Brandwave

How popular isHubSpot?

In September 2026, people searched for HubSpot by name about 1.9 million times worldwide, a 14.7% increase from the previous year. These searches made up 80.4% of all global B2B website personalization platform searches, placing HubSpot first out of seven platforms. When we asked both ChatGPT and Google AI Overviews about B2B website personalization platforms, HubSpot appeared in four of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

HubSpot is the most searched of 7 competitors and the fifth most recommended in AI answers.

  1. HubSpotShare of searches 80.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  2. OptimizelyShare of searches 13%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. 6senseShare of searches 5.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. DemandbaseShare of searches 0.64%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. KameleoonShare of searches 0.23%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top B2B website personalization platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HubSpot is the fifth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Demandbase1st
  2. Optimizely2nd
  3. 6sense3rd
  4. Mutiny4th
  5. HubSpot5th
  6. Personyze6th
  7. Kameleoon–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Optimizely4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mutiny4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 6sense3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Demandbase3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Personyze2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kameleoon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about B2B website personalization platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which B2B website personalization platforms compete with HubSpot?

HubSpot against B2B website personalization platforms worldwide, by month

Share of searches by month for HubSpot, Optimizely, 6sense. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotOptimizely6senseDemandbaseKameleoonPersonyzeMutiny
Oct 202579.4%12.6%6.9%0.78%0.28%0.02%<0.01%
Nov 202577%15.1%6.8%0.76%0.33%0.02%<0.01%
Dec 202573.6%17.5%7.8%0.72%0.26%0.01%<0.01%
Jan 202678.3%15.3%5.6%0.63%0.22%0.01%<0.01%
Feb 202678.1%15.3%5.6%0.77%0.27%0.02%<0.01%
Mar 202680.5%12.8%5.7%0.78%0.23%0.02%<0.01%
Apr 202680.5%12.9%5.8%0.64%0.23%<0.01%<0.01%
May 202677.1%15.1%6.7%0.75%0.27%0.01%<0.01%
Jun 202681.1%13%4.8%0.79%0.29%<0.01%<0.01%
Jul 202677%15.2%6.8%0.75%0.27%<0.01%<0.01%
Aug 202677%15.2%6.8%0.76%0.22%0.01%<0.01%
Sep 202680.4%13%5.8%0.64%0.23%0.01%<0.01%

  1. 1.HubSpot

    80.4%

    Held 1st. 1.5M estimated branded searches, +22.5% vs prior month. Share +3.4 points.

  2. 2.Optimizely

    13%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share -2.3 points.

  3. 3.6sense

    5.8%

    Held 3rd. 110K estimated branded searches, 0% vs prior month. Share -1 points.

  4. 4.Demandbase

    0.64%

    Held 4th. 12.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Kameleoon

    0.23%

    Held 5th. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.

  6. 6.Personyze

    0.01%

    Held 6th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Mutiny

    <0.01%

    Held 7th. 40 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between HubSpot and its closest rivals

Every comparison with HubSpot

55 comparisons

How has branded search demand for HubSpot changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HubSpot worldwide rose from 1.6M to 1.9M.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among B2B website personalization platforms worldwide increased from 79.4% to 80.4%.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among B2B website personalization platforms worldwide peaked at 81.1% in June 2026 and was lowest at 73.6% in December 2025.

How did search popularity change for B2B website personalization platforms worldwide in September 2026?

6 changes

  1. In September 2026, HubSpot gained share of searches among B2B website personalization platforms worldwide, from 77% to 80.4%.

  2. In September 2026, Optimizely lost share of searches among B2B website personalization platforms worldwide, from 15.2% to 13%.

  3. In September 2026, 6sense lost share of searches among B2B website personalization platforms worldwide, from 6.8% to 5.8%.

  4. Estimated monthly branded searches for Mutiny worldwide rose 33.3% over 12 measured months, from 30 to 40 in September 2026.

  5. Estimated monthly branded searches for Personyze worldwide fell 34.4% over 12 measured months, from 320 to 210 in September 2026.

  6. Estimated monthly branded searches for Demandbase worldwide fell 19% over 12 measured months, from 15.1K to 12.2K in September 2026.

How are HubSpot’s branded searches counted?

33 search terms

Brandwave collects information about searches that people make online using HubSpot’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • crm hub spot
  • crm hubspot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm
  • hubspot crm marketing
  • hubspot crm platform
  • hubspot crm software
  • hubspot crm system
  • hubspot crm tool
  • hubspot customer relationship management
  • hubspot email marketing
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing
  • hubspot marketing crm
  • hubspot marketing hub
  • hubspot operations hub
  • hubspot sales
  • hubspot sales crm
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • hubspot smart crm
  • hubspot starter crm
  • sales crm hubspot

Do you work for HubSpot? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does HubSpot compete?

HubSpot is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
CRM platforms2nd of 931.1%Show ranking
Self service portals2nd of 628.9%Show ranking
Campaign management platforms1st of 836.4%Show ranking
Marketing automation platforms1st of 755.9%Show ranking
Marketing analytics platforms1st of 1258%Show ranking
B2B website personalization platforms1st of 780.4%Shown above
Account-based marketing platforms1st of 992%Show ranking
Sales engagement platforms5th of 60.56%Show ranking
Sales forecasting platforms6th of 91.9%Show ranking
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