20 days left until closing of entries.
Eligibility
All companies from Estonia, Latvia, and Lithuania are welcome to apply. If your company operates across the Baltics, local offices may submit separate entries.
We accept work that was active between June 1, 2024 and May 1, 2025. There are no market restrictions — export campaigns are welcome too.
Key Dates for 2025
Entry deadline: May 14, 2025 (23:59 EET) Jury meeting: May 23, 2025 Awards ceremony: June 4, 2025, Tallinn
The main contenders will also have the opportunity to discuss their case studies on the main stage during the afternoon panel at our annual conference (June 4th).
Submitting Entries on Defolio
Follow this guide to submit your entry: https://tuli.ee/defolio-juhend/
Submitted work on Defolio will only be visible to the jury and the organiser.
However, we (Marketing Parrot Ltd) reserve the right to publish awarded work across our digital and print channels. If you wish to opt out, please contact us directly.
Written submissions must be in English.
Media attachments can remain in the original language, but if any element is strategically important, highlight it — and translations are encouraged!
Print work must be submitted in digital format.
Credit where it’s due — don’t forget to mention your key contributors.
Note on Commercial vs. Social Entries
To ensure fair evaluation, commercial and social impact campaigns will be judged separately within each category. While they may be submitted under the same category (e.g. branding or lead generation), entries will be assessed with appropriate context in mind — recognising both profit-driven and purpose-driven outcomes on their own terms.
Categories & Judging Criteria
Best B2B Branding Campaign/Activity
Recognises: Exceptional branding campaigns that enhance brand awareness, equity, and visibility.
Judging Criteria:
Brand strategy clarity and target audience alignment (40%) Creative concept and execution (30%) Multi-channel consistency (20%) If available, then measurable impact on brand awareness or perception (10%)
Examples: Full or partial rebranding Brand awareness or equity campaign Sponsorship, conference or other brand building events Charity/donation/social campaign Competitions or award programmes
Best Lead Generation Campaign
Recognises: Campaigns that effectively drove high-quality leads or sales pipeline.
Judging Criteria:
Clear performance goals and KPIs (20%) Audience targeting and personalisation (10%) Innovation (10%) Channel mix and execution (10%) Measurable results (CPL, conversion rate, ROI) (50%)
Examples: Webinar, white paper, other activities for collecting leads Performance marketing campaigns on social media Email marketing campaigns Sales campaigns (banners) on third-party websites Competitions or award programmes
Best Use of Content Marketing
Recognises: High-performing content strategies that engage B2B audiences.
Judging Criteria:
Content strategy aligned with buyer journey (10%) Creativity and quality of content assets (30%) Distribution and promotion tactics (20%) Engagement metrics and conversion influence (40%)
Examples: Podcast Blog LinkedIn content creation Facebook, Instagram, TikTok content creation Content on third-party publications (Delfi, VZ, ÄP, etc)
Best B2B Website
Recognises: Outstanding B2B digital presence that delivers strong UX and performance.
Judging Criteria:
Purpose of the website, alignment with business strategy (25%) Design and user experience (25%) Innovation in interactivity or personalisation (25%) Measurable outcomes (traffic, leads, engagement, user feedback) (25%)
Best Use of Data, AI, or Marketing Technology
Recognises: Smart use of martech and data to optimise marketing outcomes.
Judging Criteria:
Technology integration and innovation (33%) Data-driven decision-making (33%) Business results and insights generated (34%)
Examples: Marketing automation program Use of AI/technology in customer or persona profiling Use of AI in content generation
Best Event or Expo
Recognises: Campaigns that used physical or virtual events to drive awareness, engagement, or pipeline.
Judging Criteria:
Strategic event planning and objectives (10%) Quality of execution (30%) Attendee experience and engagement (30%) ROI, leads generated, or brand lift (30%)
Examples: Corporate event or conference Booth/side-event at expo or trade show Event sponsorship programme
Best International PR, Trade Media or Influencer Marketing Campaign
Recognises: Outstanding international or industry-specific PR efforts that elevated brand credibility and visibility.
Judging Criteria:
Clarity of PR goals and international scope (20%) Quality of media placements in trade or general publications (30%) Results: coverage volume, reach, share of voice, sentiment, or inbound interest (50%)
Examples: Press coverage in international trade media Social media activity (LinkedIn, etc) with substantial reach among the international target group International influencer marketing activity Press events/visits