ENTRY KIT

EXCEPTIONAL INSIGHT, EXTRAORDINARY RESULTS —

EFFECTIVE IS JUST THE BEGINNING.

Enter at B2AWARDS.COM2

For almost 50 years, the ANA B2 Awards has recognized excellence in results-driven marketing. It is the industry’s most prestigious awards program dedicated solely to B2B marketing and communications. The 2021 B2 Awards will be a celebration like no other.

Countless business marketers like you, spurred by the challenges of 2020, accelerated innovation, forged new paths, produced game-changing work that drove results, and added purpose and value to the meaning of success. The B2B marketing industry has been reimagined and transformed. This awards program has been thoughtfully crafted to reflect today’s wide-ranging forms of B2B marketing practices, from traditional tactics used in innovative ways to rapidly-changing technologies.

With such a diverse and expanding landscape of B2B marketers, the B2 Awards are inclusive and recognizeexcellence in leadership, creativity, business results from companies, brands of all sizes, campaigns, and work of all budgets and scopes. It is open to all (you do not have to be member) including marketing solution providers, individuals, internal and external agencies, corporate marketing teams, and media firms of all sizes.

We’re excited to see your work, read about the grit and persistence that met the new reality of B2B marketing head on, and, in July 2021, to honor your accomplishments.

Looking forward to seeing you in the Winners Circle!

Bill ZengelSVP, ANA Business Marketing Practice

Showcase your best work.

Enter at B2AWARDS.COM3

Why the B2 Awards?A true reflection of B2B marketing.The B2 Awards are thoughtfully crafted to reflect today’s wide-ranging forms of B2B marketing practices, from traditional tactics used in innovative ways to rapidly changing technologies. The award categories are inclusive and recognize excellence in solutions and campaigns of all sizes, budgets, and scopes.

Powered by the ANA.The ANA’s 1,400 members are among the most powerful and influential marketers in the world. Get in front of these decision-makers simply by entering. Winning case studies will be shared with our network through ANA.net and select winners will also be invited to share their insight and expertise at exclusive ANA events throughout the year.

A celebration of growth.The B2 Awards culminate in one great event where we honor the best B2B marketing talent in the world during the ANA Masters of B2B Marketing Conference, July 21 to 23, 2021. Join us at the 2021 B2 Awards Gala as we announce top award winners and celebrate our collective achievements.

Enter at B2AWARDS.COM4

“We’ve seen client and prospect relationships develop and grow after winning the B2 Award. The validation and reach of the ANA is something few companies can obtain on their own.

Winning an award creates a compelling door-opener with not only existing and potential clients, but marketing talent as well.”

— Joseph Kingsbury, U.S. Managing Director at Edelman Business Marketing

Enter at B2AWARDS.COM4

Enter at B2AWARDS.COM5

B2 general award categories.Over 40 Categories in all!

• Account-Based Marketing• Agency Promotion• Augmented/Virtual Reality• Brand Purpose• Channel Partner Program• Corporate Branding Campaign• Corporate Identity Program• Corporate or Brand Website• Customer Experience• Demand Generation: Large Enterprise• Demand Generation: Small/Medium Business • Digital Marketing Tools and Programs• Digital Transformation• Direct Mail, Flat or Dimensional• Educational Series (NEW!)• Email• Employer Branding• Event Marketing Campaign• Integrated Marketing Program: Large Enterprise• Integrated Marketing Program: Small to Midsize Business

• Large Enterprise Supportive Program (NEW!)• Lead Generation: Large Enterprise• Lead Generation: Small/Medium Business • Magazine or Book, Print or Digital• Media Plan• Microsite or Landing Page• Omni-Channel Content Program• Out-of-Home Advertising• Podcast• Print Advertising• Pro Bono Campaign (NEW!)• Product Launch or Relaunch• Proprietary Company Event, Single/Series• Public Relations• Recruitment Marketing • ROI/Growth (NEW!)• Sales Enablement Program• Social Media• Sponsorship Program• Thought Leadership• Trade Show or Conference• Video Marketing

Enter at B2AWARDS.COM6

Top awards.The ANA B2 Top Award Categories have been and are the pinnacle of Business Marketing — attracting the best of the best, globally, nationally, and locally.

The Top Awards recognize the select few in our B2B community — representing marketers, agencies, individuals, teams, and providers considered to be “master class” when it comes to successful strategic design, superior creative insight, exceptional application, and tactical implementation that all culminate in measurable and demonstrable business results and growth that go beyond simply meeting a business goal and approach setting a new standard.

The B2 Top Award Categories are meant to recognize the scope and breath of the industry and is intended for those entrants who practice and demonstrate prowess across the full spectrum of all that is B2B versus any one tactic or tool.

Enter at B2AWARDS.COM7

Top awards.• B2B In-House Agency of the Year This award is open to any team within a brand/enterprise that plans, creates, and executes creative B2B marketing focused on internal/external communications or the advertisement of their own brand, product, or service.

• Individual Marketer of the Year Nominate your client, your colleague, or even yourself! Open to individuals at marketing solutions providers, advertising agencies, or client-side marketers working for brands of all sizes who are driving growth for their business while elevating B2B marketing. This award is intended for those who demonstrate excellence in marketing strategy, leadership in corporate culture and/or brand purpose, and thought leadership in their respective industry.

• Industry Sector Spotlight Award: Technology (NEW)* This specialty award puts the spotlight on B2B companies in a specific industry sector. The inaugural year of this award will feature companies in the technology sector — those that provide tech-related products, services, and solutions to their customers. The winners of this award will represent marketing efforts that delivered a coordinated message to a target market and produced a powerful synergistic effect while achieving objectives and goals for their product and/or services.

• Agency of the Year This award is intended for agencies that demonstrate excellence in the execution of their marketing creative, ROI for their clients, and thought leadership in the B2B marketing field. Open to agencies of all sizes driving growth for B2B brands and enterprises that have a sustained high level of excellence, represent a diverse portfolio of expertise, and the show effective implementation of business marketing solutions and thought leadership in the B2B marketing field.

o Small Agency of the Year o Midsize Agency of the Year o Large Agency of the Year

Submissions need to showcase a comprehensive collection of B2B marketing — at least three areas of expertise need to be showcased. Entrants are eligible to win gold, silver, and bronze awards in each designation.

* Entrants in this specialty category do not need to submit three additional case submissions into the B2 Awards General Categories.

Enter at B2AWARDS.COM8

Members’ Choice: Best in ShowToday is a golden era for the business marketer. There’s a tsunami of data, tech stack tools, and resources available to today’s marketer who’s now able to demonstrate and measure success in a way that was unimaginable even just a few years ago.

Identifying strategy, and which of those tools and tactics to use at any given time, are the keys to success today. Behind all the effort are the science, art, and craft of the brand, the customer experience, and the emotion that drives human purchase decisions, whether B2B or B2C, and now more than ever is about B4H (business for humans.)

The new Top Award for 2021 is the ANA’s Members’ Choice: Best in Show Award. This award is meant to celebrate work of the highest level.

The top-scoring entries from the General Categories are submitted to the Top Awards Jury, comprised of active ANA client-side marketer corporate members at the highest levels, for consideration for the programs top honor: The B2’s Best in Show award. The winner of all the winners will demonstrate exceptional insight and creativity, extraordinary business growth, and results. In this category, effective is just the beginning.

Contenders for this award are determined and selected based on scores achieved in the main round of judging; this is not a category you can select at the time of entry.

Enter at B2AWARDS.COM9

Key entry details.Who is eligible?Anyone who created/executed B2B marketing are welcomed to enter. This includes marketing solution provider companies, teams, and individuals, as well as client-side marketers, any type of advertising, media, marketing, promotional, or consulting company, team, or individual as well. You do not have to be a member to enter.

What is eligible?Marketing efforts that began and/or ran between January 1, 2020 and December 31, 2020.

Can I enter the same work into multiple categories?Yes — go for it! You can enter as many campaigns in as many categories as you wish. Teams often enter the same piece of work into multiple categories. Review the category descriptions closely, as you may need to slightly modify your case story for each category you enter to ensure it’s a match for what a category is looking for.

My work won last year — can I enter it again?If it ran in 2020 and generated positive results — absolutely yes!

Entry deadlines

• Early Bird Deadline: December 11, 2020

• Standard Deadline: January 15, 2021

• Final Deadline: February 12, 2021

• Extended Deadline: March 10, 2021

Entry Fees (ANA Member/Non-Member)

• Up to Early Bird Deadline: $225/$275

• After Early Bird and up to Standard Deadline: $300/$375

• After Standard and up to Final Deadline: $375/$425

• Top Awards: $600

Enter at B2AWARDS.COM10

Business Challenge(s) and Program ObjectivesDescribe the business challenge(s) the brand/company faced, and the objectives established to achieve the program goal. Include information about the target, metrics, and result the program was designed to achieve.

Insights and StrategyWhat insights and strategies did you use when planning this program? Share research information or steps taken that led to the approach and platform.

Concept/Big IdeaWhat was the Big Idea? As simply as possible, describe the “ah-ha” solution that made this program work.

Tactics/ExecutionDescribe how you made your Big Idea happen. What tactics did you use to motivate your target audience? (Include all marketing vehicles.)

Results/Sales/Market ShareDid this program meet or exceed your goal(s)? Provide support information (share or market share gains) and if allowed, actual dollar increases (index results vs. other metrics, e.g., growth 10 percent above plan, 10 percent over Year Ago, 10 percent above category norm).

Business BuildingHow did this program build the brand and accelerate its growth in the marketplace?

Why should this program be the Awards Category winner? Please explain how your entry fits and relates to this specific category.

Note: You will be asked for additional data points regarding duration of campaign, media/engagement channels, budget range, industry sector, and audience profile.

A sample entry form listing ALL the essentials, including thefile specifications for the creative/content elements, is availableeither as an editable Word Document (.docx) or a PDF.

Case study questions.

Enter at B2AWARDS.COM11

Top Awards

Top awards contenders must submit at least three case studies in the B2 General Categories to undergo rigorous consideration for a Top Award, so please spend some time crafting the most compelling representation of your brand/agency and work for review, and make sure you showcase your diversity of work in the General Categories of the B2 Awards.

In addition to the three case studies, entrants must also complete a submission supplying explanation of:• Vision, Innovation, Leadership• Thought Leadership• Company Culture• Business Growth• Impact and Momentum

For a complete list of criteria to submit in the Top Awards Categories, please visit b2awards.com/a/page/topawards.

Case study questions.

Enter at B2AWARDS.COM12

The B2 AwardsA jury of close to 100 of your peers from top marketing firms from around the globe, complemented with leading academics from the world’s largest institutions of higher learning, will review your work against meticulous standards of excellence.

It will be measured not just on the end result, which is always demonstrable business growth, but how your work got there: how insightful your strategy was, how thorough your tactics, how disciplined your use of data, how creative your solution, and how efficient your use of today’s technology was.

For a complete list of criteria to submit in the Top Awards Categories please visit b2awards.com/a/page/topawards.

How your work will be judged.Past Judges include leaders from:

Enter at B2AWARDS.COM13

2021 B2 Awards Gala

July 2021

The 2021 B2 Awards Gala is currently scheduled to take place at the ANA Masters of B2B Marketing Conference on Wednesday, July 21, 2021, and will award all the winners of the 2021 B2 Awards.

Awards will be presented to top agencies and brands for the best B2B marketing campaigns of 2021 across multiple categories. The event will culminate with the announcement of our Top Awards, honoring In-House Agencies of the Year, Corporate Marketers of the Year, and Agencies of the Year.

Whether you join us in person or virtually we promise you an inspiring event.

To get more information for the 2021 B2 Awards Gala please email B2awards@ana.net.

To register for the 2021 ANA July Masters of B2B Marketing Conference, which includes free registration for the Gala, please visit ana.net/b2b for the conference registration link.

The party.

Enter at B2AWARDS.COM14 Enter at B2AWARDS.COM14

ANA B2 Awards — Winners Circle: Home of Growth Champions

Some of these opprotunities are still in the development stage — not all winners will be featured.

Speaking Opportunities at ANA Webinars,

Committees, and More...

Featured throughout the year on ANA’s Marketing

Knowledge Center

Direct Queries from Client-Side

Marketer Members for RFPS

Select Winners: Write for ANA

Marketing Maestros Blog

Behind the Campaign Marketing

Futures Feature

Celebrated on ANA’s Social Media

Channels

Client-Side Marketer Member

Requests for Expert Speakers

B2 Awards “Summer Strong

Series”Virtual Events

Inside The Awards:

Video

Enter at B2AWARDS.COM15

Showcase of recent winners.

View the full 2020 winners list at B2awards.com.

Enter at B2AWARDS.COM16

Every year, the ANA conducts a rigorous search for senior industry leaders who have distinguished themselves in innovative, strategic B2B marketing and ask them to help us select work that’s worthy of the one and only award that recognizes the best of B2B marketing efforts of the year: the ANA B2 Awards.

Judges of the B2 Awards are chosen based on their experience and expertise level. B2 Award judges review approximately 20 to 25 cases in various categories, providing judgement on which submissions are worthy of consideration to win a B2 Award. Winners are then recognized by the industry during the 2021 B2 Awards Gala scheduled to take place at the ANA Masters of B2B Marketing Conference on Wednesday, July 21, 2021.

Here’s what prior judges have to say:

“Judging the B2 Awards gave me the opportunity to put my marketing experience and expertise to work on behalf of the B2B Marketing industry. Yet, I still felt I was educating myself and strengthening my knowledge through immersing myself in the inspiring and powerful work of other leading B2B marketers”

“Great learning from the best marketers while shaping and sharpening your own marketing thinking.”

To be considered for the 2021 B2 Awards jury, please click here.

2021 B2

JUDGE

Interested in being a 2021 B2 Judge?

Enter at B2AWARDS.COM17

Interested in judging, click hereChris Schermer, SchermerCaleb Grindle, Pegasystems Inc.Michael Therrien, IBMKim Beal, Grant Thornton LLPJohn Keller, Deloitte Services LPAmy Hildreth, Grant Thornton LLPKarin Hackett, DeloitteMariola Kalinska, Greenlight — BEN GroupJudy Lee, PinterestMegan McKenna, Grant ThorntonStephanie Rogers, MERGERebecca Falk, RetinaAlicia Lifrak CFRE, Gabriel GroupKandace Barker, DigitasRoopa Maniktala, IBMTricia Gabberty, EquifaxMike Fredrick, Nelson Schmidt Inc.David Blackburn, DTCCGrace Mistry, BMO Financial GroupMikio Fujitsuka, Johnson & JohnsonSusan Lynch, EHITara Hagan, EdelmanSara Hoerner, 9thWonderPuneet Bhatia, Axtria IncChris McGuire, McGuffin Creative Group

Jeanne Washington, Wells FargoSarah O’Grady, ValassisMary Owusu (Ossei-Anto), MowerRik Haslam, BrandpieChris Duffey, AdobePeter Harper, Harper & KaufmanPatrick McGill, Two Rivers MarketingJaimee Gordesky, EquitableGeoff Thomas, Eric Mower + AssociatesJeff Young, Bader RutterKimberly Noble, Capital OneKevin Miller, Natural GrocersJulia Pawling, AIGJohn Bell, TravelersChristina Wegner, Vollrath CompanyBari Trontz, DTCCRobert Swartz, MediacomMark Billik, BeCoreSteven Marchant, Brodeur PartnersPhilip Shipley, BBH NYKobi Ben Meir, YalberGino Palozzi, g2oAlan Brown, DNAGregory Hooven, MarketReach, Inc.Rachel Cobb, Mythic

Kerry Penny, KearneyMyra Lee, ConningThea Hayden, DellRobert McFarland, Cox CommunicationsAli Cornford, BBHJohn Brodeur, Brodeur PartnersNina Swienton, ProtolabsBrad Oldham, Fahlgren MortineJoe Webster, SmartBriefRyan Adami, Deacon HillTara Bossert, AnthemAnnie Dunleavy, EdelmanDavid Whiting, EdelmanKeith Lindenburg, Brodeur PartnersMichael Brewer, Brodeur PartnersCleve Langton, Brodeur PartnersCarol Cone, Carol Cone ON PURPOSEKatie Hepler, Dairy Farmers of WisconsinMorganna Nickoff, Guinness World Records Lauren Levinson, Brodeur PartnersAndrea “Andy” Coville, Brodeur PartnersKarie Ford, The LYCRA CompanyWendy Buzzeo, WileyLisa Lauterbach, DeloitteJanet Pines, Brodeur Partners

Enter at B2AWARDS.COM18

Interested in judging, click hereTodd Silverstein, DRUMDoug Kamp, MOWERChristine Wise, DNA SeattleAndrea Boscoe, Wells FargoL Parker Barnum, BBH NYKrista Kelly, Carmichael LynchMichele Cauley, Clemson University College of BusinessCarol Osborne, University of South Florida/ Muma College of BusinessFrank Dudley, Northwestern UniversityMatt McCutchin, The University Of Texas At AustinIlias Kapareliotis, Deree — The American College of GreeceFei Xue, The University of Southern MississippiJay Mandel, The Collective NYCJia Li, Wake Forest University, School of BusinessLuis Echevarria, The HAGHL GroupElif Akcayli, Rutgers UniversityAri Kim, Towson UniversityMaria Blekher, Yeshiva UniversitySheryl Kantrowitz, Temple UniversityMonique Bell, California State University, FresnoTathagata Dasgupta, Marshall School of Business, USC, and Saatchi LA

Antigone Kyrousi, Deree — American College of Greece Karen Han, Ball State UniversityGrace Wang, Bradley UniversityGreg Licciardi, Fordham UniversityNermin Eyuboglu, Baruch CollegeSuresh Paul Antony, Indian Institute of Management TiruchirappalliStella Leivadi, Deree — The American College of GreeceMatt Vollrath, Ohio Wesleyan UniversityAnand Kumar, Muma College of Business, University of South FloridaMichael Ruby, RetinaAnnie Garvey, CovanceGulnur Tumbat, San Francisco State UniversityAllyson Goodman, Marshall UniversityJean Marc ReJaud, Fashion Institute of TechnologyAsli Milla, American University in the EmiratesTana Licsandru, Newcastle University LondonDeborah Malone, The InternationalistDan Collings, Stein IASCos Mingides, True Agency LimitedJonathan Keebler, Stein IAS

Nick Orlandi, McGuffin Creative GroupBetsy Fiden, McGuffin Creative GroupEva Johnson, DWA MediaPatricia Boyle, Temple UniversityGema Vinuales, San Jose State UniversityPeter Cloutier, ChaseDesign (part of McCann/IPG)Laura Weedon, DigitasJeff Fromm, BarkleyRyan Emge, ServiceNowSarah Forcheski, Hiscox InsuranceKathy Seegebrecht, ULKatia Holmes, Carmichael LynchAlison Dunning, Carmichael Lynch RelateBeth Garcia, Carmichael Lynch RelateRegine Labossiere, Carmichael Lynch RelateJay Waters, University of AlabamaRobin Landa, Michael Graves College, Kean University

Enter at B2AWARDS.COM19 Enter at B2AWARDS.COM19

Special Thanks to the 2020 B2 Top Jury

Linda Brunner SVP, Head of IT Digital CX

Siemens Healthineers

Carole Irgang Executive Partner

Digital TransformationIBM

Toni Clayton Hine Chief Marketing Officer

Ernst & Young

Eric Andrews VP Demand Operations,

Cloud Infrastructure Group Oracle

Kathy Seegebrecht Chief Marketing Officer

UL

Kimberly Beal Director

Grant Thornton

Kellie Krug SVP, Head of

Global Enterprise Wells Fargo

Bob O’Leary Global Head of

Brand Activation BNY Mellon

Enter at B2AWARDS.COM20

Additional details:

Resource for all things B2:B2AWARDS.COM

Resource for all things ANA:ANA.NET

Have questions? We are here ready to make your entry experience a smooth one — do not hesitate to contact us:

Shaakira GladdenAssociate Manager, ANA B2B Practicesgladden@ana.net

b2awards@ana.net