Omnichannel B2B Marketing: How Integrated Campaigns Drive Better Results

Want to unlock the key to creating award-winning campaigns in 2026? The insights in this blog stem from a thorough review of entries shortlisted in the 2025 B2B Marketing Awards. Evaluated by more than 100 independent, client-side judges through a rigorous two-stage process, the analysis goes beyond just the winners to reflect the full breadth of high-performing work. In this week’s blog, we touch on omnichannel B2B marketing.

As the number of marketing channels grows, so does the complexity—and opportunity. Insights from the B2B Marketing Awards highlight how top-performing campaigns are successfully orchestrating activity across paid, owned, earned and experiential channels.

By analyzing the full shortlist, it’s clear that consistency, timing and integration are key to delivering seamless customer journeys and stronger business outcomes.

“This is Precision AI” for Palo Alto Networks, by Just Global

Silver: Best Use of Media

In 2024, Palo Alto Networks set out to reshape its position in a crowded cybersecurity market. They sought to be a pioneer, not just a player. Media was at the heart of this transformation.

Just Global engineered a media-first approach, spanning CTV, linear TV and addressable TV, programmatic, social, native, editorial, experiential, out of home and guerilla marketer. These channels were synchronized for full-funnel performance and creative consistency. A fine-tuned and phased orchestration model aligned media bursts with strategic decision-making cycles among C-suites, delivering high impact and big results.

Innovations included porting premium editorial buys into The Trade Desk to blend brand prestige with targeting precision, all whilst social acted as connective tissue across every activation point.

After just 12 months, the campaign had delivered 792 million impressions, 524 million video views, and a 65% year-on-year lift in aided awareness.

“Unlock Ambition” for HPE, by Realm B2B

Bronze: Best Use of Media

Reaching the C-Suite at the helm of the world’s biggest companies is a formidable challenge, yet these executives have a larger role than ever in the purchase of technology solutions. HPE sought to capture their attention, increasing unaided brand awareness while showcasing their expertise.

This campaign used an omnichannel approach that housed deep integrations and thought leadership, cutting through the noise while still providing contextually relevant information to an audience that don’t want to see ‘fluff.’ Video, TV, print, OOH and digital ads were all used to inspire senior executives to think about the future with confidence and vision, resulting in 80% of the target audience engaged.

Looking to enter our awards? Entries for the B2B Marketing Awards 2026 are now open; bringing together the campaigns, teams, and individuals setting the pace for our industry. Check out the details here: https://events.b2bmarketing.net/b2bawards/Home