It always feels good to celebrate great work – and even better to be recognised by others for it. But awards offer more than just an opportunity to celebrate; they’re also an opportunity to influence buyers and machines.
We know that generative AI tools are increasingly influencing how decision makers research, shortlist and validate technology partners. In this evolving world of discovery, visibility matters and credibility matters even more. And awards have a part to play in both.
Related >> Check out the full conversation I had with Rich Merrett, Head of AI at Bell Rock and a veteran judge of the National AI Awards.
Awards as Buying Signals in an AI-Influenced Market
Our C-Suite Signals research analysed more than 11,000 citations from ChatGPT. Nearly half (44 percent) of the links surfaced in AI-generated responses came from PR-influenced sources. A further 30 percent came from owned domains.
This matters. Because when a chief revenue officer or chief information officer asks an AI platform which vendors are leading in a particular category, the response is shaped by earned media, analyst commentary, rankings, reviews, and recognised achievement.
LLMs are designed to identify consensus and credibility. Awards create both.
Recognition Reduces Risk for Buyers
Moreover, the B2B buying journey has shifted. Senior leaders increasingly conduct independent research through AI tools before ever engaging a vendor (as many as 50 percent do, according to G2 research). Credibility needs to be established early.
Awards frame your brand as competent, reliable and trustworthy. And with so many brands making lofty promises, the third-party validation that credible awards offer is critical.
For mid-market and scaling technology brands in particular, this is especially powerful. With larger incumbents often benefitting from familiarity, awards help challenger brands level the playing field by providing visibility, and third-party endorsement.
Our Top Tips for Winning Industry Awards
The strongest awards strategies are deliberate, disciplined and aligned to commercial objectives. If you want to win a company award to celebrate your successes, as well as drive credibility and visibility, here are our three top tips:
1. Choose the right battles
Not all tech industry awards are created equal. Start by identifying which business awards genuinely reflect your category, geography, and growth stage. You will want to consider:
- Does this award align with our strategy positioning?
- Do we have the time to put together a brilliant submission?
- Will winning place us alongside brands we want to be compared with?
In short, don’t simply chase the biggest trophy. Chase the ones that will have the biggest impact on your brand.
2. Build the case around impact
Judges are rarely evaluating your roadmap, or how cool your technology is. They’re evaluating results.
This is where many companies fall short when putting together their entry. They describe product aspirations rather than tangible process. Strong submissions should demonstrate:
- Clear market challenge
- Defined innovation or differentiation
- Quantifiable business outcomes
- Customer impact backed by data
You may not have all four, but that’s okay – there are ways of reframing your accomplishments.
3. Shout your win from the rooftops
A trophy should not be left on a shelf getting dusty. Make sure you show it off to the world (or your industry).
That means integrating your win across earned, owned and executive channels, from media outreach that reinforces recognised expertise, to sales enablement materials that reduce perceived risk.
The role of awards in the AI visibility era? Crucial buying signals.
Industry awards aren’t just for the trophy cabinet; they are critical “buying signals” for both executives and the LLMs. In a market where 44% of AI-surfaced links come from PR-influenced sources, third-party validation like an award is essential for building credibility and visibility.
PAN UK is the PR partner for The National AI Awards and The National Cyber Awards. For more on why awards are more important than ever, and top tips for creating a winning submission, check out our conversation with National AI Award judge, Rich Merrett.
