Brandwave

HubSpot vs Salesforce:Which is more popular?

In September 2026, Salesforce had more branded searches than HubSpot among self service portals worldwide. Salesforce had about 2.9 million branded searches, while HubSpot had 1.5 million. Salesforce made up 55.3% of all self service portal searches we track, and HubSpot accounted for 28.9%. When we asked ChatGPT and Google AI Overviews about self service portals, HubSpot and Salesforce each appeared in two of the five answers. HubSpot was mentioned before Salesforce in every answer.

Among self service portals worldwide in September 2026

Who do people search for more?

Salesforce, about 92% more searches than HubSpot

Salesforce 2.9M searchesHubSpot 1.5M searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

HubSpot in 2 of 5Salesforce in 2 of 5

Who does AI recommend more?

HubSpot, named ahead of Salesforce in every answer

HubSpot first in 2Salesforce never first

Follow HubSpot vs Salesforce and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top self service portals in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Salesforce was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. HubSpot was listed before Salesforce in every answer.

Most recommended by AI

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

  1. Zendesk1st
  2. ServiceNow2nd
  3. HubSpot3rd
  4. Freshdesk3rd
  5. ManageEngine3rd
  6. Salesforce6th

Mentioned by AI

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

  • Zendesk3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Salesforce2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HubSpot2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ServiceNow1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Freshdesk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ManageEngine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about self service portals

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is HubSpot or Salesforce more popular in search?

This chart shows how often people search Google for HubSpot and Salesforce by name. Each line represents a brand's share of searches for all six self service portals we track, month by month, from English-language searches worldwide.

HubSpot and Salesforce among self service portals worldwide, by month

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

View monthly share of searches table
MonthSalesforceHubSpotServiceNowZendeskFreshdeskManageEngine
Oct 202549.3%30.4%9.1%7.5%2.3%1.4%
Nov 202549.5%30.2%9.1%7.5%2.3%1.5%
Dec 202552.2%26.3%9.7%7.9%2.4%1.5%
Jan 202649.4%30.8%9.2%7.6%1.9%1.2%
Feb 202653.4%27%9.9%6.7%1.7%1.3%
Mar 202649.5%30.6%9.2%7.5%1.7%1.5%
Apr 202649.8%31.1%11.4%5.1%1.3%1.3%
May 202652.1%26.6%12%6.6%1.4%1.3%
Jun 202649.1%30.7%11.3%6.2%1.5%1.2%
Jul 202653.9%27.6%10.2%5.6%1.4%1.3%
Aug 202654.9%28.2%8.5%5.7%1.4%1.4%
Sep 202655.3%28.9%7.1%5.8%1.8%1.1%

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

3 findings
  • Salesforce was ahead of HubSpot in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among self service portals worldwide moved from 30.4% to 28.9%, and its estimated monthly branded searches held steady at 1.5M.
  • Across the 12 months ending September 2026, Salesforce’s share of searches among self service portals worldwide moved from 49.3% to 55.3%, and its estimated monthly branded searches moved from 2.4M to 2.9M.

How did search popularity change for self service portals worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot gained share of searches among self service portals worldwide, from 28.2% to 28.9%.

  2. Salesforce’s share of searches among self service portals worldwide has gained ground for 3 months in a row, from 49.1% to 55.3% in September 2026.

How are branded searches counted?

35 search terms

Brandwave collects information about searches that people make online using HubSpot’s and Salesforce’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.

HubSpot

1 branded search term

  • hubspot

Salesforce

34 branded search terms

  • agentforce
  • app salesforce
  • data cloud salesforce
  • experience cloud
  • marketing cloud
  • sales cloud
  • sales cloud salesforce
  • salesforce
  • salesforce agentforce
  • salesforce app
  • salesforce cloud
  • salesforce commerce cloud
  • salesforce cpq
  • salesforce crm company
  • salesforce crm management
  • salesforce crm software
  • salesforce customer 360
  • salesforce customer management
  • salesforce customer relationship
  • salesforce customer relationship management
  • salesforce customer relationship management system
  • salesforce data cloud
  • salesforce einstein
  • salesforce experience cloud
  • salesforce for crm
  • salesforce health cloud
  • salesforce marketing cloud
  • salesforce platform
  • salesforce relationship management
  • salesforce sales cloud
  • salesforce service cloud
  • salesforce software
  • salesforcecpq
  • service cloud

How the Brand Demand Index is measured

Other head-to-heads among self service portals

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free