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 55.9% of all global marketing automation platform searches, placing HubSpot first out of seven platforms. When we asked both ChatGPT and Google AI Overviews about marketing automation platforms, HubSpot appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

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

  1. HubSpotShare of searches 55.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. BrevoShare of searches 30.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. KlaviyoShare of searches 11.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  4. ActiveCampaignShare of searches 2.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  5. OrttoShare of searches 0.07%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top marketing automation platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HubSpot appeared in all four answers. HubSpot is the most recommended of the seven.

Most recommended by AI

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

  1. HubSpot1st
  2. ActiveCampaign2nd
  3. Brevo3rd
  4. Klaviyo4th
  5. Adobe Marketo Engage5th
  6. Ortto–
  7. Keap–

Mentioned by AI

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

  • HubSpot4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ActiveCampaign4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brevo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Klaviyo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adobe Marketo Engage3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ortto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Keap0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about marketing automation platforms

4 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 21, 2026.

Which marketing automation platforms compete with HubSpot?

HubSpot against marketing automation platforms worldwide, by month

Share of searches by month for HubSpot, Brevo, Klaviyo, ActiveCampaign. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotBrevoKlaviyoActiveCampaignOrttoAdobe Marketo EngageKeap
Oct 202561.1%22.1%12.2%4.4%0.1%0.05%<0.01%
Nov 202556.6%25.2%13.9%4.1%0.09%0.05%<0.01%
Dec 202553.7%29.1%13.1%3.9%0.1%0.05%<0.01%
Jan 202661.6%22.4%12.3%3.7%0.08%0.04%<0.01%
Feb 202656.6%25.3%13.8%4.1%0.09%0.06%<0.01%
Mar 202658.7%26%11.7%3.5%0.09%0.06%<0.01%
Apr 202658.9%26.2%11.8%2.9%0.17%0.04%<0.01%
May 202654%29.4%13.2%3.2%0.11%0.04%<0.01%
Jun 202659%26.2%11.8%2.9%0.07%0.05%<0.01%
Jul 202654.2%29.7%13.3%2.7%0.08%0.04%<0.01%
Aug 202657.3%25.7%14.1%2.8%0.09%0.05%<0.01%
Sep 202655.9%30.5%11.2%2.2%0.07%0.05%<0.01%

  1. 1.HubSpot

    55.9%

    Held 1st. 1.5M estimated branded searches, +22.6% vs prior month. Share -1.4 points.

  2. 2.Brevo

    30.5%

    Held 2nd. 828K estimated branded searches, +49.2% vs prior month. Share +4.8 points.

  3. 3.Klaviyo

    11.2%

    Held 3rd. 304K estimated branded searches, +0.03% vs prior month. Share -2.9 points.

  4. 4.ActiveCampaign

    2.2%

    Held 4th. 60.7K estimated branded searches, -0.2% vs prior month. Share -0.6 points.

  5. 5.Ortto

    0.07%

    Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Adobe Marketo Engage

    0.05%

    Held 6th. 1.3K estimated branded searches, +30% vs prior month. Share 0 points.

  7. 7.Keap

    <0.01%

    Held 7th. 10 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 marketing automation platforms worldwide decreased from 61.1% to 55.9%.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among marketing automation platforms worldwide peaked at 61.6% in January 2026 and was lowest at 53.7% in December 2025.

How did search popularity change for marketing automation platforms worldwide in September 2026?

5 changes

  1. In September 2026, Brevo gained share of searches among marketing automation platforms worldwide, from 25.7% to 30.5%.

  2. In September 2026, Klaviyo lost share of searches among marketing automation platforms worldwide, from 14.1% to 11.2%.

  3. In September 2026, HubSpot lost share of searches among marketing automation platforms worldwide, from 57.3% to 55.9%.

  4. In September 2026, ActiveCampaign lost share of searches among marketing automation platforms worldwide, from 2.8% to 2.2%.

  5. Estimated monthly branded searches for Ortto worldwide fell 20.7% over 12 measured months, from 2.4K to 1.9K 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%Shown above
Marketing analytics platforms1st of 1258%Show ranking
B2B website personalization platforms1st of 780.4%Show ranking
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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Is HubSpot your brand?

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