2024 awards program
Foundry Innovation Awards
Returning for the second year, the Foundry Innovation Awards highlight the best in tech marketing and celebrate teams who have worked with us in the last calendar year to create campaigns that innovate and engage.
Category winners and honorees were selected by a panel of Foundry leaders.
Honoring the spirit of innovation in marketing
At Foundry, innovation is in our DNA. We celebrate the marketers that challenge the status quo, that strive for the best outcomes possible, and that seek to set new standards along the way.
In its second year, the Foundry Innovation Awards program recognizes the best work by our clients, around the world and across several areas of marketing. These are the campaigns, the event moments, the content experiences, and the results that singularly achieve what marketers set out to do every day—leave lasting impressions that influence minds and drive outcomes.
Foundry Innovation Award categories
Brand to demand
The finalists in the Brand to Demand category worked with Foundry’s team of expert strategists to develop robust, integrated campaigns that exceeded industry performance benchmarks.
Category winner: HPE: BrandHub – The New Hybrid Cloud Agenda
HPE worked with Foundry to create a BrandHub that delivered a true full-funnel experience. With a series of multichannel custom touchpoints driving to the hub, and content refreshed on a regular basis to serve a continuously relevant experience, the program exceeded engagement benchmarks, reached several target accounts, and generated high quality leads globally.
ASUS: 'Upgrade to Incredible'
Designed specifically for SMB accounts, the ‘Upgrade to Incredible’ campaign used a strategic blend of digital promotion tactics to drive engagement and effective retargeting. The hyper-relevant on-site experience led to page views, time on page, and engagement rates all exceeding industry benchmarks, and resulted in a program that surpassed all guarantees and KPIs.
Google: BrandHub – A Modern Application Strategy
Google’s robust BrandHub program targeted several regions and was a true case study in campaign optimization. By optimizing the experience to embed relevant articles and videos into the hub while using a strategic blend of promotional tactics, the program saw CTRs that were 2x above benchmark, resulting in significant target account penetration and engaged lead generation at scale.
HPI DACH
Through a variety of promotional activities, Foundry marketing teams designed an integrated program to drive traffic to the client’s BrandHub, while reaching and engaging the majority of HP’s target accounts. Over the BrandHub’s lifetime, the program has consistently exceeded performance benchmarks in multiple areas including time on page, engagement rate, and click-through rate, resulting in a significant delivery of multi-touch leads from target accounts.
HPI 1:Many
HPI worked with Foundry teams to develop a BrandHub comprised of both supplied and custom content designed exclusively for an audience of target ABM accounts. With a focus on nurturing these target decision-makers, a variety of promotional tactics and custom content strategies resulted in strong engagement and thousands of leads.
Partner marketing
The finalists in the Partner Marketing category applied creativity and collaboration to develop programs that scaled to meet the needs of multiple brands while driving shared success.
Category winner: AWS x Intel
Teaming up to support 20 of their partners and bring a cloud modernization message to market that delivered pipeline, the enterprise brands developed a robust BrandHub experience that allowed each partner to tell their unique story under the broader Cloud Modernization message from AWS and Intel. The program generated impressive engagement and partner leads that was ultimately reflected in significant pipeline value.
Adobe x Microsoft
The partners leveraged Foundry’s full solution portfolio, from the BrandHub platform to in-person events, to deliver ‘The New Work’ program, a collection dedicated to telling stories from the Digital Workplace. The robust blend of integrated digital and physical activities drove down-funnel engagements that resulted in actionable outcomes for the Adobe sales team.
Google Cloud x SAP
Google Cloud and SAP teamed up to deliver a joint message to market through Foundry’s BrandHub platform, telling a joint story supported by IDC analyst voices. The BrandHub was organized to lead users down a content journey strengthened by credibility and research-backed data, and ultimately delivered qualified leads for both teams.
Outstanding content
The finalists in the Outstanding Content category demonstrated deep knowledge and care for their target audience by creating content that was highly relevant, engaging, and impactful in its messaging.
Category winner: SAP Brandpost
In a campaign that drew from the fundamentals of quality storytelling, SAP’s BrandPost program celebrated goodwill around the world by featuring the work of its SAP Innovation Award winners and nominees. In a collection of blogs by SAP head copywriter Michael Kure and team, titles like “Using business technology to help Ukrainians in need,” “Metal recycling for a better planet,” and “Creating wealth, jobs, and community through women-owned businesses” evoked emotional responses that drew high engagement and 3x the guaranteed impressions.
Hitachi Vantara
Knowing that IT decision makers hold peer perspectives in high regards, Hitachi Vantara produced a roundtable video featuring security experts to create thought leadership through showcasing authentic and compelling perspectives. As part of a larger integrated campaign, ‘The Safe Place,’ the 45-minute video worked to align the Hitachi brand to key security experts and topics, garnered impressive completion rates that exceeded benchmarks, and was a key asset in a larger body of work that was shortlisted for three categories in the global B2B Marketing Awards.
Winner & Honorable Mentions
Consumer programs
The finalists in the Consumer Programs category captured the attention of savvy technology enthusiasts operating in a rapid buying cycle with impactful and strategic marketing efforts across our B2C network.
Category winner: Gen Digital
Gen Digital worked with Foundry to promote a range of their brands including Avast, Norton, and Avira using a range of marketing tactics. With a focus on awareness and engagement, the program succeeded in educating customers via multiple contextually-relevant touchpoints that achieved more than 2x the anticipated click-through rate and drove viewers through to purchase.
MacPaw
Now in its fifth year, MacPaw’s program for its CleanMyMac brand leveraged Foundry’s Promoted Product Listings service to drive consumer awareness and engagement. Working closely with Foundry teams to fine tune the campaign messaging, the program consistently sees incredible click-through rates and conversion levels.
Winner & Honorable Mentions
Events execution
The finalists in the Events Execution category leveraged the power of a captive audience to educate, engage, and entertain in unique ways that left lasting impressions with attendees.
Category winner: Cradlepoint
Looking to team up with their partners and carriers to deliver a powerful message around 5G in the enterprise, Cradlepoint worked with Foundry’s custom events team to craft the ‘Unwired Roadshow’ that they took to multiple cities in the US and Canada. Via technical workshops and custom content programs featuring existing customers and live demos, Cradlepoint’s roadshow educated and engaged hundreds of in-person attendees across North America.
Software AG
As Foundry’s exclusive partner for our Leadership Excellence Program, Software AG has worked alongside Foundry teams in crafting and delivering the curriculum for this initiative focused on helping CIOs reach the next level by growing their own leadership skills as well as developing the next generation of talent. Since Software AG joined as our exclusive partner, attendance has grown to 150% of past years.
2023 Innovation Award Honorees
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Best ABM Orchestration
Winners
APAC: Juniper | Content Engagement Campaign
EMEA: AWS x Intel | Migrate to Modernise
NORAM: Treasure Data | Triblio/Foundry Annual ABM CampaignsHonorable mentions
APAC: SunTec
EMEA: CIO x Dell Technologies x VMware x EssenceMediacom | Be Ready for the Future
EMEA: Okta | Building Trust in a Transforming World -
Best Demand Generation Campaign
Winners
APAC: HPE Aruba | Digital lead engagement campaign
EMEA: Jellyfish x Tableau
NORAM: Aveva | Selling Simplified/Foundry annual channel program / digital lead engagement + programmatic NA & LATAMHonorable mentions
APAC: Crowdstrike Brand Post + Account Intelligence Campaign, CSO
APAC: DWA Adobe DX China | Digital lead engagement campaign
EMEA: Hitachi
EMEA: Okta
EMEA: Qlik
NORAM: Jellyfish x Tableu
NORAM: Vercel -
Best Integrated Campaign
Winners
APAC: SentinelOne | Extended beyond the endpoint: Why we need XDR
EMEA: CIO x Dell Technologies x VMware x EssenceMediacom | Be Ready for the Future
NORAM: OpenText | Digital Futures: Time to think at scaleHonorable mentions
APAC: HCL – IBM Mainframe
EMEA: Intel | vPRO Community Engagement
NORAM: Cisco | Future Proofing Hybrid Work -
Best Brand Storytelling
Winners
APAC: VMware | Chief Imagination Officer
EMEA: Microsoft | Germany
NORAM: Lenovo | Late Night I.T.Honorable mentions
APAC: Adobe | The Living Enterprise
NORAM: Dell x EssenceMediacom | Number Crunchers -
Intent Champion
Winners
APAC: Chargebee | Foundry x LeadSift Intent Powered Outbound
EMEA: Okta x Green Cabin Wales
NORAM: AvayaHonorable mentions
APAC: Alteryx
APAC: Brother.co.jp
EMEA: CyberArk
NORAM: OpenText -
Best Use of Events
Winners
APAC: Samsung | Samsung for Enterprise
EMEA: Accenture | CIO of the Year, C-Level Customer Success Story
NORAM: HPE | Virtual Roundtable Design
About us
At Foundry,* we’ve been at the forefront of the technology sphere since 1964. We’re proud to be an authority in the tech industry, reaching audiences all over the world.
We’re part of a vibrant community of technology buyers, and when we interact with them, we learn about them. Thanks to intent data, we understand our audiences like no one else – and as a result, we’re able to create the media and software solutions that help technology vendors guide decisions.