In the ever-expanding world of business-to-business (B2B) marketing, innovation is the driving force behind growth. Today, we celebrate the standout individuals, brands, and campaigns that are shaping the B2B landscape. ADWEEK’s second annual B2B Innovation Awards honor those who push boundaries, leverage technology, and create impactful strategies.
Jill Kramer: Accenture’s Brand Value Soars
Jill Kramer, ADWEEK’s B2B Lifetime Achievement Award recipient, joined Accenture in early 2016. Since then, the global professional services company has seen its brand value climb to an impressive $21.3 billion. Kramer’s strategic vision and leadership have been instrumental in Accenture’s success, demonstrating the power of effective B2B marketing.
Salesforce: B2B Brand of the Year
Salesforce, a stalwart in the B2B arena, has spent a decade as the world’s leading customer relationship management (CRM) software provider. Its revenue has surged from $10.5 billion in 2018 to an astounding $34.9 billion in its most recent annual report. The company’s unwavering commitment to innovation and customer-centric solutions has solidified its position as the B2B Brand of the Year.
Tom McGovern: Revolutionizing Sports Sponsorship Measurement
Tom McGovern, founder of Optimum Sports, has been a trailblazer in sports marketing for 30 years. His latest endeavor involves modernizing measurement in sports sponsorship. Recognizing the shift from traditional broadcast viewership to digital platforms, McGovern turned to Relo Metrics’ Relo Census sports intelligence platform. This tool provides near-real-time analysis of brand exposure, allowing Optimum to assess sponsorship value across all major U.S. sports leagues.
Bayer TriVolt’s “ChatGTG” Campaign
When promoting TriVolt, Bayer’s herbicide for corn, the company took an unconventional approach. Bayer facilitated direct phone conversations between farmers instead of relying on AI chatbots or modern communication methods. The “ChatGTG” (grower-to-grower) campaign allowed farmers who had already used TriVolt to share their experiences with others. By connecting farmers directly, Bayer fostered authentic conversations and valuable insights.
Conclusion
The B2B Innovation Awards celebrate ingenuity, resilience, and strategic thinking. From brand value growth to innovative campaigns, these industry leaders exemplify what it means to thrive in B2B.
