We’ve narrowed down hundreds of submissions to bring you 34 B2B innovators who have been leading the charge in creative revenue generation. Now it’s up to you to choose who will be crowned as an Innovator of the Year at the B2B Sales & Marketing Exchange event on August 9-11 at the Encore Boston Harbor.
Below you’ll find a short snippet detailing the coveted success and innovation these marketing and sales professionals have accomplished. Check them out below and cast your vote before the August 6th 5:00 PM ET deadline! Demand Gen Report will then spotlight the most voted finalist as this year’s Innovator of the Year at our Best In B2B awards ceremony at the event.
Click to learn more about each B2B innovator.
Aaron is a great leader and teammate, who transitioned from executive producer of Voodle’s VR systems to being a Marketing Director after the company’s pivot last year. He has had a prolific career in visual effects and consistently upgrades both marketing efforts and team dynamic through his use of Voodles to tell stories and create meaningful connections on the team. His 60-second video bursts for collaboration and creativity on the Voodle platform help stave off the pressures of Zoom fatigue and Slack addiction felt by today’s culture of “always-on” synchronous demands.
Alison has managed creative (and massive) marketing campaigns, built businesses from the ground up, and taken corporations public. But what’s most impressive is that throughout it all, she has remained focused on empowering the women around her. Alison has mentored women in tech throughout the Greater Boston area and works with the Women’s Fund of Southeastern Massachusetts, which aims to advance education and financial security among local young women.
Allison has spent her career in tech helping women take on the unique workplace issues they face. She’s played a role in every company she’s worked at to craft creative parental leave policies, establish women-centric employee resource groups and create private spaces for pumping parents.
Andrew successfully launched the newly created “Agile Account-Based Growth” into his organization, AVEVA. He has continually brought insights into AVEVA in the form of ideas, strategies, data, and collaborations with outsourced organizations such as Infinityn. Andrew brings a wide variety of personal traits to the organization such as a positive attitude, teamwork spirit, patience, and genuine passion for ABM/AABG.
Anh implemented an in-market audience layer for paid search campaigns, allowing Alation to capture additional high-intent leads at a fraction of the normal cost, created comparison landing pages to steal traffic from our main competitors, and performed analysis on lead funnel metrics to identify and reduce wasted ad spend on paid search/social. Anh has generated $37 million in pipeline for the sales team from all performance marketing channels, increased pipeline by 14% quarter over quarter while at the same time decreasing spend by 18%.
Annika leads the Global Field Marketing team at a leading supply chain software company where she created a team to support 5 industry-focused business units to cross-sell and drive pipeline and revenue with existing clients and most recently support new logo acquisition programs. She built and rolled out a framework for ABM last year that has been applied across each BU.
Vista Equity Partners
Ashleigh led the charge in designing and launching the Investor Engagement Center (IEC) portal, a custom-built, scalable, combination of WordPress and Marketo created to replicate in-person events. Along the way, the team overcame technical hurdles, including privacy settings to ensure non-investors could not gain access to the portal’s proprietary and sensitive information.
Ashley is always in search of an opportunity to solve business concerns with data-driven decision making and the mantra that it is not only important to align revenue teams behind concrete data, but the same data. With her multi-touch attribution structure, the marketing team now has access to a broad set of metrics, including true ROI from pipeline and closed won opportunities, touchpoints at various stages of the opportunity journey most influential to conversion, and overall target account and persona engagement.
In a year struck by a global pandemic and marked by a huge shift in sales education and training, Beth played a crucial role in spearheading the marketing strategy around the top sales company’s pivot and growth in what was a down year for many companies. Beth has been an integral part of the growth of RAIN Group for over 9 years. Over the last year, she used every tool in her belt—copywriting, design, strategy, web development, platform integration, SEO, and more—to support her organization in attracting new customers and thriving during a pandemic.
Brooke joined InvoiceCloud from a background in consulting, and with that came a lens of problem solving that she immediately put to work on the marketing and sales technology stacks and integrations. She immediately identified challenges with the sync architecture of the stack, data gaps that were creating problems in proper segmentation and tracking and discovered growth opportunities to impact both the internal and external customer experience. Through intense collaboration with internal stakeholders, a roadmap was created to highlight each area of the customer experience and where changes could be made.
Not only has Carey lead exceptional innovations in marketing, she led the SurePayroll Diversity, Equity, and Inclusion committee, where she had spent an extensive amount of time and creativity in inspiring and challenging colleagues across the organization to discuss, analyze, and challenge ways of thinking to create a safe, inclusive, and equitable place for all employees and clients.
Carmen established and operationalized the first game lifecycle ABM program at Unity in 2021. As of six months since launch, the game lifecycle ABM program is already pacing at 111% of the 2021 marketing sourced pipeline goal and is tracking to beat the 2021 marketing sourced revenue goal before year end.
Faced with over 1 million data issues in SalesForce and HubSpot, Christina sat on calls with various internal teams to identify and understand their current pain points to determine what areas would benefit from automation. Ultimately, she reduced data issues by 75% in just five weeks and implemented ongoing processes to ensure data cleanliness.
For Courtney, innovation is a guiding principle for the team. In 2021, she created a new concept called “Plays,” a set of defined motions to get a specific result. This is her new flavor of ABM. She ensures her team rolls out one new play each month. This new approach has transformed Notarize’s Marketing and Sales strategy, grew the funnel and allowed the team to find new use cases and tap into new markets.
Deanna created the strategy for the DE&I initiative to expand beyond incarcerated women for Televerde. She established the learning curriculum, impacted the hiring and even began a monthly book club to support the ongoing education against bias and more inclusive listening. She is currently helping Women in Revenue build their DE&I program to better support DE&I as an organic growth initiative.
Doug leveraged martech tools and various data sources to create personalized email experiences as part of WebPT’s account-based marketing strategy (ABM), which he built from the ground up. He approached this opportunity with sender-based campaigns that enabled him to deploy customized email signature banners which automatically display relevant WebPT content based on who is sending the email.
With a goal to create a virtual event for prospects and customers that would drive value strategically and tactically, Elizabeth and her team created a three-day program featuring 27 external speakers that received overwhelmingly positive feedback from speakers and attendees. Key achievements include 25+ hours of high-quality content, more than doubled the registration goal, saw a 52% show rate of registrants, saw a 200% increase in social media mentions and over 1100 views of on-demand recordings.
Fumihide, known as Humi, believes in the power of marketing as he has accomplished measurable successes by advising, guiding, and supervising the marketing teams of his previously led companies through the journey of going public. At Ambiq, Humi dedicated resources to build up the entire marketing department from scratch by recruiting top talents from the semiconductor industry.
Hana is a founding member of Demand Gen Report’s Demanding Diversity Council, with other memberships including member, committee member and 2022 board member for Women In Revenue, and a marketing committee member for Black Marketers Association of America. Hana’s impact in this area can be measured by many positive outcomes — from providing education and perspective at the executive level through candid conversations, helping to determine key KPIs and objectives for organizations to improve diversity and equity, or mentoring young black professionals and professionals of color to ensure they are seen, heard and equipped with the tools and confidence to let their magic and true selves’ shine.
Hannah spearheads the Google for Startups’ support for founders with disabilities. She led the creation of Google’s first-ever official marketing guidelines for disability-inclusive marketing, training hundreds of Googlers, startup founders, and executives in disability-inclusion best practices.
Jennifer runs Account Based Marketing strategies for major accounts at Bazaarvoice. She is excellent at creating the structure of her company’s ABM strategies and simplifying the expectations of the sales org to maximize participation and results.
Following a recent Marketo implementation, Jonah wanted to double down on using the system to create scalable solutions that supported business goals, with a special emphasis on empowering his team. After rebuilding his team to increase their performance, create efficiencies and improve customer experience, Jonah saw 50% more work from 80% more team members year-over-year, a 30% reduction time between ticket submission and campaign launch and more than a 20% increase in terms of engagement.
Under the leadership of SVP demand generation Julie Brewer, Bottomline completely disrupted its previous marketing to sales process by creating an innovative, tightly defined and aligned qualification engine. The efforts led to Bottomline driving MQLs by 75%. The new qualification process is ongoing and continually presents new innovation opportunities for Brewer and her team. It’s also worth noting that the Bottomline initiative will be essential for a sales team that has to manage the new hybrid virtual-personal complex sales cycle environment.
Lisa is an active member of Women of Mindtickle (WOM), which strives to advance the professional growth of Mindtickle employees through programs, community and events. WOM Programs are focused on women and allies. She’s also a member of Women in Revenue, empowering and educating current and future women leaders in revenue. And she’s a volunteer and donor at A Safe Place, the leading advocate for eliminating domestic violence & human trafficking in northern Illinois.
Lydia is a data storyteller, business transformation leader, category and value creator who is passionate about customer success, marketing, data and analytics, legal technology, and productizing WOW moments for customers. The challenging circumstances of the last year accelerated digital transformation and novel approaches to engaging customers. Under her leadership, the team accomplished a successful rebrand, launched new products, and lead gen campaigns which led to 75 closed deals in 2020 alone.
Matt led the launch of ICF’s Climate Center, a digital thought leadership hub designed to underscore ICF’s market leadership and, more importantly, help organizations better understand the impacts of climate change; establish clear, practical pathways forward; and promote the right action at the right time to enable strategic planning, operations, and investments for the future. Since then, Matt evolved ICF’s 50-year-old brand, incorporated more digital, forward-thinking tools to meet marketing and business goals and leveraged ICF’s employees to be the ultimate brand ambassadors
Earlier this year, Melissa was honored to become the Executive Sponsor for the company’s women’s networking group: AWON (Awesome Women of Netskope). Since taking the reins, she has launched a mentoring program, established quarterly AWON sessions, welcomed guest speakers, started AWON’s book club, and organized participation in professional development forums for dozens of employees.
Black Marketers Association of America
By founding BMAA in May 2017, Natalie has exposed many black marketers to the world of B2B marketing. She has led the organization to partnering with different companies and initiatives to help increase the diversity within the B2B marketing space.
Robert J. Gorincen
Within 3 months of being hired, Robert grew the marketing team by 300%, all of whom work remotely across the US. Despite the “great resignation” that saw high numbers of people changing jobs, his team continues to see a 100% retention rate. In addition, all key marketing initiatives and goals were achieved with 22,971 social impressions, 3,538 social followers, 16,814 website visits, 185,274 emails delivered and 15.76% open rate. These results are an indication of a highly engaged and high performing team.
Santosh developed an aggressive Marketing Strategy in April 2020 and decided to go back to our customers with specific solutions to deal with lockdown consequences and undertake R&D projects that would help TATA empower its customers for success in the new normal. Thus, a new ABM strategy was developed with four specific levers.
Prior to the launch and implementation of Sarah’s ABM program, 55% of pipeline came from accounts that are now on Qualified’s ABM target account list. Almost eight months later, 80% of inbound pipeline comes from target accounts, an optimal situation for any marketing team because that means prospects are qualified, translating to better deals.
Being a lead contributor for Integrate’s category launch around Precision Demand Marketing, Tabitha took the initiative to ensure all our efforts were centered around what the buyer would need to understand instead of centering on Integrate’s platform. She frequently “pauses for reflection” within her marketing work — ensuring efforts reflect the latest working trends in marketing and incorporates more of the customer or ICP voice instead of relying on traditional marketing frameworks that only tout the voice of the product/platform.
Zoom Video Communications
Artificial Intelligence (AI), the fourth industrial revolution, is upon us and 84% of companies know that they need to invest in AI technologies and solutions to have a competitive advantage. Are marketing leaders truly ready for the impact that AI will have on their business, their organization and their workforce? Will an augmented workforce — the future of people and AI-powered solutions like Intelligent Assistants working harmoniously together — become our new reality?
Join this session to learn how organizations are utilizing AI-powered Intelligent Assistants to help marketing and sales teams identify more qualified leads earlier and faster in the cycle to drive top-line growth.
Marketers who embrace the inbound methodology and apply it to their ABM strategy see stronger engagement among their targeted accounts. And sales teams who leverage inbound selling techniques are better enabled to meet the needs of the humans they interact with throughout the sales process — aka, the Buyer’s Journey.
Still not a believer? In this hyper-tactical session, you’ll walk away with the tools you need to fuel your ABM strategy with inbound. We’ll also cover simple ways to immediately begin implementing an ABM strategy if your marketing organization is largely inbound-based.