Marketers 
That MatterTM
AN AWARD RECOGNIZING BAY AREA
MARKETERS AT THE FOREFRONT
Marketing is transforming at an unprecedented rate shifting the way consumers and companies engage. And much of this transformation has emerged from products and services launched right here in the Bay Area.
Award Landing

With transformation comes innovation. Exceptional marketers are transforming consumer engagement, utilizing big data, and impacting product definition. They are leveraging new channels, technologies, and platforms to create tangible results and best practices for the companies and customers they serve.

The Sage Group has partnered with The Wall Street Journal and industry leaders to inaugurate this award.

Our categories are aligned with today’s marketing landscape. Our goal? To highlight the marketing strategies and tactics creating measurable results at both fast-growing start-ups and large established enterprises.

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Apply
Apply
Are you a
Marketer that
Matters?
Are you a Bay Area marketer or a marketer leveraging
Bay Area technology to deliver value to your customers and
create results for your company?
Tell us your unique approach, the results it created, and what others can learn from your experience.
Nominate
Nominate
WE ARE SEEKING
MARKETERS WHO ARE
CREATING RESULTS
for their company and delivering value to their customers. They are trying new approaches and learning important lessons along the way.
We want to hear their story. We want to learn from them. We want to honor them as Marketers that MatterTM.
Categories
CATEGORIES
ALIGNED WITH TODAY’S
MARKETING LANDSCAPE

NATIONAL AWARD* | $350: 
    Marketer of the Year: Leveraging Bay Area Technology

BAY AREA AWARDS*:

    TEAM | $650 per category 
    Marketing Team of the Year: B2C
    Marketing Team of the Year: B2B 

    INDIVIDUAL | $350 per category
    Marketer of the Year: Brand Building
    Marketer of the Year: Customer Experience
    Marketer of the Year:  Digital Innovation
    Marketer of the Year: Revenue Growth

*NOTE: Each Category is sub-divided into large company and small company

 

NATIONAL AWARD ($350 per category) 

MARKETER OF THE YEAR: LEVERAGING BAY AREA TECHNOLOGY

This Marketer of the Year is a pioneer in leveraging the channels, platforms, devices and technologies created in the Bay Area. They understand that along with new technology comes a new way of thinking -- about marketing, strategy, and customer engagement.  They “get” this transformation and are ahead of the curve in embracing the change.  They are willing to take the risk of being a first mover, but through effective leadership and execution, also reap the reward.  Their use of Bay Area technology, and adoption of a new mindset, creates extraordinary results for their company and the customers they serve.

NOTE: this category is open to marketers outside the Bay Area.

Large Company (over 1,000 employees);                Small Company (under 1,000 employees) 

 

BAY AREA TEAM AWARDS ($650 per category) 

Marketing Team of the Year: B2C

The B2C Marketing Team of the Year drives extraordinary results for their company and the consumers they serve. They drive revenue growth through compelling strategies that engage consumers with integrated execution.  They extract important customer insights, leverage big data, manage the proliferation of platforms, and make their brand relevant in a crowded marketplace.  They are constantly advancing, capturing key learnings that allow for constant iteration and improvement. They represent the voice of the consumer internally, helping to ensure a consistent, effective alignment throughout the product, sales, and service teams as well as the executive team.

Large Company (over 1,000 employees);                Small Company (under 1,000 employees)

 

Marketing Team of the Year: B2B

The B2B Marketing Team of the Year drives big results for their business, contributing significantly to both the top and bottom line. The team has embraced the challenges and complexities of effectively engaging businesses in today’s environment. They create awareness, interest, and consideration long before the customer has engaged with the sales team.  They are experts at leveraging big data, managing the proliferation of platforms, and making their brand and offering relevant in the marketplace. They are creating measurable value in the revenue pipeline and using marketing automation platforms to maximize revenue and pipeline engagement.  They are a true partner with the sales team and the entire organization.

Large Company (over 1,000 employees);                Small Company (under 1,000 employees)

 

BAY AREA INDIVIDUAL AWARDS ($350 per category) 

Marketer of the Year: Brand Building 

This Marketer of Year has set the bar on building a brand in the age of an empowered and connected customer.  They have effectively built or enhanced a national or global brand to be centered on the customer with a clear and compelling purpose. They have helped to weave the company’s core competencies, values, and differentiation in the marketplace into a personality that is consistent, compelling, and defensible. As a leader, this marketer aligns the whole organization from customer-facing reps to product development to the executive team around the brand and what it stands for, creating loyalty and value in the marketplace.

Large Company (over 1,000 employees);                Small Company (under 1,000 employees) 

 

Marketer of the Year: Customer Experience

This Marketer of the Year has created a customer experience that is the delight of its customers and the envy of its competitors. By engaging a multitude of channels, platforms, big data and creative thinking, they are creating authentic and sustainable differentiation in the market. They generate customer excitement, relevancy, and positive word-of-mouth.  And, they know how to harness new tools and techniques to create outstanding customer engagement and long-term relationships that lead to increased revenue

Large Company (over 1,000 employees);                Small Company (under 1,000 employees)             

   

Marketer of the Year:  Digital Innovation

This Marketer of the Year is redefining customer engagement in a digital age.  They are harnessing digital channels, social media, and mobile devices to generate a new customer conversation for greater engagement and advocacy. They aggregate information from disparate systems and sources, creating the ability to target customers with the right message at the right time. They’ve also found innovative ways to measure results that demonstrate a return on the company’s digital investments.

Large Company (over 1,000 employees);                Small Company (under 1,000 employees)           

     

Marketer of the Year: Revenue Growth

This Marketer of the Year is driving revenue growth through breakthrough strategies in the marketplace.  They are taking bold moves to distance themselves from the competition, grow share of wallet from existing customers, and tap into the buying power of entirely new markets. They are creating strategic alliances and partnerships that bring unique experiences and offers to customers.  They are combining big data, customer insights, digital media, and compelling creative to engage customers and drive significant increases in revenue.

Large Company (over 1,000 employees);                Small Company (under 1,000 employees)  

Why Apply?
Why Apply?
Quotes from the MTM Community:

Pat Connolly, CMO, Williams-Sonoma

“The Marketer that MattersTM program not only connects me with peers that I rarely have time to connect with, but also provides learnings and insights on marketing strategies that are creating measurable and real results. It’s a business conversation that is crucial in today’s transforming landscape."

2013/2014 Marketers that MatterTM Judge

 

Julie Washington, CBO, Jamba Juice

"Being a "Marketer That Matters" matters. Being acknowledged by my peers for marketing that delivers measurable results is great recognition, not to mention the opportunity to engage and learn from marketers that are truly on the forefront during such a transformational time."

2013 Marketers that MatterTM Winner

 

Caroline Donahue, CMO, Intuit

Unlike most other industry awards, Marketers that Matter is truly focused on the marketing executives and teams that are creating business results for their companies and value to their customers. As a result, winning an MTM award not only builds morale internally but also lets the talent you’re trying to attract know that you are a “marketing team that matters."

2013/2014 Marketers that MatterTM Judge

 

Francesca Schuler, CMO, BevMo!

"Highly skilled marketers are in demand. Being able to establish BevMo! as a company doing innovative and results-oriented marketing helps in attracting great talent, not to mention the opportunity to learn and get connected with some of the top Bay Area marketers."

2013 Marketers that MatterTM Winner

Reasons to Apply:

SHARE AND LEARN FROM YOUR MOST IMPRESSIVE BAY AREA COLLEAGUES.

Not the whitepapers, but the real, in-the-trenches strategies and execution producing ROI.  By being part of the MTM community, you get to learn and hear about what your peers are doing and get connected with the Bay Area’s great marketing minds.  Get insights into what’s working, what’s not working, and new innovative approaches.

 

ESTABLISH YOUR COMPANY, YOUR TEAM AND YOURSELF AS DOING MARKETING THAT MATTERS.

Talent is tight and many marketing skills are in high demand. So help set yourself and your company apart.  Just like you have to focus on “the customer experience”, you also need to focus on “the talent experience”.  Why should great marketers work in your group? Because you’re doing marketing that matters. It’s not just your word, but the wisdom of the entire marketing community.

 

ACKNOWLEDGEMENT. EVERYONE WANTS IT. EVERYONE NEEDS IT. WHY SHOULDN'T YOU GET IT AND GIVE IT?

It’s a great opportunity to encourage your team, your peers, your boss or yourself to get recognized for great work that brings value to your customers and helps drive your company’s bottom-line. 

Timing & Fees
Don't
be late!

INDIVIDUAL AWARDS | $350 PER CATEGORY

Application deadline: December 16, 2013 
Extended application deadline: January 31, 2014

 

TEAM AWARDS | $650 PER CATEGORY

Application deadline:  December 16, 2013
EXTENDED APPLICATION DEADLINE: JANUARY 31, 2014

 

Finalist announced: Mid-March

Winners anoounced: at the awards gala on may 8th, 2014 at the four seasons in san francisco

Hints, Tips & FAQs
HINTS, TIPS
& FAQ's
IT’S ALL ABOUT SMART MARKETING THAT CREATES MEASURABLE RESULTS FOR YOUR COMPANY AND VALUE FOR YOUR CUSTOMERS.
HINTS & TIPS

TIP 1: your essay is a business case.
The judges are looking for marketing executives and teams that had a definable goal/objective, defined a clear strategy and innovative approach to reaching the goal, and created specific results that illustrate success and tie back to the goal. It’s not about great looking collateral or smart campaign slogans, it’s about the strategy that you created and executed against to create demonstrable value for your company and customers.

 

TIP 2: CLEARLY IDENTIFY THE objective. 
Based on the category(s) you apply for, ensure you adequately define the opportunity or problem. For instance, if you're applying for Marketer of the Year: Revenue Growth, your objective may have been to tap into a new target market where you traditionally had low penetration. Or, if you’re applying for Marketer of the Year: Leveraging Bay Area Technology, maybe it was about implementing and integrating new technology platforms to allow you to effectively execute your digital strategy and significantly enhance performance.

 

TIP 3: ENSURE YOU ARTICULATE SPECIFICS ABOUT YOUR APPROACH. 
The judges want to know what strategy and tactics you used to solve the problem. Did you uncover customer insights that allowed you to focus on a new target audience? Did you leverage marketing automation in a way that created a new level of success? Did you create a loyalty program new to your industry? How? What were the specific tactics?

 

TIP 4: be specific about results and why they are significant. 
What were the results? Did you create earned awareness that created a 10% lift in your pipeline from the previous year? Did your innovative branding initiative create such groundswell that you doubled your impressions and drove 10% more foot traffic into your stores? And, what is so signficant about your results? Is it a new level of performance for your organization? Does it set a new standard for your industry?  

 

TIP 5: discuss how you effectively led teams. 
Every marketing executive depends upon their team, effectively partnering across the company and creating external alliances. How was that woven into your approach? How did you do this in unique ways?

 

Tip 6: share the lessons you learned.
What can others learn from what you accomplished? How can marketers everywhere think differently or improve their game as a result of your discoveries? Where did you push things forward and what did you learn?

 

Tip 7: ensure you personally shape the essay.
While your PR agency or ad agency can do much of the legwork to help you prepare your application, we find the most successful applicants are the ones that are involved in defining the key elements of the essay.

FREQUENTLY ASKED QUESTIONS

1.  WHAT LEVEL OF MARKETER SHOULD BE APPLYING?

You are responsible for creating effective strategies, overseeing implementation, and delivering results that are helping to move your company’s business forward. Internally, you are seen as the one responsible for driving the initiative you choose to highlight in your application and for the ultimate results of that initiative. Titles mean such different things based on company and industry that it’s hard to have a specific rule. At most companies, it would typically be a Vice President or above, but at some companies there are exceptional Director-level marketers that fit this criteria. At smaller companies, the CEO could be the one that qualifies. The bottom line – it’s not about job title. It’s about responsibility and accountability for innovative marketing strategies and the ultimate business results.
 

2.  CAN I APPLY FOR MORE THAN ONE CATEGORY?

Yes. You may apply for multiple categories. Each category is evaluated and judged separately by different Council Members. Sometimes the same accomplishments/ application will be directly relevant to more than one category. Other times, you will want to showcase different work for different categories. 

 

3.  CAN MULTIPLE MARKETERS AT MY COMPANY APPLY?

Yes. We encourage multiple marketers to apply if they each meet the judging criteria. Each category is evaluated and judged separately by different Council Members. Companies, especially larger ones, would tend to have marketers that qualify for several different categories.

 

4.  ONE OF THE JUDGES WORKS FOR A DIRECT COMPETITOR. CAN I STILL APPLY?

Yes. It’s critical to us that the judging process be fair and impartial. To achieve that goal, we have a “conflict of interest” policy that is part of the judging process. A Judge/Council Member must abstain from reviewing/voting for any applicants that work for a direct competitor, for their company, or if they have another type of relationship that would impact their ability to be impartial.

 

5.  ONE OF THE JUDGES IS MY BOSS/WORKS AT MY COMPANY. CAN I STILL APPLY?

Yes. See #4 above.

 

6.  WHAT IS THE ACCEPTABLE TIMEFRAME FOR MY ACCOMPLISHMENTS IN MY APPLICATION?

We look for accomplishments and examples from the past 1-2 years as it takes time to create innovative strategies, flawlessly execute, and measure the results.

 

7.  I LEFT COMPANY ABC IN THE LAST 12 MONTHS BUT THAT’S WHERE I DID GREAT THINGS.

That’s fine. This award is about the work and the person, not the company. If you did amazing things at your last company that created great results, then we encourage you to apply and write about what you accomplished in your previous role.

 

8.  WHAT IS THE EVALUATION CRITERIA?

We’re not evaluating based on buzz, great ad campaigns and fancy press releases (not that those aren’t important). We’re evaluating on solid, innovative strategies, execution, and real business results that create new best practices and push boundaries. There are 3 main criteria that are used in judging. More weight will be given to driving results than to the other two.

DRIVING RESULTS. What results did they create for their company and what value did they bring to their customers? What was unique about their approach?
LEADING & INSPIRING TEAMS.  How did they lead and inspire their teams and leverage resources to create breakthrough results?
ADVANCING THE PROFESSION.  How are they integrating key learnings into their organization and sharing best practices with the marketing community?
 

9.  IF I HAVE FURTHER QUESTIONS, WHO CAN I ASK?

If you have further questions, feel free to contact us at info@marketersthatmatter.com. We’ll get back to you within one business day.

Process & Criteria
Evaluating The
Marketers That MatterTM
A Marketer that MattersTM is someone who drives results, leads and inspires teams, and advances the marketing profession.

With three phases of judging by some of the most talented Bay Area executives, Marketers that Matter™ Award Finalists and Winners are thoroughly vetted to ensure they are blazing new trails, creating best practices, and driving results for their companies and customers. 
Marketers are evaluated for:

 

Driving results. What results did they create for their company and what value did they bring to their customers? What was unique about their approach?

Leading & inspiring teamsHow did they lead and inspire their teams and leverage resources to create breakthrough results?

Advancing the professionHow are they integrating key learnings into their organization and sharing best practices with the marketing community?

Phase One: Initial Council Review

The Marketers that Matter™ Council, comprised of seasoned marketing professionals with expertise in their category, individually review all applicants and select their top candidates.

 

Phase Two: Council Interviews to Select Finalists

Council Members interview leading applicants to dig deeper and learn more about them as a potential "Marketers that Matter™" Finalist.

 

Phase Three: Judge Review to Select Winners

Each finalist is reviewed by several judges. The finalist with the highest average score in each category is selected as the Marketers that Matters™ Winner.

 

Finalists and Winners Honored

Finalists will attend the Awards Ceremony on May 8, 2014 at the Four Seasons in San Francisco where Winners will be announced and Finalists will be honored.

CONFLICTS OF INTEREST

With all the interconnections of the Bay Area marketing community, conflicts of interest will inevitably arise. Council Members and Judges abstain from judging/reviewing any colleagues at their current company or anyone where they have a personal relationship and feel they cannot objectively review.