Brandwave

Demandbase vs HubSpot:Which is more popular?

In September 2026, HubSpot had more branded searches than Demandbase among account-based marketing platforms worldwide. HubSpot had about 1.5 million branded searches, while Demandbase had 12,400. HubSpot made up 92% of all account-based marketing platform searches we track, and Demandbase accounted for 0.75%. When we asked ChatGPT and Google AI Overviews about account-based marketing platforms, both Demandbase and HubSpot appeared in all five answers. Demandbase was mentioned before HubSpot in every answer.

Among account-based marketing platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 123 searches for every 1 for Demandbase

HubSpot 1.5M searchesDemandbase 12.4K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Demandbase in 5 of 5HubSpot in 5 of 5

Who does AI recommend more?

Demandbase, named ahead of HubSpot in every answer

Demandbase first in 5HubSpot never first

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Top account-based marketing platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Demandbase and HubSpot showed up in all five answers. Demandbase was listed before HubSpot in every answer.

Most recommended by AI

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

  1. 6sense1st
  2. Demandbase2nd
  3. RollWorks3rd
  4. HubSpot4th
  5. Terminus5th
  6. DemandScience6th
  7. Influ2–
  8. Factors.ai–
  9. Madison Logic–

Mentioned by AI

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

  • HubSpot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 6sense5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Demandbase5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • RollWorks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Terminus3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DemandScience1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Influ20 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Factors.ai0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Madison Logic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about account-based marketing 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.

Is Demandbase or HubSpot more popular in search?

This chart shows how often people search Google for Demandbase and HubSpot by name. Each line represents a brand's share of searches for all nine account-based marketing platforms we track, month by month, from English-language searches worldwide.

Demandbase and HubSpot among account-based marketing platforms worldwide, by month

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

View monthly share of searches table
MonthHubSpot6senseDemandbaseInflu2Factors.aiMadison LogicDemandScienceRollWorksTerminus
Oct 202590.5%7.9%0.91%0.14%0.17%0.11%0.14%0.09%0.04%
Nov 202590.4%7.9%0.93%0.17%0.21%0.12%0.14%0.07%0.04%
Dec 202588.8%9.5%0.91%0.16%0.25%0.14%0.16%0.09%0.05%
Jan 202692%6.6%0.78%0.14%0.18%0.11%0.14%0.06%0.04%
Feb 202691.7%6.6%0.93%0.17%0.21%0.14%0.14%0.06%0.04%
Mar 202691.8%6.5%0.94%0.17%0.22%0.14%0.14%0.06%0.03%
Apr 202692%6.6%0.79%0.14%0.18%0.14%0.11%0.05%0.03%
May 202690.4%7.9%0.96%0.17%0.21%0.12%0.12%0.05%0.03%
Jun 202692.9%5.5%1%0.18%0.18%0.1%0.12%0.04%0.02%
Jul 202690.4%8%0.97%0.17%0.21%0.12%0.14%0.04%0.03%
Aug 202690.4%8%0.91%0.17%0.22%0.12%0.12%0.04%0.03%
Sep 202692%6.6%0.75%0.17%0.15%0.1%0.1%0.04%0.02%

How has the Demandbase and HubSpot comparison changed over the last 12 months?

3 findings

How did search popularity change for account-based marketing platforms worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot gained share of searches among account-based marketing platforms worldwide, from 90.4% to 92%.

  2. Estimated monthly branded searches for Demandbase worldwide fell 20.2% over 12 measured months, from 15.6K to 12.4K in September 2026.

How are branded searches counted?

28 search terms

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

Demandbase

4 branded search terms

  • demandbase
  • demandbase abm
  • demandbase abm platform
  • demandbase one

HubSpot

24 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • 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 hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

How the Brand Demand Index is measured

Other head-to-heads among account-based marketing platforms

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