BrandScore
BrandScore is B2BInsider's proprietary research methodology for measuring the digital market position of B2B companies. It underpins our Index, quarterly outlooks and benchmark studies.
An independent reading of digital market position
Modern B2B buyers research, shortlist and qualify suppliers long before the first conversation. The digital surface a company leaves behind has become the primary basis on which it is considered — or bypassed.
BrandScore quantifies that surface. It assesses how visible, credible and discoverable a company is at the moment a buyer is actively forming a shortlist, and benchmarks the result against the comparators that matter.
The composite is built from six equally rigorous readings
Visibility
Presence and discoverability across the channels where buyers actively research suppliers — search, LinkedIn, industry sources and direct.
Authority
Demonstrated expertise, executive profile, third-party references and the depth of substantive content in the public record.
Trust
Signals of credibility, consistency and proof — case evidence, named clients, reviews and the coherence of the public narrative.
AI Discoverability
How the company is represented inside large language models and AI-based research tools that increasingly mediate buyer discovery.
Commercial Readiness
Whether the digital surface translates attention into qualified opportunity — clarity of offer, differentiation and conversion paths.
Market Differentiation
How distinctly the company is positioned against comparators — the clarity, defensibility and consistency of its competitive narrative.
Evidence in. Score out
Each dimension is assessed against a structured rubric. Inputs are observable, sourced and documented — not opinions. The six dimensional scores are weighted and combined into a 0–100 composite.
Where comparators are included, identical inputs are gathered for each company, producing a relative position alongside the absolute score. Every finding is delivered with the evidence behind it, so the analysis can be reviewed, challenged and referenced.
Read the latest BrandScore research
The Index, quarterly outlooks and industry benchmarks — all published in the Research section.
See all BrandScore research