Topic
- Brand Safety
The world’s largest independent B2B marketing agency launches a set of industry-first brand health league tables ranking B2B buyers’ and prospects’ awareness, experiences, and perceptions of businesses in four high-growth verticals.
Global B2B marketing agency, Transmission has launched the inaugural B2B Brand Health: The APEX Index 2023 ranking businesses by the views of B2B buyers and prospects in four high-growth B2B sectors to understand the correlation between a healthy brand and business performance.
The APEX Index 2023 includes a set of vertical-focused league tables exploring the awareness (A), perceptions (P), and experiences (EX) of 1,200 senior B2B buyers in the Cybersecurity, Fintech, Renewable Energy, and Manufacturing and Logistics Tech sectors.
Unlike other indexes, The APEX Index 2023 ranks only B2B businesses solely by their brand health indicators – using each company’s financial performance as a foundation that serves to underline the positive impact brand health has on business growth.
A focus on the views of 300 C-suite, Director, or VP-level decision makers responsible for purchasing vendor solutions in each vertical ensures the Index results paint a clear picture of how the featured brands perform in the eyes of those who matter most: the B2B buyer.
This allows readers to understand what it takes to build a successful brand in each vertical, highlighting which organisations are taking advantage of a lack of brand-building activity in their industry and how others could look to do the same in their own.
Key highlights from The APEX Index 2023 include:
The holy trinity of awareness, perception, and experience
Strong brand awareness and familiarity alone aren’t enough to move the needle in any of the featured high-growth verticals. The top-ranked brands in The APEX Index 2023 deliberately craft consistent, memorable messages among a broad audience to foster positive brand perceptions that contribute to revenue growth.
Likeable brands perform best
The top-performing brands across The APEX Index each earned high scores for likeability. No matter the sophistication of the technology involved, genuine, natural messaging that demonstrates a ‘human touch’ greatly contributes to whether a brand is considered by B2B buyers.
Make buyers want to work with you
Three-quarters of the Index’s top-ranked brands were considered highly relevant to buyers’ business needs and challenges. B2B buyers not only consider the solution itself when looking to make a purchase but also the company offering it to understand whether they can work together. Businesses that capitalise on messaging convincing prospects they’re easy to work with will see greater success than those who rest on their laurels.
Avoid the features fallacy
Creating memorable brand-led messages that ensure a company is easily called to mind at the right time, with the right associations remains a key area for improvement across the four verticals. Many top-performing brands still leverage transactional messaging centred on the solutions resulting in a lack of clear differentiation between competitors.
The brand opportunity in newer industry verticals
The top-performing brands in the less-established verticals featured in The APEX Index 2023 owe their positions to first-mover advantage and technological innovations. However, as barriers to entry fall and competitors make up ground, translating technical excellence into meaningful messages that demonstrate an in-depth understanding of customer challenges will separate those that go on to become recognised industry names.
Brand building plays into long-term sustainability
B2B organisations must think more strategically about how to leverage their brand marketing activity to drive future business growth. Most buyers aren’t looking for a solution today but could be in a month, a year, or several years. Businesses that plant memories, communicate relevant brand virtues, and create brand experiences that generate consideration will be more likely to secure greater investment, attract better talent, retain customers, and appeal to prospects.
“An organisation’s brand makes a measurable contribution to business growth and in delivering a pipeline of future demand. Understanding brand health – the perceptions and experience of buyers and prospects – is a crucial part of forming a brand strategy and keeping it on track.”, says APEX Index architect and Senior Creative Planner & Strategist, Louise Davis. “When you know what’s working and what’s not, and where your competitors stand, brand budget and resources can be used far more effectively to drive positive, impactful change.”
Explore the results of The APEX Index 2023 and enjoy an in-depth analysis of Transmission’s findings here.
Data and analysis extracted from this press release must be accompanied by a statement identifying Transmission as the source and publisher. For media inquiries, email [email protected].
About Transmission
Transmission is the world’s largest independent global B2B marketing agency. Our full-service offering combines data-driven intelligence with the curiosity, creativity, and innovation to craft powerful, behaviour-changing engagement with audiences to create lasting impact and success.
Our team of B2B brand strategists draw on customer insight and the principles of behavioural science to inspire memorable propositions grounded in emotional truths and authenticity: building brands that deliver impact now and into the future. With offices in eight countries worldwide, Transmission has the global agility and experience to help B2B brands drive the now and define the next.
For more info, visit transmissionagency.com.
