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Defense News Top 100 Global Defense Companies (2017)

Overall defense revenues for the Top 100 defense companies in the world increased in 2016, ending a five-year slide.

top 100 defense news companies.jpg

Reversing a five-year slide in revenues may signal that the era of defense austerity may officially be at an end. For the Top 100, revenues came in at $364.8 billion, an increase of 3.6 percent.

Despite the overall revenue increase, the list is top-heavy: the top 25 companies accounted for 74 percent of total defense revenues, and the top 10 firms accounted for 54% of revenues. 

Geographically, 42 of the Top 100 firms are based in the U.S., which accounted for 60% of total defense revenue (up +1%). Europe has 30 companies represented (up from 27). 

The Asia-Pacific region has 15 companies (down from 17 last year), while Africa, Canada and South America were represented by a single firm each. Israel is the lone country in the Middle East to appear on the list, with four companies.

Defense Contractor Websites 

Since a defense contractor’s website is one of its most important marketing assets, I included two indicators of a site’s authority as measured by Alexa.com:

  1. Alexa Traffic Rank – an estimate of how popular your site is relative to all other sites. The Alexa Rank answers the question: Compared to all other sites, how is my site doing? Note that since rank is a relative measure, a site’s rank is not only dependent on that site’s traffic, but also on changes to traffic on other sites.
  2. Sites Linking In – inbound links help search engines clearly define your niche and also increase the trust and quality of your site. Authoritative inbound links (from sites that are performing well) give a site credibility. A higher number of inbound links are generally obtained by producing engaging, original content.

For more on improving a site’s Alexa rank, check out “A Guide to Improving Your Alexa Rank.”

One of the best things a defense contractor can do to improve their marketing effectiveness is to start a company blog. This post explains the benefits of blogging for defense contractors:

Why Defense Contractors Can’t Afford Not to Have a Blog

Defense Industry Social Media 

This year’s Top 100 list has a growing number of defense contractors adopting social media. Perhaps surprising to some, much of the interest in social media is being driven by the C-suite:

Why Defense Contractor CEOs Are Getting Serious About Social Media

My research shows that 74% of the Defense News Top 100 have Twitter accounts.

Using Twitter has enormous benefits, is free and easy to use. One of the biggest benefits of using Twitter is with media relations.

If your company is not reaching out to the media with Twitter, you’re doing it the hard way.

This post explains more:

How Defense Contractors Can Improve Public Relations With Twitter

4 billion dollar tweet cover-1.jpg

A recent series of events with the top 2 companies on the Top 100 list (Lockheed Martin and Boeing) is instructive, and is the subject of the book The 4 Billion Dollar Tweet by Ryan Holmes. 

It all started with this tweet.

President Trump was accusing Lockheed Martin of wasting billions they were awarded in F-35 contracts.

Inexplicably, Lockheed Martin had no response.

That day, their stock price plummeted 5% of its total value, approximately $4 billion.

Ten days later, Trump tweeted again about Lockheed Martin. Again, no response from Lockheed Martin. Their stock tumbled another $1.2 billion.

Lockheed then underwent months of increased scrutiny and in the end, shaved $700 million off of an F-35 contract.

It didn’t have to be that way. At the same time, Trump was tweeting about the high cost of Boeing’s new Air Force One 747. Rather than turning the other cheek, Boeing’s CEO took to Twitter with a response.

In that case, investors shrugged off the President’s complaint. Boeing’s stock went up that day and finished the quarter on a historic high.

Given the growing importance of Twitter to aerospace and defense companies, I have included a link to each company’s Twitter account if I was able to locate one.

Defense News Twitter.png

I have also set up a list on Twitter of the Defense News Top 100 which can be seen by clicking here or on the adjacent graphic.

Another simple, inexpensive social media platform that a growing number of defense contractors are using is LinkedIn Company pages. With the LinkedIn company page, defense contractors can increase awareness of their company and products, improve search engine rankings and develop more business.

LinkedIn Company pages are also helpful for employee recruitment. In the list below, I have included those LinkedIn Company pages for the Top 100 that have them. Here’s more on how to properly set up and use a LinkedIn Company page:

How Defense Contractors Can Use LinkedIn Company Pages for Marketing

Now onto the good stuff. The companies listed below are based on the Defense News Top 100 2016.

2016 Defense News Top 100
  1. Lockheed Martin (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,261; Traffic Rank: 47,179 
  2. Boeing (U.S.) twitter-bird-white-on-blue 
     if_square-facebook_317727.png Links: 8,212; Traffic Rank: 18,343
  3. BAE Systems (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,763; Traffic Rank: 59,284
  4. Raytheon Company (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,916; Traffic Rank: 34,339
  5. Northrop Grumman (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2770; Traffic Rank: 62,322
  6. General Dynamics (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 779; Traffic Rank: 290,434
  7. Airbus (Netherlands) twitter-bird-white-on-blueLinkedIn_Logo16px if_square-facebook_317727.png Links: 3,832; Traffic Rank: 31,838
  8. L-3 Technologies (U.S.) LinkedIn_Logo16px if_square-facebook_317727.png Links: 104; Traffic Rank: 241,489
  9. Leonardo (Italy) twitter-bird-white-on-blueLinkedIn_Logo16px if_square-facebook_317727.png Links: 518; Traffic Rank: 133,691
  10. Thales (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,575; Traffic Rank: 64,500
  11. Almaz-Antey (Russia) Links: 411; Traffic Rank: 884,300
  12. United Technologies  (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,791; Traffic Rank: 44,341
  13. Huntington Ingalls Industries (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 437; Traffic Rank: 246,137
  14. United Aircraft Corp. (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 531; Traffic Rank: 590,835
  15. Rolls-Royce (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,083; Traffic Rank: 82,073
  16. Textron (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,072; Traffic Rank: 113,869 
  17. Honeywell (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 7,942; Traffic Rank: 18,071
  18. Leidos (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 392; Traffic Rank: 46,830
  19. Hanwha (South Korea) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 211; Traffic Rank: 257,559
  20. Harris Corporation (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,435; Traffic Rank: 84,007
  21. Mitsubishi Heavy Industries Ltd. (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 47; Traffic Rank: 198,393 
  22. Booz Allen Hamilton (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,494; Traffic Rank: 118,252
  23. DCNS Group (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2; Traffic Rank: 1,497,918
  24. GE Aviation (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 701; Traffic Rank: 207,215
  25. GKN Aerospace (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 691; Traffic Rank: 170,207
  26. Rheinmetall (Germany) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 436; Traffic Rank: 325,279
  27. Elbit Systems (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,261; Traffic Rank: 47,179 
  28. Bechtel (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,152; Traffic Rank: 80,159
  29. Babcock International (U.K.) LinkedIn_Logo16px Links: 202; Traffic Rank: 263,983
  30. AECOM (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 2,802; Traffic Rank: 24,891
  31. Orbital ATK (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 319; Traffic Rank: 118,297
  32. Tactical Missiles Corp (Russia) LinkedIn_Logo16px Links: 313; Traffic Rank: 999,548
  33. Israel Aerospace Industries (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 654; Traffic Rank: 387,814 
  34. SAIC (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,357; Traffic Rank: 96,977
  35. Hindustan Aeronautics (India) LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,174; Traffic Rank: 55,848
  36. CACI International (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 508; Traffic Rank: 67,153
  37. Rafael Advanced Defense Systems (Israel) LinkedIn_Logo16px if_square-facebook_317727.png Links: 512; Traffic Rank: 474,820
  38. Saab (Sweden) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 828; Traffic Rank: 337,595
  39. CSRA (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 135; Traffic Rank: 122,342
  40. Rockwell Collins (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 886; Traffic Rank: 68,732
  41. Korea Aerospace Industries (South Korea) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 159; Traffic Rank:  880,967
  42. Aerojet Rocketdyne (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 58; Traffic Rank: 2,873,613
  43. ST Engineering (Singapore) LinkedIn_Logo16px if_square-facebook_317727.png Link: 435; Traffic Rank: 297,218
  44. LIG Nex1 (South Korea) LinkedIn_Logo16px Link: 83; Traffic Rank: 2,054,811
  45. UralVagonZavod (Russia) twitter-bird-white-on-blue if_square-facebook_317727.png Links: 83; Traffic Rank: 1,339,152
  46. KBR (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 482; Traffic Rank: 185,319
  47. Cobham (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 674; Traffic Rank: 189,771
  48. Mantech International (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 354; Traffic Rank: 136,302
  49. Safran (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 778; Traffic Rank: 143,303
  50. Concern Radioelectronic Technologies (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png  Links: 1,519; Traffic Rank: 208,453
  51. Dassault Aviation (France) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 683; Traffic Rank: 300,132
  52. Oshkosh (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 214; Traffic Rank: 566,431
  53. Accenture (Ireland) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 6,491; Traffic Rank: 2,630
  54. Fincantieri (Italy) LinkedIn_Logo16px if_square-facebook_317727.png Links: 110; Traffic Rank: 647,723
  55. Serco (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 173; Traffic Rank: 541,674
  56. DynCorp International (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 281; Traffic Rank: 181,313
  57. Aselsan (Turkey) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 462; Traffic Rank: 211,590
  58. Vectrus (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 44; Traffic Rank: 430,988
  59. Bharat Electronics (India) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,336; Traffic Rank: 33,623
  60. PAE (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 89; Traffic Rank: 137,638
  61. Turkish Aerospace Industries (Turkey) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 177; Traffic Rank: 347,722
  62. UkrOboronProm (Ukraine) twitter-bird-white-on-blue if_square-facebook_317727.png Links: 672; Traffic Rank: 681,689
  63. Fluor (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 999; Traffic Rank: 117,969
  64. Nexter (France) LinkedIn_Logo16px if_square-facebook_317727.png Links: 221; Traffic Rank: 756,336
  65. Meggitt (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 212; Traffic Rank: 603,159
  66. Embraer (Brazil) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 751; Traffic Rank: 349, 576
  67. Vencore (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 90; Traffic Rank: 280,910
  68. Kawasaki Heavy Industries (Japan) LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,523; Traffic Rank: 38,363
  69. Komatsu Ltd. (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 311Traffic Rank: 461,505
  70. Cubic (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 401; Traffic Rank: 193,623
  71. Kongsberg (Norway) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 685; Traffic Rank: 173,837
  72. Engility (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 191; Traffic Rank: 366,812
  73. Austal (Australia) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 224; Traffic Rank: 1,091,469
  74. RUAG (Switzerland) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 494; Traffic Rank: 451,907
  75. Ultra Electronics (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 151; Traffic Rank: 1,065,123
  76. Moog Inc. (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 634; Traffic Rank: 159,981
  77. NEC (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 5,086; Traffic Rank: 17,607
  78. Curtiss-Wright (U.S.) LinkedIn_Logo16px if_square-facebook_317727.png Links: 245; Traffic Rank: 743, 704
  79. QinetiQ (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 597; Traffic Rank: 469,462
  80. CAE (Canada) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 588; Traffic Rank: 198,600
  81. Fujitsu Ltd. (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 13,395; Traffic Rank: 3,969
  82. ViaSat (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 414; Traffic Rank: 50,934
  83. Mitsubishi Electric (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,922; Traffic Rank: 48,444   
  84. Indra (Spain) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 1,055Traffic Rank: 187,033
  85. AAR (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 287; Traffic Rank: 761,989
  86. RTI Sistema (Russia) twitter-bird-white-on-blue LinkedIn_Logo16px Links: 124; Traffic Rank: 1,257,703
  87. Denel (South Africa) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 178; Traffic Rank: 703,637
  88. Ball Aerospace & Technologies (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 610Traffic Rank: 191,117
  89. Chemring (U.K.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 76Traffic Rank: 2,594,231
  90. Patria (Finland) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 157; Traffic Rank: 1,420,991
  91. Day & Zimmermann (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 139Traffic Rank: 502,714
  92. Israel Military Industries (Israel) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 33Traffic Rank: 866,114
  93. Nammo (Norway) LinkedIn_Logo16px Links: 114; Traffic Rank: 1,272,813
  94. Diehl Defence Holding (Germany) LinkedIn_Logo16px Links: 427; Traffic Rank: 207,132
  95. Battelle (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 984; Traffic Rank: 231,234
  96. Telephonics (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 79; Traffic Rank: 707,643
  97. Japan Marine United Corporation (Japan) LinkedIn_Logo16px Links: 78; Traffic Rank: 775,307
  98. Roketsan LinkedIn_Logo16px if_square-facebook_317727.png (Turkey) Links: 234; Traffic Rank: 337,247
  99. LGS Innovations (U.S.) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 96; Traffic Rank: 761,074
  100. IHI Corp (Japan) twitter-bird-white-on-blue LinkedIn_Logo16px if_square-facebook_317727.png Links: 777; Traffic Rank: 149,245
NOTE: Links and traffic numbers reported above are based on the Alexa Extension for Chrome in July, 2017.

Below, you can scroll through the latest real-time Tweets from the Defense News Top 100.


The Principal and Founder of Artillery, Douglas Burdett is a former artillery officer and Madison Avenue ad man. He also hosts The Marketing Book Podcast, where he interviews authors every week about the latest in modern marketing and sales.

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