Guidelines for submission

#B2BAwards

The B2B Marketing 2020 Martech Awards © B2B Marketing2 Contents

Contents

Section 1 An introduction to the B2B Marketing 2020 Martech Awards

Section 2 The entry process: What you need to know

Section 3 How to compile your entries

Section 4 The categories

Section 5 The B2B Martech Awards judging process

Section 6 What are the judges looking for?

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Section 1

An introduction to the B2B Marketing 2020 Martech Awards

The B2B Marketing Martech Awards is open to anyone working to make martech more effective, with different categories aligned to the three primary groups – inhouse marketers/marketing teams; vendors; agencies/consultants. Any type of organisation can enter and win – whether agency or client side, tech start-up, established brand or international corporation.

In this guide we demystify the Awards process, reveal how the judging works, what goes on in the debating chamber and how you can impress the judges.

Stand by to see what it takes to secure victory as the best in B2B martech.

Five irrefutable reasons for entering the Martech Awards

1. High profile, prestigious exposure, whether you’re a tech vendor, agency or client-side marketer

2. An outstanding success story to share with your audience

3. An invaluable boost to your brand credentials

4. Recognition and motivation for your staff

5. Influential personal brand building.

Now in its second year, the Martech Awards is about the vendors making tech dreams a reality to the agencies and client-side marketers unleashing its potential. These awards celebrate all those transforming the B2B marketing landscape through marketing technology.

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Your quick guide to enteringThe B2B Marketing 2020 Martech Awards

Complete your entry online using the online platform. You can save and resume as you want to.

Prepare your entry

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Decide which categories you will enter (using the guidelines to help you).

Choose your categories

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Pay for the categories you have entered. (Early deadline 8 November; Late deadline 15 November)

Submit and pay online

££

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Good luck!5

Read the guidelines pack

Download your pack

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Section 2

The entry process: What you need to know

Key dates

› Early deadline: 8 November 2019 › Late deadline: 15 November 2019 › Shortlist released: 31 January 2020 › Awards ceremony: 19 March 2020

The cost of each entry is £250+VAT if submitted by 8 November. Premium member cost is £215+VAT. Late entry deadline £300+VAT per entry. To sign up as a member visit b2bmarketing.net/join If you expect to make a late entry, or have any other problem with your submission, please email events@b2bmarketing.net

Payment

Payment for all submissions will be made on completion of the submission process. Payments need to be cleared by the entry deadlines in order for entries to be considered. Failure to do so will mean your entries will not be considered by the judging panel. Payment can be made online by credit card or via invoice.

Go to b2b.awardsplatform.com to get started.

Already have an Award Force account? Simply log in on the link above. If you experience any issues then please contact events@b2bmarketing.net for anything further.

2.3 Qualifying period

The qualifying period for campaigns entered into the B2B Marketing 2020 Martech Awards is 1 Jan 2019 to 1 Jan 2020 – at least one aspect of an initiative must have taken place within this timeframe to be eligible.

2.1 Entry fees

2.2 Create your account on our submission platform

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Section 3

How to compile your entries

› Make a note of the deadline. We need your awards entries by 8 November 2019. A late fee will be payable on entries received after this date (see payment section). The late deadline is 15 November 2019.

› Decide which category or categories are right for you, that is which best fit the stories you want to tell. There’s a full list and description on pages 9-13.

The qualifying period for campaigns entered into the awards is 1 Jan 2019 to 1 Jan 2020 – at least one aspect of an initiative must have taken place within this timeframe to be eligible. Please compile your entry/entries in the following way:

This section includes comprehensive information on how to compile your entries. The following points must be considered and completed for each entry and in all categories:

3.1 Use our online submission portal The online platform guides you in completing your entries with its inbuilt templates. You can save your work and return to it allowing you to manage all your submission online in one place. Then submit when ready to do so.

3.2 Title page As per the templates, the first page of each submission should provide some basic information about the entry, the category it’s being entered into, and the company making the submission. These will vary from category to category, by necessity.

3.3 Summary All entries must begin with a 200-word summary, précising the main points and explaining succinctly why it should win in this category. This summary should not be considered as part of the main body copy of the submission; therefore the 200 words should not be subtracted from the 1000 words allocated to the main body copy (see 3.4).

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3.4 Structure

The main body of your submission

The body of each written submission must be no more than 1000 words in length when complete and must be separate from the 200-word summary. Pictures, captions and headlines need not form part of the overall word count. Supplementary material that explains some of the more complex elements of the campaign may be included as an appendix, but this should be used sparingly. Wherever possible, applicants should ensure that all relevant information is included in the main submissions section and the 1000-word allocation.

3.5 Style

It’s suggested that the submission explains the facts associated with the campaign in simple and straightforward terms, rather than overly relying on creative copywriting in an attempt to enhance appeal.

3.6 Attachments and supporting material

Judges always respond well to imagery, therefore it’s recommended (but not essential) that submissions include at least some pictures, charts, graphics etc wherever relevant.

You can submit up to 10 attachments to your submission. You can do this on the Attachments section of the online submission portal. Caption all your images and reference them to your main text to make it easy for the judges to see what goes together.

URL links and video support material

You can add URL to website and videos that support your submission. Videos should be no more than more than five minutes in length. Please note any passwords or access requirements in the box provided.

Visual snapshot of your submission

As part of your submission please create a visual representation showing off the main points and images of your entry. Examples of these can be seen below:

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3.7 Confidentiality

We’ll sing your success from the rooftops by publishing award-winning case studies in full, both online and in print. Not only is this a great way to shout about your efforts, it means you can learn what’s putting your peers at the cutting edge of B2B marketing.

That said, we know that in order to win an award you may have to share information you would not want to disclose publicly. Don’t want the world to know your budget or ROI? Don’t forget to mark this information as confidential. Please take the following steps to ensure your submission is marked correctly as confidential:

1. Details tab: Add ‘CONFIDENTIAL’ to the start of your submission title

2. Criteria tab: Add ‘CONFIDENTIAL’ to the start of the relevant section so it is easily identified.

3. Email a public facing copy: Email a public facing copy of your submission that omits the confidential parts. Please email this to events@b2bmarketing.net.

Please note: Anything that is not marked in this way will be published. Please note that we cannot omit the full case study from publication and will still need to demonstrate the results. If this cannot be expressed in terms of revenue figures, please include percentage increases and strong, relevant engagement results.

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Section 4

The categories

You can enter into any of the 21 award categories, in 3 different category sections:

› Vendors › Industry and people (agency and client-side) › Martech deployment.

If you’re entering multiple categories…

Make sure you tailor your entries to the category you’re entering. Judges hate to see entries that look as though they’ve been written for something else. It comes off as lazy or as if you’re playing a numbers game.

4.1 The award categories at a glance

Below is the full list of categories available for the B2B Marketing Martech Awards 2020 – in the following pages you can find a detailed description of each category, providing more info on what they are seeking to recognise and reward.

Vendor categories

1. Martech vendor of the year (or B2B martech brand of the year)

2. UK-founded martech vendor of the year 3. Emerging vendor of the year4. Martech platform of the year (the ‘people’s

choice’ award)

Industry and people categories

5. Inhouse marketing technologist of the year6. Martech team of the year 7. Martech strategy agency of the year 8. Martech enabled execution agency of the year9. Martech visionary of the year

Deployment categories

10. Best use of marketing automation11. Best use of AI (or machine learning)

(includes chatbots)12. Best use of analytics/Best use of predictive

analytics or intent technology13. Best use of VR or AR14. Best use of martech for ABM15. Best use of martech for demand generation16. Best use of martech for customer engagement17. Best use of martech for employee engagement18. Best use of martech for sales enablement19. Best use of martech for a live event20. Best use of martech for social or

influencer marketing21. Martech transformation/acceleration project

of the year

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4.2 The award 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 online for more information about how to structure your entry, and what information to provide.

Vendor categories

1. Enterprise martech vendor of the year

This category reflects martech vendors with solutions which enable B2B marketing activity. The submission should demonstrate what the organisation has done within the last year that is exceptional and differentiates it from competitors and other vendors. 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), corporate social responsibility programmes, thought leadership activities, 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 clearly articulated 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. UK-founded martech vendor of the year

The UK’s home-grown martech scene is the focus of this category – vendors entering this category most have originated from the UK, although they may have consequently expanded outside of it (even to the point where the majority of their activities and/or customers exist outside of it). As with the category above, the submission should demonstrate what the organisation has done within the last year that is exceptional and differentiates it from other vendors in this echo-system,

or their wider competitors. 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), corporate social responsibility programmes, thought leadership activities, 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 clearly articulated 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.

4. Martech platform of the year (the ‘people’s choice’ award)

This is a ‘people’s choice’ category, the winner for which is decided by the readers of B2B Marketing as part of a survey into their martech usage. As such, it cannot be entered by formal submission. The question which will decide this category is: ‘which single martech platform has delivered most value to your business as part of your marketing activities in the last 12 months’.

Industry and people categories

5. Inhouse marketing technologist of the year

This category is designed to recognise individuals within marketing teams who have been significant in drivingor enabling their brand’s effective and successful use of marketing technology. This could be any level

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within the team – e.g. a CMO or marketing leader who has reorganised a marketing department in order to better align and 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.

6. 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.

7. Martech strategy agency of the year

This category recognises excellence amongst agencies or consultancies focused on helping organisations develop a strategy for martech, and/or actually helping in the design and build their stack, ensuring the integration of different platforms, as well as possibly operationally deploying them. These agencies or consultancies may also be involved in helping refine tech stacks once integrated, or consult on pre-existing integrations. However this category does not relate to work done to actually deliver or execute campaigns using martech infrastructure – that in the covered in the category below. Agencies entering this category may provide execution or deliver services, but their effectiveness in this task is not the focus of this category. Submissions must demonstrate the nature of the martech challenge that the client company was seeking to achieve, and document the specific objectives. They must further explain the strategy or approach adopted, and provide relevant results, demonstrating

improvements achieved. Where relevant, the submission should detail operational or organisational challenges confronted as part of the martech project (such as upskilling of members of the marketing team, or reshaping of that team). And where relevant, it must outline any other relevant activities during the qualification period that have allowed this firm to stand out – such as industry awards, CSR initiatives, thought leadership, etc.

8. Martech enabled execuation agency of the year

This category recognises agencies who are focused on helping B2B organisations execute or deliver marketing activities through martech platforms or solutions. Unlike category seven, the focus of this category is not the actual construction or management of the tech stack, although it is possible that these agencies may advise on such decisions where necessary. Marketing activity executed by these agencies may use the martech platform instances licensed by their clients, or their own internally licenced platforms (in such cases effectively acting as an extension of their client’s marketing teams). Submissions must reference marketing campaigns conducted for at least three clients, explaining the platforms used, and the success achieved, with testimonials provided by clients. Where appropriate, submissions must also outline any other relevant activities during the qualification period that have allowed the firm to stand out – such as industry awards, CSR initiatives, thought leadership etc.

9. 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.

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Martech deployment categories

10. 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.

11. 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.

12. Best use of analytics/Best use of predictive analytics or intent technology

This category is designed to recognise excellence in the use of analytics or data insight platforms to deliver highly successful B2B marketing campaigns. Submissions must explain overall programme objectives, and how a specific platform or combination of different platforms was deployed to increase campaign effectiveness – for example, in enabling better targeting at the planning stage, to refine effectiveness during execution, to attributing results once the programme or campaign has been concluded.

13. Best use of VR or AR

This category is designed focuses on use of virtual reality or augmented reality platform to deliver more effective marketing. Submissions must explain the circumstances in which AR or VR was selected a necessary or appropriate tool to meet the programme objectives, and how the deployment of this technology was integrated effectively into a wider programme and mix of channels. It must also demonstrate how effectiveness was measured, and seek to explain how the AR or VR solution increased the success of the campaign through its usage.

14. Best use of martech for ABM

This category is designed to reflect use of 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.

15. 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.

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16. Best use of martech for customer engagement

This category is designed to recognise excellence in the use of martech for customer engagement campaigns or programmes, in order to achieve a stated related objective (for example contributing towards a demand generation campaign, reactivating lapsed customers, upselling to existing ones, launching a new product). Submissions must explain the marketing challenge that the programme was designed to address, and how the platform (or platforms) were deployed enable that, or to maximise results or effectiveness. Detailed results must be included, plus testimonials from senior marketers working on the initiative.

17. 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.

18. Best use of martech for sales enablement

This category is designed to recognise excellence in the use of martech platforms or solutions to enable the sales team, and increase their performance or effectiveness. This may be as part of a specific campaign, to assist in a change in activity (such as a product launch) or as part of a more general programme to drive increases in sales, better process or increased productivity. The submission must explain how the platform or platforms were used by both marketing and sales to achieve the stated objective, and provide relevant stats to demonstrate effectiveness around changes in behaviour or utilisation, as well as final sales numbers.

19. Best use of martech for live events (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 the martech platform or platforms were used to help marketers increase the effectiveness of the event in achieving objectives – either individually or 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.

20. Best use of martech for social or influencer marketing

This category is designed to reflect the role of technology in enabling social media marketing or influencer marketing, for a specific programme or as part of a wider strategy. The submission must explain the objectives that the social or influencer programme was designed to achieve, how it fitted into any wider marketing or business context, and how the platform or platforms deployed increased its effectiveness or enabled efficiencies. It must also demonstrate results and ROI, and how any related revenue was attributed.

21. Martech transformation/acceleration project of the year

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 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.

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Section 5

The B2B Martech Awards judging process

› 21 categories › 3 face-to-face judging days › 20 judges

The judging process is entirely independent from the management of the awards, conference and B2B Marketing as a business, ensuring the highest standards of integrity are maintained. An independent chair – marketing consultant Shane Redding – oversees the judging process, approves the judges and validates the verdicts.

Judging is conducted through a series of live, face- to-face judging sessions with attendees comprised of senior marketers who have an interest in and experience of martech – mostly client side, or inhouse marketers. The panels are refreshed each year, to maintain the integrity and vitality of the judging process. Our judging panel is selected from industry experts from across the B2B marketing field.

Judges are chosen by invitation only and selected in a manner that removes bias or conflict of interest.

“If your entry is impenetrably complex, badly-written or doesn’t follow the guidelines, it’s very hard for the judges to give it proper credibility. Part of an entrant’s job is to be clear, clean, concise, and comprehensible in an easily digestible way. If you do that, you’re halfway through the battle.”

Peter Young, head judge of the B2B Marketing Awards.

Send your submissionSubmitted online by early deadline (or late deadline).

Check you’re shortlistedThe shortlist is announced on 31 January 2020

JudgingYour submission will be judged by a panel of senior client-side and inhouse marketers with an interest in and experience of martech.

Confirm your place Confirm your place at the ceremony on the 19 March 2020

Enjoy the Martech Awards ceremony

19 March 2020, etc.venues

155 Bishopsgate, London.

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Section 6

What are the judges looking for?

6.1 Judging criteria

Specific judging criteria will apply to certain categories or groups of categories, with judges scoring and then comparing submissions. This list of criteria relates directly to the structure proposed in the category templates, but here it is in a consolidated form:

Categories 1-4: Vendor of the year categories

› Customer satisfaction and loyalty: How is the vendor performing in terms of customer sentiment? How does this relate to targets, and what is it doing to address/influence this?

› Advocacy: How is the vendor engaging with the influencer community to promote itself, reactively or proactively? What kind of advocacy is it generating?

› Tech enhancements: What developments have occurred in the qualification towards an overall tech roadmap? How have these been received? How innovative is the vendor? What customer needs have been met with these new solutions?

› Market engagement: To what extent has the vendor been able to generate or enhance a market leadership position? How, and on what basis, is it engaging with the wider market?

› Business performance: How is the vendor performing against its objectives? What did it set out to achieve during the qualification period, and how successful was it?

Categories 5 and 9: Categories focused on individual marketers

› Achievements in their career: What have they achieved to date at various levels of responsibility, within the same or different organisation?

› Impact on the business in the past 12 months: How have they performed against specified objectives, including measurement, results and testimonials?

› Impact on colleagues, team members and employees:

To what extent have they collaborated with the rest of the organisation, and helped promote/deliver the benefits of marketing technology?

› Engagement with the wider market, and/or suppliers:

To what extent have they created a profile for themselves?

› Strategic vision: Have they demonstrated understanding of the overall corporate challenges and objectives, and aligned with these?

Category 6: Martech team of the year

› Impact on business performance and/or customers: How has the team contributed to a demonstrable improvement for the business or its customers, and how was this measured?

› Impact on the wider marketing team (if appropriate), key stakeholders and other departments: How have they sought to collaborate with the rest of the business, and

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ensure understanding, alignment, relevance and success of activities?

› Individual contributions: How have specific individuals contributed notably to the success of activities?

› Teamwork and collaboration: How did the team work together, collaboratively, internally, or with relevant suppliers, to meet objectives and demonstrate that the whole is greater than the sum of the parts?

› Martech utilisation/deployment: How has the team succeeded in enhancing or better utilising the organisation’s martech stack?

Categories 7 and 8: Categories focused on agencies or consultants

› Business performance: How has the company faired during the qualification period (against its own objectives)?

› Impact on client’s businesses: How successful has it been in enabling clients to achieve their own martech related objectives?

› Organisational culture and employee relations: What kind of culture has the organisation developed, and how has that impacted on team development/retention?

› Collaborative working: How does the company cultivate an integrated working relationship with its own customers?

› Industry engagement and/or leaders:

To what extent has the company created or cultivated an engagement with the wider industry and enhanced knowledge?

Categories 10-20: Martech deployment categories

› Platform deployment: How was the platform deployed? How did it fit into existing processes, structures or departmental working?

› Impact on the business and/or customers: How has this use of martech delivered demonstrable improvements to the organisation?

Category 21: Martech transformation/ acceleration category

› Stack structure, deployment and integration: How were the various platforms deployed? How or to what extent were new processes created or existing ones adapted?

› Impact on business performance and/or customers: How has this use of martech delivered demonstrable improvements to the organisation?

› Resource allocation and deployment: How has the existing team or support structure been adapted to accommodate the new platform and consequent working practices?

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6.2 How to win over the judges

› Acknowledge the entry rules and requirements: Stick to the template, stick to the word count, stick to the headings. Delivering what you’ve been asked for allows the judges to see your worth and make fair comparison with other entries. Judges will be looking for entries that cross-reference the category description and address those issues.

› Be clear: Will the judges be able to understand and interpret your entry? Is it open and honest? Judges are your senior peers, and experience will tell them if something doesn’t sound right. Nothing puts a judge off more than jargon and over-complicated language.

› Be accurate: Spelling and grammar mistakes are embarrassing, yet occur every year.

› Link your results to the objective: No matter the category, it’s vital that the objectives you set are clear and that your results match or exceed your goals. Absence of correlation is irritating for judges and creates uncertainty, which makes you less likely to win.

› Demonstrate originality and creativity: Don’t limit this to words and visuals, but expand to cover agility, adaptability and smart thinking. Judges aren’t expecting to be entertained, but entries do need to be engaging. The judges are just human beings too!

Protect your privacy

We’ll sing your success from the rooftops by publishing award-winning case studies in full, both online and in print. Not only is this a great way to shout about your efforts, it means you can learn what’s putting your peers at the cutting edge of B2B marketing.

That said, we know that in order to win an award you may have to share information you would not want to disclose publicly. Don’t want the world to know your budget or ROI? Don’t forget to mark this information as confidential. Simply add the word ‘CONFIDENTIAL’ next to any sensitive content. Anything that is not marked in this way will be published. Please note that we cannot omit the full case study from publication and will still need to demonstrate the results. If this cannot be expressed in terms of revenue figures, please include percentage increases and strong, relevant engagement results.

Remember the key dates

› Early deadline: 8 November 2019

› Late deadline: 15 November 2019

› Awards ceremony: 19 March 2020

Contact us

B2B MarketingClover House147–149 Farringdon RoadLondonEC1R 3HN

Tel: +44 (0)20 7014 4920info@b2bmarketing.netb2bmarketing.net