Company: SCHERMER
Company Description: With capabilities in research + analytics, branding + go-to-market, digital + content marketing, and UX + UI, SCHERMER's team of B2B experts can help you discover buyer and market insights, define differentiating GTM strategy, develop compelling content and campaigns, design engaging sales and digital experiences, and deliver real results.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing or Advertising Agency of the Year
 Nomination Title: Helping B2B Brands Make Their Market
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated department's, team's, or individual's achievements since January 1 2023, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated department, team, or individual: history and past performance (up to 200 words):
Total 199 words used.
SCHERMER is a B2B marketing agency that helps companies—like SAP, Pearson, Logitech, Best Buy, 3M, Solventum, Cargill, Honeywell, Resideo, Quantinuum and Zillow—Make Their Market. We’ve evolved beyond a traditional B2B agency to become Go-To-Market consultants and Growth Marketing catalysts who introduce technologies and solutions that change the world of work – and often, the world.
As a testament to our impact and success, we’ve been a finalist for the Association of National Advertisers’ B2B Agency of the Year – 6x in the past 10 years.
SCHERMER is the only agency in the country helping B2C companies launch B2B businesses—a practice we call "SCHERMER For Business". Since launching Best Buy For Business in 2008, we’ve launched and lead ‘For Business’ brands for Capella University, Zillow and Mayo Clinic. Today, half of our revenue comes from ‘For Business’ clients: Best Buy Ads, Red Wing for Business, Logitech For Education.
Client reorgs, budget cuts, and product delays led to our worst year ever in 2023. But we rebounded strong in 2024 – retaining 100% of our key clients, securing four new premier clients – SAP, Pearson, Eide Baily and HID – and increased employee count 25%, gross revenue +64% and AGI +56%.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2023 that you wish to bring to the judges' attention (up to 250 words):
Total 239 words used.
In 2023, SCHERMER faced significant challenges, including budget cuts from legacy clients going through restructuring and supply chain issues. 2023 AGI dropped 30% from 2022. But rather than give up, we transformed—and took off.
Key Achievements (2024):
- Innovation & Adaptation:
- Helped SAP redefine their global product launch process in 2024, driving a 54% YOY increase in pipeline acceleration and securing our role as an official corporate marketing agency partner in 2025
- Led new Best Buy Ads thought leadership, increasing engagement by 93% and expanding their media investment by 200%
- Expanded our analytics capabilities, leveraging AI to optimize research, media, analytics, and creative/content
- Industry Leadership & Differentiation:
- We identified our ‘For Business’ niche launching Best Buy For Business, and have since worked with over a dozen $1B+ B2C companies on their B2B businesses
- 46% of 2024 revenue was from ‘For Business’ clients: Best Buy, Red Wing Shoe Co., Logitech
- We literally wrote the book on B2B for B2C, publishing the first guide for leading successful B2B marketing within B2C companies, “How to Build a For Business Brand”
- Business Growth & Momentum:
- 100% retention of key clients: Best Buy Ads, Red Wing Shoe Co., Cargill, Solventum, Logitech
- Four major new accounts: SAP, Pearson, Eide Bailly, and HID
- 64% revenue growth, 56% AGI growth, 25% employee growth in 2024
We’ve repositioned ourselves as more than a traditional full-service agency; we are a strategic consultant and collaborator that helps companies Make Their Market.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 248 words used.
Our results aren’t just about revenue—they’re about reinvention.
The ANA estimates that 82% of companies now have an in-house agency. While most agencies struggle with this shift, we leaned into it– evolving beyond traditional AOR to offer flexible Hybrid Engagement models—Primary Partner, Consulting Collaborator, or Embedded Extension.
Key Differentiators:
- Hybrid Client Engagement Model:We’ve adapted to the in-house trend with flexible engagement models. Full-service engagement still exists, but we now consult with CMOs and collaborate with internal teams, acting as "connection conductors” and “experience architects." Rather than competing with in-house teams, we’re enabling and empowering them.
- Industry-first "For Business" practice: No other agency specializes in helping B2C companies launch and lead B2B brands. This practice fueled 46% of our 2024 revenue.
- 2024 impact & results: Our work helped SAP reshape global launches, driving a 54% increase in pipeline acceleration. Our research and recommendations convinced Best Buy Ads to increase 2025 fees +30% and media/event budget +200%. We’re working with Pearson to redefine a division’s product portfolio and lead GTM for a new solution area.
- Unmatched growth & resilience: While many agencies faced stagnation or decline in 2024, we achieved record-breaking revenue, AGI, and profit growth.
Compared to other agencies, our 64% revenue growth in 2024 is exceptional. Few agencies have been able to rebound so dramatically after a challenging year, proving our ability to adapt, lead, and thrive in a changing industry.
We’re not just keeping up with the future of B2B marketing—we’re helping define it.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 229 words used.
To support our nomination, we are providing key materials that showcase SCHERMER’s strategic expertise, thought leadership, and measurable impact:
1) Case Studies–Highlighting 2024 initiatives for:
- SAP – Transforming product launches from singular announcements into sustained, customer-first experiences.
- Best Buy Ads – Led research and first-ever thought leadership program that drove engagement performance and made case for more 30% more investment in agency fees and 200% in media/events.
- Cargill – Differentiating FR3™ fluid and driving 48% revenue growth through a lead-gen strategy.
2) For Business – As the only agency specializing in helping B2C brands build B2B businesses, we created a ‘For Business’ practice page on our website (Learn More). You can also download our new guide ‘How to Build a For Business Brand’ – (learn more and see provided PDF). Check out more For Business success stories on our website:
- Red Wing for Business – Case study
- Logitech for Education – Launched Logitech’s first vertical-industry marketing programs, and produced a high-impact go-to-market sales enablement and campaign – Case study, use password SCHERMER).
- Best Buy Ads – Case study
- Mayo Clinic Laboratories – Case study
3) 2024 SCHERMER Agency of the Year Video – A compelling summary of our agency accomplishments and client achievements (see MP4 link).
These materials provide tangible proof of how SCHERMER helps companies Make Their Market through innovative strategy, creative thinking, marketing execution and experience design.
| Attachments/Videos/Links: |
|---|
|
