Marketing Excellence Awards showcase series

Join us as we delve into their submissions and explore the innovative strategies that made them best-in-class in their categories.

PwC

Advancing Thought Leadership – Diamond winner

Anna-Louise Maloney, Global Marketing Leader, shares insights into PwC’s ground-breaking global energy transition campaign: ‘Fueling our Future’. 

With a strategic, multi-faceted approach, PwC crafted comprehensive content, including in-depth reports, toolkits, and proprietary research, to deliver tangible value to clients and assist organizations across diverse sectors in navigating the dynamic energy landscape. 

Hear how they: 

• Reached over 3/4 million C-suite executives with 8% increase in awareness 
• Drove over 100 high-value client conversations 
• Achieved 40% share of voice against competitors in traditional media 
• Engaged 24% of priority accounts and delivered 240% ROI 

• Galvanized 4,000 employees through their internal hydrogen academy

   

"We love big, but this particular campaign had a lot of people investment time. And I think that was kind of evident from the amount of people that galvanized around the topic internally and how it was talked about. We had a steering committee that was established specifically to talk about the broader revenue targets for content strategy, to really tie those business objectives back to our marketing strategy and vice versa.”

Watch on-demand here

Kyndryl

Scaling ABM Programs – Diamond winner

Andrew Fitzgerald, VP Account-Based Marketing, shares tactical details of how Kyndryl grew their ABM efforts from a small pilot of seven accounts to an ABM program spanning over 100 priority accounts worldwide.

Learn Kyndryl’s approach for building out critical foundations like people, skills, and data platforms, and how they operationalized the program, prioritized accounts, and measured success.

Hear how they:

• Grew an ABM pilot to over 60 accounts in the first six months
• Settled on focusing ABM efforts on around 50 priority accounts in year one
• Doubled account coverage to over 100 global accounts by the end of year two

• Leveraged data-driven clustering to scale one-to-one efforts across account portfolios

   

“It's great knowing where we are today and what the potential is, but you've got to figure out what areas of potential opportunity there are for the future. So, we look at our capabilities. We understand what determines opportunity in each one of our capability areas. And we match that back to the data.”

Watch on-demand here 

Accenture

Strengthening Executive Engagement - Finalist

Hamish Lardi, Senior Marketing manager, shares insights into the program that drove Accenture's defense business growth and elevated its industry standing.

Through nuanced networking and strategic collaborations, Accenture successfully cultivated robust relationships with senior clients, positioning itself as a leader in the field.

Hear how they:

• Launched impactful marketing campaigns addressing gender diversity in national security, fostering connections with influential women in the sector
• Elevated Accenture's defense contractor ranking from 30th to 24th by deepening executive engagements
• Achieved a substantial increase in defense revenue, skyrocketing from $111 million to $187 million through fortified stakeholder relationships
• Leveraged sophisticated tools and research to craft tailored marketing strategies for key stakeholders

• Expanded these successful strategies into other industries, further solidifying Accenture's presence in the public sector

   

“These executives are generally short on time, don’t want to be sold to, and can be really sceptical of marketing. So, you have to be really subtle and know how to really get to those people. These clients generally won't come to vendor client roundtables, and they won’t open emails – this is defense and the national security restricted network. So how do you get to them?”

Watch on-demand here