The Demandy Awards are the annual marketing awards that honor the rockstars of our industry: B2B marketing teams and campaigns that go beyond advertising and lead generation to deliver creativity, innovation, precision, and real revenue impact.
This year’s winners represent the very best in B2B tech marketing, with programs that not only captured demand but also elevated brand authority, built trust, and drove extraordinary results. The top honors at the 2025 Demandys went to the following businesses:
Elite Thought Leadership
🏆 Winner: Nexthink
Nexthink claims the Elite Thought Leadership award for its transformative Executive Engagement Program, designed to close a persistent C-level awareness gap and position the company as a trusted boardroom partner. Anchored by a Harvard Business Review research partnership, industry C-level events, and peer storytelling from executive customers, the program unified siloed efforts into a cohesive, scalable engine for executive influence.
The results were powerful: executive engagement at ICP accounts nearly tripled, half of all new logo opportunities now included senior leader involvement, and Nexthink earned a keynote at the Gartner IT Symposium in Barcelona. Judges praised the program for balancing practitioner demand with executive influence, breaking silos, and elevating Nexthink’s credibility at the highest levels.
🥈 Runner-Up: Global Payments
Global Payments’ “That’s Genius” campaign showcased the launch of its unified POS platform with a clear, thought leadership-driven narrative. Through videos, playbooks, sponsored content, and multi-channel digital execution, they’ve created and launched an integrated campaign that’s been successful for lead generation and pipeline development. Judges commended the campaign for blending segmented storytelling with a unified brand backbone that resonated across geographies.
Bold and Beautiful B2B Advertising
🏆 Winner: Fortra
Fortra takes top honors for its creative Data Protection Display Ad Campaign, which broke the mold of traditional cybersecurity advertising. Instead of fear-based messaging, Fortra leaned into humor, nostalgia, and personality to differentiate its Data Protection line.
With ads like this fun play on Captcha and this 80’s video game nostalgia running on LinkedIn and Reddit, Fortra not only delivered strong CTRs but also drove new pipeline that far exceeded their benchmarks. Judges were impressed by how this lighthearted, bold approach resonated in a crowded space and translated directly into business results.
🥈 Runner-Up: Qualcomm
Qualcomm’s Snapdragon Advertising Campaign elevated brand visibility with a diversified mix of native placements, content syndication, and display ads. The campaign has delivered on both impressions and strong engagement, proving that balancing broad awareness with targeted calls-to-action can create sustainable demand.
Epic Demand Campaign
🏆 Winner: Google Cloud
Google Cloud takes home the Epic Demand Campaign award for its ambitious and highly successful Security Operations Marketing Program. Their full-funnel, multi-channel campaign went beyond brand awareness, focusing heavily on MOFU and BOFU engagement with tailored messaging for executives and practitioners alike. With ROI-driven content, migration playbooks, and powerful customer testimonials, Google Cloud executed across every channel from paid and organic media to partner enablement.
The results were clear: stronger conversion rates, larger deal sizes, and engagement that exceeded benchmarks. Judges praised the cross-functional collaboration and revenue-driven execution that made this campaign a true category standout.
🥈 Runner-Up: ThreatConnect
ThreatConnect’s Polarity Product Launch reinvented its content syndication approach following a new acquisition. Partnering with TechnologyAdvice, the team combined on-demand webinars with syndicated content to fuel pipeline growth. The results were significant with material increases in SALs, SQLs, and ARR growth driven by the marketing team. Judges applauded the campaign’s bold pivot and lasting impact on ThreatConnect’s demand generation engine.
Savvy Segment Marketing
🏆 Winner: Assembly Global (Agency) | Lenovo (Client)
Assembly Global and Lenovo take home the Savvy Segment Marketing award with the latest evolution of Lenovo’s Evolve Small program. This integrated campaign aimed to demystify AI for small business owners with practical advice and approachable thought leadership. Recognizing that many entrepreneurs still perceived AI to be inaccessible, they built a multi-touch program with digital and in-person activations showing how to embrace AI to streamline operations, scale their impact, and strengthen their communities.
Going beyond traditional lead gen tactics, they used digital media to recognize and spotlight grant-winning small businesses, giving them a unique opportunity to tell their own stories. Not only did this campaign result in audience engagement and conversion metrics that far surpassed industry benchmarks, it directly impacted the lives of countless small business owners through hands-on training, workshops, and monetary grants aimed at supporting their long-term growth. Judges praised the campaign as a best-in-class example of inclusive segment marketing that combined thought leadership, storytelling, and demand generation.
🥈 Runner-Up: Inverta (Agency) | AWS (Client)
Inverta partnered with AWS to develop the “Account-Based Marketing Is a Team Sport” program, empowering sales executives with the tools they need to engage senior executives across five major sports leagues with 1:1 customized assets, personalized content, and multi-touch outreach. The campaign secured meetings with key accounts and energized sales teams with relevant, easy-to-use assets. Judges highlighted its smart alignment, creative positioning, and high impact.
Awestruck ABM Campaign
🏆 Winner: GoTo
GoTo takes home the Awestruck ABM Campaign award for its full-funnel partnership with Avani Media that turned traditional demand generation into a highly targeted revenue engine. By segmenting verticals, diversifying channels, and enabling sales with faster and smarter follow-up, the integrated ABM/ABX program has accelerated pipeline development while unlocking a new go-to-market motion for their marketing and sales teams.
Operational wins like drastically reducing time-to-follow-up and slashing MQL rejection rates have made this a model for ROI-driven ABM at GoTo. Judges praised its precision targeting, creative execution, and clear revenue impact.
🥈 Runner-Up: MOI Global
MOI Global partnered with one of their key clients to help transform their approach to demand generation with an intelligence-led ABM model. By building a customized account-intelligence system, they prioritized in-market accounts, aligned tightly with sales, and accelerated pipeline – all without expensive ABM platforms or requiring new MarTech investments. Judges called it a transformative initiative for complex enterprise marketing.
Channel Marketing Champion
🏆 Winner: Cloudera
Cloudera is recognized as the 2025 Channel Marketing Champion for its comprehensive and highly impactful channel partner activation program. From Partner Day events and co-marketing with AWS, IBM, and NVIDIA to a compelling PartnerPulse video series, Cloudera’s channel marketing program has energized regional ecosystems and driven significant growth in new revenue.
Exceeding their partner-sourced pipeline goals by 148%, Cloudera showed how creative enablement and thought leadership can scale impact. Judges commended their balance of innovation, collaboration, and measurable ROI.
🥈 Runner-Up: Eaton
Eaton’s Channel Insider Partnership highlighted the strength of collaboration, pairing their deep expertise with a full-funnel marketing program that has positioned them as thought leaders in the channel ecosystem. Combining content syndication, Partner POV video episodes, LinkedIn Live sessions, and custom content, the program built awareness, engaged MSPs, and laid a foundation for future growth. Judges praised Eaton’s ability to blend tactical execution with strategic vision, making them a strong runner-up.
IT & Cybersecurity Marketing Program of the Year
🏆 Winner: Ivanti
Ivanti takes home the award for its bold and highly effective “Play Nice” campaign, which stood out in a market dominated by “free” bundled tools. With playful creative, localized ads, an ROI calculator, and global multi-channel execution, this program has had an incredible impact on qualified leads, new pipeline, and closed bookings (if only we could share the actual numbers!).
Reaching key target accounts across every major region, the campaign surpassed benchmarks across engagement, CTR, and social performance. Judges applauded its creativity, brand personality, and measurable business impact.
🥈 Runner-Up: Swimlane
Swimlane’s “Control Your Chaos” campaign reframed a universal pain point – overwhelmed security teams – into a resonant, buyer-centric message. With tailored execution for enterprises and MSSPs, the program has had a massive impact on pipeline in just six months, lifted engagement rates, and showcased the power of smart segmentation and storytelling.
Developer Tech Marketing Program of the Year
🏆 Winner: NetApp Instaclustr
NetApp Instaclustr secures this award for its “Loved by Developers, Trusted by Enterprises” campaign, which bridged community credibility with enterprise conversion. With workshops, OSS events, technical content, an ROI calculator, and customer proof, the program has significantly improved lead-to-SQL conversion while growing pipeline with software development teams at key target accounts.
The program’s multi-channel execution spanned LinkedIn, GitHub, docs, newsletter bylines, and ABM nurtures, tailoring content for developers, architects, and managers alike. Judges praised its authentic, engineering-first approach that built trust while driving measurable pipeline impact.
🥈 Runner-Up: BuySellAds (BSA)
BuySellAds’ Full-Funnel Demand Gen Program with DZone helped a long-time DevOps client scale advertising and content syndication while significantly improving cost-per-conversion. Tailored asset distribution, precise targeting, and a highly engaged audience quickly made the DZone developer community a top-performing channel. Judges highlighted it as a strong example of client-agency-publisher collaboration resulting in a high ROI.
HR Tech Marketing Program of the Year
🏆 Winner: RemoFirst
RemoFirst wins for its imaginative “Employ Without Borders” campaign. In a crowded HR tech market dominated by dry, jargon-heavy messaging, RemoFirst dared to stand out with a suite of medieval-themed video ads that humorously depicted the absurdity of trying to hire “beyond your castle walls” without a modern solution.
Infused with relatable humor and clear CTAs, the campaign delivered 2.5X higher video completion rates, doubled conversion-to-meeting rates, and cut cost-per-demo-request by 30%. Judges applauded its creativity, memorability, audience empathy, and engaging storytelling.
🥈 Runner-Up: Dayforce
Dayforce earns runner-up recognition for its Brand-to-Demand Partnership with TechnologyAdvice, a fully integrated demand creation and capture program that has combined adaptability, collaboration, and full-funnel strategy to engage HR buyers at every stage of the journey. A hallmark of the program was its collaborative execution with TechnologyAdvice, where the Dayforce team embraced feedback, experimented with new approaches, and optimized campaigns in real time to drive measurable results. Judges praised Dayforce’s commitment to innovation, content diversity, and publisher partnerships.
B2B Tech Marketing Team of the Year
🏆 Winner: SAS
SAS takes home the coveted B2B Tech Marketing Team of the Year award for its mastery in delivering full-funnel, precision marketing at global scale. Across demand generation, ABM, and segment-specific programs, the SAS marketing team demonstrated how to blend creativity, data-driven targeting, and deep collaboration with sales to drive measurable business impact.
Highlights included the “Intelligent Banking: The Future Ahead” campaign, anchored by Economist Impact research, which generated significant ROI on both new pipeline and existing opportunities. Their pioneering one-to-one ABM program for platinum target accounts introduced fully personalized Knowledge Hubs, account-specific ads, and curated content experiences setting new standards for digital ABM. Meanwhile, SAS’s fraud and compliance initiative showcased the power of segment-first messaging to influence niche but strategic buying groups within global banks.
In partnership with TechnologyAdvice, these initiatives delivered remarkable results: thousands of new senior-level contacts, dramatic ROI across campaigns, and record-setting sourced and accelerated pipeline. Judges praised SAS for its innovation, global consistency, and ability to execute with both scale and precision making them the clear choice for this year’s B2B Tech Marketing Team of the Year.
Congratulations to All!
The 2025 Demandy Awards reminded us that B2B marketing is anything but boring. From breakthrough creative and bold brand campaigns to precision ABM and full-funnel strategies, this year’s winners and finalists showed what’s possible when marketers blend imagination with impact.
A huge congratulations to all of our winners and runner-ups, your work is setting the standard for excellence in B2B tech marketing. And to every marketer who shared their story: thank you. Your creativity, innovation, and determination continue to push our industry forward.
Here’s to another year of raising the bar, celebrating bold ideas, and inspiring each other along the way. We can’t wait to see what 2026 has in store.
