Sep 18, 2026 · 32 min · 11 segments
The 2026 B2B Marketing Awards shortlist is out, and it's telling a bigger story about where B2B is headed. In this episode, Kavita Singh is joined by Sapio, Radish and FunnelFuel to unpack what this…
Paul CollierGuest
Kavita SinghHost
Andrew WhiteGuest
Chris WillocksGuest
I mean, just from a glance, I know that it was just announced, but do you have any initial thoughts on, you know, what it says about the B2B marketing landscape at all? And Paul, why don't we kick off with you?
I've been fortunate for the last couple of weeks, spent quite a few hours with a lot of agency CEOs across the industry.
I was at the Marketing Leaders Forum last week and met some fellow CEOs in another environment.
And I think it's, on the face of it, to be very general, it could be a very tough year for a lot of organizations.
That's having been said, looking through that list, there's still a lot of depth, breadth in terms of some of the award entrants, some of the areas, some of the segments and industries.
So I think everyone's feeling a bit of pain, whether you're client side, vendor side, publishing, et cetera, or agency side.
But I still look at that list and I see a lot of variation and a lot of what appears to be on the face of high quality work.
And it's definitely worth noting, you know, the amazing work and campaigns that we're currently seeing.
But we also don't want to undermine that it's been, you know, a tough year for a lot of companies and organizations.
Yeah, I mean, it's interesting to see the new categories that come up every year.
And that's where, you know, there's a real human side based on collaboration between brave, creative people.
I think that duality between, you know, those human experiences and they still are very emotionally resonant while also recognizing AI currently.
I mean, just from a glance, I know that it was just announced, but do you have any initial thoughts on, you know, what it says about the B2B marketing landscape at all? And Paul, why don't we kick off with you?
I've been fortunate for the last couple of weeks, spent quite a few hours with a lot of agency CEOs across the industry.
I was at the Marketing Leaders Forum last week and met some fellow CEOs in another environment.
And I think it's, on the face of it, to be very general, it could be a very tough year for a lot of organizations.
That's having been said, looking through that list, there's still a lot of depth, breadth in terms of some of the award entrants, some of the areas, some of the segments and industries.
So I think everyone's feeling a bit of pain, whether you're client side, vendor side, publishing, et cetera, or agency side.
But I still look at that list and I see a lot of variation and a lot of what appears to be on the face of high quality work.
And it's definitely worth noting, you know, the amazing work and campaigns that we're currently seeing.
But we also don't want to undermine that it's been, you know, a tough year for a lot of companies and organizations.
Yeah, I mean, it's interesting to see the new categories that come up every year.
And that's where, you know, there's a real human side based on collaboration between brave, creative people.
I think that duality between, you know, those human experiences and they still are very emotionally resonant while also recognizing AI currently.
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