Meet The Content Creators Driving Creative Campaigns
Get ready to rev up your engines and chart a course: We’re hitting the road. The 2024 winners of the Killer Content Awards (KCAs) have been announced, and we’re embarking on a journey to meet them. These annual awards, put on by the B2B Marketing Exchange team, shine a spotlight on the outstanding marketers who have unleashed their creativity and crafted campaigns worthy of roadside attractions. So, buckle up and join us in meeting the winners of this year’s KCAs!
Account-Based Marketing Campaign
Bombora
Bombora, a B2B intent data provider, aimed to boost its Q2 pipeline for Audience Solutions products by inviting prospects and customers to Major League Baseball games in San Francisco and New York City, selected based on high concentrations of interested companies. They provided custom baseball cards with QR codes linked to product presentations, resulting in nearly 60% attendance and significant engagement, leading to almost 50% of attending accounts closing deals following the campaign.
Account-Based Marketing Campaign
BOL
BOL, a digital marketing agency, collaborated with LTN Global to develop an ABM campaign for its new cloud video delivery solution, Arc, targeting major TV networks. Leveraging a sports-themed approach and utilizing various online and offline engagements, BOL’s strategy significantly accelerated LTN’s engagement, with key accounts engaging 63 times within 90 days of the campaign’s launch, marking a substantial improvement from previous engagement timelines.
Design Concept/Theme
Honeywell Aerospace
Honeywell Aerospace launched the “Watch This Space” campaign to promote its Advanced Air Mobility technologies, aiming to facilitate global same-day cargo delivery and sustainable urban flights. Through engaging assets and messages crafted with its creative agency, Rees & Company, Honeywell utilized various channels such as social media, live events, and branded products to evoke emotions and inspire audiences, achieving remarkable engagement rates and impressions.
Design Concept/Theme
Resonate
Resonate’s “Real Data” campaign showcased the consequences of poor data quality in marketing through striking imagery, aiming to highlight the gap between consumer expectations and brand messaging. Utilizing various marketing channels, the campaign reached over 267K individuals, garnered 2.7M impressions and achieved significant engagement metrics.
Influencer Campaign
Demandbase
Demandbase launched its inaugural 100 Powerful Women In Sales List in 2022, garnering significant support. In 2023, the company replicated the success, collaborating with WIS to deepen relationships with influential women in sales and highlighting their achievements through nominations and personal recommendations.
Influencer Campaign
SAP
SAP’s “Be Ready” campaign utilized AI-driven billboards and a global influencer team to showcase how its technology enables businesses to adapt to challenges. The campaign generated 239 social media posts, 37MM impressions and 5K engagements.
Channel Partner Marketing
Cisco
Cisco’s Partner Engagement Digital team initiated the “Reimagining The Partner Digital Experience” initiative to revamp its digital content and partner services over multiple years. This approach resulted in specialized partners generating 15X more bookings and a 1.5X increase in click-through rates.
Channel/Partner Marketing
Sage + Unreal Digital Group
Sage collaborated with Unreal Digital Group to introduce The Marketing Accelerator series, aiming to educate partners on fundamental marketing tactics for successful co-marketing within the Sage program. The initiative attracted 600 unique partner participants globally.
Interactive Content
Mastercard
Mastercard launched the Mastercard Cross-Border Services demo to address end-user challenges in cross-border payments. The interactive demo showcased real-life scenarios and generated 148 leads and 671 visitors in 2023.
Interactive Content
Activate Marketing Services
Activate Marketing Services offers content-powered lead and marketing solutions for business technology marketers. Their Tech Score tool enables B2B buyers to assess their needs interactively while aligning content delivery with buyer pain points.
Nurture Campaign
ExtraHop
ExtraHop launched a multichannel nurture campaign for its Reveal(x) 360 platform utilizing email, paid media, content syndication and tailored sales enablement techniques. The campaign achieved 3X benchmark unique opens and over 1,000 unique asset downloads.
Short-Form Content
Grant Thornton LLP
Grant Thornton LLP emphasized allyship with the LGBTQ+ community during Pride Month by partnering with LPGA Tour Champion Mel Reid. The campaign generated strong engagement across social media and video platforms.
Nurture Campaign
Intellimize
Intellimize centered its summer integrated marketing campaign around Convertapalooza, a virtual conference. The campaign resulted in 561 net new leads, 55 demo requests and 49 new business opportunities.
Multi-Touch Campaign
Myriad Genetics
Myriad Genetics launched the “Breaking Barriers” campaign to tackle rising prostate cancer rates and underutilization of genetic testing. The campaign resulted in a 61% increase in patient demand and over 600 marketing qualified leads.
Video Marketing
VisiQuate
VisiQuate created a comedic marketing video featuring one actor portraying multiple roles to demonstrate the challenge of standing out in a crowded market. The video achieved strong organic engagement and visibility.
Audio Content
NinjaCat
NinjaCat produced “Big Data Day,” an original musical depicting marketers’ and analysts’ daily struggles. The campaign generated strong LinkedIn engagement and increased website traffic.
Audio Content
PMI: Project Management Institute
PMI’s “Projectified” podcast discusses industry topics and features professionals with PMI certifications. The podcast has surpassed 1 million downloads and continues to support professional development.
Congratulations to all the winners of the 2024 Killer Content Awards! Your exceptional content has truly made an impact in the world of B2B Marketing, and we applaud your creativity and innovation.
As we celebrate your achievements, we also invite you to join us at the upcoming B2B Marketing Exchange East.