B2B brand health:
THE APEX index
Demonstrating the business value of brand remains a common challenge for B2B organisations. However, understanding brand health can help bridge the gap between its contribution to sales pipeline and how it impacts commercial success.
B2B Brand Health: The APEX Index explores and analyses the awareness, perceptions, and experiences of real buyers assessing B2B brands in the high-growth cybersecurity, fintech, renewable energy, and logistics tech verticals.
Unlike other indexes, The APEX Index focuses on the brand health of each business rather than its financial health.
It highlights what customers and prospects think of a brand, providing insight on how the brand is currently performing against the brand strategy.
Ultimately, it helps those managing brands identify how to better focus resources to harness future demand and win greater brand-building budget.
Is your brand in The APEX Index?
THE APEX INDEX AT A GLANCE
CyberSecurity
| RANK | BRAND | SCORE |
|---|---|---|
| 01 | Crowdstrike | 132.09 |
| 02 | Cloudflare | 128.26 |
| 03 | CyberArk | 127.77 |
FINTECH
| RANK | BRAND | SCORE |
|---|---|---|
| 01 | AvidXChange | 131.84 |
| 02 | PayPal | 130.57 |
| 03 | Plaid | 127.75 |
renewable energy
| RANK | BRAND | SCORE |
|---|---|---|
| 01 | Ameresco | 131.14 |
| 02 | Array-Technologies | 129.14 |
| 03 | Acciona-Energia | 127.30 |
Logistics tech
| RANK | BRAND | SCORE |
|---|---|---|
| 01 | CDL-1000 | 127.41 |
| 02 | Flexport | 126.87 |
| 03 | Geek+ | 126.77 |
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.