Turning industry awards into strategic growth
In a crowded market, where everyone’s selling similar products and services, trust can be a critical differentiator. It’s something we hear all the time from clients – their customers trust them to deliver. It’s a point of pride and sets them apart from competitors with less positive reputations.
This trust comes from great relationships, and products and services that deliver. It also comes from the credibility they’ve built in their industry.
Which is where awards come in.
Many businesses focus on the fanfare around an award win but don’t make the most of it in the longer term. Sure, stack up your trophy cabinet and shout about your success – you’ve earned it! Just don’t stop there. Turn it into a trust-building tool.
The real power lies in how you use industry awards to shape the next phase of your business.
Winning should be the start of a broader strategy. It’s a chance to showcase the value you bring, strengthen trust, and cement your position as a leader in the space. It’s about amplifying that win across your business to create lasting impact – not just for the next quarter, but for years to come.
In this post, we’ll explore how to turn industry awards from short-term backslapping into long-term strategic growth.
Trust takes time to build – but awards speed up the process
Trust doesn’t come from product features or flashy marketing. It comes from consistent, reliable performance. Awards can fast-track that trust-building process. Recognition from a respected industry body shows customers, partners, and investors that your business delivers on its promises.
If you treat your award win as a one-off event, you’re missing the point. The key is integrating that recognition into your broader story. Use it in your sales pitches, on your website, and in client-facing materials. It’ll lower the perceived risk for your prospects and enhance your reputation.
Winning is about impact
A finalist spot or win signals to the market that you’re delivering real, measurable outcomes. Use it to reinforce your credibility by highlighting the impact your solutions have on customers, the market, and the wider industry.
Tie an award win to a narrative around the tangible impact of your business, and you create proof points that drive growth.
Awards strengthen your market position and pricing power
When margins are under constant pressure, an award win gives you the heft to maintain premium pricing. Enterprise buyers use industry recognition as validation when justifying higher-cost solutions to stakeholders – research shows that 82% of B2B decision-makers are influenced by awards.
Each win strengthens your negotiating position and speeds up procurement approval, so you’re not left competing solely on price.
Awards are marketing gold – use them relentlessly
An award win is a content goldmine. Use it across social media posts, email campaigns, case studies, and sales outreach, weaving it into an ongoing narrative about your business growth and leadership.
You worked hard to win that award. Now make it work for you. Tell the story behind it – what it took to get there, the challenges you overcame, and the results you achieved. Talk about the partners and customers who helped you achieve it. Every mention helps build your credibility.
A win boosts your team as well as your brand
Recognition doesn’t just elevate your brand externally, it strengthens your internal culture too. Winning an industry award can rally your team around a shared purpose. It boosts morale, acknowledges their hard work, and reinforces your brand values.
Don’t let the celebration stop at the press release. Share the win internally, spotlight the team behind it, and use it to attract top talent. In a competitive job market, a company that consistently delivers on its promises and earns industry recognition will attract the best in the business.
Awards can speed up deal flow
Award-winning businesses can see 39% higher sales growth. When deals have 12-18 month sales cycles and involve multiple decision-makers, awards are a great way to mitigate risks for procurement teams and tech leaders. Buyers will gravitate towards providers with recognised expertise and validated performance.
Use an award win to influence the way buyers see and evaluate your offering.
Don’t waste your wins – turn industry awards into strategic growth
Winning an award is just the start of a longer game. The businesses that thrive are the ones using awards strategically, building trust, authority, and visibility. Your competitors are already capitalising on their wins. The question is, are you?
Ready to turn your next win into a strategic asset? Book a free consultation today.
For Lulah it all starts with Story, whether that’s writing punchy website copy, creating compelling messaging, or crafting campaigns that deliver. Her previous clients include Credit Suisse, Victorinox, and Mann+Hummel.
