Should You Leverage Awards in Your Marketing Strategy?

Winning an industry award can be a significant victory for companies, products, or individual professionals. But beyond the trophy and press release, business owners often ask: Do awards really move the needle in marketing?

Let’s examine whether pursuing awards is a viable marketing strategy, backed by data and expert insights, and how to navigate the world of accolades without falling for pay-to-win schemes. We’ll also provide a curated list of awards recognizing excellence in marketing, MarTech, SaaS, and AI – a helpful guide for those ready to boost their brand’s reputation through well-earned recognition.

Why Awards Matter in Marketing Strategy

When chosen wisely, industry awards can be powerful tools in a marketing strategy. They are third-party endorsements that validate a company’s quality, innovation, or customer success. For startups and emerging tech firms, an award can put the brand on the map; for established companies, awards reinforce leadership and trust. Here’s a closer look at how awards can positively impact marketing outcomes:

Boosting Credibility and Trust

75% of consumers are more likely to choose a company that has won awards over one that hasn’t.

Harris Poll

In crowded markets, credibility is everything. An award tells potential customers and partners that an independent panel of experts or industry peers judged your offering superior. Awards act as third-party validation – essentially a stamp of approval that your product, service, or campaign is among the best.

Increasing Brand Awareness and Media Coverage

70% of businesses report a significant boost in publicity after being recognized with an award

Forbes

Awards don’t just stay on your trophy shelf – they can amplify your brand’s visibility. Award programs generate press releases, articles, social media buzz, and event spotlights around finalists and winners. This free media exposure can be incredibly valuable for marketing: your company name appears in industry news sites, blogs, and local press, reaching audiences you might not get through paid campaigns alone.

Companies also leverage award news in their marketing – announcing the win via email newsletters, social posts, and website banners – further increasing brand recognition. A majority of businesses report better brand recognition after receiving awards. Over time, a collection of reputable awards can differentiate your brand from competitors, making your marketing messages more compelling.

Driving Sales and Business Growth

Award-winning companies experienced substantial boosts in earnings – 63% increase for small businesses and 48% for larger companies.

Finance Magnates

Perhaps the biggest question for decision-makers is whether awards translate into tangible ROI. Award wins have been linked to higher revenue growth and customer acquisition. These lifts are attributed to the enhanced reputation and visibility that awards bring. Customers feel more confident buying from an award-winning provider, and marketing campaigns showcasing awards tend to generate higher response rates.

It’s important to note that correlation isn’t always causation – fast-growing companies may be more likely to win awards – but at the very least, awards give your sales team a credibility edge. In practice, many businesses use awards in sales decks and marketing collateral as proof points that reduce buyer hesitation.

Motivating Teams and Attracting Talent

80% of employees feel more motivated and proud to work for a company that has won industry awards.

HR.com

The marketing advantages of awards aren’t just external; they also impact your internal team and talent brand. Being recognized with an award boosts employee morale—it’s a proud moment that validates your team’s hard work. Celebrating a win can galvanize your team, increasing productivity and engagement.

Moreover, awards can help attract new talent in competitive fields like AI and SaaS. Prospective employees often research a company’s reputation; seeing accolades (e.g. Best Workplace or innovation awards) signals that this is a winning team where they can shine. Awards can also impress investors and partners, supporting broader business development efforts.

While the direct marketing impact is most evident in branding and sales, awards also contribute to building a high-performance culture that ultimately fuels better marketing and growth from within.

Are Awards a Viable Marketing Strategy?

Given the above benefits, pursuing awards can be a viable element of your marketing strategy – if done thoughtfully. Awards are not a magic bullet for growth, but they complement other marketing efforts by adding credibility, generating buzz, and building trust. The data and outcomes reported by many organizations show that awards provide real ROI in terms of visibility, customer trust, and even revenue uplift.

Awards can give a business a competitive edge and even boost employee retention, but you should plan an awards strategy with your corporate goals in mind

Julie Thompson

It’s essential to approach awards strategically: choose awards that align with your business’s strengths and target audience, and budget the time and entry fees needed to compete effectively. Be selective – seek awards to enhance your brand’s authority in your niche. When executed in this way, awards can be a high-impact marketing tactic. Just be careful not to chase every shiny trophy for vanity’s sake, or you risk diluting your message (and exhausting your team).

Avoid Pay-to-Win Scams: Award Credibility 101

Not all awards are created equal. For every prestigious industry award, there may be a scheme that is less about merit and more about making money off hopeful entrants. As a savvy business leader or marketer, you must vet an award’s credibility before investing your time and marketing budget. Here are some tips to ensure an award will help rather than hurt your reputation:

Vanity Awards: Vanity awards are essentially pay-to-play accolades that offer recognition in exchange for purchase. These programs often send unsolicited emails saying you’ve been selected as a top leader or company but then request a hefty marketing fee (sometimes thousands of dollars) to deliver the trophy or publish your profile. Credible awards do not work this way – if you never applied or were judged by a panel, be highly skeptical. Red flag: An email or letter congratulating you on winning something you never entered is likely a scam.

Research: Credible awards are typically run by respected industry associations, reputable publishers, or established event organizations. They will have a clear website listing judges or criteria and past winners. Scam awards, however, often have vague details about who is granting the honor. Before entering an award competition, check who is behind it: Do they have real industry experts as judges? Is the judging process described (e.g., multiple rounds, scoring metrics)? If all you find is a payment form and no info on judging, steer clear.

Fees and Upsells: It’s normal for legitimate awards to have entry fees (to cover judging and event costs) or to sell tickets for an awards gala. However, excessive fees or constant upselling are warning signs. Many vanity awards will charge a hefty plaque fee or offer marketing packages to winners for additional thousands. Paying for unearned honors can undermine your credibility rather than enhance it. Legitimate awards usually charge a reasonable entry fee or none at all, and winners are not required to buy anything to claim their prize (you might have the option to purchase additional trophies or attend a dinner, but it’s not mandatory for being listed as a winner).

Past Winners: A quick way to gauge an award’s prestige is to see who has won it in the past. If the list of past winners includes well-known, respected companies in your industry (especially those you know wouldn’t fall for a scam). On the flip side, be wary if an awards site lists hundreds of winners and you don’t recognize a single name or they’re obscure firms. A lack of big-name participants could mean the industry’s award isn’t taken seriously. Also, an award with too many winners (e.g. dozens of categories with gold/silver/bronze for each) might be more about volume than selectivity. The most credible awards are competitive – a win is challenging and thus meaningful.

Incorporate awards into your marketing strategy selectively. Stick to awards with solid reputations (some of which we list below) and avoid vanity awards that require you to buy your accolade. Winning a credible award can significantly enhance your marketing efforts, but touting a dubious award might do more harm than good. Always do your homework on an award’s legitimacy. When in doubt, consult industry colleagues or communities – if an award is a known scam, chances are someone has spoken up about it online.

Marketing, Martech, SaaS, and AI Awards

Below is a list of 25 reputable awards (in the United States) that recognize outstanding marketing campaigns, innovative technologies, SaaS products, AI solutions, and individual achievements. These awards are known for their credibility and are not pay-to-win schemes – winners are chosen based on merit by expert judges. Each award on this list is currently open for nominations or has an upcoming entry cycle, so you can plan to apply. Always double-check deadlines on the award website, as dates can change yearly.

AI Breakthrough Awards: Part of the Tech Breakthrough Awards series, AI Breakthrough casts a wide net across artificial intelligence categories – from AI platforms, chatbots, and machine learning tools to applications in fintech, martech, healthcare, and more. Why apply: Earning an “AI Breakthrough Award” helps cut through the noise in a crowded AI marketplace. It tells clients that your AI solution stands out in terms of innovation or impact. This can be particularly useful for younger AI startups looking to build credibility. The awards are publicized with winner announcements that you can amplify.

AIconics Awards: The AIconics were one of the first awards dedicated to AI, often presented at the AI Summit events in places like New York or San Francisco. Categories have included Best Application of AI in Marketing, Best Intelligent Assistant, and AI Innovator of the Year. Why apply: While international, the AIconics are well-regarded in the AI industry and have had categories or ceremonies in the U.S. Winning or being shortlisted can put your company in front of enterprise tech audiences that attend AI Summit conferences. It’s a solid credibility marker for an AI-focused product, showing that independent judges (academics, analysts, industry experts) deemed your work exemplary in the AI field.

ANA Marketing Technology Innovator Awards: Launched by the Association of National Advertisers, this award celebrates companies or leaders pushing the envelope in MarTech and AI for marketing. Categories include Innovator of the Year and Innovative MarTech Product. Why apply: It’s a high-credibility honor (awarded at the ANA’s AI & Technology for Marketers Conference) that can spotlight your tech solution or team as industry-leading. Great for martech startups or marketing teams leveraging advanced tech.

B2 Awards: Another ANA-run program, these awards (formerly BMA B2 Awards) focus on B2B campaigns, agencies, and marketers. Dozens of categories cover account-based marketing (ABM), demand generation, customer experience, and more. Open to client-side marketers and agencies, not just ANA members. Why apply: If your company markets to other businesses, a B2 Award win shows you’re among the best in B2B marketing strategy and creativity. Winners get industry recognition at the ANA Masters of B2B Marketing Conference.

Content Marketing Awards: Run by the Content Marketing Institute, these awards recognize excellence in content strategy, creation, distribution and innovation. There are 80+ categories for everything from Best Content Marketing Strategy, Best Blog, Best Use of Video, to Content Marketer of the Year. Why apply: Content is at the heart of many marketing strategies, especially for B2B and SaaS. A Content Marketing Award win (or finalist mention) from CMI – a respected authority in content marketing – instantly boosts your credibility in storytelling and content effectiveness. It reassures clients and higher-ups that your content efforts are among the best in the business.

Digiday Awards: Digiday, a leading digital media publication, runs several award programs. The flagship Digiday Awards celebrate brands, agencies, and platforms with the best digital marketing initiatives (content, advertising, social, etc.). They also have specialized awards (e.g., Digiday Media Awards for publishers, Digiday Content Marketing Awards, Digiday Technology Awards). Why apply: Digiday Awards are judged by industry pros and reported in Digiday’s widely read news site. A win (or even finalist status) can earn you coverage and credibility in the advertising, marketing, media, or MarTech industry. It’s especially relevant if you’ve run a standout campaign or are a direct-to-consumer brand disrupting the market.

Edison Awards: The Edison Awards (named after Thomas Edison) are broad, but they have categories for Innovative Services, Marketing Solutions, and AI-driven platforms. Companies submit nominations for a new product/service and are judged on concept, value, delivery, and impact. Why apply: An Edison Award is a recognized symbol of innovation. For a SaaS or AI product, this can be a differentiator that appeals to customers who value cutting-edge solutions. It’s also a good story for PR and inbound marketing – being able to say your product won an Edison Award for innovation in, say, data analytics or AI, can attract attention. The awards are announced at a gala in spring, and winners often get local news coverage as well.

Effie Awards: The Effies are among the most prestigious marketing awards, recognizing campaigns that demonstrate exceptional results in meeting objectives. Winners must prove their marketing led to tangible impact (sales, behavior change, etc.), making an Effie a gold-standard validation of ROI-focused marketing. Why apply: An Effie Award signals to clients and executives that your marketing isn’t just creative – it delivers results. (Typically open in late fall with deadlines by year-end for the following year’s awards.)

EY Entrepreneur of the Year: Ernst & Young’s Entrepreneur of the Year is among the most respected programs recognizing top entrepreneurs across regions and industry categories, with an annual national winner’s gala. Many tech startup founders and CEOs have won in their region and gone on to gain national prominence. Why apply: This award can massively elevate your personal and company brand if you are a founder or high-level executive with a strong growth story. Fellow business leaders judge it and emphasize innovation, vision, and impact. Winners get coverage in business media and join an alumni network that includes household-name CEOs. For marketing purposes, having EY Entrepreneur of the Year Winner or even Finalist associated with your name adds prestige when approaching clients, partners, or investors.

Inc. 5000: While technically a list rather than an award category, making the Inc. 5000 is a coveted achievement for U.S. businesses. Companies apply by submitting financial growth data. Those with the highest revenue growth percentages over 3 years make the list (with the top 500 ranked and often profiled). Why apply: If your Martech or SaaS startup is scaling quickly, landing on the Inc. 5000 provides vast marketing value. It instantly establishes credibility (one of the nation’s fastest-growing companies is a compelling tagline) and often yields local and industry press. Inc. also holds an event honoring the Inc. 5000 honorees. Many B2B clients, investors, and job candidates take note of Inc. 5000 status as a sign of a company’s momentum.

MarCom Awards: MarCom Awards is a long-running international competition administered by the Association of Marketing and Communication Professionals (AMCP) in the U.S. It covers a wide range of categories: digital media, print, strategic communications, public relations, videos, websites, etc., at both corporate and agency levels. Why apply: MarCom is respected in the marketing communications field, and winners (Platinum, Gold, Honorable Mention levels) span many industries. If you have a specific marketing asset or project – for example, an annual report, a content marketing series, a redesigned website, or a product launch campaign – that was particularly well executed, MarCom provides a chance to get it recognized. Winning adds credibility when pitching new clients or justifying the success of an initiative internally.

MarTech Breakthrough Awards: Highlights innovative companies and products in marketing, sales, and ad technology. This international awards program has various categories for marketing automation, CRM, analytics, content marketing tech, and more. Organized by TechBreakthrough, it’s become a popular award in the martech space. Why apply: Winning a MarTech Breakthrough Award can help a tech company stand out in press releases and marketing materials (Award-winning platform). It’s a third-party endorsement that your solution truly breaks through the competition in terms of innovation or value. (Usually opens in spring with a summer deadline.)

MMA SMARTIES :The Mobile Marketing Association’s SMARTIES Awards recognize effective and innovative marketing on mobile devices. North America SMARTIES categories include mobile app marketing, social media, location-based campaigns, and AI in mobile, among others. Why apply: As mobile is central to modern marketing, a SMARTIES award showcases that your campaign or technology excelled in mobile engagement. MMA is a global authority on mobile marketing, so this accolade carries weight. It’s especially relevant for brands and martech companies that focus on mobile user experience or advertising. Winning case studies are often published, providing additional exposure and learnings for the industry.

Programmatic Impact Awards: Hosted by AdExchanger, this award honors brands, agencies, and technology providers leading in automation, AI-driven ad strategies, and data optimization. Categories include Best Programmatic Campaign, Best Use of AI in Advertising, and Best Programmatic Technology. Why apply: As programmatic advertising continues to dominate digital marketing, winning a Programmatic Impact Award signals expertise in cutting-edge media buying and ad tech innovation. It’s a strong credibility booster for ad agencies, martech companies, and brands investing in automated advertising strategies.

REGGIE Awards: The REGGIE Awards (also run by ANA) are long-established awards recognizing superb marketing campaigns that drive consumer engagement – including promotions, experiential marketing, brand content, and influencer marketing. Why apply: A REGGIE is a mark of excellence in consumer-focused marketing. Winning a Gold REGGIE can bolster an agency’s or brand’s credentials when pitching new consumer campaigns.

The SaaS Awards: The SaaS Awards (and related Cloud Awards) program accepts entries from global cloud computing and SaaS companies, with many U.S. entrants. Categories include CRM, ERP, Analytics, Marketing Tech, and industry-specific SaaS solutions. Why apply: This award is tailored to you if you run or market a SaaS product. A win or finalist placement can differentiate your product in a saturated SaaS market. It signals that an independent awards body vetted your software against others worldwide. The SaaS Awards often announce a shortlist and winners with media coverage, which you can leverage in content marketing.

SAMMY Awards: Run by the Business Intelligence Group, the SAMMY Awards focus on B2B software and platforms in sales enablement, marketing automation, customer experience, and related fields. They have categories for organizations of different sizes as well as individual executives. Why apply: A SAMMY Award is a good badge of honor for SaaS and tech providers. It’s peer-reviewed and can assure prospective clients that your tool is among the best at solving modern sales/marketing challenges. The program typically accepts nominations in the first half of the year (e.g., deadline around May).

Shorty Awards: The Shorty Awards (based in the U.S.) honor brands, agencies, influencers, and organizations producing great content on social platforms. Categories span social media campaigns, YouTube video series, podcasts, and social good campaigns. Why apply: If your marketing shines on Twitter, Instagram, TikTok, or other social channels – or if you have notable influencers or executives – a Shorty Award is a strong validation. It’s well-known among digital marketers and can help attract social media savvy clients or talent.

SIIA CODiE Awards: The CODiE Awards, run by the Software & Information Industry Association, have been around for over 35 years. They are unique because they involve peer judging (other software executives and analysts evaluate the products). Categories are very specific – e.g., Best Marketing Solution, Best CRM, Best AI-Driven Technology – along with broader ones like Best SaaS Product. Why apply: A CODiE Award is highly respected in the software industry. It’s known as the only peer-reviewed program showcasing software excellence. For a MarTech or SaaS company, a CODiE win tells customers and investors that other tech experts ranked you at the top of your category. It’s excellent validation for product marketing.

Stevie Awards: A national program recognizing everything from Marketing Campaign of the Year, to Product of the Year (by industry), to Executive of the Year. Companies of all sizes (startups to Fortune 500) compete. Why apply: Stevie Awards are well-known and respected in the business community; they’re sometimes called the Oscars of business. Winning a Stevie (even a Bronze or Silver) for Best New Tech Product or Marketing Team of the Year gives you a widely recognized accolade to promote. Specific categories are relevant to our focus – e.g., awards for Marketing Department of the Year, or AI/ML Solution of the Year. The credibility is strong (judges are experienced professionals), and the organizers publicly list winners and often issue releases.

Webby Awards: The Webbys are an internationally-known award from the International Academy of Digital Arts and Sciences. They cover categories from Best Websites in various industries to Best Digital Campaigns and even AI, now that digital innovation is broad. Why apply: A Webby Award is like an Oscars of the Internet – highly respected in the digital community. It’s ideal for marketing teams or SaaS products with outstanding web or app experiences, creative online content, or innovative use of technology online. Plus, Webby often wins, and garners press in tech and design circles.

Incorporating awards into your marketing strategy can yield significant benefits – from enhanced credibility and brand awareness to increased sales enablement and team morale. The key is to pursue the right awards for the right reasons.

When you win, promote it proudly – add the award logo to your website, mention it in pitches, and celebrate with your team. These accolades validate your hard work, and when used well, they become strategic assets that reinforce why customers and partners should trust you.

Leadership and trust are everything in the fast-evolving Martech, SaaS, and AI sectors. A well-earned award can be the proof point that sets you apart from the competition. Just ensure your pursuit of awards remains authentic and strategic – focus on excellence first, and the awards will follow, amplifying your success to a broader audience. Here’s to your future wins (and the marketing boost they bring)!

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Originally Published on Martech Zone: Should You Leverage Awards in Your Marketing Strategy?