The concept of “time” in business has fundamentally shifted.

For the longest…time, we wanted to know when the best… time (geez, sorry) was to do insert thing:

• When should I post on social media?
• When should we schedule the email to go out?
• When should we have our campaign live?

The answer to each of these questions, for the most part, is that it doesn’t matter. Really.

The digital ecosystem is vast and fragmented that we cannot expect people to show up at a given…no, I won’t say it again…MOMENT! There’s a good alternative.

Yes, we cannot expect people to show up at a given moment—unless…unless you are consistent.

Now, consistency is an entirely different story.

Always-On Campaigns Are Your Best Utility Player

Always-On” does not mean “Set-and-Forget.” 

In fact, as our winners demonstrate, maintaining a perpetual presence requires more agility, not less. It requires a commitment to data hygiene, a refusal to accept stagnation, and a mindset that views a campaign not as a static asset, but as a living entity.

The Best Always-On Strategy category honors the programs that never slow down. These are the engines of demand generation, the campaigns that continually generate high-quality leads, fuel pipeline, and prove the power of consistent performance.

Let’s meet the marketers who have mastered the art of the marathon in 2025.

Let’s Meet the Winners in The Luna’s 2025 Best Always-On Strategy Category

BEST ALWAYS-ON STRATEGY Celebrating the programs that never slow down, delivering consistent performance and continuous value.

The winners of The 2025 Luna’s have set the bar high, showcasing the power of persistence, adaptability, and strategic thinking in B2B marketing. Their campaigns don’t just run continuously—they evolve, learn, and improve with every interaction.

• Jill Shields, Senior Manager, Customer Marketing – Growth, Vertex Inc.
• Allie Ortiz, Senior Partner Programs Manager, Sage
• Jessie Brandt, Sr. Manager, Lumen
• Jennifer Janes, Senior Demand Generation Marketing Manager, DoiT
• Alyssa Adams See, Senior Account Strategist, Media Cause
• J.D. Callaway, Senior Director, Growth Marketing, Tricentis
• Anna Colbert, Campaign & Digital Marketing Specialist, Dassault Systèmes

Congratulations to each of our winners! Now, let’s get a taste of what makes them tick, what drives them, and (most importantly for you) how you can learn from their success.

What Makes a Great Always-On Strategy?

When asked what defines a successful always-on program, the winners shared insights that reflect their unique approaches to maintaining momentum.

Across their responses, one theme emerged: evolution over repetition.

The most common failure point for always-on programs is fatigue. Not just audience fatigue, but internal creative fatigue. How do you keep a message fresh when it runs every single day of the year?

When we asked our winners how they keep their programs running smoothly, a distinct theme emerged: Evolution.

Sage’s Allie Ortiz provided perhaps the most perfect metaphor for this approach. She doesn’t view her campaigns as marketing tactics, but rather as biological systems.

“Consistency and optimization are everything. At Sage, we treat always-on programs like a living ecosystem; continuously monitoring performance, refreshing creative, and aligning messaging with current buyer challenges or industry trends. Keeping content varied across verticals and funnel stages ensures engagement never plateaus.”

This “living ecosystem” approach was echoed by Tricentis, where J.D. Callaway emphasizes the importance of the quarterly refresh. By avoiding the trap of overly promotional language, they maintain a conversation rather than a broadcast.

“We treat our always-on programs as living campaigns—continually monitoring performance, A/B testing creative and messaging, and refining based on engagement data. We also refresh content quarterly to align with evolving buyer pain points… Keeping messaging conversational and value-focused—rather than overly promotional—has helped us maintain engagement over time.”

For Dassault Systèmes, agility is achieved through rigorous internal alignment. Anna Colbert notes that even a year-long campaign must stay hyper-relevant to the immediate news cycle.

“Maintaining always-on programs requires a combination of strategic planning and consistent execution. One key factor is ensuring that the Geo is consistently aligned with the brand team… For instance, our DELMIAWORKS campaign included several brand new and hyper-relevant pieces of content, relating to the Internet of Things, Data-Driven Manufacturing, and Artificial Intelligence.”

Meanwhile, Vertex Inc. relies on a strategy of continuous spotlighting. By constantly rotating the assets to focus on the latest innovations, they ensure the “always-on” light never illuminates a stale product.

“We continually create and refresh assets that spotlight the latest features, functionality, and innovations in Vertex solutions. This ensures our messaging reflects what’s most relevant to our audiences at any given moment.”

Practical Tips for Building Always-On Programs

Strategy is glamorous; execution is gritty. When managing high-volume, year-round campaigns, the difference between success and failure often comes down to boring, unsexy habits.

We asked our winners for the one practice that made the biggest difference. The answers weren’t about creative brilliance—they were about discipline.

Dassault Systèmes offered a masterclass in data hygiene. Anna Colbert described a process of “contact assessment” that many marketers skip because it is tedious. But the results speak for themselves.

“One of the most impactful practices has been conducting contact assessments and making targeting adjustments on a quarterly basis. It sounds simple, but if you’re generating a high volume of contacts every week, keeping up with this practice can be difficult… For instance, we assessed and adjusted the targeting mid campaign to remove Municipalities, Car dealerships, IT companies, and some non-profits based on the results we had seen thus far.”

Think about that for a second. How many marketers are brave enough to remove potential sectors mid-campaign? That is the discipline of quality over quantity.

Media Cause takes a similar approach, utilizing a tiered system to filter the noise.

“At the start of the campaign, we focused on a broader audience that was still within our target audience. With each iteration, we narrowed in on the audience that best responded to our ads. Then, we created a tiered approach to ensure we focused on the most valuable leads for follow-up.”

For Sage and Vertex, the secret weapon is the “Feedback Loop.” It’s not enough to launch; you have to autopsy every result.

“At Sage, we prioritize feedback loops and iteration. Every campaign, high performing or low performing, gets a post-mortem to understand what worked and where we can refine targeting, messaging, or follow-up. This data-driven mindset has helped turn always-on from a static channel into a continuous learning engine that performs better each quarter.”

“The most impactful practice for our team has been maintaining a consistent feedback loop between content creation and campaign performance… This data-driven collaboration allows us to continuously improve content relevance, ensuring each campaign builds stronger connections with our target audiences.”

Advice for Building Always-On Programs

When asked for their single best piece of advice for marketers looking to build always-on programs, the winners shared insights that reflect their deep understanding of sustainable growth.

Starting an always-on program can feel daunting. The idea of a campaign that never ends can trigger a sense of perfectionism—the feeling that because it’s permanent, it has to be flawless from day one.

The advice from our winners? Just start.

Jennifer Janes from DoIT hits the nail on the head regarding the “perfectionism trap.”

“You may not get everything right the first time, but you won’t know what works for your organization until you try. It’s better to test and learn than to get stuck chasing perfection.”

Sage offers a practical blueprint for those overwhelmed by the scope. You don’t need to boil the ocean; you just need to start heating the water.

“Start small, stay consistent, and measure everything. Always-on success isn’t about launching a big program overnight. It’s about building momentum. Focus on one core audience, a strong content offer, and a clear nurture path.”

Tricentis advises focusing on the foundation before you worry about the volume.

“Start with a strong foundation of audience insights and build from there. Understand your buyers’ intent signals and pain points before creating content. Then, keep iterating—don’t set it and forget it.”

And Media Cause reminds us that the term “Always-On” is a technical setting, not a management style.

“Don’t let an always-on campaign turn into a set-it-and-forget-it campaign. Even with an always-on campaign, it is essential to regularly evaluate results to ensure continued success.”

The Role of NetLine in Their Success

Finally, we asked our winners how the NetLine platform fits into their broader strategy. What became clear in their responses is that for an always-on strategy to work, the relationship between vendor and marketer must evolve into a true partnership.

Tricentis highlighted the difference between a lead vendor and a growth partner.

“NetLine has been a great partner. They understand our strategy, our products, and our ICP. They have always been proactive with suggestions and best practices for our team and truly a partner looking for mutual success, rather than just selling leads.”

Dassault Systèmes went a step further, highlighting the human element—specifically calling out their account team for fostering a relationship based on shared knowledge.

“Their consistent campaign quality and high service levels have fostered a genuine give-and-take relationship, allowing for open collaboration and shared success. In addition, our account team has remained relatively consistent over time. This alone is a huge plus.”

For DoIT, the platform serves as a vital R&D lab for their messaging.

“NetLine has been a great partner when it comes to sourcing and understanding lead behavior from our target accounts. We can test out a variety of content to see what messaging and pain points resonate with our target prospects, and use that information to inform our marketing strategy.”

Lumen focused on the efficiency of the intent engine, which allows them to run complex partner campaigns without drowning in manual work.

“For Lumen, what’s made the biggest impact is NetLine’s ability to support always-on content syndication, which keeps our messaging in front of the right audiences without requiring constant manual intervention.”

And Vertex Inc. summed it up by focusing on the ultimate goal: Growth.

“With NetLine’s support, we’ve been able to keep our always-on strategy truly ‘always-on’—continuously connecting with new prospects while nurturing existing relationships. Their insights and collaboration have been instrumental in the ongoing growth and success of our marketing programs.”

Celebrating the Best Always-On Strategies

The winners of the 2025 Best Always-On Strategy award have proven that consistency is not about repetition—it is about resilience. It is about building a system that can adapt, learn, and grow without ever hitting the “pause” button.

By treating their campaigns as living ecosystems, prioritizing data hygiene over vanity metrics, and viewing their vendors as strategic partners, these marketers have set the standard for what it means to be truly “Always-On.”

As we celebrate their achievements, their insights serve as a powerful reminder of what’s possible when marketers commit to the marathon mindset and embrace the discipline of continuous improvement.

Congratulations to all our winners!