Brandwave

LinkedIn Sales Navigator vs ZoomInfo:Which is more popular?

In September 2026, ZoomInfo had more branded searches than LinkedIn Sales Navigator among sales prospecting platforms worldwide. ZoomInfo had about 201,000 branded searches, while LinkedIn Sales Navigator had 135,000. ZoomInfo made up 19.3% of all sales prospecting platform searches we track, and LinkedIn Sales Navigator accounted for 12.9%. When we asked ChatGPT and Google AI Overviews about sales prospecting platforms, both LinkedIn Sales Navigator and ZoomInfo appeared in all five answers. ZoomInfo was mentioned before LinkedIn Sales Navigator in three out of five answers.

Among sales prospecting platforms worldwide in September 2026

Who do people search for more?

ZoomInfo, about 49% more searches than LinkedIn Sales Navigator

ZoomInfo 201K searchesLinkedIn Sales Navigator 135K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

LinkedIn Sales Navigator in 5 of 5ZoomInfo in 5 of 5

Who does AI recommend more?

ZoomInfo, named ahead of LinkedIn Sales Navigator in 3 of 5 answers

ZoomInfo first in 3LinkedIn Sales Navigator first in 2

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Top sales prospecting platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both LinkedIn Sales Navigator and ZoomInfo showed up in all five answers. ZoomInfo was listed before LinkedIn Sales Navigator in three of them.

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. Clay5th
  6. Outreach6th
  7. Lusha7th
  8. Reply.io8th
  9. lemlist–
  10. Smartlead–
  11. +1 more

Mentioned by AI

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

  • Apollo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ZoomInfo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • LinkedIn Sales Navigator5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Clay5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cognism4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outreach4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lusha3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Reply.io1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • lemlist0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smartlead0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about sales prospecting 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 21, 2026.

Is LinkedIn Sales Navigator or ZoomInfo more popular in search?

This chart shows how often people search Google for LinkedIn Sales Navigator and ZoomInfo by name. Each line represents a brand's share of searches for all 11 sales prospecting platforms we track, month by month, from English-language searches worldwide.

LinkedIn Sales Navigator and ZoomInfo among sales prospecting platforms worldwide, by month

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

View monthly share of searches table
MonthApolloLushaZoomInfoLinkedIn Sales NavigatorlemlistSmartleadInstantlyClayCognismReply.ioOutreach
Oct 202517.4%19.8%24.2%16.2%8.9%3.1%3.3%2.5%4%0.35%0.29%
Nov 202521.9%20.9%20.9%14%9.4%3.3%3.5%2.2%3.4%0.3%0.25%
Dec 202521.1%20%24.4%14.7%7.4%3.2%3.4%2.5%2.7%0.35%0.27%
Jan 202620.6%19.6%23.9%16%7.2%3.1%3.3%2.5%3.2%0.28%0.27%
Feb 202620.2%19.1%23.4%15.7%8.6%3.1%3.2%2.9%3.2%0.28%0.27%
Mar 202625.6%16.4%24.5%13.4%7.4%3.1%3.4%3%2.7%0.29%0.28%
Apr 202629.5%15.6%23.4%12.8%7%3%3.2%2.4%2.6%0.23%0.33%
May 202627.8%17.8%21.8%13.4%6.6%3.4%3.6%2.7%2.4%0.26%0.26%
Jun 202624%18.6%22.8%15.2%6.9%3.6%3.1%2.8%2.5%0.27%0.24%
Jul 202624.4%18.9%23.2%14.2%7%3.6%3.2%2.3%2.6%0.34%0.23%
Aug 202628%17.8%21.7%14.5%4.4%4.2%3.6%2.7%2.4%0.31%0.27%
Sep 202630.2%19.3%19.3%12.9%4.8%4.4%3.2%2.9%2.6%0.28%0.24%

How has the LinkedIn Sales Navigator and ZoomInfo comparison changed over the last 12 months?

3 findings

How did search popularity change for sales prospecting platforms worldwide in September 2026?

3 changes

  1. In September 2026, Lusha overtook ZoomInfo to rank 2nd among sales prospecting platforms worldwide, with 19.3% of the searches.

  2. In September 2026, ZoomInfo lost share of searches among sales prospecting platforms worldwide, from 21.7% to 19.3%.

  3. In September 2026, LinkedIn Sales Navigator lost share of searches among sales prospecting platforms worldwide, from 14.5% to 12.9%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using LinkedIn Sales Navigator’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.

LinkedIn Sales Navigator

2 branded search terms

  • linkedin sales navigator
  • sales navigator

ZoomInfo

1 branded search term

  • zoominfo

How the Brand Demand Index is measured

Other head-to-heads among sales prospecting platforms

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