What makes a B2B brand a “leader” in its industry? It’s not the amount a company spends on advertising, or its ability to keep up with the latest TikTok trends. And it’s definitely not as easy as putting the word “leader” in a website hero image.
Okay, so what actually makes a leading B2B brand?
A top B2B brand is defined by its ability to leverage customer-centricity and innovative ideas with excellence in execution. These companies emphasize the importance of acquiring top talent and building strategic partnerships. They also concentrate on developing a positive reputation, not only through their solutions but also their commitment to environmental and social governance (ESG). Top B2B brands use these factors to develop a global market presence and achieve financial strength. Most importantly, they never lose that multifaceted focus.
If that sounds like a lot to juggle, it is! That’s why very few B2B businesses make it to the top, and even fewer stay there.
Wondering who leads the pack in the B2B world? Don’t worry– we did the research for you. Check out these top 20 B2B brands and what they’re doing to stay a step ahead.
1. Accenture
Accenture has been innovating in the B2B tech space since 1951, and the company shows no sign of slowing down. In 2023, Accenture recorded $64 billion in revenue, with offerings for cloud computing, cybersecurity, TechOps, supply chain management, and artificial intelligence. Highly respected independent research firms like Gartner and Forrester routinely name Accenture among global industry leaders across multiple business areas.
Oh, and let’s not forget that Accenture’s 9,000+ clients include more than 75% of the Fortune Global 100 and Fortune Global 500.
Why They Are a Top B2B Brand
- Focused Acquisitions: Accenture is adept at identifying and acquiring industry disruptors to drive innovation and product diversification.
- Strategic Partnerships: Accenture partners with other technology leaders to make it easy for customers to build on existing investments.
- Reputational Awareness: Accenture puts ethics, social responsibility, and sustainability at the forefront of its business practices.
2. Google
We know you saw this one coming. But with a 91% search engine market share, Google has earned its place on every top brand list out there.
Google offers a huge range of free services like Google Drive, Gmail, and Google Analytics, all of which are used by millions of businesses. However, much of its $307.39 billion in revenue (2023) came from paid B2B services like Google Search Ads, Google Network Ads (Display Ads) and YouTube Ads.
To put that in perspective, Google’s biggest competitor, Microsoft Bing, generated $12.21 billion last year from ads.
Why They Are a Top B2B Brand
- Market Ownership: Few brands have achieved as much market domination as Google, or held on to it for more than two decades.
- Mission Commitment: Google is one of the most customer-centric brands in the world, and uses customer feedback to continually improve the user experience.
- B2B and B2C: Google’s B2C products like the Google search engine and YouTube have made the company not only a household name, but an actual verb, further enhancing its success. Don’t believe me? Google it.
3. McKinsey & Company
Unless you’re new to the B2B game, you’ve probably seen McKinsey’s insights and reports referenced a lot. In addition to their renowned research into all things business, McKinsey offers its clients “asset-based consulting” to improve operations, product management, and profitability.
With high-profile clients like Starbucks, Luftansa, and ING, it’s safe to say McKinsey knows a thing or two about business success.
Why They Are a Top B2B Brand
- Results-Driven Strategy: Despite its size, McKinsey uses deep industry-specific expertise to create a personal client experience.
- Global Ecosystem: In addition to in-house experts, McKinsey’s Clients Capabilities Network includes 8,000+ professionals. The company has also acquired more than 20 brands and partnered with 500+ businesses to expand their offerings.
- ESG Commitment: McKinsey donated to 3,900 nonprofits in 2021, reduced their Scope 1 and 2 emissions by 56% in 2023, and consistently supports human rights efforts worldwide.
4. NVIDIA
While the average consumer might not know NVIDIA, there’s no mistaking the impact this company has made in computing. After all, NVIDIA literally invented the GPU in 1999.
In 2023, NVIDIA brought in $26.97 billion in revenue. The company also claims to have a $1 trillion market opportunity. NVIDIA continues to drive computing innovation, building everything from laptops to AI systems that power self-driving cars. The NVIDIA DGX AI supercomputer even powers ChatGPT!
Why They Are a Top B2B Brand
- Hyperfocused on Computing: Though NVIDIA’s applications are used by many industries, the company’s solutions all center on its core capabilities.
- Thought Leadership: NVIDIA’s CEO, Jensen Huang, is one of TIME Magazine’s 100 Most Influential People of 2024 for his forward-thinking innovations.
- Developer Investments: NVIDIA knows the future is coming fast, and offers programs for developers and startups to support and drive new ideas.
5. Qualcomm
The name Qualcomm comes from the words “Quality Communications”– an apt description for this top B2B brand. Qualcomm’s technology is used to power everything from smartphones to smart homes. The company can also claim significant contributions to the development of 5G technology.
Last year, Qualcomm reported $35.8 billion in revenue. Even more impressive, Qualcomm’s tech has made it to both sides of the iPhone v. Android battle, with Apple and Samsung as customers.
Why They Are a Top B2B Brand
- Market Reach: Qualcomm’s technology is incredibly far-reaching. You probably have products with Qualcomm chips or processors in your office or home right now!
- Continuous Development: Qualcomm didn’t rest on its laurels with 4G LTE – instead, the brand pushed forward to become a leader in 5G and beyond.
- Trust in Technology: Qualcomm’s products are trusted in essential, high-stakes industries like government security operations.
6. IBM
Seeing a trend yet? IBM is another tech-forward company leading the B2B industry. The brand achieved $61.9 billion in revenue in 2023. And just in case you think IBM’s 3% year-over-year growth isn’t impressive, let me remind you that that is a $1.8 billion increase!
IBM might be a legacy in the technology world, but the brand’s ever-evolving suite of solutions helps to maintain its industry leadership.
Why They Are a Top B2B Brand
- Solution Evolution: While other companies succeed by focusing on one product type, IBM leverages its expertise to offer software, hardware, and consulting solutions.
- Digital Technology Adaptation: IBM doesn’t just adapt to market changes– it anticipates and drives them.
- Strategic Partnerships: IBM works with other top brands like Adobe, Microsoft, Salesforce, and Oracle to create even better experiences and boost its market share.
7. PwC
PricewaterhouseCoopers International Limited (PwC) is a leading B2B professional services firm. While best known for its accounting services, PwC also offers consulting across business operations, digital transformation, cybersecurity, and risk management.
According to the brand’s 2023 report, PwC has more than 178,000 clients and amassed $53.1 billion in revenue in 2023. Not only are its clients worldwide– PwC boasts offices in 151 countries with 360,000 professionals in its network.
Why They Are a Top B2B Brand
- Massive Market Share: PwC’s client list includes 87% of the Fortune Global 500, including most of the S&P’s top brands in Asia, Latin America, and Europe.
- Transparency in Business: PwC makes it easy for clients and investors to understand its business practices – and more importantly, its results.
- Continual Growth: While most businesses struggle through market downturns, PwC’s revenue has consistently grown year over year, making the firm a stable, trusted choice for clients.
8. Deloitte
Along with PwC, Deloitte is one of the “Big 4” accounting firms – not surprising when its revenue in 2023 hit a record $64.9 billion. The company offers its high-profile clients, like Procter & Gamble, tax accounting, financial advisory services, auditing, business operations consulting, and more.
But here’s where Deloitte stands out from the crowd: In addition to its business services, Deloitte also publishes a huge amount of its own research. The Deloitte Insights blog and magazine are fueled by Deloitte research centers, which study practically every part of business success across almost every industry.
Why They Are a Top B2B Brand
- Industry Influencer: Deloitte’s research arm has increased its name recognition across business functions while showcasing its industry expertise to potential clients.
- Awesome Employer: Deloitte doesn’t just employ a large number of workers. The firm is also regularly recognized as a top workplace for millennials, parents, military families, LGBTQ+ communities, and more.
- Strong Finances: Deloitte’s consistent growth across revenue and headcount, along with a high client retention rate prove the company is built on a solid financial foundation.
9. Ernst & Young (EY)
Another “Big 4” accounting firm is Ernst & Young (EY). EY offers assurance, consulting, strategy and transactions, and tax services to more than 20,000 clients, and brought in $49.4 billion in revenue last year.
What could be more impressive than EY’s financial strength? The company’s commitment to transparency. EY’s purpose, “building a better working world,” drives everything the firm does. EY embraces its fiscal responsibility but also focuses on sustainability, ethical innovation, and positive work environments.
Why They Are a Top B2B Brand
- Innovation Station: EY is constantly pushing the envelope into new technologies. Most recently, the firm launched its own AI platform for business strategy development.
- Client Confidence: You don’t get clients like Google, Amazon, and Walmart without a history of proven success.
- Purposeful Business: Despite its size and success, EY hasn’t lost focus on its social and environmental responsibilities. In 2023, the firm reduced its absolute emissions by 43% while maintaining a 73% employee retention rate.
10. KPMG
Recording “just” $36 billion in revenue in 2023, KPMG may be smaller than the other Big 4 accounting firms, but it’s just as mighty. For more than 150 years, KPMG’s firms have been hyperfocused on high-quality service and client satisfaction.
KPMG pins its success on the quality and expertise of its people. Maybe that’s why 50,000 students applied for internships at KPMG in 2022 – and only 8% received an offer.
Why They Are a Top B2B Brand
- Global and Local: KPMG operates firms in 143 countries, enabling the company to establish an international footprint while providing personalized service tailored to any region.
- Upstanding Reputation: KPMG’s commitment to transparent business practices and dedicated expertise make it a trusted partner.
- Profitable Practices: KPMG’s steady year-over-year growth has remained relatively stable, providing peace of mind to financial clients
11. Salesforce
A leading “force” in the B2B SaaS world, Salesforce has done more than enough to deserve its spot on this list. Between its powerful sales, marketing, eCommerce, and data solutions and its hundreds of technology integrations, Salesforce is the go-to CRM for many businesses.
One key factor in Salesforce’s success is its strategic acquisition of tech firms to grow its offerings. Since 2018, Salesforce has bought such powerhouses as MuleSoft, Tableau, and Slack.
Why They Are a Top B2B Brand
- Integration Ecosystem: Salesforce’s “app exchange” program enables third-party applications to build integrations that extend the platform’s connectivity and functionality.
- Market Domination: Salesforce isn’t the only CRM on the market, but it is the most popular by far, with more than 150,000 customers.
- Strategic Growth: Salesforce’s acquisitions are paired with continuous product updates and functionality expansion to entice new customers and excite existing clients.
12. SAP
SAP stands for Systems, Applications, and Products in Data Processing. That might not sound exciting to everyone, but SAP’s success is a fascinating story of global growth.
Founded in 1972 by a group of former IBM employees, SAP’s goal was to create enterprise software systems that integrated business processes and real-time data processing. The company did so well that it went public in 1988. In 2011, SAP entered the cloud: with SAP HANA. And today, the company has 269 million cloud users.
Why They Are a Top B2B Brand
- Award-Winning Products: Independent analyst firms like Gartner and IDC regularly identify SAP as a leader in its industry.
- Long History of Success: SAP was one of the first companies to develop enterprise-level data processing systems, making it one of the most well-known providers in its industry.
- Constant Innovation: SAP’s technology has grown and diversified as technology has advanced, from on-site, server-driven data processing to cloud-processing and AI capabilities.
13: Boston Consulting Group (BCG)
BCG is one of the largest consulting firms in the world and made $12.3 billion in 2023. The firm’s wide range of services includes everything from business transformation to risk management and compliance.
BCG is extremely proud of its people and even has a whole page dedicated to its alumni, thousands of whom have gone on to found their own companies or work in the C-suite of other firms. The workplace culture of integrity and respect for others has earned BCG employer awards from Forbes, Comparably, and Glassdoor.
Why They Are a Top B2B Brand
- People-Forward: Because its people are at the core of its success, BCG offers a wide variety of benefits as well as training and development opportunities designed to support career growth.
- Focused on Clients: BCG understands that every client has unique needs, and has a long history of solving complex problems for its customers.
- Excellence in Adaptability: BCG’s services include historically important areas like revenue management, but the firm has also expanded to consult on DEI, social impact potential, and sustainability.
14. Oracle
Oracle was named one of the “most influential products of the 1990s.” Today, the company still holds its place as a trusted leader and top B2B brand.
Built on a foundation of computing innovation, Oracle reported $50 billion in revenue in 2018. The company’s wide range of well-known clients, paired with industry awards and thousands of positive software reviews have made Oracle one of the most trusted businesses in the SaaS sector.
Why They Are a Top B2B Brand
- Technology Leadership: Like SAP and Salesforce, Oracle was an early player in the B2B SaaS industry, and the firm has continued to prioritize new technological advances to stay competitive.
- Industry Expertise: Oracle has developed industry-specific tools and platforms that cater to the needs of its diverse client base. This helps increase customer success and retention.
- Public Persona: From sponsoring USA Olympic teams to helping government agencies and medical institutions fight COVID-19, Oracle is committed to being a positive force in the global community.
15. Adobe
You didn’t think we’d forget the home of Photoshop, did you? Adobe is a must-have addition to our list of top B2B brands thanks to its incredible software, upon which the company has built a veritable empire for creative work.
While other platforms have gained popularity in the creative design and editing space, Adobe remains the industry standard. The firm has also forged new paths into SaaS products, including digital asset management (DAM), marketing automation through Marketo, and eCommerce.
Why They Are a Top B2B Brand
- Instant Name Recognition: When you see an edited photo, is your first thought “that was probably Photoshopped”? You’re not alone. Adobe’s products are so well known that they are the assumed standard for creative work.
- Power in Numbers: Adobe shows its financial strength and global footprint via its $19.4 billion in revenue, 30,000 employees, and 4,000+ Adobe Experience Cloud partners.
- Thought Leadership: Adobe doesn’t just attend industry events – it hosts one of the largest digital summits in the country each year for more than 46,000 attendees.
16. FedEx
Controlling an impressive 32.9% of the US delivery service market in 2022, FedEx is a study in shipping gone further. The brand offers shipping, tracking, design, and printing services to support both consumers and business customers. In addition to US deliveries, FedEx also helps with importing and exporting operations in 220 countries.
FedEx has leveraged its years of experience in logistics to enable eCommerce businesses of all sizes to thrive. Not only does FedEx provide excellent fulfillment services and timelines – its tracking capacity allows eCommerce sellers to build consumer trust and satisfaction.
Why They Are a Top B2B Brand
- Market Reach: FedEx combines B2C and B2B functions to increase its market reach and stay top of mind for potential customers across the world.
- Customer Awareness: FedEx offers a variety of benefits to small business customers. It also supports the growth of new brands through FedEx Small Business Grants.
- Innovative Iteration: FedEx is constantly testing new ways to improve its logistics operations and customer experiences, like using AI to analyze shipping data to identify new efficiency opportunities.
17. Boeing
Boeing is the largest aerospace company in the world. Founded in 1916, the brand rose to the challenge of developing innovations in aviation as the world became enamored with air travel – and as it became an essential part of government and business.
For Boeing, the sky isn’t the limit – the firm is also heavily invested in manufacturing spacecraft for scientific exploration. As a top B2B brand, Boeing’s planes form the cornerstone of many airlines and support air freight shipping worldwide.
Why They Are a Top B2B Brand
- Financial Powerhouse: Boeing reported an incredible $77.8 billion in revenue in 2023, up 15% from the previous year.
- Focused Craftsmanship: Boeing understands its core proficiencies in aerospace manufacturing, and has used that knowledge to fuel innovations across commercial, government, and scientific use cases.
- Survival of the Fittest: Boeing is one of two major aerospace manufacturers. But unlike Airbus, Boeing is rigorous about its business management practices and has been able to navigate complex global regulations more easily as a result.
18. Microsoft
Outlook, OneDrive, Powerpoint, Teams, Bing, Dynamics – Microsoft does it all when it comes to business software. That’s not even taking into account the fact that most workplaces still use Windows-operated PCs and laptops.
Out of $211 billion in revenue in 2023, $5.4 billion came from Microsoft Dynamics, $7.7 billion from “enterprise services,” $12.2 billion from search advertising spend, and $48.7 billion came from office products and cloud services. LinkedIn, which Microsoft acquired in 2016, recorded $15.1 billion in revenue. For every one of those products, revenue increased year over year.
Why They Are a Top B2B Brand
- Pervasive Products: Microsoft products can be used to power nearly every business function, making the brand a “one-stop-shop” for customer success.
- Digitally Driven: Over the years, Microsoft has had to adapt to rapid changes in computing and digital devices. The brand’s agility in the face of change has kept its products relevant and efficient.
- Diligent Leadership: For the first three decades of the company’s history, it had a single CEO: Bill Gates. Gates’ vision kept the company on target, and since he left in 2008, the two next CEOs have continued the trend of stable, mission-focused leadership.
19. General Electric (GE)
You might be thinking, “GE? Don’t they make appliances?”. Yes, yes they do! But General Electric (GE) also has a long history of B2B success. In fact, three of GE’s product lines, Aerospace, Vernova, and HealthCare, have become so successful that they’ve split into three publicly traded companies.
GE goes all the way back to 1892, when the company acquired the assets of Edison General Electric Company (yes, that Edison). The company is responsible for impactful inventions like the X-ray machine, the first modern refrigerator, LEDs, and more.
Why They Are a Top B2B Brand
- History of Ingenuity: GE established itself as a frontrunner in technological development before half of American homes had electricity.
- Trust and Respect: GE’s products are trusted by aerospace manufacturers, global governments, and healthcare networks because they respect the company’s deep expertise and proven history.
- Diversified Focus: GE’s business includes a huge number of different business lines. To stay successful, GE has enabled its brands to stand on their own, rather than trying to manage everything from a central office.
20. Cisco Systems
Cisco Systems is a giant in the telecommunications world, and for good reason. The firm’s products and solutions include everything from network infrastructure to data security to cloud computing. Each one plays a critical role in helping businesses grow with confidence.
According to Statista, Cisco Systems owns 41% of the enterprise network infrastructure market. In 2023, the company’s hard work earned it $57 billion in revenue.
Why They Are a Top B2B Brand
- Business Security: Cisco prioritizes security across all of its products, which builds customer trust and loyalty.
- Pioneering Mindset: Like the other tech brands on this list, Cisco is driven to find new innovations, and is already working to integrate technologies like generative AI into its growth strategy.
- Social Investments: Cisco is a business leader, but also a leader in social impact. For example, in service of its purpose to “harness the power of connectivity,” Cisco is working with partners to provide broadband internet access to rural communities.
Becoming a Top B2B Brand
None of the B2B companies on our list had it easy. They each had to overcome massive changes in technology, economics, and geopolitics, without losing sight of product and service quality. If you can harness that same focus and resilience, then your business may have the chance to become a top B2B brand.
At Bop Design, we can’t transform your company into the next Microsoft, Adobe, or IBM. But, we can help you create a top B2B website, driven by impeccable branding, industry audience expertise, and innovative creativity. Reach out today to get started.
