Entries should focus on the individual’s personal impact rather than the success of the wider team alone.

This category recognizes B2B marketing agencies in North America that have demonstrated outstanding performance, impact, and leadership.

Entries should clearly explain:

• Notable campaign or program successes delivered during the entry period
• New client wins and retention of existing clients
• Evidence of strong staff engagement, satisfaction, and agency culture
• Commercial performance and overall business health
• Other achievements such as expansion, innovation, or external accreditations
• How the agency has differentiated itself in the market
• A minimum of three client testimonials

Entries should focus on overall agency performance, not a single campaign or client.