HubSpot vs Mailchimp:Which is searched more?
In September 2026, HubSpot had more branded searches than Mailchimp among campaign management platforms worldwide. HubSpot had about 1.5 million branded searches, while Mailchimp had 1.2 million. HubSpot made up 36.4% of all campaign management platform searches we track, and Mailchimp accounted for 29.4%. These are worldwide searches for English-language branded terms.
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Is HubSpot or Mailchimp more popular in search?
Compare the platforms marketing teams run campaigns from. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for HubSpot, Mailchimp. The figures are in the table below the chart.
View monthly share of searches table
| Month | HubSpot | Mailchimp | Asana | Klaviyo | ActiveCampaign | Customer.io | Pardot | Adobe Marketo Engage |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.4% | 30% | 30.7% | 6.1% | 2.2% | 0.25% | 0.36% | 0.03% |
| Nov 2025 | 29.5% | 35.8% | 24.7% | 7.2% | 2.1% | 0.24% | 0.35% | 0.02% |
| Dec 2025 | 28.2% | 33.9% | 28.4% | 6.9% | 2% | 0.28% | 0.33% | 0.03% |
| Jan 2026 | 32.4% | 32% | 26.7% | 6.4% | 1.9% | 0.26% | 0.31% | 0.02% |
| Feb 2026 | 31.6% | 31.2% | 26.4% | 7.7% | 2.3% | 0.32% | 0.38% | 0.03% |
| Mar 2026 | 32.4% | 31.9% | 26.7% | 6.4% | 1.9% | 0.26% | 0.31% | 0.03% |
| Apr 2026 | 36.3% | 29.3% | 24.7% | 7.2% | 1.8% | 0.29% | 0.35% | 0.02% |
| May 2026 | 31.8% | 31.4% | 26.4% | 7.8% | 1.9% | 0.32% | 0.31% | 0.03% |
| Jun 2026 | 36.4% | 29.3% | 24.6% | 7.3% | 1.8% | 0.29% | 0.29% | 0.03% |
| Jul 2026 | 33.8% | 27.5% | 28.1% | 8.3% | 1.6% | 0.33% | 0.33% | 0.03% |
| Aug 2026 | 33.8% | 27.5% | 28.1% | 8.3% | 1.7% | 0.34% | 0.33% | 0.03% |
| Sep 2026 | 36.4% | 29.4% | 24.9% | 7.3% | 1.5% | 0.29% | 0.29% | 0.03% |
How has the HubSpot and Mailchimp comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Mailchimp took it in November 2025, HubSpot took it in January 2026.
- Across the 12 months ending September 2026, HubSpot’s share of searches among campaign management platforms worldwide moved from 30.4% to 36.4%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, Mailchimp’s share of searches among campaign management platforms worldwide moved from 30% to 29.4%, and its estimated monthly branded searches moved from 1.5M to 1.2M.
How did search popularity change for campaign management platforms worldwide in September 2026?
2 changes
In September 2026, Mailchimp overtook Asana to rank 2nd among campaign management platforms worldwide, with 29.4% of the searches.
In September 2026, HubSpot gained share of searches among campaign management platforms worldwide, from 33.8% to 36.4%.
How are branded searches counted?
28 search terms
Brandwave collects information about searches that people make online using HubSpot’s and Mailchimp’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
21 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 forms
- hubspot landing pages
- hubspot marketing crm
- hubspot operations hub
- hubspot sales
- hubspot sales hub
- hubspot sales software
- hubspot service hub
- sales crm hubspot
Mailchimp
7 branded search terms
- email marketing mailchimp
- intuit mailchimp
- Mailchimp
- mailchimp app
- mailchimp email templates
- mailchimp template
- mailchimp templates
Other head-to-heads among campaign management platforms
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