Brandwave

Demandbase vs HubSpot:Which is more popular?

In September 2026, HubSpot had more branded searches than Demandbase among B2B website personalization platforms worldwide. HubSpot had about 1.5 million branded searches, while Demandbase had 12,200. HubSpot made up 80.4% of all B2B website personalization platform searches we track, and Demandbase accounted for 0.64%. When we asked ChatGPT and Google AI Overviews about B2B website personalization platforms, HubSpot appeared in four of the five answers and Demandbase in three. Demandbase was mentioned before HubSpot in three out of four answers that named either.

Among B2B website personalization platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 125 searches for every 1 for Demandbase

HubSpot 1.5M searchesDemandbase 12.2K searches

Who does AI mention more?

HubSpot, mentioned in 4 of 5 answers, Demandbase in 3

HubSpot in 4 of 5Demandbase in 3 of 5

Who does AI recommend more?

Demandbase, named ahead of HubSpot in 3 of 4 answers

Demandbase first in 3HubSpot first in 1

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Top B2B website personalization platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Demandbase was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Demandbase was listed before HubSpot in three out of four answers that named either.

Most recommended by AI

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

  1. Demandbase1st
  2. Optimizely2nd
  3. 6sense3rd
  4. Mutiny4th
  5. HubSpot5th
  6. Personyze6th
  7. Kameleoon–

Mentioned by AI

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

  • HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Optimizely4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mutiny4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 6sense3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Demandbase3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Personyze2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kameleoon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about B2B website personalization 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 Demandbase or HubSpot more popular in search?

This chart shows how often people search Google for Demandbase and HubSpot by name. Each line represents a brand's share of searches for all seven B2B website personalization platforms we track, month by month, from English-language searches worldwide.

Demandbase and HubSpot among B2B website personalization platforms worldwide, by month

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

View monthly share of searches table
MonthHubSpotOptimizely6senseDemandbaseKameleoonPersonyzeMutiny
Oct 202579.4%12.6%6.9%0.78%0.28%0.02%<0.01%
Nov 202577%15.1%6.8%0.76%0.33%0.02%<0.01%
Dec 202573.6%17.5%7.8%0.72%0.26%0.01%<0.01%
Jan 202678.3%15.3%5.6%0.63%0.22%0.01%<0.01%
Feb 202678.1%15.3%5.6%0.77%0.27%0.02%<0.01%
Mar 202680.5%12.8%5.7%0.78%0.23%0.02%<0.01%
Apr 202680.5%12.9%5.8%0.64%0.23%<0.01%<0.01%
May 202677.1%15.1%6.7%0.75%0.27%0.01%<0.01%
Jun 202681.1%13%4.8%0.79%0.29%<0.01%<0.01%
Jul 202677%15.2%6.8%0.75%0.27%<0.01%<0.01%
Aug 202677%15.2%6.8%0.76%0.22%0.01%<0.01%
Sep 202680.4%13%5.8%0.64%0.23%0.01%<0.01%

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

3 findings

How did search popularity change for B2B website personalization platforms worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot gained share of searches among B2B website personalization platforms worldwide, from 77% to 80.4%.

  2. Estimated monthly branded searches for Demandbase worldwide fell 19% over 12 measured months, from 15.1K to 12.2K in September 2026.

How are branded searches counted?

26 search terms

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

Demandbase

2 branded search terms

  • demandbase
  • demandbase one

HubSpot

24 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • hubspot customer relationship management
  • hubspot email marketing
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing
  • hubspot marketing crm
  • hubspot marketing hub
  • hubspot operations hub
  • hubspot sales
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

How the Brand Demand Index is measured

Other head-to-heads among B2B website personalization platforms

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