Brandwave

Dun & Bradstreet vs LinkedIn Sales Navigator:Which is more popular?

In September 2026, Dun & Bradstreet had more branded searches than LinkedIn Sales Navigator among business data platforms worldwide. Dun & Bradstreet had about 254,000 branded searches, while LinkedIn Sales Navigator had 135,000. Dun & Bradstreet made up 22.6% of all business data platform searches we track, and LinkedIn Sales Navigator accounted for 12%. When we asked ChatGPT and Google AI Overviews about business data platforms, LinkedIn Sales Navigator appeared in three of the five answers and Dun & Bradstreet in one. LinkedIn Sales Navigator was mentioned before Dun & Bradstreet in two out of three answers.

Among business data platforms worldwide in September 2026

Who do people search for more?

Dun & Bradstreet, about 89% more searches than LinkedIn Sales Navigator

Dun & Bradstreet 254K searchesLinkedIn Sales Navigator 135K searches

Who does AI mention more?

LinkedIn Sales Navigator, mentioned in 3 of 5 answers, Dun & Bradstreet in 1

LinkedIn Sales Navigator in 3 of 5Dun & Bradstreet in 1 of 5

Who does AI recommend more?

LinkedIn Sales Navigator, named ahead of Dun & Bradstreet in 2 of 3 answers

LinkedIn Sales Navigator first in 2Dun & Bradstreet first in 1

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Top business data platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LinkedIn Sales Navigator was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Dun & Bradstreet was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. LinkedIn Sales Navigator was listed before Dun & Bradstreet in two out of three answers.

Most recommended by AI

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

  1. Apollo1st
  2. ZoomInfo2nd
  3. LinkedIn Sales Navigator3rd
  4. Cognism4th
  5. Dun & Bradstreet5th
  6. Clay6th
  7. Crunchbase–
  8. PitchBook–
  9. CB Insights–

Mentioned by AI

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

  • Apollo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ZoomInfo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LinkedIn Sales Navigator3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cognism3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clay2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dun & Bradstreet1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Crunchbase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PitchBook0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CB Insights0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about business data 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 Dun & Bradstreet or LinkedIn Sales Navigator more popular in search?

This chart shows how often people search Google for Dun & Bradstreet and LinkedIn Sales Navigator by name. Each line represents a brand's share of searches for all nine business data platforms we track, month by month, from English-language searches worldwide.

Dun & Bradstreet and LinkedIn Sales Navigator among business data platforms worldwide, by month

Share of searches by month for Dun & Bradstreet, LinkedIn Sales Navigator. The figures are in the table below the chart.

View monthly share of searches table
MonthApolloDun & BradstreetZoomInfoLinkedIn Sales NavigatorCrunchbasePitchBookCognismCB InsightsClay
Oct 202515.3%22.1%21.2%14.2%14.2%7.8%3.5%1.6%0.21%
Nov 202519.6%23.6%18.7%12.5%12.5%8.4%3.1%1.4%0.23%
Dec 202519%22.9%22.1%13.3%12.1%6.6%2.4%1.3%0.22%
Jan 202618.4%22.2%21.3%14.3%11.7%7.8%2.9%1.3%0.22%
Feb 202618.4%22.2%21.3%14.3%11.7%7.8%2.9%1.3%0.22%
Mar 202621.4%17.4%20.5%11.2%16.8%9.2%2.3%1%0.17%
Apr 202627.4%18.4%21.6%11.8%11.9%5.3%2.4%1.1%0.18%
May 202626.1%21.1%20.5%12.6%11.2%5%2.3%1%0.21%
Jun 202622.5%22.1%21.4%14.3%9.6%6.4%2.4%1.1%0.17%
Jul 202623.1%22.7%22%13.5%9.8%5.4%2.4%0.88%0.18%
Aug 202625%24.6%19.4%13%8.8%5.9%2.1%0.96%0.24%
Sep 202628%22.6%17.9%12%8%8%2.4%0.88%0.22%

How has the Dun & Bradstreet and LinkedIn Sales Navigator comparison changed over the last 12 months?

3 findings

How did search popularity change for business data platforms worldwide in September 2026?

2 changes

  1. In September 2026, Dun & Bradstreet lost share of searches among business data platforms worldwide, from 24.6% to 22.6%.

  2. In September 2026, LinkedIn Sales Navigator lost share of searches among business data platforms worldwide, from 13% to 12%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Dun & Bradstreet’s and LinkedIn Sales Navigator’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.

Dun & Bradstreet

2 branded search terms

  • dun and bradstreet
  • dunbradstreet

LinkedIn Sales Navigator

2 branded search terms

  • linkedin sales navigator
  • sales navigator

How the Brand Demand Index is measured

Other head-to-heads among business data platforms

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