B2B Marketing Awards 2017 – case studies

See the full list of Awards winners and runners-up

Best multichannel campaign, Best product launch, B2B bravery award and Grand Prix

Gravity Global helped Embraer elevate its brand in the aviation sector, while increasing its share of audience by 624%.

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Best use of direct mail

KCOM reached high-level decision-makers with direct mail, achieving a 25% conversion rate through 28 new customer engagements.

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Best use of live-event marketing

Inmarsat Aviation used augmented reality (AR) and live-event marketing to target an entirely new subset of hard-to-reach decision-makers.

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Best public relations campaign

Powwownow changed the perception of flexible working with a PR campaign that facilitated 120 business sign-ups at a single event.

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Best use of creative

Advanced Business Solutions used a ‘fairytale’ approach to its creative content – including the stories of Cinderella and Jack and the Beanstalk – to promote its ‘right-first-time’ solutions.

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Best use of digital techniques or technologies

Learn how HR and payroll solutions company Sage achieved a lead gen rate 25% above its initial target and in turn raised global brand awareness.

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Best use of social media

Find out how Powwownow smashed reach, engagement, and click-through targets through its ‘smarter working’ social media campaign.

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Best use of content marketing

Discover how BLP took on the UK’s largest law firms with a unique approach to content marketing storytelling, smashing ROI and generating more leads than the original campaign target.

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Best digital customer experience

Find out how Lloyd’s Register achieved something very few B2B brands have: create a meaningful VR experience that drove tangible business results.

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Best use of customer insight

Find out how Couchbase’s programmatic ABM campaign garnered deep levels of audience and customer insight, ultimately generating $1.5 million in sales pipeline.

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Best use of thought leadership

Find out how Salmon’s Black Friday campaign achieved thought leadership cut-through and generated £13.8 million in new business leads.

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Best limited-budget campaign

Discover how Autodesk used direct mail (DM) to drive engagement via a social media competition and deliver 34 qualified new opportunities, all on a shoestring budget.

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Most commercially successful campaign

Find out how O2’s ABM programme brought sales and marketing together, using customer insights to create a highly-personalised report that proved the value of partnering with the business.

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Best integration of sales and marketing

Learn how Fujitsu established a strategic partnership with one of its key accounts thanks to improved sales and marketing alignment.

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Best channel marketing initiative

Learn how F5 Networks delivered 16x ROI by developing a one-stop marketing shop for channel partners to help them run their own campaigns.

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Best SME-targeted campaign

Learn how Samsung used an emotional approach to target 78,000 local businesses in Manchester and show how tech could help them have better days at work.

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Best corporate-decision-maker-targeted campaign

Discover how Tate & Lyle Sugars got its new range of syrups in front of a hard-to-reach target audience and achieved a 250% uplift in sales thanks to an innovative DM campaign.

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Best internal audience campaign

Learn how EY signficantly raised internal awareness of its seven new business priorities, and boosted employee engagement by 8%.

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Best international campaign

Discover how F5 Networks’ 48-country programme set the benchmark and became the global blueprint for the business’ campaigns in the future.

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Best brand initiative

Learn how Woodpecker Flooring increased sales revenue by 22% and monthly sample orders by 31% by designing a brand with an emotional connection with customers.

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Best lead generation or nurturing campaign

Zipcar’s campaign was something to sing about, highlighting the benefits of the car sharing company’s corporate arm and delivering £960,000 in pipeline revenue.

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Best customer engagement/customer-centric initiative

Through this campaign, McCain Original Choice chips went from a declining in market share to a six-fold increase in direct sales appointments.​

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B2B brand of the year

Learn how Deloitte delivered a significant uplift in brand recognition from the c-suite audience through its brand campaign, Deloitte Do.

Find out how they won

B2B PR agency of the year

Chameleon, winner of B2B Marketing’s PR agency of the year award for 2017, shares how it injects colour into its clients’ marketing strategies.

Discover how they did it

B2B marketing communications agency of the year

We lift the lid on twogether to reveal why it won then 2017 award for B2B marketing communications agency of the year.

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