[Skip to Content]

2022 B2 Award Categories

General Categories and Top Award Categories for the 2022 B2 Awards are listed below.

 

GENERAL AWARDS


Account-Based Marketing

Exceptional use of ABM strategy and tactics (individual prospect or customer programs) to drive significant results.

Agency Promotion

Exceptional creative campaigns deployed with the intention of elevating agencies among new and existing clients.

Augmented/Virtual Reality

Best use of immersive computer-generated simulation or enhancement of reality or metaverse to drive growth of a brand, enterprise, product, or service.

Brand Purpose

Best use of brand purpose to drive an exceptionally positive impact on the market position of a brand, product or service.

Channel Partner Program

Programs that support channel partners with the necessary training, tools, and resources they need to positively impact sales and drive revenue.

Content Marketing

Branded content programs deployed across a wide variety of media channels.

Corporate Branding Campaign

Organizations, teams, or brands that put brand positioning at the center of a comprehensive campaign to drive business growth and elevate its branding. U.S. and global efforts are eligible.

Corporate Identity Program

Organizations that put design at the center of its business messaging to stand out from the competition and drive business growth. Work in this category may include brand standards/guidelines, corporate logos, and corporate taglines.

Corporate or Brand Website

Exceptional work in creating and executing corporate or brand websites that drive results.

Customer Experience

How did your brand transform to become more customer-centric? Tell us how you changed your approach, offered a more seamless experience, and reached key metrics that made a clear impact on your business leveraging customer insights and data. From cross selling to upselling, do you have CRM case studies that retained customers, increased revenue growth, and helped reduce churn?

Demand Generation: Small or Medium Business

Programs designed to generate awareness and attract new people to your business, or drive growth among existing customers, targeting brands/enterprises with less than 999 employees.

Demand Generation: Large Enterprise

Programs designed to generate awareness and attract new people to your business, or drive growth among existing customers, targeting brands/enterprises with more than 1,000 employees.

Digital Marketing Tools and Programs

Exceptional use of digital tools to offer the best-possible user experience.

Digital Transformation

Organizations, teams, or brands that successfully transitioned themselves to a more digital direction and improved marketing performance as a result.

Direct Mail, Flat or Dimensional

Targeted communications, delivered by a physical delivery service, that used creativity and data strategy to deliver measurable results.

Employer Branding

Communication initiatives that engage and inform employees, fostering collaboration, innovation, better understanding of brand values, and positive work cultures. Can include programs that drive positive results for talent recruitment, retention, and development.

eCommerce - New!

B2B eCommerce is a nascent space, compared to B2C, and projected to grow exponentially in a few short years ahead. Tell us how you and your company embraced the space — about your data practices, digital work, website, and/or accompanying marketing that achieved success. We’re looking for entries that spotlight innovation and creativity, user experience, functionality, and conversion/engagement.

Email

Outstanding email marketing program that optimize data, strategy, and creativity.

Event Marketing

No space has been more transformed due to Covid than Events - whether tradeshows, conferences or smaller business event. Tell us about how you've responded to this once in a lifetime experience. How did you evolve your programs, and what are the positive business results you achieved.

Influencer Marketing - New!

A new category in 2022, “Influencer Marketing” reflects the rapid rise of this strategy and tactics within B2B. Did you leverage a global celebrity or a local expert in your industry in 2021? If your program or campaign utilized a group, or individual who had special credibility with your audience and that advocacy led to grow your business objectives and/or sales results, this is the category for you.

Integrated Marketing Program: Small to Midsize Business

Small to midsize businesses with up to 999 employees that delivered a coordinated message to a target market and produced a powerful synergistic effect, while achieving and/or exceeding its objectives and goals.

Integrated Marketing Program: Large Enterprise

Businesses with more than 1,000 employees that delivered a coordinated message to a target market and produced a powerful synergistic effect, while achieving and/or exceeding its objectives and goals.

Lead Generation: Small/Medium Business

Campaigns designed to attract and capture qualified leads, targeting brands/enterprises with less than 999 employees.

Lead Generation: Large Enterprise

Campaigns designed to attract and capture qualified leads, targeting brands/enterprises with more than 1,000 employees.

Marketing on a Small Budget - New!

Doing great marketing isn’t easy. No matter what your budget. Doing great marketing on a small budget is infinitely more challenging. Yet that is what marketers within B2B are asked to do more, and more often. For your program that succeeded big but cost less than $100,000 (all in) in 2021.

Marketing Operations - New!

Some examples of marketing operations might include SEO, your martech stack, email, web management and design, digital tools, measurement, and database optimization and are just some of the responsibilities of the modern marketing operation.

Media Strategy

Campaign plans that include any mix of relevant media including digital, search optimization, pay per click, cross device measurement, print, tv, radio, out of home, or other to reach the right audience at the right time with the right message and generate a desired response within a designated budget.

Microsite or Landing Page

Auxiliary website with independent links and address or standalone web page designed to support your marketing or advertising campaign.

Out-Of-Home Advertising

Best use of advertising that is seen or heard outside of the home.

Podcast

Any recorded talk episode or series made available in digital audio format for on-demand listening.

Print Advertising

Best use of advertisements (half-page or full-page, single or campaign) placed in print media such as magazines and newspapers to reach business customers and prospects. Physical or digital.

Pro Bono

Marketing offered to a brand, organization, or non-profit for free.

Product Launch or Relaunch

Strategic marketing programs that introduced or re-positioned a B2B product and/or service in the market.

Proprietary Company Event, single/series

Virtual, in-person, or hybrid events that drive customer or employee engagement to a brand and strengthens relationships.

Public Relations

Cultivation of a positive public image of a brand/enterprise.

Regional Spotlight Award: NORTHERN CALIFORNIA  New!

Including Silicon Valley and the San Francisco Bay Area
In the ANA's first ever regional spotlight award, we feature ANA Business Marketing Northern California and celebrate the region's innovators. Any Northern California-headquartered business or agency is invited to enter and celebrates the talent and innovation of this unique community. The winners of this award will represent marketing efforts that delivered innovative solutions that achieved real business growth.

ROI/Growth

Top marketing initiatives that produced exceptional bottom line financial returns or extraordinary business results.

Sales Enablement Program

Marketing initiatives designed to assist and/ or empower sales teams to be more successful in their selling efforts to potential buyers and/or retention of existing customers. Tactics could include data, brochure capabilities, product, equipment or parts catalog, technical bulletins, or product/service demo (online/video/presentation).

Social Media

Best use of social media in marketing strategies and campaigns to achieve marketing objectives.

Sponsorship Program

Innovative use of sponsorship and partnership campaigns. Includes planning, supporting, and efforts to leverage sponsorship.

Thought Leadership

Content marketing strategies and/or tactics that specifically leverage the talent, experience, and opinions of industry leaders or insight as a result of extensive research in a specific area of study.

Trade Show or Conference

Virtual, in-person, or hybrid trade show or conference that reached a large scale target audience and conveyed the organization's message successfully engaging and enhancing the customer or prospect experience and drove results effectively.

Video Marketing

With virtually all marketing occuring digitally during Covid, prospects and customers are becoming more discerning about what content they consume from where. Are you doing more video to break through? Marketing that drove measurable results through video content (Individual video or campaign) that exceeded expectations and clear objectives such as brand awareness, engagement or lead generation.

 

TOP AWARD CATEGORIES


B2B Agency of the Year

This award is intended for agencies that demonstrate excellence in the execution of their marketing creative, ROI for their clients, and thought leadership in the B2B marketing field. Open to agencies of all sizes driving growth for B2B brands and enterprises that have a sustained, high level of excellence, representing a diverse portfolio of expertise, and the effective implementation of business marketing solutions and thought leadership in the B2B marketing field.

Submissions need to showcase a comprehensive collection of B2B marketing - at least three areas of expertise need to be showcased, and need to submit three  case submissions into the B2 Awards General Categories.
A sample form is provided so you can prepare all the needed information for this category:
B2B Agency and In-House Agency Award Sample Submission Form

  • Small Agency: Under $10 million annual revenue
  • Midsize Agency: $10 - $25 million annual revenue
  • Large Agency: Over $25 million annual revenue

 

B2B In-House Agency of the Year

This award is open to any team within a brand/enterprise that plans, creates and executes creative B2B marketing focused on internal/external communications or the advertisement of their own brand, product, or service. Only one single team will be awarded. There is no second or third place in this category.

Submissions need to showcase a comprehensive collection of B2B marketing and need to submit three  case submissions into the B2 Awards General Categories.
A sample form is provided so you can prepare all the needed information for this category:
B2B Agency and In-House Agency Award Sample Submission Form

 

Individual Marketer of the Year

Nominate your client, your colleague, or even yourself! Open to individuals at marketing solution provider, advertising agencies, or client-side marketers working for brands of all sizes who are driving growth for their business while elevating B2B marketing—this award is intended for those that demonstrate excellence in marketing strategy, leadership in corporate culture and/or brand purpose, and thought leadership in their respective industry.
A sample form is provided so you can prepare all the needed information for this category: 
Individual Marketer of the Year Award Sample Submission Form

 

Industry Sector Spotlight Award: Manufacturing - New!

This specialty award puts the spotlight on B2B companies in a specific industry sector. The inaugural year of this award featured companies in the technology sector — this year we are focusing on Manufacturing!

The winners of this award will represent marketing efforts that delivered a coordinated message to a target market and produced a powerful synergistic effect, while achieving its objectives and goals for their product and/or services.

 

Multi-Year Impact - New!

This award will represent B2B champions of sustained growth – those companies that have experienced 3 or more years of positive results with their B2B communications efforts.

Submissions need to represent efforts that ran in the market between 2019-2021, and may have maintained select core elements like theme, spokesperson, tagline, but ultimately achieved positive impact each year.

A sample form is provided so you can prepare all the needed information for this category:
Multi-Year Impact Award Sample Submission Form

 

The B2B Institute (B2BI) Icon Award

This specialty award presented by the B2B Institute recognizes entrepreneurial, story-centered work focused on long-term value creation and brand building. Contenders for this award are determined and selected based on scores achieved in the main round of judging. This is not a category you can select at the time of entry.

 

Members' Choice Awards: Best in Show

The top scoring entries from the General Categories are submitted to the Top Awards Jury, composed of active ANA client side marketer corporate members at the highest levels, for consideration for the programs top honor - The B2's Members Choice Award - Best In Show. The winner of all the winners will demonstrate exceptional insight and creativity, extraordinary business growth and results. In this category, effectiveness is just the beginning.

Contenders for this award are determined and selected based on scores achieved in the main round of judging. This is not a category you can select at the time of entry.