TechnologyAdvice today announced the winners of the 2026 Demandy Awards, honoring B2B technology marketing teams and campaigns that are advancing the craft of building brand, generating demand, and meeting buyers where they are in the modern buying journey. This year’s honorees demonstrate how audience insight, distinctive storytelling, and integrated execution can build trust and turn brand engagement into scalable business results.
Across nine categories, the 2026 winners show how marketers are adapting to changing buyer behavior, using AI in their operations, leveraging marketing and channel partners to amplify their results, and connecting brand investment to demand creation and capture – offering practical inspiration for B2B marketers planning their next stage of growth.
Congratulations to all of the winners, finalists, and nominees for the 2026 Demandys!
Epic Demand Generation
🏆 Winner: Snowflake
Snowflake takes home the Epic Demand Generation award for Snowflake AI Pulse, a monthly live video series that turned rapid AI product innovation into a sustained source of buyer engagement. Each 90-minute episode brought together feature announcements, live demonstrations, customer architecture discussions, and product-team Q&A, with sessions serving audiences in the Americas and EMEA.
The program extends well beyond the live broadcast to contribute to multiple demand generation and awareness goals. Pre-event sales enablement helps account managers connect relevant prospects with upcoming topics, while full episodes on YouTube create an ungated library for ongoing discovery and answer engine optimization (AEO). Paid media and account-based advertising have also brought technical buyers and key accounts into the experience. More than just great content, this program has exceeded all traditional benchmarks for their team for registrations, engagement, influenced opportunities, and self-reported satisfaction by engagers.
Our judges recognized how this content-led demand program has created an ongoing, sustainable source of pipeline while also helping LLMs better understand their products – calling it the always-on content engine that could.
🥈 Runner-Up: Fin
Fin earns runner-up recognition for rebuilding its demand generation engine around an integrated, audience-first campaign model. Standardized workflows, a redesigned lead qualification system, and coordinated execution across email, paid media, and content syndication helped the team significantly improve lead quality and sales alignment. The program established a repeatable foundation for growth, enabling the demand generation team and programs to rapidly scale while improving efficiency and ROI.
Elite Thought Leadership
🏆 Winner: Reltio
Reltio wins the Elite Thought Leadership award for an integrated program that transformed the company’s narrative at a critical time in the market. Traditionally positioned as a Master Data Management (MDM) platform, its new Context Intelligence narrative addressed a growing and timely enterprise challenge: AI needs trusted, connected business context to deliver reliable results. Leadership, product, sales, and marketing aligned around that idea before activating it through a refreshed brand, executive thought leadership, analyst engagement, media, and digital campaigns including a dedicated content hub in partnership with eWeek.
The result was a coordinated effort to educate the market and expand Reltio’s relevance beyond its traditional data-management positioning. Reltio reported a 20x increase in website traffic, 4.5x growth in branded search, and significant pipeline growth over the course of the campaign. The program demonstrates the business value of aligning a clear and unique market perspective with consistent execution across the organization.
Our judges noted how this integrated thought leadership strategy went far beyond typical content marketing to grow Reltio’s brand awareness, elevate its market position, and influence a significant amount of new demand for their sales team.
🥈 Runner-Up: OutSystems
OutSystems is recognized for its sustained investment in developer education centered on enterprise AI governance and agentic systems architecture. Highlighted by its DZone content hub, Build AI Agents That Are Ready for Production, and targeted content distribution, the program provides technical articles, architectural frameworks, and a dedicated Refcard for engineering leaders. By addressing critical standards around security, compliance, and scalable app development, OutSystems ensures enterprise teams can confidently build and govern AI workloads on a unified, production-ready platform.
Bold B2B Advertising & AI Visibility
🏆 Winner: Lenovo
Lenovo takes top honors for Worlds Gone Football, a video-led brand campaign connecting its enterprise AI story to its technology sponsorship of the 2026 Men’s World Cup. Designed for IT decision-makers and senior executives, the campaign used the demands of a global sporting event to make Lenovo’s AI capabilities tangible and relevant.
Lenovo’s media team worked with its marketing partners to apply AI to campaign messaging as well as its execution, using timely brand lift signals to adjust media delivery while the campaign was running to help optimize awareness, ad recall, and consideration. The campaign delivered lift results that significantly exceeded benchmarks, demonstrating a more responsive approach to measuring and improving B2B brand investment.
Our judges were impressed not only by the strong creative execution of this campaign, but by its integration of AI-powered optimization into the campaign workflows to drive better outcomes.
🥈 Runner-Up: Ultimo
Ultimo’s It’s Not Magic, It’s Ultimo campaign combined timely messaging, clever humor, and memorable characters (including the Machine Whisperer) to make AI in asset management feel understandable and useful. Video, paid media, out-of-home placements, trade-show experiences, and educational content carried the idea across five different regions. The campaign connected its creative concept to the operational outcomes its buyers care about, including uptime, safety, and efficiency, resulting in strong impact on brand awareness, buyer engagement, AI positioning lift, and influenced sales opportunities.
Channel Marketing Champion
🏆 Winner: Logitech
Logitech is the 2026 Channel Marketing Champion for transforming how its global partner ecosystem puts marketing into action. The team developed a series of customizable, evergreen category campaigns for its Personal Work and Team Workspace Solutions portfolios, giving them a more complete path from campaign planning to activation.
Value-based storytelling helped partners connect technology to customer business challenges, while the overall approach supported regional adaptation by partners with localized marketing resources. Logitech reported adoption and utilization results that far exceed traditional channel marketing campaign benchmarks, illustrating how strong storytelling and easy-to-activate campaigns can turn channel partners into some of your strongest brand advocates and new business drivers.
Our judges appreciated how Logitech’s approach focused on delivering high-value storytelling via its channel partners while making the campaigns easier than ever to adopt and activate.
🥈 Runner-Up: Sovos
Sovos earns recognition for two distinct programs delivered in collaboration with AWS and other key partners. The first initiative connected regional webinars, thought leadership, and readiness assessments, while the second program linked account-based advertising, content syndication, qualification, appointment setting, and marketplace procurement. Sovos also brought channel and technology partners together for an integrated Content Hub experience on eWeek that turned trusted expertise from across its partner community into new demand for its solutions. These programs demonstrate how a strategic approach to joint thought leadership and partner co-marketing can elevate all partners involved and drive meaningful outcomes.
Savvy Segment Marketing
🏆 Winner: cflox
cflox is the 2026 winner of the Savvy Segment Marketing award for its content-led campaign designed to achieve multiple outcomes in key regions across Europe. The working capital solutions provider emphasized lead generation in its established DACH market while prioritizing brand recognition and trust among CFOs, treasurers, and other finance leaders in Benelux, the United Kingdom, and the Nordics.
Working with TechnologyAdvice and eWeek, cflox built German- and English-language content hubs featuring localized thought leadership, expert-led video, and an animated infographic. A shared content framework supported efficient localization while keeping the experience relevant to each audience. The program attracted thousands of page views and generated hundreds of qualified leads, with more than 40% coming from the C-suite, demonstrating how thoughtful geographic, industry, and persona segmentation can connect brand building with qualified demand.
Our judges recognized cflox’s disciplined approach to tailoring its messaging and campaign strategies to different regions and market segments based on unique goals and target outcomes.
🥈 Runner-Up: Stellar Cyber
Stellar Cyber’s Meeting Makers program, led by the Revenue Marketing team, leveraged AI to scale personalized, persona-driven outreach across the global MSSP market. Through close collaboration between marketing and sales, the program delivered timely, relevant messaging tailored to buyer behavior and key engagement triggers. This targeted, creative approach strengthened engagement with priority accounts, accelerated pipeline growth, and influenced closed-won business. Beyond immediate results, the initiative established a repeatable framework for delivering more personalized, impactful prospect engagement at every stage of the funnel.
Awestruck ABM
🏆 Winner: SAS
SAS wins the Awestruck ABM award for a highly coordinated ABX campaign targeting strategic financial services accounts in EMEA with active Risk and Fraud opportunities. The team combined opportunity data with third-party intent signals to identify additional buying group members and deliver content tailored to each account’s priorities.
Content syndication and LinkedIn worked together to reinforce the same conversations, with Content Syndication playing a big role in helping SAS generate net-new leads across the buying teams of dozens of key accounts. The program sourced or influenced opportunities with a high percentage of their target accounts, demonstrating the value of precise, coordinated, cross-channel engagement throughout existing sales cycles.
Our judges noted how impactful SAS’s approach to ABM has been in 2026 thanks to their focus on influencing individuals across the buying team via a variety of digital channels.
🥈 Runner-Up: Cisco Secure
Cisco Secure’s always-on ABM program with TechnologyAdvice connected content syndication, ABM display, email nurture, newsletters, a dedicated content hub, and intent intelligence across its media portfolio. While many traditional ABM programs focus on individual campaigns or one-off programs, Cisco Secure’s always-on, cross-channel approach surrounds multiple buying team members at key accounts with consistent brand messaging and timely offers that cater to each stage of the buying journey.
IT Tech Marketing Program of the Year
🏆 Winner: Scale Computing
Scale Computing wins for an integrated program with Avani Media that combines broad commercial demand generation with focused engagement across priority enterprise accounts. Paid social, search, programmatic advertising, video, content syndication, and nurture worked together across five priority verticals to grow demand across multiple segments with one unified approach.
The program also turned engagement data into practical sales intelligence by bringing buying intent, brand awareness, industry context, and Salesforce data into a centralized view that informs smarter and more relevant outreach to IT decision makers. The results have connected efficient demand generation with deeper account insights, helping Scale Computing grow awareness with key IT audiences while accelerating demand from key accounts.
Our judges were impressed with Scale’s Computing thoughtful approach to both their Commercial and Enterprise account segments, using an integrated campaign approach to reach buyers across each segment while maximizing their marketing efficiency.
🥈 Runner-Up: HP Germany
HP Germany is recognized for a content-led campaign designed to strengthen its AI PC positioning and engage relevant technology buyers across IT departments. A dedicated content hub in partnership with eWeek, custom content, targeted promotion, and an expert-led virtual roundtable created multiple opportunities for education and engagement.
Cybersecurity Marketing Program of the Year
🏆 Winner: Picus Security
Picus Security wins for “Why Automated Pentesting Alone Is Not Enough,” a campaign designed to broaden how security buyers evaluate exposure validation. Research, analyst perspectives, educational content, webinars, and third-party media including sponsorships across TechnologyAdvice’s portfolio supported a consistent argument for evaluating automated penetration testing within a broader validation strategy.
Behind the campaign, Picus built an agentic marketing system with custom AI skills for content production, messaging checks, social distribution, and sales alignment. People retained responsibility for strategy and final approvals while the system helped a lean team execute across channels and significantly scale their execution. Picus reported significant pipeline growth and increased efficiency as a result of its new campaign and operating model.
Our judges recognized the dual nature of Picus Security’s strategy in 2026: growing demand with highly differentiated messaging while optimizing and scaling its approach with AI-powered workflows.
🥈 Runner-Up: Dropzone AI
Dropzone AI’s immersive AI Diner turned its always-on Agentic SOC promise into a memorable 1950s diner experience at RSAC and Black Hat USA. The AI Diner offered product demonstrations, diner-style collateral, food, and a robot host made the concept an integrated platform for brand engagement and its AI Threat Hunter launch. At RSAC, the activation generated over 2,800 badge scans and close to 50% net-new contacts, showing how experiential creativity can support a clear product story.
B2B Marketing Team of the Year
🏆 Winner: Dell Technologies
Dell Technologies takes home the B2B Marketing Team of the Year award for connecting AI discoverability with a modern brand-to-demand strategy designed to inform, influence, and convert buyers across the new information ecosystem. The team brought together trusted third-party content, a co-branded content hub with TechRepublic, advertising, sponsored content, lead generation, and intent intelligence to engage enterprise technology buyers across a myriad of digital channels.
The program has also made AI search discovery an explicit priority, developing authoritative, crawlable content designed to serve buyers and inform AI-generated answers. Dell Technologies’ willingness to test, learn, and evolve its approach with its partners reflects the spirit of this award: a marketing team investing in how buyers discover technology today while building capabilities for the journey ahead.
Our judges recognized Dell Technologies’ for truly embracing the new buying journey and delivering marketing programs that meet buyers across a wide range of digital channels, including AI search, with consistent and impactful messaging validated by trusted third-party media brands, journalists, and influencers.
Celebrating the Teams Moving B2B Marketing Forward
The 2026 Demandy winners and runners-up showcase a wide range of approaches that are helping B2B brands earn attention and build demand with today’s technology buyers. Their work offers inspiration for other marketers, reinforcing how modern thought leadership, strategic partner co-marketing, engaging buying groups, and integrated campaign execution can drive significant growth in today’s market.
TechnologyAdvice congratulates every honoree and thanks all of the teams who submitted their work. Learn more about the Demandy Awards at https://go.technologyadvice.com/demandy-awards-2026.
