The APEX Index 2023: Cybersecurity | Transmission

The cybersecurity sector is one of the fastest-growing verticals in B2B, with an estimated total market value of US$147B in 2022. But while rapid growth is on the table for businesses in this industry, trading in safety means making brand trust a critical consideration.

As greater focus is put on the strategic importance of cybersecurity, vendors must appeal to a broad target audience in their brand positioning and assess whether their current brand awareness initiatives are still fit for purpose. Niche players will also need to punch above their weight in brand recognition and consideration inside a market showing increasing signs of consolidation.

Those looking to grasp the US$2T opportunity gap need to project a brand that engenders trust, signals resilience, and underlines an ability to stay ahead of cyber threats. As a result, brand health in relation to customers, employees, partners, and investors will separate those who grab market opportunities in the future and those who fall by the wayside.

Discover which brands are leading the way in our Cybersecurity APEX Index below.

RANK

BRAND

SCORE

01

132.09

04

127.29

07

124.63

10

123.13

13

122.29

16

121.00

19

118.56

22

117.24

25

114.90

28

114.41

RANK

BRAND

SCORE

02

128.26

05

126.69

08

124.27

11

123.12

14

121.62

17

119.50

20

118.11

23

116.44

26

114.85

29

112.84

RANK

BRAND

SCORE

03

127.77

06

125.00

09

123.48

12

122.82

15

121.30

18

118.98

21

117.77

24

115.20

27

114.57

RANK

BRAND

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.

Request your complimentary personalised brand health report today.

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.

Transmission is the world’s largest independent global B2B marketing agency. Our award-winning, full-service offering combines data-driven intelligence, innovation, and creativity across brand, demand, and sales, enabling us to craft powerful, behaviour-changing marketing that drives business performance.

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.