B2B Marketing Award
B2B marketing has emerged into a specific discipline in its own right with accentuated differences in marketing practice directed towards the increasingly important B2B sector. Marketers in this area must be expert at building valuable business relationships in sometimes complex environments, resulting in ongoing profitable revenues. This award is aimed at organisations that have successfully deployed B2B marketing strategies, leveraging the potential of technology to target and track opportunities, managing complex buying processes, generating quality leads and building long-term relationships that produce profitable and sustained revenue streams.
Laya Healthcare Emma Butler
Laya Healthcare’s Workplace Wellbeing Index is an expert led multi-channel thought leadership campaign, fuelled by Ireland’s largest research study on workplace wellbeing. It positions Laya Healthcare as the leader when it comes to wellbeing at work, generates new leads and drives engagement with our target audience of HR leaders. Through relevant and insightful researchbased content, paired with top-tier expert led events and supported by a strong advertising and PR strategy, we have outperformed against all our campaign KPIs, delivering high quality leads and meaningful engagement to support future growth and client retention for our business
Enterprise Ireland Conor O'Donovan
You’re the Business is a digital upskill programme designed to get Irish SMEs online – brought to life by Google, Enterprise Ireland and the Local Enterprise Office. The aim is to challenge the disparity in digital ability among the many SMEs – whose success is so vital to an economic recovery. By using ambassadors who’d already demonstrated
their digital efforts and subsequent success, and showcasing their stories, other SMEs were inspired in large numbers to engage with the programme. The creation of You’re the Business led to a purpose-driven virtual training centre, where SMEs could upskill from their own home.
Payslip Aoife Flynn
Payslip have entered this award to highlight the effectiveness of our Marketing Campaigns in overcoming a new market entry challenge. Key objectives of our strategy are Brand Awareness as a new marketing entrant and Lead Generation. Marketing campaigns are designed to cover both objectives, and include successful digital campaigns in the form of paid campaigns across Google and Linked platforms, Social Media Marketing, Webinars, Podcasts and Email Marketing. Optimized persona driven content underpins all campaigns in the form of eBooks, Whitepapers, Case studies and Blog articles. Result include significant growth in customer acquisition with 75% of sales people generate form inbound leads.
Vodafone Ireland Mary Connolly
As Ireland’s leading network and trusted partner for business, Vodafone are helping Irish SMEs to achieve their business ambitions by going more digital. Our ‘SME Champion’ strategic programme has repositioned Vodafone Business from a traditional telco provider to a technology communications partner for business through the launch of innovative propositions, insight-led brand campaigns and a new knowledge and learning portal to help SMEs thrive on their digital journey. Over the last 6 months, we have led on brand consideration metrics and saw a 40% uplift in revenue and lead generation targets achieved.
An Post Commerce Julie Gill
An Post Commerce delivers innovative e-commerce solutions for Ireland’s businesses. We developed our ‘Advantage Card’ specifically to help SMEs thrive with parcel and mail discounts. In 2020, we responded to the Covid shift to eCommerce, discounting our Advantage Card further. This brought unprecedented growth. While this was an extremely positive, it unveiled a challenge, how could we grow the Advantage Card in 2022? Marketing was set an ambitious Revenue and acquisition goal we felt was almost unachievable. Our strategic, agile, approach to B2B targeting, testing and optimising enabled us to meet and exceed all metrics by a significant amount.
