Fifth Ring continues to light the way in B2B excellence at the 2025 Houston Business Marketing Alliance (HBMA) Awards Ceremony.
Fifth Ring, the multi-award-winning international B2B marketing specialist, was awarded three Lantern Awards and three Awards of Excellence at the 37th Annual HBMA 2025 Lantern Awards of Texas, which honor exceptional B2B marketing campaigns.
Winners of this year’s awards were announced at the Gala Exhibition & Awards Dinner in Houston on Thursday, November 20th. The award categories are crafted to showcase the diverse talents that make the Texas marketing scene radiate with brilliance.
Fifth Ring has offices in Houston, the UK, and Singapore. The agency won a combination of Lantern Awards and Awards of Excellence, reflecting strength in brand, digital, and strategy-led marketing.
Winning Lantern Awards’ entries:
Among the winning entries, Fifth Ring’s Predictive Revenue initiative stood out as a defining example of the agency’s transformation into a strategic growth partner. Developed as an evolution of the agency’s Own the Space proposition, Predictive Revenue redefines client engagement through Business Qualified Leads (BQLs) - opportunities that are strategically aligned, commercially viable, and directly tied to long-term growth. The Predictive Revenue whitepaper acted as the primary conversion tool for the high-impact campaign, which generated 81 qualified form submissions, a 39% conversion rate, and measurable pipeline value, alongside 40 leads and two live opportunities from the ERA Sales Conference in Texas.
The accompanying account-based marketing (ABM) campaign brought the concept to life through creative storytelling and data-led strategy, helping clients visualize their revenue challenges and opportunities. Targeting C-suite executives, sales leaders, and senior marketers in multinational B2B organizations, it focused on precision over volume.
Sarah Gray, Regional Director Americas and Europe at Fifth Ring, said: "To be recognised at the Lantern Awards is a huge honor for Fifth Ring, and a reflection of the team’s commitment to creating work that doesn’t just look good - it drives measurable business results. Our mission has always been to help our clients own the space they operate in, and winning the awards reinforces the strength of that commitment. It also demonstrates the strength of our international teams, working together to deliver consistently exceptional outcomes for our global clients.”
Sally Lechin, Senior Account Manager Americas at Fifth Ring, said: “It’s truly inspiring for the team to continue lighting the way for bold, impactful ideas that make a genuine difference for our clients. The successful Predictive Revenue campaign proved that by leading with insight, provocation, and creative clarity, lead generation can deliver both pipeline impact and long-term commercial advantage. It’s a testament to what can be achieved for our clients when strategy, creativity, and collaboration come together with a shared purpose. The Phillips 66 “2025 Sustainability and People Report” underscores the client’s dedication to shaping the future of energy, blending rigorous data, clear storytelling, and distinctive design.”
The wins build on Fifth Ring’s success at the 2024 Lantern Awards, where the agency was named Agency of the Year and Best in Show, underscoring its growing influence across international B2B marketing.