The categories

Vendor categories

1. Enterprise martech vendor of the year

This category reflects martech vendors with solutions targeted at large or ‘enterprise’ level organisations. The submission should demonstrate what the organisation has done within the last year that is exceptional and differentiates it from competitors and other organisations with a similar target audience. This could include reference factors such as [but not exclusively]: recent marketing activity, new product launches, product enhancements, events and conferences (both proprietary or third party ones), CSR, customer engagement activities, channel programmes, etc. Wherever possible or relevant, the vendor should demonstrate how it has worked towards a specific plan for the year, in order to achieve specific objectives.

Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

2. SME martech vendor of the year

This category reflects martech vendors with solutions targeted at small or medium sized businesses. The submission should demonstrate what the organisation has done within the last year that is exceptional and differentiates it from competitors and other organisations with a similar target audience. This could include reference factors such as [but not exclusively]: recent marketing activity, new product launches, product enhancements, events and conferences (both proprietary or third party ones), CSR, customer engagement activities, channel programmes, etc. Wherever possible or relevant, the vendor should demonstrate how it has worked towards a specific plan for the year, in order to achieve specific objectives. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

3. Emerging vendor of the year (less than three years old)

This category reflects new martech vendors and platforms that have only recently arrived in the market. Submissions should explain the impact that they have had since launching, how they have sought to disrupt the market, and how they have managed the challenge of delivering accelerated growth a fast-moving and highly competitive environment. Submissions should include at least three customer testimonials to demonstrate the value of the relationship to the individual and/or company. 

4. ABM vendor of the year

This category reflects vendors whose technology enables account based marketing activities – be they strategic, lite or programmatic in nature. Submissions should show what the organisation has done in the last 12 months to demonstrate genuine leadership in this competitive and much-hyped category, and to set it apart from its competitors. This should relate to various aspects of its activities, potentially including: product launches/developments, marketing campaigns and programmes, channel/partner engagement, CSR, topic evangelism, wider industry engagement or campaigning. Etc. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

5. Demand generation vendor of the year

This category reflects vendors that provide solutions that enable demand generation-based marketing. Submissions should show what the organisation has done in the last 12 months to demonstrate genuine leadership in this mature and well-established category, and to set it apart from its competitors. This should relate to various aspects of its activities, potentially including: product launches/developments, marketing campaigns and programmes, channel/partner engagement, CSR, topic evangelism, wider industry engagement or campaigning. Etc. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

6. Social media tech vendor of the year

This category reflects vendors that provide solutions that enable any kind of social media marketing. Submissions should show what the organisation has done in the last 12 months to demonstrate genuine leadership in this diverse and well-established category, and to set it apart from its competitors. This should relate to various aspects of its activities, potentially including: product launches/developments, marketing campaigns and programmes, channel/partner engagement, CSR activities, topic evangelism, wider industry engagement or campaigning. Etc. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

7. Marketing automation vendor of the year

This category is designed to recognise the standout vendor in this specific category over the past 12 months. Submissions should show what the organisation has done in the qualification period to demonstrate genuine leadership, and to set it apart from its competitors in this mature and crowded category. This should relate to various aspects of its activities, potentially including: product launches/developments, marketing campaigns and programmes, channel/partner engagement, CSR activities, topic evangelism, wider industry engagement or campaigning. Etc. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

8. Productivity or collaboration solutions vendor of the year

This category reflects vendors that provide solutions that enable improvements in productivity or collaboration through streamlined or more effective working relationships and processes. Submissions should show what the organisation has done in the last 12 months to demonstrate genuine leadership in this broad category, and to set it apart from its competitors and the wider market. This should relate to various aspects of its activities, potentially including: product launches/developments, marketing campaigns and programmes, channel/partner engagement, CSR activities, topic evangelism, wider industry engagement or campaigning. Etc. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

9. Marketing analytics or reporting vendor of the year

This category reflects vendors that providing solutions that provide analytics, insight or reporting solutions. Submissions should show what the organisation has done in the last 12 months to demonstrate genuine leadership in this diverse category, and to set it apart from its immediate competitors or the wider market. This should relate to various aspects of its activities, potentially including: product launches/developments, marketing campaigns and programmes, channel/partner engagement, CSR activities, topic evangelism, wider industry engagement or campaigning. Etc. Submissions should include at least three customer testimonials to demonstrate the value of the relationship that the vendor has with the individual and/or company, and the impact of some of the activities listed above.

10. Martech vendor campaign of the year

This category specifically reflects marketing campaigns, programmes or activities developed and run by martech vendors (and, where relevant, their agencies) to promote their own products, services or solutions. In this instance, ‘martech’ is defined as any technology that could reasonably be used by marketers to execute their roles, but in any aspect of their roles. Submissions should clearly express the business issue that the campaign was devised to address, the objectives of the initiative, explain how the solution was devised and showcase the results that were achieved.

Industry and people categories

11. Inhouse marketing technologist of the year

This category is designed to recognise individuals within marketing teams who have been significant in driving or enabling their brand’s effective and successful use of marketing technology. This could be any level within the team – eg. a CMO or marketing leader who has reorganised a marketing department in order to better align an integrate technology; a head of marketing operations, who has built a robust tech stack and transformed internal processes; a marketing manager who has gone out of their way to demonstrate depth of knowledge and aptitude in martech and transformed their personal effectiveness. The nature and composition of the firm’s tech stack must be described, with related challenges or issues outlined. Submissions must show what these individuals have achieved in the last 12 months, ideally against some kind of strategy or plan, and be backed up by testimonials from colleagues or line managers to support their case for recognition.

12. Martech team of the year

This category recognises entire teams within marketing functions that have demonstrated genuine leadership through martech deployment, management and/or development. Submissions could reflect a marketing operations team within a larger marketing department; another discrete group within a larger marketing team; or for smaller companies, the team could comprise the entire marketing department. The composition and makeup of the teams in question must be outlined within the submission, together with the objectives they were focused on achieving or challenges they were faced with, and how they collaborated with the wider sales, marketing and/or IT functions. Testimonials for collaboration must also be provided, together with those from marketing departmental or organisational leadership. The nature and composition of the firm’s tech stack must be described, with related challenges or issues outlined.

13. Martech agency of the year

This category recognises marketing agencies that are showing leadership in use (and possibly deployment or development) of martech for their clients, helping them to drive better results and deliver more effective marketing. Submissions must show how agencies demonstrated a depth of knowledge in the functionality or capability of martech platforms to drive campaign or programme planning and execution to new levels, as well as their recognition of this as a competency amongst their clients and ideally the wider market. Where appropriate, they must explain how agencies have been instrumental in developing the tech stack strategy of their clients, either enabling new types of utilisation of existing platforms, or even commissioning entirely new ones. Results must be demonstrated across at least one initiative during the course of the qualification period, with objectives and budgets shown. Testimonials from clients must be included. Demonstrated industry leadership.

14. Martech consultancy or integrator of the year

This category recognises excellence amongst firms focused on helping B2B marketing teams to build or develop their tech stack and enhance their use of martech, in line with corporate and departmental strategy – although without involvement in actually using this technology to execute plans and deliver marketing. Submissions must demonstrate how, as a consequence of the involvement of the consultancy or integrator in question, the brand was able to improve the performance of its marketing and drive better results. Additionally, submissions must outline understanding organisational challenges related to any martech implementation, and how solutions were devised specifically to address these, plus how operational or delivery hurdles found along the way were overcome. Finally, where relevant, the successful submission must explain how the firm demonstrated industry leadership.

15. Martech visionary of the year

This category recognises individuals who have shown true leadership in terms of understanding and communication of issues relating to martech, and its successful utilisation by B2B organisations. The individual concerned is likely to work for a vendor, consultancy/integrator or agency, in a position where they have significant public or client profile. Submissions must explain how the individual in question has personally succeeded in helping marketers raise their game in terms of martech – perhaps by their personal engagement or consultancy work, or through their compelling communication of new thinking and ideas. Submissions must outline specific events to have taken place within the last 12 months to have developed or reinforced this ‘visionary’ status – this could include participation in campaigns, direct customer engagement or individual thought leadership/industry engagement. Testimonials from clients and other well-recognised individuals within the industry are essential to prove this status.

Martech deployment categories

16. Best use of marketing automation

This category is designed to recognise excellence in the use of marketing automation to deliver highly successful B2B marketing campaigns. Submissions must explain overall programme objectives, and how technology was utilised to maximise results or effectiveness, plus how automated activity worked in harmony with other channels, and how creative or emotional themes were developed to their full potential within the functional parameters of the platform. Any new or unusual uses of marketing automation technology should be highlighted, as should any new functionality or features that were pioneered for this initiative. Detailed results must be included, plus testimonials from senior marketers working on the initiative.

17. Best use of AI

This category reflects the use of AI to drive high-performing B2B marketing activity, regardless of the objective, channel or audience. Submissions must explain how AI was deployed to meet a specific challenge or objective, and why an AI-based solution was deemed to be likely to be superior to alternatives. They must also highlight how AI technology, or AI-based solutions were integrated into the wider programme activity or tech stack, and demonstrate results.

18. Best use of martech for ABM

This category is designed to reflect use martech to enable successful account-based marketing (ABM) – at either the strategic, lite or programmatic levels (or a combination thereof).  Submissions must explain how the platform (or platforms) were deployed as part of an overall ABM programme, and the value that they added in terms of achieving objectives. Where possible, the submission must explain any results that were achieved through the technology that would not have been possible otherwise, and must include testimonials from clients/users. Where relevant, the submission must also explain how the technology was effective in strengthening sales and marketing alignment.

19. Best use of martech for demand generation

This category is designed to recognise excellence in the use of martech for demand generation programmes or campaigns. Submissions must explain overall programme objectives, and how the platform (or platforms) were deployed to maximise results or effectiveness. They must also outline the full range of channels/techniques utilised, and how creative or emotional themes were developed to their full potential within the functional parameters of the platforms. Detailed results must be included, plus testimonials from senior marketers working on the initiative.

20. Best use of martech for employee engagement

This category is designed to recognise excellence in the use of martech for employee engagement campaigns or programmes, in order to achieve a stated objective or organisational change. Submissions must explain the business issue that the programme was designed to address, and how the platform (or platforms) were deployed to maximise results or effectiveness. Detailed results must be included, plus testimonials from senior marketers working on the initiative.

21. Best use of martech for CX

This category is designed to recognise excellence in enhancing the customer experience of a B2B brand, at any stage of the journey, but ultimately leading to a demonstrable and tangible commercial result. Submissions must outline the nature of the challenge that the brand was seeking to address, and how the technology deployed was effective in doing that. Where relevant, the submission must show how the impact of the tech was felt by multiple departments. Testimonials from internal stakeholders and customers are essential. 

22. B2B marketing app of the year

This category is designed to recognise excellence in the design and deployment of apps for mobile devices and tablets in any aspect of communication or engagement with B2B customers. Submissions should explain the business or customer engagement challenge that the app was intended to help B2B brands to address, and the user experience (UX) was designed to address this. Additionally, submissions should discuss how the app was promoted to the customer base, and messages used to drive uptake, plus how success was measured in terms of changing behaviour or encouraging interaction.  

23. Best use of martech for a live event (online or real world)

This category is designed to reflect the role of technology in enhancing events – either those held online or in a face-to-face environment. Submissions must explain how martech platform or platforms were used to help marketers increase the effectiveness of the event in achieving objectives – either individually in tandem. Improvements enabled by technology could relate to any aspect of the event – i.e. in terms of its overall management/logistics, in the communication and promotion prior to the event, engagement with delegates or sponsors during the event, or communication/feedback once the event had been concluded.

24. Martech transformation/acceleration project of the year (martech team)

This category is designed to reflect the bigger picture of martech strategy or tech stack deployment when organisations have significantly accelerated or upgraded their stack and increased their investment to enable more effective marketing. Submissions should explain the business objectives of this transformation project, and why the limitations or challenges with the existing martech infrastructure. It should outline the planning and implementation process, challenges faced along the way, and show the composition of the new tech stack, as well as the impact that this has had on the organisation’s marketing. Testimonials from internal marketing leaders are essential to accompany this submission.