Dun & Bradstreet vs ZoomInfo:Which is more popular?
In September 2026, Dun & Bradstreet had more branded searches than ZoomInfo among business data platforms worldwide. Dun & Bradstreet had about 254,000 branded searches, while ZoomInfo had 201,000. Dun & Bradstreet made up 22.6% of all business data platform searches we track, and ZoomInfo accounted for 17.9%. When we asked ChatGPT and Google AI Overviews about business data platforms, ZoomInfo appeared in three of the five answers and Dun & Bradstreet in one. ZoomInfo was mentioned before Dun & Bradstreet in every answer.
Who do people search for more?
Dun & Bradstreet, about 26% more searches than ZoomInfo
Who does AI mention more?
ZoomInfo, mentioned in 3 of 5 answers, Dun & Bradstreet in 1
Who does AI recommend more?
ZoomInfo, named ahead of Dun & Bradstreet in every answer
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Top business data platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ZoomInfo 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. ZoomInfo was listed before Dun & Bradstreet in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which business data platform should I use?”
Asked ChatGPT
“What are the best business data platforms?”
Asked ChatGPT
“What's the best business data platform for sales research?”
Searched Google, AI Overview
“sales intelligence platform”
Searched Google, AI Overview
“business intelligence data”
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 ZoomInfo more popular in search?
This chart shows how often people search Google for Dun & Bradstreet and ZoomInfo 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.
Share of searches by month for Dun & Bradstreet, ZoomInfo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apollo | Dun & Bradstreet | ZoomInfo | LinkedIn Sales Navigator | Crunchbase | PitchBook | Cognism | CB Insights | Clay |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 15.3% | 22.1% | 21.2% | 14.2% | 14.2% | 7.8% | 3.5% | 1.6% | 0.21% |
| Nov 2025 | 19.6% | 23.6% | 18.7% | 12.5% | 12.5% | 8.4% | 3.1% | 1.4% | 0.23% |
| Dec 2025 | 19% | 22.9% | 22.1% | 13.3% | 12.1% | 6.6% | 2.4% | 1.3% | 0.22% |
| Jan 2026 | 18.4% | 22.2% | 21.3% | 14.3% | 11.7% | 7.8% | 2.9% | 1.3% | 0.22% |
| Feb 2026 | 18.4% | 22.2% | 21.3% | 14.3% | 11.7% | 7.8% | 2.9% | 1.3% | 0.22% |
| Mar 2026 | 21.4% | 17.4% | 20.5% | 11.2% | 16.8% | 9.2% | 2.3% | 1% | 0.17% |
| Apr 2026 | 27.4% | 18.4% | 21.6% | 11.8% | 11.9% | 5.3% | 2.4% | 1.1% | 0.18% |
| May 2026 | 26.1% | 21.1% | 20.5% | 12.6% | 11.2% | 5% | 2.3% | 1% | 0.21% |
| Jun 2026 | 22.5% | 22.1% | 21.4% | 14.3% | 9.6% | 6.4% | 2.4% | 1.1% | 0.17% |
| Jul 2026 | 23.1% | 22.7% | 22% | 13.5% | 9.8% | 5.4% | 2.4% | 0.88% | 0.18% |
| Aug 2026 | 25% | 24.6% | 19.4% | 13% | 8.8% | 5.9% | 2.1% | 0.96% | 0.24% |
| Sep 2026 | 28% | 22.6% | 17.9% | 12% | 8% | 8% | 2.4% | 0.88% | 0.22% |
How has the Dun & Bradstreet and ZoomInfo comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: ZoomInfo took it in March 2026, Dun & Bradstreet took it in May 2026.
- Across the 12 months ending September 2026, Dun & Bradstreet’s share of searches among business data platforms worldwide moved from 22.1% to 22.6%, and its estimated monthly branded searches moved from 256K to 254K.
- Across the 12 months ending September 2026, ZoomInfo’s share of searches among business data platforms worldwide moved from 21.2% to 17.9%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for business data platforms worldwide in September 2026?
2 changes
In September 2026, Dun & Bradstreet lost share of searches among business data platforms worldwide, from 24.6% to 22.6%.
In September 2026, ZoomInfo lost share of searches among business data platforms worldwide, from 19.4% to 17.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Dun & Bradstreet’s and ZoomInfo’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
ZoomInfo
1 branded search term
- zoominfo
Other head-to-heads among business data platforms
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