Brandwave

Apollo vs Dun & Bradstreet:Which is more popular?

In September 2026, Apollo had more branded searches than Dun & Bradstreet among business data platforms worldwide. Apollo had about 314,000 branded searches, while Dun & Bradstreet had 254,000. Apollo made up 28% of all business data platform searches we track, and Dun & Bradstreet accounted for 22.6%. When we asked ChatGPT and Google AI Overviews about business data platforms, Apollo appeared in three of the five answers and Dun & Bradstreet in one. Apollo was mentioned before Dun & Bradstreet in every answer.

Among business data platforms worldwide in September 2026

Who do people search for more?

Apollo, about 24% more searches than Dun & Bradstreet

Apollo 314K searchesDun & Bradstreet 254K searches

Who does AI mention more?

Apollo, mentioned in 3 of 5 answers, Dun & Bradstreet in 1

Apollo in 3 of 5Dun & Bradstreet in 1 of 5

Who does AI recommend more?

Apollo, named ahead of Dun & Bradstreet in every answer

Apollo first in 3Dun & Bradstreet never first

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Top business data platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Apollo 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. Apollo 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.

  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 Apollo or Dun & Bradstreet more popular in search?

This chart shows how often people search Google for Apollo and Dun & Bradstreet 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.

Apollo and Dun & Bradstreet among business data platforms worldwide, by month

Share of searches by month for Apollo, Dun & Bradstreet. 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 Apollo and Dun & Bradstreet comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Apollo took it in March 2026.
  • Across the 12 months ending September 2026, Apollo’s share of searches among business data platforms worldwide moved from 15.3% to 28%, and its estimated monthly branded searches moved from 177K to 314K.
  • 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.

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

2 changes

  1. In September 2026, Apollo gained share of searches among business data platforms worldwide, from 25% to 28%.

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

How are branded searches counted?

10 search terms

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

Apollo

8 branded search terms

  • apollo extension chrome
  • apollo io app
  • apollo io crm
  • apollo io extension
  • Apollo.io
  • app apollo io
  • appapollo io
  • io apollo

Dun & Bradstreet

2 branded search terms

  • dun and bradstreet
  • dunbradstreet

How the Brand Demand Index is measured

Other head-to-heads among business data platforms

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