Killer Content Awards Recognize B2B Marketing Innovation At Content2Conversion Conference

Published: April 23, 2013

The winners of the Second Annual Killer Content Awards were honored at an awards ceremony as part of Demand Gen Report‘s B2B Content2Conversion Conference, an educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.

Andrew Gaffney, Editor of Demand Gen Report, said the submissions were judged in areas such as social media and targeted content marketing; educational content that informs and inspires buyers; linking content to measurable, revenue-focused results; using video and interactive content in new and creative ways; and deploying content that drives successful, cross-channel campaigns.

“We’re pleased to honor these innovative and inventive campaigns that had a measurable impact on ROI,” Gaffney said. “These companies are leading the way in categories such as E-books, white papers and case studies — to blogs, newsletters and webinars — in creating engaging content that relates to prospects’ buying needs and company pain points.”

Following is a list of winners and categories of recognition:

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SunGard Availability Services: Best Theme – SunGard Availability Services asked Bulldog Solutions to create an awareness campaign featuring a first-of-its-kind Zombie infographic and E-book to align with Halloween.

Limelight Networks: Best Educational Campaign – In conjunction with Wiley, the owner of the Dummies brand, Limelight wrote “Digital Presence for Dummies,” an E-book that breaks down what it takes to be have an awesome digital presence.

Logicalis: Best Sales Enablement – This thought leadership package included an eight-page microsite with six targeted, technology-specific messages that seamlessly blended HP technical content with Logicalis’ solution and skill set information.

Optum: Best Thought Leadership – This leading B2B health services company supported the launch of its new accountable care solutions offering with a national integrated marketing campaign. The campaign web site distributed more than 150 pieces of unique content covering the four steps of sustainable healthcare transformation: educate and plan; connect and share; analyze and learn; and transform.

Sales Benchmark Index: Best Executive Focus – The average tenure of VPs of Sales is 19 months. This E-book was aimed to help new VPs of Sales make it beyond six quarters, and see success.

Lattice Engines: Best Awareness-Building Campaign – Partnered with research firm CSO Insights to conduct a study and learn the impact of Big Data on sales organizations. The company garnered insights from more than 200 sales leaders from worldwide organizations and executed blog posts, an E-book and infographic, among other assets, based on key findings.

ADP: Best Personalized Campaign – This interactive white paper was designed to connect and engage with medium-sized enterprises regarding their Human Capital Management (HCM) solutions. The company worked with Alinean to create a content marketing campaign that would fuel and optimize email marketing efforts.

Demandbase: Best Social Media Impact – A unique guide helped B2B marketers at mid and large-sized firms approach their content technology decisions in a streamlined and strategic way. The content clearly outlined processes, key considerations, and provided targeted advice from industry experts to help organizations select the right tools at every stage of the buying and sales cycles.

Xerox: Best Brand Building Campaign – Xerox relied on premium content with a targeted “Get Optimistic” campaign. The company partnered with Forbes in a print and iPad publication to offer content that focused on opportunity, change and business tips.

OpenText: Best Customer Relationship Enhancement – OpenText created a personalized customer onboarding web site that welcomed new customers who have purchased products through partner SAP to the OpenText family.

Crowe Horwath: Best Nurturing Campaign – An automated lead nurturing program that included 48 pieces of content in four different topic areas. The program featured content specifically created to address early, mid and late-stage concerns of prospective buyers/influencers of Crowe’s consulting services.

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