The categories

The full list of categories

Below is the full list of categories available for the B2B Marketing 2019 Martech Awards.

 

A. Vendor categories

  1. Enterprise martech vendor of the year (defined by who they are selling to)
  2. SME martech vendor of the year
  3. Emerging vendor of the year (less than three years old)
  4. ABM tech vendor of the year
  5. Content marketing tech vendor of the year
  6. Demand generation tech vendor of the year
  7. Social media tech vendor of the year
  8. Marketing automation vendor of the year
  9. Productivity/collaboration tech vendor of the year
  10. Marketing analytics or reporting vendor of the year
  11. Martech vendor campaign of the year

B. Industry and people categories

 

  1. Inhouse marketing technologist of the year (marketing ops person)
  2. Martech team of the year
  3. Martech agency of the year [about how they use the tech for campaigns]
  4. Martech consulting firm or integrator of the year [about how they deploy the tech]
  5. Martech visionary of the year

C. Martech deployment categories

 

  1. Best use of marketing automation
  2. Best use of AI
  3. Best use of martech for ABM
  4. Best use of martech for demand generation
  5. Best use of martech for employee engagement
  6. Best use of martech for CX or customer success
  7. B2B marketing app of the year
  8. Best use of martech for a live event (online or real world)
  9. Martech transformation/acceleration project of the year (martech team)

 

Check out the guidelines and start submissions here

Categories in detail

This section includes detailed category descriptions – as above, broken up into three subsections to reflect different entry or entrant profiles. Please see the specific category templates (provided when submitting) on how to structure your entry, and what information to provide.

A. 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.

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.

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.

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.

5. Content marketing tech vendor of the year

This category recognises vendors whose technology enables B2B organisations to better create, manage, distribute or analyse content for marketing purposes. Given that this is a broad and rapidly evolving category, submissions must explain how the vendors and their technologies allow users and customers to become more effective in their use of content marketing, and how they are both enabling and keeping pace with the voracious appetite for content marketing. 

6. 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.

7. 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. 

8. 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.

9. 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.

10. 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.

11. 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.

B. Industry and people categories

12. 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.

13. 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.

14. 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. 

15. 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.

16. 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.

C. Martech deployment categories

17. 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.

18. 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.

19. 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.

20. 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.

21. 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.

22. 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.

23. 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.  

24. 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.

25. 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.

 

Check out the guidelines and start submissions here