Sydney digital agency Filament has won “Best Content Marketing Campaign” in the 2022 Semrush Search Awards Australia.

This award recognises Filament’s work with Australian Infrastructure-as-a-Service (IaaS) provider AUCloud and VMware, launching Australia’s first VMware-designated Sovereign Cloud (one of only 19 globally certified).

The winning campaign also launched AUCloud’s Desktop as a Service (DaaS) and Workspace ONE solutions powered by VMware.

The judges had this to say about Filament’s campaign:

“This campaign demonstrated great strategic thinking across a range of digital channels. They had an excellent identification of their target audiences and a fantastic understanding of their objectives, addressing them in integrated marketing communications across the campaign. It was brilliant to see they not only met but exceeded their KPIs!”


The Semrush Search Awards celebrate Australia’s top marketing campaigns and best marketing teams that work in the online space and bring exceptional growth and revenues to companies.

As a Sydney digital agency that specializes in B2B tech marketing and partner marketing, winning this award confirms that Filament is the best digital agency for B2B tech companies and vendor channel programs.

For a list of all winners, visit 2022 Semrush Search Awards Winners.

To watch a replay of the award ceremony, visit 2022 Semrush Search Awards Event.

Whether it’s cloud solutions, software or hardware, Filament has the experience and expertise to support tech brands with their business growth by taking new products and services to market, entering new markets or expanding vendor channel and partner programs with digital marketing and advertising.

Filament’s solution offering as a B2B marketing company Sydney includes content marketing, search engine optimisation, digital advertising and website services.

The agency launches with an impressive roster of foundation clients and supported partner programs including Veeam, VMware, Probax, AUCloud, blueAPACHE, HP Inc, Microsoft, Dell and dozens of channel partners across APAC and SE Asia.

Filament is led by co-founders Nick Horton and Jeremy Balius, each of whom bring extensive B2B tech marketing experience in cloud solutions, data protection, cybersecurity and SaaS.

As Managing Director at Filament, Balius’ background includes eight years of marketing agency leadership working with tech brands and their partners, including VMware, Veeam, Google, Microsoft, Dropbox and many others.

As Commercial Director at Filament, Horton’s background includes appointments as Managing Director, MENA at Blackberry, Vice President of Marketing at Norwood Systems and Director of Sales at Intuit.

Prior to Filament tech agency North Sydney, both Directors teamed up for two and a half years at digital marketing and lead generation agency Volt Lab and have built a high-performing team of B2B tech marketers.

Horton said: “We make it easier than ever for B2B tech marketing leaders to access the expertise and capability they need to grow their lead flow and revenue. With our extensive experience in complex ecosystems, we have the empathy, experience and know-how to understand our clients’ challenges. We’re able to get their demand gen and lead gen programs up and running more quickly as a result. Vendor channel marketers trust us with their partner enablement due to our track record of effectively deploying their Market Development Funds (MDF) to grow opportunity for their partners.”

Balius said: “The hyper-competitive B2B technology landscape is growing and changing rapidly. Meanwhile B2B buying cycles are long, partner ecosystems are complex, customer demands are shifting and vendors are increasingly needing to support their channel and alliance partners with impactful enablement across a range of territories. Tech brands need reliable strategic partners who can help them navigate these challenges and grow market share. That’s why Filament is well-positioned to support scaling B2B tech brands and vendor partner programs with insights-led digital marketing to stand out with compelling value propositions to attract and convert their ideal customer profiles.”

Download the media release.