Meet The Winners Of The 12th Annual Killer Content Awards

Published: March 14, 2023

The Oscars are to Hollywood as the Killer Content Awards (KCAs) are to B2B — an opportunity to honor the best of the best. Since 2012, Demand Gen Report’s (DGR) KCAs have spotlighted B2B brands that are pushing creative limits and embracing new storytelling methods, formats and campaign strategies to better engage audiences through their content. The 29 winners were announced in 14 categories during an exclusive cocktail reception at the 2023 B2B Marketing Exchange in Scottsdale, Ariz.

With more than 100 nominations, the DGR editorial and executive team worked diligently to select their list of finalists, which include established brands such as SAP Concur and disruptive tech companies like Qualified.

“The theme for this year’s #B2BMX event was ‘Performance Plus,’ and it was all about embracing creativity to elevate results,” said Klaudia Tirico, Editor of DGR and coordinator of the KCAs. “The 2023 class of Killer Content Awards winners are proven examples that creativity can go a long way in B2B to authentically engage audiences. They set the bar for creative storytelling through both old school and new school channels and stood out in this oversaturated world of content marketing. On behalf of the entire Demand Gen Report and B2BMX team, I’d like to congratulate this year’s winners for inspiring the entire B2B marketing community to go above and beyond in their campaign strategies.”

In addition to the 14 categories, DGR added the B2B’s Choice Award in 2019 to give the B2B community a chance to vote on their favorite campaign out of a selection of a handful of finalists. We received more than 1,800 votes and this year’s finalists included:

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  • Decent
  • Keyfactor
  • Vonage
  • RollWorks
  • Drift

The winner, with more than 215 unique votes, was Drift for its GTM Lab Virtual Event & E-book, which offered attendees the opportunity to learn the latest GTM tips, tricks and tactics from some of the most well-respected B2B influencers in the industry. The event was accompanied by “Game Changing GTM,” an E-book that featured B2B experts sharing their most valuable insights, tips and tricks for success in the market.

“Drift’s influencer-powered content really stood out to the community, not only for the visually appealing design, but also for its ability to repurpose valuable virtual event content into a static asset,” said Tirico. “The campaign was a prime example of leveraging industry influencers to tell a story and build on the momentum of a successful event.”

The complete list of winners includes:

Design Concept/Theme
AB Mauri North America

Influencer Campaign
Questex + Park & Battery

Audio Content
Hogan Lovells

Sales Enablement Content

Buyer-Focused Content
WHOOP Unite + The Mx Group

Short-Form Content

Interactive Content
Arvig + Content4Demand

Research-Based Content
Netline Corporation
Splunk + TechTarget

Multi-Touch Campaign
SAP Concur
Blue Yonder

Channel Partner Marketing
The Channel Agency — Purechannels

Packaged/Bundled Content
Manheim Express

Account-Based Marketing Campaign
Esquire Financial Holdings, Inc. + Park & Battery

Nurture Campaign

Video Content

B2B’s Choice Award

All the winners will be spotlighted in DGR’s Killer Content Awards Report, which publishes on April 27.

B2B Marketing Exchange
B2B Marketing Exchange East
Campaign Optimization Series
Buyer Insights & Intelligence Series
Strategy & Planning Series