October 1994.
That’s how lengthy NetLine has been in enterprise. An ideal deal has modified since these days, however lots of its ideas stay unchanged.
Since its founding, NetLine has labored to unlock digital entry for these looking for to achieve actual B2B consumers—first for publishers, then for companies and entrepreneurs alike. For over 30 years, professionals have turned to NetLine to assist them join with their viewers in smarter, extra significant methods.
Amongst them are the trailblazers who’ve lengthy believed in NetLine; entrepreneurs who embody the whole lot Luna stands for: exploration, curiosity, and a relentless drive for higher.
Extra Than a Mascot
Luna began as a 404 web page. We shortly realized that this little illustration had much more to present to the corporate and our shoppers than merely being a joke on an error web page.
Right now, Luna displays our mission to empower data-driven entrepreneurs with the instruments and perception they should lead with readability and confidence.
The Luna Legacy Award celebrates these long-time companions—entrepreneurs whose outcomes, creativity, and innovation haven’t simply impressed, however endured. It’s not a couple of single standout second. It’s about unwavering excellence—marketing campaign after marketing campaign, yr after yr.
Their success isn’t any accident. It’s the product of consistency, collaboration, and a deep understanding of what actually strikes the fashionable B2B purchaser.
Let’s meet the entrepreneurs who propelled their manufacturers and shoppers to new heights in 2025.
Let’s Meet the Winners of The 2025 Luna Legacy Awards
The winners of the Luna Legacy Award have elevated what long-term excellence in B2B advertising really appears to be like like.
Via years of considerate execution, strategic experimentation, and buyer-first pondering, these entrepreneurs have constructed engines of impression. Their work not solely performs however endures. They’ve crafted campaigns that persistently educate, interact, and convert, all whereas pushing the boundaries of what’s attainable in content-driven demand technology.
We spoke with 4 of those winners to get a glimpse into how they’ve constructed an award-winning program and the way their experiences might help others, too.
Consistency, Curiosity, and a Wholesome Dose of Discomfort
There’s a standard perception in B2B that one of the best entrepreneurs are those with the latest playbook. However for this yr’s Legacy winners, what’s formed their technique isn’t novelty—it’s self-discipline.
“The follow that’s most formed my profession is disciplined curiosity,” Cato Networks’ Stefani Fridman mentioned plainly.”[It’s] a continuing drive to grasp the ‘why’ behind each quantity.”
Fridman is a part of a technology of progress entrepreneurs who aren’t content material to hit surface-level benchmarks. She has reframed content material syndication as a requirement intelligence engine, turning behavioral indicators into orchestrated performs that serve not simply advertising, however the complete pipeline.
Her friends share that ethos. Greg Cavaluzzo, VP at Park & Battery, emphasised how important it’s to grasp the entire system. “In B2B, it’s about discovering essentially the most significant methods to remain in entrance of a prospect—creating as little resistance as attainable on their path to conversion.”
For Greg, staying curious means asking higher questions, staying near actual consumers, and figuring out that even one of the best messaging can get stale in the event you don’t revisit it. That perspective has formed how Park & Battery approaches omnichannel orchestration—with fewer silos and sharper alignment.
Ashley Ferguson at Paychex takes an identical lens—grounded in content material however at all times zoomed out. “I’m a storyteller at coronary heart,” she mentioned. “And as a former content material developer, I’m at all times excited about the massive image we’re telling. Considered one of our mantras is ABT—All the time Be Testing. In right this moment’s purchaser panorama, you’ll be able to’t afford to not.”
Ferguson helped rebuild Paychex’s complete demand gen framework round NetLine’s HQL Precision: routing sales-ready consumers with readability, context, and velocity. Her function as a digital advertising strategist is a component content material conductor, half efficiency analyst, and at all times buyer-first.
Cody Gowl, Account Supervisor at Gartner, echoes that mix of construction and creativity.“What’s stored me impressed is the willingness to experiment and embrace creativity. Innovation comes from balancing consistency with calculated dangers.”
Gowl credit his long-term success to foundational greatest practices—figuring out your viewers, defining clear objectives, and relentlessly measuring outcomes—however he makes room for boldness. Whether or not it’s testing new channels or introducing distinctive content material codecs, he’s constructed a profession on pairing what’s tried with what’s subsequent.
And nobody embodies full-funnel self-discipline greater than Becca DeBortoli at ZoomInfo. “I by no means take a look at one information level when assessing efficiency. It by no means tells you the complete story.”
Becca’s at all times zooming out, monitoring how early indicators translate to demos, pipe, and income. Her advertising technique is equal elements quantitative and qualitative, grounded in a easy query:
Are these leads truly closing?
The Energy of Simplicity
What separates a Legacy marketer from a momentary success? In line with this yr’s winners, the distinction is readability—figuring out what issues, and reducing what doesn’t.
For Stefani Fridman, the message is evident. “My greatest lesson: simplicity wins. Each time.”
Which may sound apparent—however in B2B, it’s not often practiced. Fridman has seen again and again how complexity creeps into content material and campaigns—and the way consumers reply higher to messages which are sharp, direct, and human.
Greg Cavaluzzo shared a warning about chasing fast wins. “Don’t sacrifice short-term acquire for long-term ache. It’s important to be pragmatic sufficient to construct a stable basis earlier than you count on outcomes.”
That basis, he mentioned, consists of clear roles, cross-functional fluency, and the persistence to launch solely when the whole lot is aligned. “When shoppers push for unrealistic timelines, the work suffers. All the time.”
Ashley Ferguson took a sensible angle.“Clear your lenses. The issues which have at all times labored nonetheless should be analyzed, examined, reviewed—and typically up to date.”
She emphasised the significance of approaching even profitable campaigns with recent eyes. As a result of what labored six months in the past may not work right this moment—and it’s on entrepreneurs to search out out why.
Cody Gowl distilled his perspective right down to a core perception. “Embrace each studying and creativity. Errors are inevitable—however they’re additionally instructive. Don’t be afraid to experiment.”
And Becca? Her steering is tactical and strategic unexpectedly. “All the time tie your initiatives to broader firm objectives. Have a goal for what you’re chasing—don’t simply do issues to do them.”
It’s this mix of self-awareness and enterprise alignment that turns entrepreneurs into leaders—and advertising right into a lever for income.
Recommendation for the Subsequent Era
When you’re beginning your profession in B2B, what ought to ? What mindset will truly assist you make an impression?
Our winners had a lot to say—and it wasn’t nearly techniques. “Don’t attempt to be all over the place,” mentioned Stefani Fridman. “Give attention to being remembered. Maintain your curiosity alive, query each ‘greatest follow,’ and construct your profession on impression, not consideration.”
It’s recommendation that challenges typical knowledge and pushes younger entrepreneurs to suppose critically about what success actually appears to be like like.
Greg Cavaluzzo added that studying how the entire ecosystem works is significant. “Perceive how inventive, media, analytics, and gross sales all join—and be taught to talk each language within the room.”
That perspective has helped him align campaigns throughout departments—and helped Park & Battery change into a trusted associate throughout the shopping for committee.
Becca DeBortoli suggested new entrepreneurs to step outdoors of their consolation zones and inspired them to have interaction with others outdoors of their very own division. “You by no means know while you’ll draw an perception from somebody on the product or gross sales facet that modifications the way you strategy your work.”
And her most actionable recommendation? Don’t specialize too early. “Discover each channel. Discover ways to assess efficiency throughout the entire funnel. It’ll offer you a broader image of how advertising actually works.”
Cody Gowl closed the loop with a message of empowerment. “Don’t be afraid to share your concepts. Your perspective is efficacious, even in the event you’re simply getting began.”
Each one in every of these entrepreneurs has constructed their success on curiosity and readability—traits that matter greater than ever as B2B advertising evolves at breakneck velocity.
What Legacy Actually Appears to be like Like
Legacy isn’t measured in kind fills or flashy launches. It’s measured in consistency, readability, and impression.
This yr’s Luna Legacy winners didn’t simply construct campaigns.
They constructed bridges. Between gross sales and advertising. Between purchaser conduct and pipeline efficiency. Between idea and execution.
They made B2B advertising really feel extra intentional. Extra aligned. Extra helpful.
If this yr’s winners have proven us something, it’s that the fitting mindset beats any playbook.
