32 B2B Brands Spotlighted For Their Creative, Buyer-Focused Campaigns

Demand Gen Report has unveiled the winners of its 11th annual Killer Content Awards (KCAs). Since 2012, the 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 32 winners were announced in 17 categories during an exclusive cocktail reception at the 2022 B2B Marketing Exchange in Scottsdale, Ariz.

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“Every year, our Killer Content Awards nominees prove that B2B content doesn’t have to be boring”

Garnering approximately 115 nominations, the Demand Gen Report editorial and executive team worked diligently to select their list of finalists, which include established brands such as ADP and disruptive tech companies like Qualified.

“Every year, our Killer Content Awards nominees prove that B2B content doesn’t have to be boring,” said Klaudia Tirico, Editor of Demand Gen Report and coordinator of the KCAs. “This year’s finalists and winners truly set the bar for creative storytelling that stands out in this overly saturated digital-first world. Naturally, this has made the judging process harder. But it’s so exciting to see B2B brands experimenting with new formats and strategies… and thriving!”

In addition to the 17 categories, Demand Gen Report added the B2B’s Choice Award in 2019 to give the community a chance to vote on their favorite campaign out of a selection of a handful of finalists. We received more than 2,300 votes and this year’s finalists included:

• Toshiba Global Commerce Solutions
• SmartBug Media
• Adobe
• Identiv
• Adduco Communications
• Demandbase
• Wistia

The winner, with more than 450 unique votes, was Toshiba Global Commerce Solutions for its video series that highlighted use cases of Toshiba’s POS placed in plausible, but extreme, circumstances for retailers to show how the solution works in different scenarios.

“A prominent theme during B2B Marketing Exchange was that video is king,” Tirico explained. “Toshiba rose to the top with their unique video series, appropriately titled the ‘WOW Video Seris,’ which creatively packaged a visionary strategy that showcases Toshiba’s strongest competitive advantage — its retail hardening story.”

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