Best B2B Marketing Campaigns: 13 With Awards or Results

The test for this list of the best B2B marketing campaigns comes from outside it: a jury award I could open on the award body’s own site, or a result that the brand, its agency or the award body states. The 13 campaigns below pass it, checked on 16 October 2026, and four of them are among the 48 campaigns named on the seven ranking lists at the top of the US results for this search.

Those seven lists barely agree with each other, so every pick here needs an outside verdict rather than an eighth opinion. No campaign appears on more than two of them, and none of the nine award winners I checked appears on any: the five Cannes Lions Creative B2B Grand Prix winners from 2022 to 2026, and the four award winners on the Webby Best B2B Campaign page that ranks for this search, from 2024 to 2026.

Results follow the rule from my roundup of recent innovative marketing examples: a figure appears only when a page I link states it, and “none stated” means I looked and found none. The four 2025-2026 B2B campaigns covered there (Astronomer, Slack with MrBeast, Anthropic and Staples) are not repeated here.

The Best B2B Marketing Campaigns, Judged by Juries and Results

By the Cannes Lions jury’s verdict, the five best B2B campaigns since 2022 are the winners of its Creative B2B Grand Prix, first awarded that year: Sherwin-Williams’ Speaking in Color (launched by June 2022), B3 and the UN Global Compact’s Eart4 (2023), JCDecaux’s Meet Marina Prieto (2023), GoDaddy’s Act Like You Know (2025) and SKF’s The Faroe Islands Space Program (2025); my all-time pick, Volvo Trucks’ The Epic Split (2013), is entry 1 below.

All 13, oldest first, with a campaign dated only by its year placed at the start of that year and undated ones placed by award year. The last column counts how many of the seven ranking lists name each one; each campaign name links to its section below, where every cell is sourced.

Campaign	Launched	Jury record	Result the source states	On the 7 lists
Volvo Trucks, “The Epic Split”	Nov 2013	Webby Winner 2014, two categories	None on a public page I could open	2
Squarespace, Super Bowl spot with John Malkovich	Feb 2017	Webby Winner 2018	None stated	1
Sherwin-Williams Coil Coatings, “Speaking in Color”	By Jun 2022	Cannes Creative B2B Grand Prix 2022; Webby Winner 2023	None stated	0
GfK, “Human vs AI”	2023	Silver, B2B Marketing Awards 2023 (per NIQ)	6.87M impressions vs 5M projected	2
B3 and UN Global Compact, “Eart4”	By May 2023	Cannes Creative B2B Grand Prix 2023	Reached 20,000+ business leaders	0
Gympass, “Murder in HR”	Aug 2023	Webby Winner 2024, Best B2B Campaign	None stated	0
JCDecaux Spain, “Meet Marina Prieto”	By Nov 2023	Cannes Creative B2B Grand Prix 2024	400,000+ impressions in a week; double the media investment	0
Adobe, “I Love You, Acrobat”	Not dated	Webby Winner 2024, Video B2B and Social B2B	None stated	1
AT&T Business, “Sleep with Rain”	By Apr 2024	Webby Winner 2025, Branded Content B2B	Film 50M+ views; 2.5B+ impressions	0
Archive, “Big Brand Hijack”	Not dated	Webby Winner 2025, Best B2B Campaign	Meetings and deals within a day, no figures	0
GoDaddy, “Act Like You Know”	Feb 2025	Cannes Creative B2B Grand Prix 2025	Jury: “real business impact”, no figure	0
SKF, “The Faroe Islands Space Program”	Mar 2025	Cannes Creative B2B Grand Prix 2026	Jury: “real business results”, no figure	0
PayPal, “PayPal Open” (the Melon Mogul)	Jul 2025	Webby Winner 2026, Best B2B Campaign	6,900+ sales-qualified leads; $8.6M pipeline margin	0

How I Checked Seven Ranking Lists Against Award Records

On 16 October 2026 I opened, logged out from an Indian connection, every list page in the top ten US results for “best b2b marketing campaigns” (positions from a Semrush pull that day) and wrote down each campaign it names. Then I searched the Webby winners gallery for each one by campaign and brand name. I did not search other award sites for these campaigns or look up a brand or agency result for every one of them, so a list campaign missing here could still pass on evidence I did not check. A result that only a list states does not count.

Position	List	Campaigns named	Also named on another list
1	Turtl	10	Upwork Hey World, GE What Matters, LinkedIn In It Together
3	Rise at Seven	10	LinkedIn In It Together, GE What Matters, GfK Human vs AI
4	LinkedIn post by AJ Eckstein	10	None
5	BCM Marketing	5	Volvo’s Epic Split, Upwork Hey World
6	The Drum	7	Volvo’s Epic Split
7	Goldcast	7	GfK Human vs AI, Shopify Let’s Make You a Business
9	xGrowth	5	Shopify Let’s Make You a Business

What the count shows:

• The seven lists name 54 campaigns, 48 of them different. Six appear on two lists, and none appears on three or more.
• Canva is the brand the lists name most often, on three lists, with a different Canva campaign each time.
• Three of the 48 hold a Webby Winner award: Volvo’s Epic Split, Squarespace’s Malkovich spot and Adobe’s “I Love You, Acrobat”. Academy members pick Webby Winners and the voting public picks the People’s Voice, per the Webby Awards, so I counted Webby Winners alone. The fourth list campaign here, GfK’s Human vs AI, passes on the result NIQ states for it.
• The other four campaigns on two lists, Upwork’s Hey World, GE’s What Matters, LinkedIn’s In It Together and Shopify’s Let’s Make You a Business, hold no Webby Winner award. The two campaign pages the lists link for them, LinkedIn’s In It Together page and a 2019 Strategy article on Shopify’s launch, state no result, and BCM’s line that Upwork’s campaign brought “a 10% increase in the number of Fortune 500 companies using Upwork” names no source.
• None of the nine award winners from 2022 to 2026 is named on any of the seven lists: five Cannes Lions Creative B2B Grand Prix winners, plus three Webby Winners and one People’s Voice winner on the Webby Best B2B Campaign page.

What I left out, and why:

• Reddit’s r/copywriting thread at position 2 is a post linking to an ad gallery rather than a list, and one of the gallery’s two builders replied in it that their picks are “Not based on performance” (thread).
• The Webby page at position 8 is an award record, and four of the 13 come from it.
• Position 10 is a video, Exit Five’s “B2B Ad Campaigns That Actually Worked (From Five Demand Gen Marketers)”, not a list page.
• The Drum’s live page came back empty (HTTP 202) when I fetched it on 16 October 2026, so I read the Internet Archive’s copy from 21 February 2026, linked in the table above.
• The LinkedIn post promises two bonus campaigns that its text does not name, so I counted the ten it does.
• Bell Let’s Talk, entry 01 on Rise at Seven’s list: Bell’s initiative page states results, such as 1,491,774,955 messages of support shared on Bell Let’s Talk Day since 2011 (as of 16 October 2026), but Bell calls the program “dedicated to moving mental health forward in Canada”, a public cause rather than a campaign aimed at business buyers.
• HP’s The Wolf, on The Drum’s list: the only result The Drum’s piece gives for it is a remark by Nick Watmough of The Croc, one of the creatives it asked, that HP’s printer sales “tripled the company’s original target”. HP’s campaign page, in the Internet Archive’s January 2018 copy, states no result.
• Out of scope even when a list includes them: content programs such as HubSpot’s The Growth Show and Mailchimp’s Second Act (Murder in HR, below, is the exception, as the 2024 winner of the Webby jury’s Best B2B Campaign award), account-based plays such as Loom’s personalized LinkedIn ads (my ABM campaign examples cover those), and campaigns the list’s own publisher ran, Turtl’s ABM 2030 and xGrowth’s direct mail.

What Is the Best B2B Marketing Campaign of All Time?

My answer is Volvo Trucks’ The Epic Split, from November 2013. It is the only campaign on two of the seven lists with a Webby Winner award, and three of the nine creatives The Drum asked for its November 2025 piece “Are these the best B2B ads of all time?” named it among their favorites, more than any other ad in that piece.

1. Volvo Trucks: The Epic Split (2013)

Uploaded to Volvo Trucks’ YouTube channel in November 2013 (video).

• What it did: Jean-Claude Van Damme does a split between two reversing trucks. Volvo’s description says the live test was set up to show the precision and directional stability of Volvo Dynamic Steering, filmed in Spain at sunrise in one take, to Enya’s “Only Time”.
• Jury record: Webby Winner 2014 in Online Commercials (Webby) and, for the agency Forsman & Bodenfors, in Viral Marketing (Webby).
• Result the source states: none on a public Volvo page I could open. The upload showed more than 128 million public views on 16 October 2026.
• On the lists: 2 of 7 (BCM Marketing, The Drum).
• My read: the claim, steering precise enough to trust with a man standing across two trucks, is a test the viewer watches pass. Run one product claim live the same way, such as importing a messy real file on camera.

Three More List Campaigns That Clear the Bar

Squarespace and Adobe pass on Webby Winner awards, GfK on a result its parent company states.

2. Squarespace: Make Your Next Move with John Malkovich (2017)

Squarespace’s 2017 Super Bowl ad, per an Adweek report dated 1 February 2017 that Squarespace keeps on its own press page.

• What it did: in the 30-second spot “Get Your Domain Before It’s Gone”, made with creative partners John X Hannes, John Malkovich tries to persuade another, less famous John Malkovich to hand over JohnMalkovich.com.
• Jury record: Webby Winner 2018 in Branded Content: Products & Services for the entry “Who Is John Malkovich?” (Webby), which links to squarespace.com/john, the campaign’s page in 2017 (it now redirects to Squarespace’s showcase page).
• Result the source states: none.
• On the lists: 1 of 7 (Goldcast).
• My read: the spot sells the first step, claiming a domain, rather than the whole website builder. A SaaS launch spot can center on the first action a new customer takes.

3. Adobe: I Love You, Acrobat (Webby 2024)

None of the campaign pages I could open carries a launch date. Ellie Morton of the agency Stein, picking it for The Drum in November 2025, calls it a campaign “from a couple of years ago”.

• What it did: a video and social campaign for Acrobat with Hasan Minhaj. Morton says it taps “into those all-too-familiar pain points of office life”.
• Jury record: Webby Winner 2024 in Video: B2B (Webby) and Social: B2B (Webby), with the People’s Voice in both.
• Result the source states: none.
• On the lists: 1 of 7 (The Drum).
• My read: Morton’s case for it is the office pain point. Your own version is already written in support tickets and review sites, in your users’ words.

4. GfK: Human vs AI (2023)

Part of a 2023 brand-building initiative that put AI at its center, per NIQ, which publishes the case under the name GfK-NIQ.

• What it did: a filmed debate between GfK’s CMO, Gonzalo Garcia Villanueva, and ChatGPT over five marketing questions, moderated by Margaret Ady of the agency Huble, promoted with paid search, social and programmatic ads.
• Jury record: Silver for Best Use of AI at the B2B Marketing Awards 2023, per NIQ. The awards link on NIQ’s page now opens the 2026 awards home page, so I could not open the record itself.
• Result the source states: 6.87 million impressions against a projection of 5 million.
• On the lists: 2 of 7 (Rise at Seven, Goldcast).
• My read: a research company put its CMO in a public debate with a chatbot. Taking a position someone could argue with passes the first of the three tests in my guide to thought leadership content, and it is the part to copy; NIQ reports impressions, not pipeline.

Cannes Lions Creative B2B Grand Prix Winners, 2022 to 2026

The Creative B2B jury names one Grand Prix a year, from 355 to 446 entries. For its 2023 awards, Cannes said it had “placed more emphasis on the strategy and results sections” in its judging criteria (Cannes Lions). Of the four Grand Prix winners since then, GoDaddy and SKF have no result figure on any public page I found; their jury presidents cite “real business impact” and “real business results” without one.

5. Sherwin-Williams: Speaking in Color (2022)

Launched to architects before its Grand Prix in June 2022, per LBB’s report that week.

• What it did: a voice-activated AI color tool for Sherwin-Williams Coil Coatings, built by Wunderman Thompson Minneapolis. An architect describes a color, such as “Crystal clear, Caribbean water”, gets a custom palette and refines it by voice with requests like “A little brighter”, per VML’s case page.
• Jury record: Cannes Lions Creative B2B Grand Prix 2022, the category’s first year, from 415 entries (Cannes Lions); Webby Winner 2023 for Best Use of AI & Machine Learning (Webby).
• Result the source states: none. VML says each use adds to a data set of color attribution, with no usage figures.
• My read: the campaign is a working tool for one job title. A SaaS team can ship a free, single-purpose tool for one buyer role and let the tool carry the message.

6. B3 and the UN Global Compact: Eart4 (2023)

Launched at an event at B3, Brazil’s stock exchange; the UN Global Compact’s Brazil network posted the launch video on 5 May 2023 (video).

• What it did: a symbolic IPO for Planet Earth under a made-up ticker, TERR4 in the Portuguese launch and Eart4 in the Cannes listing, created by AlmapBBDO with a film, ads, outdoor and influencers. The aim was to get more companies to join UN Global Compact initiatives.
• Jury record: Cannes Lions Creative B2B Grand Prix 2023, from 446 entries (Cannes Lions). Jury president Tom Stein described it as “literally launching an IPO for planet Earth”.
• Result the source states: the work “targeted and reached +20,000 business leaders”, per Cannes.
• My read: the call to action borrowed a ritual business leaders already respect, a stock-exchange listing. The software equivalent is an ask staged inside a format buyers use at work, such as a board-deck slide.

7. JCDecaux: Meet Marina Prieto (2023)

Ran in the Madrid Metro in 2023; Marketing Directo reported on it on 28 November 2023.

• What it did: DAVID Madrid filled more than 800 JCDecaux ad spaces in the Metro with Instagram photos of Marina Prieto, a 100-year-old Galician woman who shares photos with her family, under the line “Meet Marina”. Cannes says the goal was to promote the effectiveness of JCDecaux’s media spaces to C-suite marketers in Spain.
• Jury record: Cannes Lions Creative B2B Grand Prix 2024, from 371 entries (Cannes Lions). JCDecaux’s release counts six Cannes Lions awards for it.
• Result the source states: more than 400,000 impressions in one week, interactions with 92,000 unique accounts in a month and her following past 10,000, per JCDecaux. Cannes adds that it “helped drive double the media investment to the advertiser”.
• My read: JCDecaux tested its own medium on an account with almost no followers, which makes the before-and-after easy to read. Pick a demo customer who starts near zero for the same reason.

8. GoDaddy: Act Like You Know (2025)

GoDaddy posted the film to its YouTube channel in February 2025 (video).

• What it did: actor Walton Goggins builds a website with GoDaddy Airo, the company’s AI website builder, “without knowing a thing about building websites”, per GoDaddy. Cannes describes the campaign as launching “a believable eyewear business” to show how small businesses can get online.
• Jury record: Cannes Lions Creative B2B Grand Prix 2025, from 417 entries (Cannes Lions). Jury president Wendy Walker said it stood out for its “boldness, confident execution, and pure B2B creativity”.
• Result the source states: Walker said it “delivered real business impact” and “measurable impact across multiple channels”, with no figure.
• My read: the proof is a whole business built with the product on screen. The copyable part is one named person going from nothing to a working result in your product, filmed start to finish.

9. SKF: The Faroe Islands Space Program (2025)

SKF posted the film to its YouTube channel on 27 March 2025 (video).

• What it did: billed as “the space program that never leaves Earth”, it promotes tidal energy, which SKF calls moon energy, from Luna 12, an underwater kite off the Faroe Islands made by Minesto. SKF says it and Minesto developed the kite’s rudder, turbine and generator together (SKF).
• Jury record: Cannes Lions Creative B2B Grand Prix 2026, for SKF by NORD Stockholm, from 355 entries (Cannes Lions). Jury president Ty Heath said SKF “rejected the rational specs playbook entirely”.
• Result the source states: Heath said SKF “proved that creative bravery in a commodity category delivers real business results”, with no figure.
• My read: SKF makes bearings that sit inside other companies’ machines, and the film shows the outcome its parts make possible, with a named partner and place. Infrastructure software can do the same with one named customer’s result in place of a spec sheet.

Webby Best B2B Campaign Winners (Media Campaigns), 2024 to 2026

The Webbys define this category as the “Best, most innovative, and effective or creative use of a media to promote B2B products and services” (Webby Awards). The four campaigns below hold its Webby or People’s Voice award for 2024 to 2026. The Webbys also give a Best B2B Campaign award under Advertising Campaigns and PR Campaigns; this section covers the Media Campaigns page that ranks for this search.

10. Gympass: Murder in HR (2023)

The trailer went up on 3 August 2023, “Presented by Gympass” (Apple Podcasts).

• What it did: a scripted murder-mystery podcast from Caspian Studios. Kate Mara plays Jemma, an employee experience manager at an AI startup who discovers that a colleague’s death at the all-hands was murder. The episode notes carry a Gympass ad for its corporate wellness benefit.
• Jury record: Webby Winner and People’s Voice 2024, Best B2B Campaign (Webby), with Gympass’s VP of content marketing in the credits. It is the one podcast on this list.
• Result the source states: none.
• My read: the story is about the buyer’s own job, HR, and the sales message sits in a sponsor note. For a product sold to one function, commission fiction about that function’s work.

11. AT&T Business: Sleep with Rain (2024)

The campaign site was live by 15 April 2024, the date of the Internet Archive’s first capture (capture).

• What it did: AT&T Business reunited the cast of The Office around a made-up company selling a talking pillow with Rainn Wilson’s voice. Wilson launched the company on LinkedIn from zero followers, followed by a website, an infomercial, a Spotify album and a six-minute “launch day” film, per the entry site submitted to the Webbys.
• Jury record: Webby Winner and People’s Voice 2025 in Branded Content: B2B, plus that year’s People’s Voice on the Webby Best B2B Campaign page (Webby).
• Result the source states: the film “exceeded 50M+ views, with a 99% social sentiment score”, and the campaign drew over 2.5 billion impressions in publications, per the entry site.
• My read: it launched on LinkedIn, where the entry site says businesspeople talk business, and started from nothing like a real new company. Launch on the network your buyers use for work, even when your spokesperson’s audience is elsewhere.

12. Archive: Big Brand Hijack (Webby 2025)

Archive’s “For the Jury” page does not date the stunt beyond “holiday campaigns”; it won in the 2025 Webby season.

• What it did: Archive.com, which sells an AI tool for finding influencer and user-generated content, measured big brands’ holiday campaigns in Times Square in real time and showed their social mentions and metrics right in front of their billboards. The final phase was “a hyper-targeted LinkedIn campaign showing big brands their contextual executions of the campaign”.
• Jury record: Webby Winner 2025 for Best B2B Campaign in both Media Campaigns and PR Campaigns (Webby).
• Result the source states: “Within just a day, our viral campaign turned into actual meetings and deals”, with no figures.
• My read: the demo ran on the prospects’ own campaigns, in public. A SaaS team can run its product on a target account’s public data and send the output to that account.

13. PayPal: PayPal Open, From Farmers Market to Global Markets (2025)

PayPal posted “The Melon Mogul: From Farmers Market To Global Markets” to its YouTube channel on 21 July 2025 (video).

• What it did: Razorfish’s campaign follows a melon farmer who turns “glittermelons” into a global business with PayPal Open, PayPal’s growth platform for businesses, across social, film, audio and outdoor in several countries. Razorfish calls it the brand’s “first-ever global B2B campaign” (Razorfish).
• Jury record: Webby Winner and People’s Voice 2026, Best B2B Campaign (Webby).
• Result the source states: 6,900+ sales-qualified leads, $8.6M in pipeline margin, a 184% increase in marketing-attributed leads and 936M+ impressions, per Razorfish.
• My read: it reports pipeline next to reach. Before copying that scorecard, agree on what counts as a sales-qualified lead, because the definition decides the number, as my MQL to SQL conversion rate benchmark shows.

Only Two of the 13 Put a Figure on a Business Result

Sorting the results column by what each source states:

What the source states	Campaigns	Count
A business outcome with a figure	PayPal Open (sales-qualified leads, pipeline margin), JCDecaux (double the media investment)	2
A business outcome without a figure	Archive (meetings and deals), GoDaddy (Cannes jury: “real business impact”), SKF (Cannes jury: “real business results”)	3
Reach or awareness only	Eart4 (business leaders reached), AT&T Business (views, impressions), GfK (impressions)	3
No result	Volvo, Squarespace, Speaking in Color, Adobe, Murder in HR	5

Every campaign in the last row holds a jury award, so an award and a published result are separate tests. Reach figures need care too: YouTube includes ad views in the public view count, per Google Ads Help, so part of a big view number can be paid for.

Before One of the Best B2B Marketing Campaigns Goes in Your Deck

The seven lists named 48 campaigns and overlapped on six; the five Cannes Creative B2B Grand Prix winners and the four award winners on the Webby Best B2B Campaign page appear on none of them. That is why I would not put any example in a brief on a list’s word alone. Open the jury record on the award body’s site, read the result on the brand’s or agency’s own page, and write “none stated” where there is none. Then take one mechanic from the best B2B marketing campaigns above into your next brief, with the pipeline number you will report against it.