Brandwave

B2B demand generation agencies:Which brands are most popular in search?

In August 2026, Refine Labs was the most searched among B2B demand generation agencies worldwide, with an estimated 2.4K branded searches and 33.1% estimated Share of Search within this set. Worldwide · English terms: these are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Refine Labs33.1%
  2. Ironpaper23%
  3. Kalungi21.8%
  4. New North21.8%
  5. Directive0.27%

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Share of SearchLeaderboard

Compare agencies that build B2B marketing programs to create and measure qualified demand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among B2B demand generation agencies worldwide, by month

Share of Search by month for Refine Labs, Ironpaper, Kalungi, New North. The figures are in the table below the chart.

View monthly share of search table
MonthRefine LabsIronpaperKalungiNew NorthDirective
Oct 202521.7%34.9%25.6%17.5%0.27%
Nov 202523.4%30.8%27.1%18.6%0.14%
Dec 202525.3%31.6%28.2%14.8%0.15%
Jan 202615.9%32.8%30%20.5%0.78%
Feb 202617.7%31.4%33.3%17.5%0.17%
Mar 202619.7%31.8%28.7%19.6%0.3%
Apr 202624%25%27.6%23%0.29%
May 202616%28%30.2%25.3%0.47%
Jun 202617.8%30.8%33.4%17.6%0.35%
Jul 202627.5%29.9%27.2%14.9%0.51%
Aug 202633.1%23%21.8%21.8%0.27%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Refine Labs

    33.1%

    moved from 2nd to 1st · 2.4K estimated branded searches · +49.7% vs prior month · +5.5 points

  2. 2.Ironpaper

    23%

    moved from 1st to 2nd · 1.7K estimated branded searches · -4% vs prior month · -6.9 points

  3. 3.Kalungi

    21.8%

    held 3rd · 1.6K estimated branded searches · 0% vs prior month · -5.4 points

  4. 4.New North

    21.8%

    held 4th · 1.6K estimated branded searches · +83% vs prior month · +7 points

  5. 5.Directive

    0.27%

    held 5th · 20 estimated branded searches · -33.3% vs prior month · -0.2 points

Compare search popularity between leading brands

Which brand is most popular in search among B2B demand generation agencies worldwide?

In August 2026, Refine Labs was the most searched among B2B demand generation agencies worldwide, with an estimated 2.4K branded searches and 33.1% estimated Share of Search within this set. Ironpaper is in 2nd place, 10 percentage points behind at 23% Share of Search.

Global B2B demand generation agencies, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Refine Labs21.7% → 33.1%33.1%Aug 202615.9%Jan 20263rd → 1st
Ironpaper34.9% → 23%34.9%Oct 202523%Aug 20261st → 2nd
Kalungi25.6% → 21.8%33.4%Jun 202621.8%Aug 20262nd → 3rd
New North17.5% → 21.8%25.3%May 202614.8%Dec 20254th
Directive0.27%0.78%Jan 20260.14%Nov 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, Refine Labs’ estimated Share of Search among B2B demand generation agencies worldwide increased from 21.7% to 33.1%.
  • Across the 11 months ending August 2026, Ironpaper’s estimated Share of Search among B2B demand generation agencies worldwide decreased from 34.9% to 23%.
  • Across the 11 months ending August 2026, Kalungi’s estimated Share of Search among B2B demand generation agencies worldwide decreased from 25.6% to 21.8%.
  • Across the 11 months ending August 2026, New North’s estimated Share of Search among B2B demand generation agencies worldwide increased from 17.5% to 21.8%.
  • Across the 11 months ending August 2026, Refine Labs’ estimated Share of Search among B2B demand generation agencies worldwide peaked at 33.1% in August 2026 and was lowest at 15.9% in January 2026.
  • Across the 11 months ending August 2026, Kalungi’s estimated Share of Search among B2B demand generation agencies worldwide peaked at 33.4% in June 2026 and was lowest at 21.8% in August 2026.
  • Across the 11 months ending August 2026, New North’s estimated Share of Search among B2B demand generation agencies worldwide peaked at 25.3% in May 2026 and was lowest at 14.8% in December 2025.
  • Across the 11 months ending August 2026, Refine Labs rose from 3rd to 1st among B2B demand generation agencies worldwide.
  • Across the 11 months ending August 2026, Ironpaper fell from 1st to 2nd among B2B demand generation agencies worldwide.
  • Across the 11 months ending August 2026, Kalungi fell from 2nd to 3rd among B2B demand generation agencies worldwide.
  • Across the 11 months ending August 2026, Directive held steady: its estimated Share of Search among B2B demand generation agencies worldwide moved less than 0.5 percentage points.

How did search popularity change for B2B demand generation agencies worldwide in August 2026?

  1. In August 2026, Refine Labs overtook Ironpaper to take the highest estimated Share of Search among B2B demand generation agencies worldwide, at 33.1%.

  2. In August 2026, New North gained estimated Share of Search among B2B demand generation agencies worldwide, from 14.9% to 21.8%.

  3. In August 2026, Ironpaper lost estimated Share of Search among B2B demand generation agencies worldwide, from 29.9% to 23%.

  4. In August 2026, Kalungi lost estimated Share of Search among B2B demand generation agencies worldwide, from 27.2% to 21.8%.

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