B2B brand health: THE APEX index
INTRODUCING THE LOGISTICS TECH MARKET
Logistics technology is a B2B vertical that’s seen explosive growth as businesses adopt new software to stay competitive. Supply chain management is the fastest-growing market in the Gartner enterprise application software segment, with systems driving growth and increasing the sustainability of supply chains set to generate around US$75B in 2030.
Vendors looking to make their mark in this established, albeit sometimes conservative, market will need to guide and educate customers to build loyalty and trust. However, they have to reach their audience first. Differentiation is a challenge many brands in this vertical face, making a clear value proposition and strong brand identity a must to reach customers looking to update legacy technologies and consolidate their portfolios.
So in a market where so much relies on reaching, educating, converting, and keeping customers, a healthy brand could be the difference between sinking or swimming in the ocean of logistics tech opportunity. Learn which B2B logistics tech brands fare best across awareness, perception, and experience below.
LOGISTICS TECH APEX INDEX
Brand health scores (out of a possible total of 160) are an average of all those provided by survey respondents across awareness, perception, and experience (APEX) metrics. More information can be found in the methodology.
| Rank | Brand | Score |
|---|---|---|
| 01 | CDL_1000 | 127.41 |
| 02 | Flexport | 126.87 |
| 03 | Geek+ | 126.77 |
| 04 | Motive | 125.00 |
| 05 | GXO | 124.33 |
| 06 | Symbotic | 124.32 |
| 07 | Knapp | 124.09 |
| 08 | Manhattan Associates | 123.84 |
| 09 | XPO | 122.77 |
| 10 | Ice-Mobility | 121.60 |
| 11 | SupplyOn | 121.47 |
| 12 | Keuhne-Nagel | 121.19 |
| 13 | OmniQ | 119.85 |
| 14 | Loadsmart | 119.18 |
| 15 | Exotec | 118.89 |
| 16 | SSI-Schaefer | 118.51 |
| 17 | Echo Global Logistics | 117.54 |
| 18 | Lineage Logistics | 117.10 |
| 19 | CH Robinson | 116.97 |
| 20 | Cargo-One | 115.93 |
| 21 | Bastian Solutions | 115.03 |
| 22 | AutoStore | 114.83 |
| 23 | TGW-Logistics | 113.30 |
| 24 | VTG | 112.94 |
| 25 | Descartes Systems Group | 112.41 |
| 26 | Honeywell | 112.31 |
| 27 | Zipline | 112.21 |
| 28 | Uber Freight | 112.04 |
| 29 | Forto | 111.19 |
| 30 | Sennder | 111.12 |
| 31 | Convoy | 109.95 |
| 32 | Shippabo | 109.84 |
| 33 | Kardex | 108.72 |
| 34 | GreyOrange | 107.67 |
IS YOUR BRAND IN
THE APEX INDEX?
Featured brands can receive a FREE personalised report breaking down the results of their APEX Index score in full. Discover how many B2B buyers in your industry are aware of and familiar with your brand, as well as their honest perceptions across seven Brand Virtue indicators that include brand trust, compassion, and distinction.
Each report also dives into your level of brand consideration and advocacy in the market in addition to whether your future buyers are engaging with you through social media, content, or other marketing channels.
DOWNLOAD B2B BRAND HEALTH:
THE APEX INDEX REPORT
OUR METHODOLOGY
B2B Brand Health: The APEX Index ranks the brand health of B2B businesses operating in four high-growth vertical markets: cybersecurity, fintech, renewables, and supply chain and logistics technology. B2B buyers were surveyed on their perceptions of a pre-selected list of organisations, with the results scored to demonstrate individual brand health in addition to an overall ranking.
Shortlist criteria
An initial list of organisations was selected according to baseline criteria of annual revenues of over €25M/US$25M, more than five years’ trading, and headquarters or significant operations in Europe or North America.
A second qualification stage analysed organisations’ current growth and future potential based on financial results and demonstrable progress towards geographic expansion, innovation, or M&A objectives.
Of the 180 brands initially included, only those that received a minimum of thirty completed responses from our B2B buyer participants qualified for inclusion in the final index.
Survey participants
1,200 respondents were recruited by our independent research partner, Savanta, from proprietary business panels via online and mobile channels.
Within each of the four verticals, we surveyed 300 C-Suite, Director, or VP-level decision makers responsible for purchasing vendor solutions. Of the 1,200 respondents, half conducted business in North America and half in Europe.
All responses were provided anonymously in May 2023.
Ranking method
Each survey response was allocated a score against the APEX categories – the greater brand awareness (A), perception (P), and experience levels (Ex), the higher the score. All scores were aggregated and then divided by the total number of responses to give an average index score per brand.