Inside The B2B Marketing Awards 2023: Who won big last night?

On 15 November, the best of the best in B2B gathered for the 2023 B2B Marketing Awards. With 30 categories and over 350 submissions this year, the competition was tighter than ever. So who nabbed the coveted awards this year?The Grand Prix was awarded to The Creative Consultancy for its Lighter Deliveries' for Royal Mail campaign. Digital Radish reigned supreme with four gold wins and a bronze this year, bagging awards for 'Best sales enablement initiative’, ‘Best SME-targeted campaign’, ‘Best international campaign’ and ‘Best customer growth or retention initiative’. Meanwhile, Goddard also dominated this year with eight total wins for the evening earning gold for two categories, ‘Best use of creative’ and ‘Best demand or lead generation campaign’. Coming in hot with 14 shortlists this year, Gravity Global also walked home with three awards including the gold for ‘Best brand initiative’. Other highlights included Fight or Flight nabbing ‘Best agency of the year’ and Just Global named as ‘Best global agency of the year’. Plus, both Ryan Almond and Sarah Sutton both shared the gold for ‘B2B marketer of the year’.

Learn more about current best practices, based on the latest insight from global marketing leaders, with our 2023 Propolis Community Sprint Report.

Want to know the breakdown of each winner? See complete list below:

Category 1: Best multi or omnichannel campaign

Gold: ‘20 Grand in your Hand' for Reliance Worldwide Corporation (RWC)' by Milestone CreativeSilver: ‘Gates Electric Thinking' for Gates Corporation’, by LAW CreativeBronze: ‘Best multichannel campaign: MHUK partnership' by Lloyds Bank

Category 2: Best use of third party or paid media

Gold: ‘When You Don't Use ABAX' for ABAX, by The CrocSilver: ‘Capturing the elusive 95%' for Virgin Media O2 Business, by The Marketing Practice

Category 3: Best use of events (physical, digital or hybrid)

Gold: ‘Step inside the wonderful world of Splunk, powered by AWS' for Splunk, by The Marketing PracticeSilver: ‘Power to the Marketer' by EmarsysSilver: ‘Digital Engineering Awards', by L&T Technology Services

Category 4: Best public relations campaign

Gold: ‘Shaping the UK Political and Economic Landscape for Pragmatic' for Pragmatic, by Brands2LifeSilver: ‘Accounts Deceivable' for Medius, by Fight or FlightBronze: ‘A Love Letter to Hospitality' for BRITA, by Speed

Category 5: Best use of creative

Gold: ‘PERFECT HARMONY' by Addleshaw GoddardSilver: ‘Build your own satellite' for Inmarsat, by OgilvyBronze: ‘FISH & CHIPMUNKS' by Addleshaw Goddard

Category 6: Best digital experience

Gold: ‘Mission possible: Gamified engagement experience to support Splunk adoption' for Splunk, by Agent3Silver: ‘The NextWave Elevator Challenge' for EY, by govy UKBronze: ‘Suspecting Cushing’s' for Stein IAS, by Dechra

Category 7: Best use of social media including influencer marketing

Gold: ‘When You Don't Use ABAX' for ABAX, by The CrocSilver: ‘The Redgate 100: A Top 100 Influencers Index' by RedgateBronze: ‘Hubbub: Creative That Distracts' for Transmission and LinkedIn, by Transmission

Category 8: Best use of content marketing

Gold: ‘What on Earth is the value of space?' for Inmarsat, by OgilvySilver: ‘Getting to grips with the new Building Regs' for Jewson, by TangerineSilver: ‘Accounts Deceivable' for Medius, by Fight or FlightBronze: ‘Suspecting Cushing’s' for Stein IAS, by Dechra

Category 9: Best use of customer insight

Gold: ‘Proven Meets Pioneering' for Alianz Partners, by SeeblueSilver: ‘Decarbonisation Delivered' by MitieBronze: ‘Customer First: Transforming Experian’s marketing approach' for Experian UK, by Coterie MarketingHighly Commended: ‘Diageo Draught Cocktails' for Diageo Draught Cocktails, by Serendipity2

Category 10: Best use of AI

Gold: ‘BenAI’ by BidwellsSilver: ‘Huble Digital & GfK - Human vs AI: Can ChatGPT outsmart a CMO?' for GfK, by Huble DigitalBronze: ‘My Professional Rewards' for Unilever Food Solutions, by Omne

Category 11: Best use of thought leadership

Gold: ‘What on Earth is the value of space?' for Inmarsat, by OgilvySilver: ‘Aquanomics: The economics of water risk and future resiliency' for GHD, by Man Bites DogBronze: ‘PERFECT HARMONY' by Addleshaw Goddard

Category 12: Best brand initiative

Gold: ‘Real. World. Change.' for Edge Empower, by Gravity GlobalSilver: ‘Seek & Prosper' for S&P Global, by JOAN CreativeBronze: ‘Best in the Business' for Knorr Professional, by OmneHighly Commended: ‘Tyk Goes Bigger, Bolder' by Tyk

Category 13: Best purpose-led marketing programme

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

Category 14: Best demand or lead generation campaign

Gold: ‘FISH & CHIPMUNKS' by Addleshaw GoddardSilver: ‘Ready’ to outperform' for Allianz AGCS, by Earnest Bronze: ‘Balance' for GE Digital, by Ledger Bennett

Category 15: Best use of account-based marketing (ABM)

Gold: ‘Time is of the essence: bringing a data breach to life' for Kyndryl, by Purple AgencySilver: ‘How to Win Funds and Influence Pipeline' by NTT LtdBronze: ‘Lighter Deliveries' for Royal Mail, by The Creative Consultancy

Category 16: Best channel marketing initiative

Gold: ‘Marginal Gains' for Westcoast, by RevereSilver: ‘Broaden your horizons' for Lenovo, by TwogetherBronze: ‘Lenovo Len' for Westcoast, by Revere

Category 17: Best sales enablement initiative

Gold: ‘Unleashing untapped data potential' for Neo4j, by Digital RadishSilver: ‘Champion the experts' for ASUS Business, by EarnestBronze: ‘SWIM, DON'T SINK!' by Addleshaw Goddard

Category 18: Best limited-budget campaign

Gold: ‘KP Nuts - Raising Awareness of Testicular Cancer Awareness Month among Retailers' for KP Snacks, by Another Word CommunicationsSilver: ‘SWIM, DON'T SINK!' for 0, by Addleshaw GoddardBronze: ‘Driving Customer Lifetime Value' for Ledger Bennett, by American Express Global Business Travel

Category 19: Best SME-targeted campaign

Gold: ‘ABM for high growth and new heights' for Kelly Services, by Digital RadishSilver: ‘Side Hustle Nation' for Royal Mail, by EulogyBronze: ‘Don't Bin It, Just Flex It: Getting SMEs to Reduce E-waste with Google's ChromeOS Flex' for Google ChromeOS, by Toaster

Category 20: Best enterprise-targeted campaign

Gold: ‘Lighter Deliveries' for Royal Mail, by The Creative ConsultancySilver: ‘PERFECT HARMONY' by Addleshaw GoddardBronze: ‘Ready’ to outperform' for Allianz AGCS, by EarnestHighly Commended: ‘Time is of the essence: bringing a data breach to life' for Kyndryl, by Purple Agency

Category 21: Best employee engagement programme

Gold: ‘The NextWave Elevator Challenge' for EY, by Ogilvy UKSilver: ‘Building a World Where Nothing Goes to Waste' for Viridor, by Bray LeinoBronze: ‘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

Category 22: Best international campaign

Gold: ‘Thrillingly predictable staffing' for Kelly Services, by Digital RadishSilver: ‘Payoneer: Own Tomorrow' for Payoneer, by Gravity GlobalSilver: ‘AWS: Bringing the power of cloud computing to businesses of all sizes' for Amazon Web Services, by The Marketing Practice

Category 23: Best product or service launch campaign

Gold: ‘NyRock – an evolution in stone wool' by ROCKWOOL UKSilver: ‘Pack to the future' for Stein IAS, by Paper and Packaging BoardSilver:  ‘ScottishPower: Leading the charge' by ScottishPower

Category 24: Best customer growth or retention initiative

Gold: ‘Unleashing untapped data potential' for Neo4j, by Digital RadishSilver: ‘Shifting gears on growth at BMW' for ServiceNow, by The Marketing PracticeBronze: ‘Driving Customer Lifetime Value' for Ledger Bennett, by American Express Global Business Travel

Category 25: Most commercially successful campaign

Gold: ‘Global Healthcare Engagement for Atos' for Atos, by HUT 3Silver: ‘S&P Global Market Intelligence – Set the Pace persona marketing campaign, 2022' by S&P Global Market IntelligenceBronze: ‘Automate To Empower' by ServiceNowHighly Commended: ‘20 Grand in your Hand' for Reliance Worldwide Corporation (RWC), by Milestone Creative

Category 26: B2B marketing team of the year

Gold: MitieSilver: Addleshaw GoddardBronze: LCPHighly Recommended: Panaseer

Category 27: B2B marketer of the year

Gold: Ryan Almond, Global ABM Director, HenkelGold: Sarah Sutton, CMO, Send TechnologySilver: Tracy Swartzendruber, VP Marketing, PGOG, GE Digital

Category 28: B2B agency of the year

Gold: Fight or FlightSilver: Rooster PunkBronze: Digital Radish

Category 29: B2B global agency of the year

Gold: Just Global Silver: Merkle B2BBronze: Gravity Global

Category 30: Grand Prix

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

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