Marketing Excellence Awards showcase series

Join us as we celebrate their success and explore the innovative strategies that made them best-in-class in their categories.

Watch On-Demand - 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

Watch On-Demand - 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 portfolios

Watch On-Demand - IBM: Embedding an Account-Based Culture – Gold winner

Cheryl Caudill shares insights into IBM’s top account field marketing program – designed to foster an Account-Based Marketing culture globally throughout the organization.

IBM’s Center of Excellence coordinates a team of field marketers serving their worldwide strategic clients. Through initiatives like multi-regional certification and an ABM governance council, the CoE works to promote consistency, collaboration, and a client-centric approach across geographies.

Hear how they:

• Trained over 1,000 field marketers on ABM methodologies, through certification and observer programs
• Created new client value and activation teams to drive success and evangelize the program
• Demonstrated the value of ABM across sales and marketing through storytelling and data-driven success sharing
• Achieved global consistency through mandatory training, dedicated channels, and community building

Watch On-Demand - Accenture: Strengthening Executive Engagement – Finalist

Hamish Lardi 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

See the full list of winners here.