Top 20 most innovative B2B tech brands unveiled

Alphabet, Amazon and Apple top Brand Key’s annual ranking of the top innovative B2B tech brands.

The survey of 900 B2B buyers found respondents preferred technology companies with products that boost marketing, business and sales efficiency.

Household names rounded out the top five, with B2B marketing stalwart IBM dropping one slot from No. 3 last year, and Siemens jumping four spots. GE made the biggest move up the list, from No. 12 last year to No. 7.

Honors for the steepest declines go to Samsung, which ranked No. 12 this year, down from No. 5 last year, and SAP, which dropped from No. 10 to No. 15.

Four new brands made a debut on the list: Salesforce.com (No. 10), HubSpot (No. 16), Mindbody (No. 17) and Equinix (No. 18).

Not all big brands got good news. Dell, HP, Uber, and YouTube were not mentioned by enough B2B buyers to make the top 20 this year.

“B2B consumers seek technological solutions to business and marketing issues from brands in a complex marketplace that are able to not only provide products and services, but that are seen to better meet customer expectations when it comes to technology,” said Robert Passikoff, founder and president of Brand Keys, in a statement.

The complete list:

  1. Alphabet (+1)

  2. Apple (-1)

  3. Amazon (+1)

  4. IBM (-1)

  5. Siemens (+4)

  6. Facebook (–)

  7. GE (+5)

  8. Cisco (-1)

  9. LinkedIn (+2)

  10. 10. Salesforce.com (new)

  11. Intel (-3)

12. Samsung (-7)

13. Square (+3)

14. Slack (+3)

15. SAP (-5)

16. HubSpot (new)

17. Mindbody (new)

18. Equinix (new)

19. Tesla (-1)

20. Kickstarter (–) 

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