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