UK Marketer Graham Wylie posted an interesting question on my linked in group recently. He said;
“Surprisingly few examples of marketing automation in the integrated and digital categories of this years B2B Marketing Awards? Any thoughts from the group on why this is?”
For me perhaps one reason is that 'creative' agencies are often the driving force behind many of the entries. I have no numbers but I think there are not enough out there in the UK with 'hands on' experience of marketing automation.
If I look at DemandGen's client base some of their accomplishments would be worthy winners (in lead nurturing/integrated/lead generation).
Here are 3 reasons I can think of why Marketing Automation is under-represented.
1. I think the global nature of much marketing automation is a barrier for entering UK awards. For example, if the creative agency who designed a campaign is located in Germany or US, the client sponsor is based in Netherlands and the nurture goes to 14 countries - the impulse to enter a UK specific award is not strong.
2. The practice of Marketing Automation also changes behaviour so awards based on 'campaigns' (which we could call 'batch and blast') don't play to their strengths.
3. Eloqua have been running their own 'Awards' for a number of years and marketing automation practitioners make big efforts to snag one of these. I believe the EMEA will have its own set of Markies next year (further signs of an expanding marketing automation pool in EMEA)
Great blog article too. “A Judge’s View of the B2B Marketing Awards.” I've forwarded it onto a few clients who are submitting entries to Eloqua's Markies. The deadline is fast appraoching and I think his advice is very valuable and timely.