How to win a B2B Award

What do this year’s B2B Marketing Awards winners reveal about the current state of the industry? Victoria Clarke investigates

The B2B Marketing Awards attract organisations from a wide range of industries. But while every brand has its own story to tell, many of the award-winning campaigns reveal striking parallels. These similarities and trends are particularly useful for capturing the current state of marketing play in the B2B arena – not only in terms of tools, technologies and techniques but, crucially, how best-in-class brands are leveraging these to meet their business objectives, drive ROI and achieve competitive advantage.

So what were some of the recurring themes to emerge from 2014’s winning brands?