Industry awards can serve as powerful tools for validation, recognition and growth. But not all B2B industry awards carry the same weight or serve the same purpose. And in today’s crowded marketing environment, there are a LOT of marketing awards programs clamoring for a brand’s attention – and dollars. So which ones are worth pursuing? Here are a few things to consider when building out an awards strategy for your brand.

Pursuing the Right B2B Awards: What’s Your Goal?

The first question to ask yourself when considering B2B awards is, “What am I hoping to achieve?” If you’re looking for broad visibility with a strong PR component, we love the awards from major business media outlets like Inc, Fortune, and Fast Company. These excellence awards are from trusted publications, which adds credibility. Their winners also usually receive the added bonus of media coverage both in print and online – offering a strong PR return on this investment. Just keep in mind that because these publications address a wide variety of industry categories, you may face more competition from a broader set of applicants.

If you’re hoping to strengthen visibility within your specific industry, another option is to look for B2B awards from relevant, reputable trade organizations and publications. For example, a Customer Experience technology provider should consider entering awards from the CXPA, one of the leading professional services organizations in the space. Because these B2B awards are focused on a single industry, they may also offer a better chance of winning against a smaller group of applicants – while also providing targeted recognition that can enhance your reputation within the industry.

Either way, the awards you pursue should align and have a clear connection to your business and marketing goals. Make sure you recognize the organization, audience, even the judges and past participants of the award to ensure it aligns with your needs and goals.

The Value: How Will You Use Your B2B Awards?

Just like traditional press coverage, receiving an award is only the first step. B2B awards can positively impact multiple areas of your business beyond just the recognition itself.

Industry awards create market differentiation. For talent retention and acquisition for example, showcasing award-winning executives, workplace practices and technology leadership can boost employee morale and attract new hires.

On the sales front, business awards can be useful to feature in new business conversations, at trade shows and in sales collateral because they provide external validation of your business’s effectiveness. Put simply, make sure that award logo is on your website and anywhere else you want to promote your business! This type of validation will always strengthen the case for why prospects should choose your solution – and keep customers feeling good about working with you over the long term.

B2B awards can also be leveraged in your ongoing PR and marketing efforts to strengthen brand recognition. Whenever our customer wins an award, it becomes an excellent opportunity to reference in future content, such as press releases or blog posts. This not only enhances the visibility of the recognition but also reinforces your brand’s credibility and value.

If you’re planning to submit to an awards program, make sure you’re also putting a plan in place to leverage and promote those industry award wins once you receive them. And it doesn’t have to just be a win! Many awards also recognize the top finalists for their most prestigious and competitive programs.

So How Do You Win a B2B Award?

To maximize your chances of winning a B2B award, it’s essential to craft a thoughtful submission. Here are some elements to consider:

1. Research Prior Winners

Start by examining past winners and finalists for insights into what made their submissions successful. Understanding their approach can provide valuable context for your own submission.

2. Highlight Key Differentiators

It’s important to communicate what sets your business apart. Approach your content development as if the judges have never heard of your company. Data can be a strong ally here; that said, not every company wants to share it, especially financials. Consider how you might use data to demonstrate growth without getting into details. For example, an increase in users from 1,000 to 1,500 could be referenced as 50% growth, which is impressive and worth sharing – but doesn’t reveal specifics. If you’re not comfortable sharing numbers, just make sure it’s not a prerequisite for applying – or confirm if it will be reviewed by judges but not published.

3. Submit Targeted Content

Different award programs may have varying preferences for submission styles. Some may prefer a broad range of use cases, while others may want a deep dive into a singular success story. Avoid fluff and focus on delivering clear, concise and relevant information that demonstrates your value.

4. Focus on Specific Products

If you’re nominating a specific product for an award, make sure your submission revolves around that product. Even if your company has launched several new products in a year, your narrative should be heavily focused on the product in question.

5. Be Bold and Make Your Case!

Treat B2B awards like a pitching competition. You’re submitting a case as to why you deserve to be recognized, and while it might feel like bragging, make sure you sell the judges on why you should win. Just make sure you’re using clear and objective information to back up that brag! Calling out specifics from any available judging criteria in responses makes it clear to the judges that you understand what they’re looking for and why your business fits the winner’s profile.

When Are Awards Not the Right Fit?

While B2B awards can offer significant benefits, it’s important to weigh the potential costs and effort involved against the expected returns. Submitting for awards often requires substantial resources, including time spent crafting a compelling submission, gathering supporting data, and tailoring responses to specific judging criteria. For smaller teams or companies, this can take valuable time away from other business priorities.

Additionally, many award programs charge entry fees, which can quickly add up, especially if you’re submitting for multiple categories or awards. If the award doesn’t align with your broader marketing or business goals, the ROI may not justify the expense. Some awards programs also have less credibility or visibility, meaning the recognition you gain might not carry the same weight with your audience or industry peers.

Submitting for awards without a clear strategy can dilute your efforts. It’s important to prioritize awards that align with your brand’s values and audience. Chasing every opportunity without careful consideration can result in wasted time, money, and effort. Before committing, businesses should carefully assess whether the potential recognition and visibility justify the costs and energy required.

Unlock B2B Awards Success With Resound Marketing

At Resound Marketing, we help B2B and consumer brands navigate awards programs and build smart strategies to select, submit and secure award wins. Ready to boost your B2B awards presence? Reach out to us at makesomenoise@resoundmarketing.com.