ITSMA has announced the finalists for the 2016 Marketing Excellence Awards, with 25 companies recognized as standout performers in marketing B2B services and solutions. The awards cover seven strategic aspects of B2B marketing, as well as special recognition for small and medium-sized businesses. ITSMA will announce and honor the winners on November 1 during its 23rd annual conference, Marketing Vision 2016.
In 2013 SITA leadership realized that company’s ambitious three-year business plan and 2020 vision called for a significant step up in sales capability to drive growth. Although the company had been achieving sales objectives and retaining most of its contracts, they were facing a challenge winning the level of new business required.
HCL’s recent branding campaign, “The Relationship Beyond the Contract,” provides a great case study in how companies can develop and execute a B2B brand message that goes far beyond a high-level tag line and rallying cry. The Awards Program judges were especially impressed with HCL’s use of LinkedIn as both a platform and a source of sponsorship, as well as the extensive use of employees as a channel to ensure message consistency.