We are delighted to reveal the shortlist for the B2B Marketing Awards 2025, the industry’s leading recognition of strategic excellence, creative innovation and measurable impact.
This year’s entries set a new standard. Ambition was high, execution was sharp and the results prove the strength of modern B2B marketing. With hundreds of submissions from agencies, in-house teams and rising talent, making the shortlist is an achievement in itself.
The judges noted a step-change in sophistication. The strongest campaigns paired bold creative ideas with disciplined strategy. Omnichannel programmes stood out when they delivered seamless customer journeys, not just a checklist of touchpoints. Disruptive thinking, humour and empathy resonated, but always anchored in data-driven insight and clear ROI.
The feedback also showed rising expectations. Strong creative alone is not enough. Entries lacking clear objectives, defined audiences or robust ROI evidence were marked down. The message is clear: the best B2B work blends creativity with accountability, and storytelling with commercial impact.
Congratulations to all finalists! Your campaigns are not only competing for awards, they are defining what world-class B2B marketing looks like today.
What Happens Next
The winners will be revealed at the B2B Marketing Awards ceremony on 26 November 2025, taking place at Old Billingsgate in London. Marking the 20th anniversary of the Awards, the evening will be a true celebration of B2B marketing excellence, featuring a three-course dinner, entertainment, games, dancing and more.
Hosted by comedian Simon Brodkin, the ceremony will see Gold, Silver and Bronze accolades awarded across every category, recognising the very best work in the industry. Full details about the event can be found here.
Scroll down to see the full shortlist.
Best omnichannel programme
- What Iff? by bandstand for Biffa
- The DNA Problem by Fight or Flight for DrDoctor
- Winning customers with wit not wallet by FreeAgent
- The Value of Active Minds by Gravity Global for Jupiter Asset Management
- This is Precision AI by Just Global for Palo Alto Networks
- No Fluff by Radish for KellyOCG
- Turning FS Giants into AI Trailblazers by Radish for Multiverse
- The Elephant in the Room by Staffbase
Best use of media
- Winning Customers with Wit not Wallet by FreeAgent
- This is Precision AI by Just Global for Palo Alto Networks
- Unlock Ambition for Hewlett Packard Enterprise by Realm B2B
Best use of live events (digital, physical or hybrid)
- Inspire UK by 6sense
- Seeing the Unseen with Capgemini
- Speaking Cat at London Vet Show by Cirkle for Felpreva®
- EZRAHosts: Simon Sinek – Live and Unscripted – EZRA
- La Rivière Alibaba Cloud by MOI Global for Alibaba Cloud
- Bringing More to the Table by Nyala Marketing for NTT DATA and AWS
- Transforming Event Marketing Through Live AI Innovation by Sportradar
- A’Maison: The House of Amazon by Salt Productions & Pinch Creative for Amazon
- ServiceNow @ Mobile World Congress 2025 by Alive Agency
- PegaFest by Twogether Creative for Pegasystems
Best public relations campaign
- AI you can trust by Brands2Life for Qlik
- Creating Conversations with Clients: Escalent’s Chinese Automotive Brand Impact Study by Eureka for Escalent Eureka Comms
- Good Together by Fox Agency for Gamma
- The Connection Test by Golin for SquareTrade – Golin & Virgo Health
- Future Menus by Omne for Unilever Food Solution
Best use of creative
- Make it Memorable campaign by Everywherebrand for Ericsson
- The Hi Vis Stress Vest by Fight or Flight for St John Ambulance
- See Risk: See Different by Gilroy for Thales Group
- Bringing More to the Table by Nyala Marketing for NTT DATA and AWS
- No Fluff by Radish for KellyOCG
- It’s Not Magic. It’s Evo by Rooster Punk for The Access Group
- Better With Omotenashi by Transmission for JCB
- Power To Move Your Business by Transmission for Qualcomm
- Reimagine the Possible by True for Exel Composites
- No Bullsh*t CRM by Workbooks
Best digital experience initiative
- It’s Time for AI-X by KPMG
- Beyond Pensions: LCP’s Digital transformation by LCP – Lane Clark & Peacock
- Flight nBS2025: An immersive brand journey by npower Business Solutions
- The Magic of a Data Driven Christmas by MOI Global for Stibo Systems
- Palo Alto Networks Innovation Shuttle
Best use of social media or influencer marketing
- A World Without Accountants by ACCA with Blackbridge Communications & Ptarmigan Media
- Proactive Security for UK businesses from Vodafone Business – Differentiated
- Academic Reputation Campaign by Eulogy for Queen Mary University of London
- Good Things UGC by Lloyds Bank
- The WorkLife Coach by Stein for Fellowes – Stein IAS Holdings Limited
- Made for the Trade: Wavin Hep2O Keyless Launch by Wavin and Tangerine Communications
Best use of content
- Cloud Realities, Real Relationships with Capgemini Capgemini
- Bringing Balance by Delphi for Netskope
- The Value of Active Minds by Gravity Global for Jupiter Asset Management
- One In Fifty, Indigo Slate for London Stock Exchange Group
- The Power of Socialisation by Omne for Compass Group
- Next Made Real by PA Consulting
- The WorkLife Coach by Stein for Fellowes – Stein IAS Holdings Limited
- Next Gen Small Business Owners by Visa Commercial Solutions
Best use of customer insight
- Making Processes Work by Beneath for Celonis
- GenVoices by bbp agency for Just Group PLC
- Empowering SMEs: The New Lease of Life Campaign by Grenke – Grenke Leasing Ltd
- Imagining the Future Leader by Korn Ferry
- Unwrap the Opportunity – Omne
Best use of AI
- From Chaos to £1.25m Revenue Recovery by IMG: Intermedia Global for Indeed
- It’s Time for AI-X by KPMG & We Are Tilt
- Bringing More to the Table by Nyala Marketing for NTT DATA and AWS
- Accelerate Impact by Revere for Westcoast
Best thought leadership programme
- SAP Concur CFO Insights by alan. for Sap Concur
- AI you can trust by Brands2Life for Qlik
- Do the Best Work of your Life by The Access Group
- GenVoices by bbp agency for Just Group PLC
- The Campaign to End Single Use Data by Fight or Flight for Netapp
- Fuel for Thought by Revere and Lloyd’s Register for Lloyd’s Register
- Market Makers by 6sense & TechPros.io
- Next Gen Small Business Owners by Visa Commercial Solutions
- Future Menus by Omne for Unilever Food Solutions
- Extending Brand-to-Demand Leadership in B2B by Stein – Stein IAS Holdings Limited
Best purpose-led initiative
- Fuel for Thought by Revere and Lloyd’s Register for Lloyd’s Register
- The Hi Vis Stress Vest by Fight or Flight for St John Ambulance
- The Campaign to End Single Use Data by Fight or Flight for NetApp
- EY Generations Campaign by EY – EYGS LLP
- Let’s Share the Sun: Powering Energy Equity Together by Wood Mackenzie
- We’ve Never Had Anything Handed to Us on a Plate by Ogilvy for EY Foundation – Ogilvy UK
- One in Fifty by Indigo Slate for London Stock Exchange Group
Best brand initiative (budget under £100,000)
- The Intelligent OS for Buying and Selling Media by Beneath for Placements.io
- PegaFest by Twogether Creative for Pega
- Look again by Velo for Electro Rent – Velo B2B
- Driving Possibility, Together in the UK&I by Velo for ABM – Velo B2B
- No Bullsh*t CRM by Workbooks
Best brand initiative (budget £100,000 and above)
- Hello Better! by Bray Leino for mfldirect
- Let’s Get Growing by Bupa – Bupa UK
- Seeing the Unseen with Capgemini
- Liberate Finance. Accomplish More by LogicLogicMagic® for Soldo
- Be More You by mark-making* for Pepper Money UK
- Better With Omotenashi by Transmission for JCB
- Making Space for Incredible by Transmission for AutoStore
- Reimagine the Possible by True for Exel Composites
Best customer growth or retention initiative
- Cloud Realities, Real Relationships with Capgemini
- Lenovo 360 Expert Achievers Program (LEAP) & Motivforce
- The SuperProp Accelerator by Revere and Giacom for Giacom
Best lead generation or demand generation campaign
- The LDC Top 50 Most Ambitious Business Leaders 2024 by Citypress, Noble and OWB for LDC
- #SAPnav by Expleo
- No Room for Error by Fifth Ring for MRS Training & Rescue
- Kit Conversion by LAW Creative for Gates Corporation
- Liberate Finance. Accomplish more by LogicLogicMagic for Soldo
- Go Beyond by Quantum Marketing for Eviden
- VAR Vision by Revere for Revere
- Redefining How to Reach Enterprise Retailers by Somebody Digital For Appriss Retail
Best account-based marketing campaign
- 6sense Euros Campaign: The B2Beautiful Game by 6sense
- From Noise to Narrative by Capgemini
- Delivering 1:1 ABM for Volvo Cars by HUT 3 for Immuta
- Find Your Missing Piece by Ice Blue Sky for Dun and Bradstreet
- Strategic ABM and DBM programme by JPC for BT
- 1:1 Strategic ABM Campaign by Quantexa
- Turning FS Giants into AI Trailblazers by Radish for Multiverse
- From IT Room to Corner Office: Leading Strategic Revolution by ServiceNow
Best channel initiative
- HP Formula Win by CI Group for HP
- AVEVA Partner Games by Ice Blue Sky for AVEVA
- Going for Gold for Westcoast by Revere
- The SuperProp Accelerator by Revere & Giacom for Giacom
- ThinkSystem, Think Growth by Revere for Lenovo
- Powers of Me by Transmission for Microsoft
- ServiceNow Demand Center by Twogether for ServiceNow – Twogether Creative Ltd
Best sales enablement initiative
- Lenovo 360 Expert Achievers Program (LEAP) & Motivforce
- The SuperProp Accelerator by Revere and Giacom for Giacom
- From Tariff Chaos to Control: Supporting Shippers’ Success in Turbulent Times by Xeneta
Most commercially successful campaign
- Turning Insight into Demand: An ABM Approach to Annual Report Marketing by HUT 3 for OneAdvanced
- Lenovo 360 Expert Achievers Program (LEAP) & Motivforce
- Fuel for Thought by Revere and Lloyd’s Register for Lloyd’s Register
- VAR Vision for Revere by Revere
- The NOW Way to Network by Stein and TBWA/CHIAT/DAY for Juniper Networks – Stein IAS Holdings Limited
- Reimagine the Possible by True for Exel Composites
Best limited-budget campaign
- In the thick of IT, by Ice Blue Sky for ITGL
- Get Zero by Pick Everard
- Global Adversary Threat Report by Purechannels for CrowdStrike
- VAR Vision by Revere for Revere
- Ready. Set. Partner. by ServiceNow
- Bioprocessing Downstream Calculator by Thermo Fisher Scientific
Best enterprise targeted marketing campaign
- AWS ExecLeaders by AWS
- Reimagining the Telecom Industry with Capgemini
- Make it Memorable by Everywherebrand for Ericsson
- Turning FS Giants into AI Trailblazers by Radish for Multiverse
- Into the light by Twogether Creative for State Street
Best employee-engagement campaign
- Flight nBS2025: An immersive brand journey by npower Business Solutions
- No Fluff by Radish for KellyOCG
- Expleo AI Superstars by Spaag
Best international campaign
- AWS ExecLeaders by AWS
- Bringing Balance by Delphi for Netskope
- Works Like a Cleaning Team in a Tablet by Gravity Global for Ecolab
- Play Nice Campaign by Ivanti Ivanti
- Challenger thinking. Giant moves. by Radish for Console Connect
- Don’t Ask Why. Ask WEX by ROAST & WEX
- Driving Global Identity Revenue by Somebody Digital for Okta
- Acron Aviation Launch by The Think Tank
Best product or service launch
- Optima®7 Launch by ArmstrongB2B® for Evac
- Supporting Young People’s Mental Health together by Bupa – Bupa UK
- Doritos Dinamita Firing Up Convenience by Cirkle for PepsiCo
- Kerrymaid Cheddalicious by Clarion Communications for Kerry Group
- MecFlow product launch by Lesniak Swann for Polypipe Building Services
- Makes you Wonder by Ogilvy UK for Samsung
- It’s not magic. It’s Evo by Rooster Punk for The Access Group
- Made for the trade: Wavin Hep2O Keyless Launch by Wavin and Tangerine Communications
B2B marketing team of the year
- 6sense EMEA Marketing Team, 6sense
- Bridewell Marketing Team, Bridewell
- Vodafone Business Enterprise Marketing Team, Differentiated
- Enfuce Marketing Team, Enfuce
- The EY Global Brand and Experience Team, EYGS LLP
- THE EZRA EMEA Marketing Team, EZRA
- Pathlabs Marketing Team, Pathlabs
B2B marketer of the year
- Stef Iacono, EMEA Marketing Director, 6sense
- Sarah Roberts, Global CMO, Boldyn Networks
- Katie Begg, CMO, D2Zero
- Vanessa Schotes, CMO, Enfuce
- John Rudaizky, Global Brand and Marketing Officer EY
B2B marketing agency of the year (UK)
- Aspectus Group
- CI Group
- Differentiated
- Omne
- Publicis Pro
- ROAST
- Tangerine Communications
- Vested
Global B2B marketing agency of the year
- Coterie
- Dentsu
- Fifth Ring
- Gravity Global
- pharosIQ
- Stein IAS Holdings Limited
- Transmission
