The Finnys - Killer Content Awards

The Killer Content Awards

New Rules. New Ideas. New Success Stories.

B2B marketers are tasked with a new challenge: to look at their business, their marketing tactics and their customers through a new lens.

With the Killer Content Awards, the B2B Marketing Exchange will spotlight companies that are embracing new rules of engagement and transforming them into cutting-edge campaigns that utilize new storytelling methods and new amplification channels. Are you one of them?

Well, you’re in luck! Nominations for the 2020 awards are now open. In addition to our standard categories, we’re bringing back the B2B’s Choice Award! For this award, we encourage the B2B community at large to vote for their favorite content or campaign. Whichever company gets the most votes wins the coveted award.

See if you have what it takes to stand with B2B’s best.

Get your brand on the list

Every year, the B2B Marketing Exchange garners hundreds of nominations from companies across industry verticals and of all sizes and marketing approaches. After the nominations phase closes, our editorial team will narrow down the pool to a list of finalists. Our executive team will then assess the finalists and select our winners.  

Don’t miss the opportunity to be spotlighted in our annual Killer Content Showcase Series, awards report and ceremony.

Extended Deadline:
November 8th, 2019, 6:00 PM ET

Entry Fee: $249

Finny's At A Glance:

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Lifetime Nominations
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Finny Fast Facts

Have a question about the Killer Content Awards? We’re here to help! Below are some of the most frequently asked questions our team receives, and answers to those questions. Not seeing your question on the list? Drop us a line at and we’ll be happy to help!

Standard Deadline:

October 4th, 2019
Submission Cost: $149

Extended Deadline: 

November 8th, 2019, 6:00 PM ET
Submission Cost: $249

There are 19 categories in all, in addition to our new B2B’s Choice Award. You can submit nominations for the following categories:

Measurable ROI
A piece of content or broader campaign that has made a measurable impact on bottom-line results.

Multi-Touch Campaign
Innovative approaches to multi-channel or omnichannel campaign design that leverage compelling content that resonates with buyers on a deeper level and spurs action.

Nurture Campaign
Nurture campaigns and associated content that deliver stellar results in terms of leads generated, opportunities created, and deals closed.

Customer Lifecycle Marketing
Campaigns that extend beyond the traditional “buyer’s journey,” and include content designed to drive ongoing engagement, customer retention and loyalty.

Account-Based Marketing Campaign
Content and campaign experiences tailored to key accounts and segments.

Buyer-Focused Content
Examples of impactful and memorable buyer-focused content and/or stories of how brands have successfully transitioned from product-focused content to a buyer-focused strategy.

Sales Enablement Content
Powerful and creative approaches to content and campaigns used to inform and empower internal sales teams. Stellar results a plus.

Channel Partner Marketing
Brands that have created content designed to go to and through partners in order to generate greater revenue through the channel.

Research-Based Content
Content or campaigns crafted based on proprietary or third-party research.

Short-Form Content
A creative and compelling approach to any short-form asset, such as an infographic, video, quiz, and checklist, among others.

Interactive Content
Creative and successful approaches to interactive content formats, such as quizzes, assessments, reports, and more.

Influencer Campaign
Short- and long-term initiatives that have successfully leveraged industry thought leaders and experts to generate brand awareness and word-of-mouth.

Video Content
Standalone videos and/or a video series that tells a compelling story from the brand or buyer’s perspective. Successfully drives awareness for a brand or specific product.

Social Amplification
Brands that have taken innovative approaches to content promotion via social channels and/or have created unique content for Facebook, Twitter, LinkedIn, Instagram and others.

Design Concept/Theme
A piece of content or broader campaign that tacks on to a current event/trend or leverages a creative visual approach or theme to capture buyer attention.

Packaged/Bundled Content
Content that is packaged together or curated to create an immersive – and even personalized – content experience.

Agency Partnership
Successful content and campaigns created in partnership with an agency. For this category, both the agency and brand will be recognized for their ability to collaborate and innovate.

Publisher Partnership
Successful content and derivative resources created in partnership with a third-party publisher or publication.

Cause Marketing
A marketing campaign or initiative designed to raise awareness for a specific cause, and/or raises funds for a charity or foundation.

Nope! We encourage all marketers to submit their most impressive work, whether that’s one asset or 10. 

You can submit one nomination per category. If you would like to submit a nomination for more than one category, you will need to complete the form again for each submission. Note: the submission fee of $149/$249 applies to only one category submission. Each additional category you submit a nominations for will incur an additional submission fee.

Finalists will be announced in the two months leading up to the event. We encourage all finalists to attend the Killer Content Awards, as winners will be announced live at the event. Just keep a close eye on your email inbox because we’ll be sending you updates!

Our goal is to give our audience and attendees the power to select the winner for this new award. We will be promoting five finalists over the course of several months, and will open voting for people to submit which brand they believe deserves the accolade. The winner will be announced during the Killer Content Awards ceremony, which will be held during the 2020 B2B Marketing Exchange.

For one, we spotlight all winners attending the Killer Content Awards ceremony during a sweet presentation. We also have our Killer Content Awards report and press release, which will be launched after the ceremony. Itching for more ways to spread the word about your marketing mastery? With our Killer Content Showcase Series, we dive deeper into Finny-winning content and campaigns with the folks who created them! Here’s an example.

While we definitely look at key performance indicators and other results, such as total revenue or number of leads generated, that’s not the only way we identify a Finny winner. We want to spotlight innovators, free thinkers and people who take risks with their content marketing. We strive to spotlight brands that try new things, implement fun themes and use cutting-edge platforms. There truly are no limits as far as we’re concerned, so hit us with your best shot! The only “rule”? That your brand has a business-to-business operation.

We’re glad you asked! We’ve spotlighted Fortune 500 companies and small startups alike. You can see some of our previous winners by clicking on our different Killer Content Awards reports:

Well, if you submit a nomination and are selected as a winner, the cost is $0! That’s right, you and your team can not only attend the awards ceremony but the entire 2020 B2B Marketing Exchange for free as our special guests. Finalists will also receive a special discount on their tickets, giving you even more reason to submit a nomination.

We’re still looking for compelling and thoughtful speakers to fill our 2020 agenda. Think you have what it takes to resonate with our 1,000+ attendees? Fill out a speaker submission form. Or, if you end up being a Finny winner, you could be a speaker in our KCA panel. Reach out to us at a month or two before the event to get more details.

Copyright © 2019 Demand Gen Report. All rights reserved.

How To Turn Events Into A Measurable, Pipeline-Generating Machine

On average, B2B Marketers are investing 18% of their annual budget in events, according to Forrester Research. Events — in all forms — are the single largest demand program expenditure, held back by outdated, siloed and resource-intense efforts, one of the hardest to measure. And yet, it’s the demand source most coveted by sales teams.

With the large expenditure and resource commitment, teams are under pressure to deliver and show clear contribution to pipeline and revenue. It is a perfect time for a fresh approach — starting with strategy, how to deliver the right event qualified leads, convert to opportunity and to thoughtfully measure and deliver results.

This workshop led by event and demand marketing leaders will provide strategy, hands-on advice, real-world case studies and an “Events-to-Pipeline Playbook” that you can put to work immediately to:

  • Develop an events demand strategy and metrics, with and without sales
    Exercise: Shaping a Strategy Development Framework
  • Create the right events mix, types and formats to deliver target prospects
    Exercise: Building Your Events Model & Audience
  • Turn attendees’ engagement, experience and capture into Event Qualified Leads
    Exercise: Defining Event Lead Capture and Process
  • Orchestrate a speedy, impactful event follow-up strategy and process
    Exercise: Establishing A Next Best Action Event Lead Plan
  • Measuring event effectiveness and impact
    Exercise: Developing Your Events Dashboard and Pipeline ROI

Demand Generation Masterclass & Certification

It’s 2020 and time to level-up your expertise in the essential aspects of Demand Generation. By attending this session, you’ll leave B2BMX with the knowledge and expertise needed to approach several of the core initiatives for high-performance B2B Demand Generation. Class certification certificates will be provided to attendees along with PowerPoint templates, workbook tools and a supporting textbook, Manufacturing Demand, to take back to your office and apply what you’ve learned.

Attendees to this workshop should be in either Demand Generation, Marketing Operations, Marketing Automation or Marketing Leadership roles. The session is restricted to marketing practitioners only and outside consultants will not be admitted. Attendees should have one of the leading marketing automation systems to get the most relevant value from what is being taught including Marketo, Eloqua or Pardot along with Salesforce as your company CRM.

This workshop will cover the following topics, frameworks and demand generation principles:

  • The Demand Generation Framework — A holistic approach for driving revenue that spans Demand Creation, Demand Management and Demand Expansion.
  • Essential Lead Management Principles and Techniques – You’ll learn how to design and implement a demand funnel, lead scoring and corresponding lead nurturing programs needed to optimize lead conversion.
  • Sales Enablement Pro Tips – See examples of ways you can enhance your lead, contact and account layouts in Salesforce to help sales be more effective in their engagement with leads.
  • ABM Programs – You’ll learn the TEAM framework for ABM that covers targeting, engaging, activation and measurement. You’ll learn how to approach an ABM initiative at your company and what it takes to be successful. This portion will include a walk through of a sample ABM program and the tools used to implement it including Marketo, Engagio and Salesforce.
  • Measurement & Reporting – You’ll learn the essential KPIs for marketing in 2020 and how to capture and report on them. The section will teach the proper techniques for configuring, capturing and reporting on campaign attribution within Salesforce.
  • MarTech Essentials – We will discuss the seven primary MarTech categories, and which tools to consider in your stack to help you cut through the noise.
  • Data – None of the above will be met with success unless your marketing automation and CRM data is pristine. The workshop will cover techniques and tools to get your data clean and keep it that way.