The B2B Marketing Awards

Judging Process

Download the judging guidelines here.

We have over 150 judges for our online judging process and over 40 judges for the face-to-face sessions.

Each judge is selected due to their achievements within the B2B Marketing industry, and their varied backgrounds allow them to critique each category in the B2B Marketing Awards. They're senior client-side marketers who have seen it all: the best and the worst of B2B throughout their careers. Think of them as the Dragon’s Den of the B2B marketing world.

The judging process is entirely independent of the management of the awards and, to ensure that the highest standards of integrity are maintained, we have a new panel of judges every year. An independent chairman – marketing consultant Peter Young – oversees the judging process, approves the judges and validates the verdicts.

Some of last year's judges included:

The judging process is structured as follows:

Preliminary round

All entries are assessed to ensure they meet basic criteria and are correctly formatted.

Round 1

The first round will sift through all entries in each category and identify approximately 6-8 entries from each to form the shortlist. This will be revealed in August.

Round 2

The second round will identify the Gold, Silver and Bronze in each category. This information will be revealed at the B2B Marketing Awards gala dinner in November.

Practitioners participating in rounds are required to sign a ‘code of conduct’ form committing them to the highest standards of integrity and confidentiality regarding any information they glean from the judging process.

Judges are asked to declare if they have a conflict regarding a specific campaign, client or agency being scrutinised, and may be asked to leave the room for the duration of the judging of that category.

Judges meet with each other face-to-face and decide upon the winners of each category, covering the merits of each entry in terms of its relation to the category brief. Entries are scored by consensus against judging criteria to achieve a verdict. Entrants to the Awards are only required to present in person during this round if they have submitted for Category 27: B2B PR agency of the year or Category 28: B2B marketing communications agency of the year.

Lose control

Judging criteria: Campaign categories

Campaign categories will be judged according to the following four principal criteria:

1. Understanding of objectives: How well was activity tailored to an identified business need, target audience and business environment? Did the agency/marketing team demonstrate understanding of specific campaign objectives as well as the brand’s long-term business objectives?

2. Strategic thinking: Did the agency/marketing team add value through intelligent, innovative and relevant strategic thinking?

3. Creativity: Did this campaign demonstrate original thinking in creative idea generation and execution?

4. Effectiveness/results: Was success measured? Was ROI evaluated? Did the campaign meet set objectives and add value to the business?